In the body copy of your advertisements, this is where you want to sell the reader on taking action. And this is different from creating a good headline. Your headline's job is to get the reader to read more, and this is where your body copy comes into play.
Now obviously what you say in your body copy will vary depending on the size of the ad that you run. If you run a full page ad, you have ample space to sell your reader on buying something, or contacting you for your free offer. But if you run a display or classified ad, your ad space is totally limited - so what you say in this small space is incredibly important.
Try to use bullet points, numbers, testimonials, or any kind of proof of credibility that will allow you to look like you know what you're talking about. With good body copy, you can convince a reader to act upon your call to action -- which is what I will talk about in another post.
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