If you are in business for yourself you know how hard it is to wear so many hats.  In the beginning it is very tempting for a business owner to try to do it all.  Often due to startup concerns you may feel like doing it yourself is the only way.  My first thought concerning thought provoking copy is don't write it yourself,  but, understanding financial concerns let's go over some basic copy points that will help you write thought provoking copy and hopefully make a few sales along the way.  Rule #1 is just because you do it doesn't mean you have to write or say it.  Many business owners forget that there are many layers involved when obtaining a new customer or client.  By writing copy that tells the listener or reader everything you do in a laundry list you might as well pull down the bed sheets, fluff up the pillows, and put them to sleep.  So many business owners, and understandably so, feel that if they don't tell their audience everything they can do for them that somehow they are going to miss a precious customer or sale.  That's simply not true.  Too much information is always too much.  So you are faced with focusing on one aspect of your business.  It's o.k. if you have 2 or 3 different ads, but, it is important that each one targets a specific item or service and makes that the main focus.  You are going to get more results with this specific approach.  Let's say you own an automotive repair shop and you advertise on the radio.  It is very tempted to say "if you're broke down we'll fix it, need an oil change..we do it, how bout those tires...."  and so on.  Want real results that attract customers.  "This week at Tally's Repair we are focusing on Ford Truck owners....If you own a Ford truck that is a 1995 or newer we want to see you for our 41 point check-up.  Ford Truck owners Tally's Repair will literally check out over 200 Ford Trucks.   And to make sure you get your Ford Truck on the schedule call us now at 800-59-Tally ."  This ad is going to do two things...1st it's going to attract Ford Truck owners and 2nd it's going to cause owners of other vehicle makes and models to ask...."when are you going to run the special on Chevy's or what about my car" .  That's how you get results.  Now let's review what the average business owner wants to say when he writes Tally's ad...."Come to Tally's Repair...we've been in business for over 55 years and we service what we sell....The fine folks at Tally's know that you need your vehicle fixed and that's just what we do....but that's not all we do...we're a one stop shop for oil, tires,....blah blah blah....."  That's the ad that everyone is tempted to write.  Hope that gets you thinking about your own ads and once you can afford it hire someone else to write and produce your commercials so that you can focus on the other aspects of your business..P.S.  Use this thought process when writing listing titles and copy:)