Know your audience
Before you even attempt to write a single word, understand your audience who will respond your copy. Knowing your audience will determine your story and your language.
Focus and have a clear goal. Be flexible and research thoroughly.
If your product is a new high-tech IT gadget and your target audience consists of IT talents, your ad will be so much different than if you are trying to build a product awareness to the mass consumers.
Copydiva.com has an extended version of the basic rule here
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