LOL, I agree Chris - hype isn't good - but they are easy, and can make money and will earn them money month after month - so, it is factual information.
![Wink ;)](./images/smilies/icon_wink.gif)
It doesn't need to be flashing or animated - just maybe bulleted or somehow draw attention to the benefits they will receive that can be easily seen when skimming. Something that grabs them so that they want to read more.
As for your comment on not being good with Ad Copy... I have two book reccomendations for you:
Tested Advertising Methods by John Caples (legendary book and really is the end all on learning how to write effective ad copy that will work in pretty much any medium)
and
Net Words by Nick Usborne (which goes into more of writing for the net specifically)
Those two together should be able to give you some kick butt ad copy skills
![Smile :)](./images/smilies/icon_smile.gif)
. Hope this helps.