What is the call to action of the ad? Understand the qualities of the product that makes it stand out.
Who is the target audience? How can I create the bridge between them and the product? How can I communicate that this product will make a difference in the customers life?
Copy development: What are trigger words that would resonate with the demographic? (i.e. for an outdoor/active product I would probably want words that emphasize adventure and being active.)
Creative Solution/Imagery: What is imagery that identifies with target audience. Or something enticing. Show the ease of using the product.