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Go through your past customer questions. You may have answered them each individually, but did you answer those same questions for your future prospects? If not, add those answers to your ad copy. If you do not want to clutter up your ad you could set up a separate FAQ section that's linked to it.
Now there will always be questions that arise you weren't prepared for. You should provide quick and easy ways for them to get in contact with you by phone, fax, e-mail, instant messaging, etc. Offer 24 hour customer service. If that's not possible, tell them you will answer all questions ASAP or within a reasonable or quick time frame.
In future keep track of all questions that arise and update your ad copy or FAQ regularly. It can be difference between your sale or your competitions sale.
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