Wayne,

The paragraph you have is providing as much punch as the 3 bullets on your landing page. I would consider a version of that for the ad.

Is the ability to "call distant loved ones" the real trigger here? How often does one long to speak with distant loved ones?

Wouldn't saving money on a volume of calls be the bigger attraction to a small business owner?

I agree with steve on the URL - lose the red. One color - clean font. No room to be fancy or cute with pertinate info. If nothing else - change that.

Let us know how it pulls. How are you tracking it?

Good luck.