Nikwax is a good fabric waterproofer, as is Fabsil. But be careful if the fabric is breathable, use the right one, or the fabric won't breathe properly.
If it's the seams, a good trick is candle wax. Simply rub a candle along the stitching and it's rub wax into the gaps and stitch holes, also leaves a residue over the stitch thread, which helps stop wicking through the threads.
If it's the zips, then this is a bit more of a problem, due to the nature of the design of the zip. Make sure the zip is kept clean and free of dirt and dust, then apply candle wax in the same as to a seam. But, it'll need to be kept up. Most tents have a flap of fabric that is supposed to sit over the zip, but on a lot of lighter tents, the flap just ends up permanently folded the wrong way. Heavier tents (Oztent, for example), have heavier flaps and velcro to help hold them in place. If you're handy with a sewing machine, just sew a wide flap on, using a similar material to the tent or fly itself and add some velcro to help hold in place. Don't forget to waterproof the stitches.
New tents should be wetted before first use, to get the stitching threads to swell and fill the stitch holes.