The eye likes white space

With information coming in at warp speed, people often glance at incoming mail and instantly decide whether they'll read more or discard it. Therefore, copy design is as important in good advertising as ad copy, because dense copy overwhelms most readers.

No one likes clutter, even if it's in their own house. The eye likes white space, so don't bury your message. Your copy must be easy to read or you'll quickly lose your readers, and with it your advertising dollars.

There's more to writing copy that sells than the words. Good advertising thinks big picture, including ad design and knowing when to follow the rules and when you'll get more mileage by breaking them.

White space management is critical in good advertising, whether it's an ad in your local newspaper or a direct mail piece. Why write copy your target audience won't read because it overwhelms the eye?

While it may seem cost prohibitive to hire an agency to produce and lay out your copy, the results will normally be far better than you'll get yourself. In the long run, it will be money well spent.