The size of the advertisement, or direct mail piece, has been decided. Now, how much space is to be given to illustrations/photos/typographic layout? How much space is alloted to copy? Does the client want large product photos? If the client does, then the copywriter must be very selective in choosing his/her words. Space is critical.
If the client wants prominent product photos, accompanied by a good-sized company logo, and a headline that jumps off the page, the copywriter quickly realizes that he/she is compelled to write a powerful sales message using the least number of words. This is what separates the professional copy writer from the 'wanna-be'.
