The picture, the headline, and the layout should be set before you begin the copy. To me, writing the copy before you have visualized the layout is backwards. After you finish a piece of copy, go back and cut out all the adjectives. Henry Ward Beecher's father was once chairman of a committee to draw up resolutions on slavery. Beecher said that was the way he had it in his first draft, but he had cut out the word 'terrible' for the sake of emphasis.
Adjectives are like the leaves on a switch.
They make the switch look pretty, but if you want to hit a blow that will cut, you take off the leaves. Literature that cuts has very few adjectives. We should never write an ad without the idea that something is going to happen. And remember the power of the direct command.