Amateur ad writing may salve the egos of your attorneys, but it won't meet your advertising goals. Good advertising copy is interesting, alive, crisp and direct. We all know it when we see it. And, it generally has nothing in common with good legal writing except that they should both be grammatically correct. While you may think you have a great deal to say in your ad, you would be surprised how effective less copy and great graphics can be in telling your story.
White space is a good thing.
It allows your ad to stand apart from the editorial copy. You have a better chance of catching the reader's eye when there is something to see other than newsprint. Include every partner, office location and phone number Displaying who your partners are and how they can be reached is useful information, but remember, this is an advertisement, not a directory listing. This is your chance to be creative, not verbose. The more colors the better Color is nice, but not always appropriate or necessary to display your ad.