i was exchanging ideas with a client today on copywriting, with regards to writing copy to fit space. notice that i didn’t say to fill space – since fitting to space is usually about being leaner in the end. i told him that when i write copy for an ad, i often ensure that it not only looks good but also performs well. when i say “looks good” with regards to copy, i mean that certain lines in a group of bullets or paragraph will each contain the same number of characters . this has the effect of creating a visually clean series of text. while not always possible to get just right, it’s a challenge worth taking and a fine art that’s difficult to master. essentially, it comes down to how expansive your vocabulary is and how deep is your desire to keep copy as lean as it can be – without sacrificing effectiveness, of course. i suppose you also have to be patient and avoid the temptation of hitting the justify key. doing that can create uneven spacing between words in bullet groups and paragraphs – a.k.a “holes” in the text.