The best ad copy is...no ad copy.

May 19, 2011 | Posted by Jim Gott

Ads without body copy are considered to be some of the most effective. Ads with a very compelling image need very little copy because your image is doing all the work. Adapt the philosophy of, 'Say one thing, and say it well' and you can create ads of this type. (Advertising Award annuals are full of them). Once again, trying to say too much with your ad clutters the message and the ad becomes ineffective.

If you respect the intelligence of your audience and believe that they will make the connection between the image and the payoff, then the effort it takes to develop these ads are worth it. Take a look at the following examples. There's no copy, but you know exactly what they're saying.