Long Copy Lives For Rosetta Stone

I was flipping through Newsweek when an ad caught my eye just as I was turning the page: The ad below, for Rosetta Stone language instruction. Click on the ad to enlarge it.
RS2.jpg
It’s a long-copy ad. Hell, it’s a direct-response long-copy ad, the kind most ad people turn up their noses at. And it’s as well-written as anything I’ve seen in years. Vivid language. Bite-sized, punchy sentences and paragraphs laced with forceful verbs. A narrative that tells a story and guides you through how the product works and why it seems to be unlike other language programs.
Considering how I’ve always wondered how I can learn bits and pieces of Spanish and Hebrew but never enough to be fluent or conversant, this ad makes Rosetta Stone sound exactly like what I’d need to pick up a new language. I’m sold. Or rather, if I had the money, I’d be sold.
Too bad we don’t reward great, simple writing like this anymore. If it was a 2 page visual-solution spread, however, it might win a Pencil.
I wonder if anyone likes this as much as I do.

About Dan Goldgeier

Blogging on AdPulp since 2005, Dan Goldgeier is a Seattle-based freelance copywriter with experience at advertising agencies across the U.S. He is a graduate of the Creative Circus ad school, and currently teaches at Seattle's School of Visual Concepts. In addition, he is a regular columnist for TalentZoo.com. Dan published the best of his TalentZoo.com columns in a book entitled View From The Cheap Seats: A Broader Look at Advertising, Marketing, Branding, Global Politics, Office Politics, Sexual Politics, and Getting Drunk During a Job Interview. Look for it on Amazon in paperback and e-book editions.

  • chidog

    Do you know who did it? It’s not a pencil, but we could give the writer some props here.

  • http://www.adpulp.com Dan Goldgeier

    Chidog, I don’t. But if someone does know, please tell us.

  • http://markwanczak.com Mark

    I want to like this ad. I respect the writing, it is superb. But the truth is I wouldn’t have taken the time to read it if you hadn’t pointed out that it was worth reading.
    I’d imagine that a person who dares to read the first paragraph would be sucked in until the very end. I just wish I was one of those people.