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.
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

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. Dan is also a columnist for TalentZoo.com and the author of View From The Cheap Seats and Killer Executions and Scrubbed Decks.