Bang In The Middle reposted this
We had the chance to write a full-page newspaper ad for our client - Araville Farms. Thank you Biju Menon and Aditya Kakar for backing this. The ad came out this morning. There is much more copy than your typical post or a regular print ad. But before people invest in some hare-brained scheme, they should be okay with a bit of reading - better to have a torch in the dark. Hopefully, it’ll be worth the time they spend on it. Here’s the ad. Much like Love in the Time of Cholera, it’s Long Copy in the Time of Blingy Sale Ads. #advertising #marketing #copy #longcopy #creative #twinlakes #bitm #banginthemiddle
Congrats Prathap! You do have a way with words. I agree that the line throws the bait, and if one is seriously in the market- it pushes him or her to read- and that's where the flow of the text could take over, making point after point and keeping the person engaged- and then hopefully end with a very cheerful disposition toward the brand. And I love how it has been presented, and every possible context reframed. Where can I access the whole ad? I would use it as an example with a few people who need to be shown how content, if relevant, makes sense. What I love more is the lack of grand visuals—here, I am pulling you in with the words.
It’s very clever writing…and a great long copy read…just felt that it should have concluded with hinting that we take care of the worries while you enjoy the joys of nature…else it can also be misconstrued as a sarcastic take on how other plot developers distract your focus towards all the emotional aspects while they take you for a ride on the rational ones…so left me wondering whether it is a sarcastic take or a developer who offers both seamlessly…just my point of view….if it’s worth a think.
The Headline itself first draws your attention, job done. Honestly these days, we read so many of your brilliant & intriguing long posts that we can easily make out your Midas Touch. I expect the property also lives up to the expectations of the readers as well. Often good readers are good leaders & leaders can afford a quality place at a quality price, so overall it's bingo & should get the right TG to the right place.
One of the few ad copies in the real estate industry which does not mention "luxury", "serenity", "the best", "lush", "experience", "comfort", "suite", "lifestyle", "dream" and all other cliches. It's refreshing like the first rain of monsoon. And a big hope. That the real estate ads can be better.
Return of the long copy! Nice. But importantly it achieved Twin objectives for Twin Lakes 1) Subtle hint that this farm house is for the discerning audience (qualified leads) 2) Drives engagement since it breaks clutter in every sense. Tailpiece : You have used this brilliant creative to harness the power of LinkedIn as well ☺️
Fantastic! The magic of long copy when relevant! The length never matters when the piece is beautiful. When a movie is shitty, even 1 hour is too much. And when it is captivating you don't want to end even after 3 hours. Fabulous copy. Damn smart.
Prathap Suthan Realty experts certify that people don't read. And that no one reads print. Show me one deal where the prospective buyer has not gone through every clause and annexure before signing the agreement. In IPO marcom we have broken away from the norm. It's high time to break the clutter. As the NCD of Realty martech marcom speciality entity apropos and kudos. Congratulations!
Long copy in advertising is like a slow-cooked meal in a fast-food world. It gives people a chance to really understand what they're getting into, which can build trust and make decisions feel more solid. When everyone else is shouting for attention, sometimes a quiet, detailed conversation stands out the most.
Prathap...love the gauntlet. Let's see how many farm house worthy folks have an eye for detail and the good sense to invest in some good reading. Credit to your customer for doing it differently. And having the gumption to do it. Keep us informed. It's more exciting than the lifeless polls we glance through.
Copywriter | Part-time Designer | Anti-BS | Pro-Humour
3moFeels good to read a long copy. But...I just found the narrative structure too hackneyed after a couple paragraphs. I mean I get it...lots of animals and nature, and no trouble with power and electricity and a hundred other real estate traps. After a while it's not playful. It feels rather jarring. Kind of repetition overdone. Maybe this was intentional. I don't know. But all paragraphs are almost the same length and so are most sentences. Because the rhythm doesn't break, it gets boring. P.S. I may be wrong and not that it matters, there is probably an extra space somewhere in the last column.