Hey guys -
It's late and I don't have much time. I've been trying to get over here for days!
Anyhow, I saw this topic and couldn't resist stating my thoughts, although it's probably going to be a condensed version. Sorry!
Just in what I've observed over the years, long copy outsells short copy - BUT - there are certain things you have to consider.
First of all, why long copy sells... Long copy sells because the people who are pulling out their wallets want to know "everything" there is to know before they give you their credit card number.
Secondly, long copy sells because the higher cost of the product, typically the more information you need to present.
Short copy sells too - why? Because you either trust the seller or you're already "pre-sold" based on other advertisment, word-of-mouth, it's something you're looking for (solves a problem) or you're an easy target.
Just kidding...
Also, most people who talk about long copy vs. short copy are only talking about what they see on the Internet. They don't take into account the direct mail pieces the get in the mail or the advertorials they read in magazines or newspapers. That's long copy too. And it works.
So, basically they both work, depending on a wide variety of factors. Your target audience, your product, your advertising medium, your reputation, etc... It all depends.
Okay, I didn't mean for this post to be this long. Sorry! I'm going to bed now...
Just my .02 cents worth,
Shel