Hey Alan,

To the long form vs short form debate, there was a very interesting article that I read quite some time ago written by Michael Fortin on this very subject. I won't muddy it up with my synopsis of it, but rather let you check it out yourself. The article can be found at his blog: http://www.michelfortin.com/long-copy-or-short-copy/

I believe it was written back in '04' but there's no doubt that it still holds relevance today. Much of the difference between today's copy and the copy of several years ago can be found in the advent of video marketing. I think that most people would agree that, if done correctly, the use of video in a salesletter, for purposes like relaying your story, sales message, and displaying testimonials, has the potential to increase product conversions exponentially.

Hope you find this interesting... the data's a bit antiquated but I think you'll get the point.

Cheers,

JP