Long copy still sells – moreso on the Web where people come seeking information. Don’t just run your advertising on your web site. Give ’em more. Build the copy in layers the same way newspapers (remember newspapers?) used to do: first paragraph is the executive summary. Next section is the factual build-out for the people seeking more information. Third section is in-depth nuts and bolts for your fans. Give ’em meat they can sink their teeth into and they’ll become your mavens and enthusiasts…helping to spread the message and mantra of your product or service.