Ok...I don't want to start another debate on long vs. short copy. I was just thinking it would be nice to have a generic list of times that short copy or long copy is better. I'll start with what I've done well with...meaning the times I see significant changes in conversion when I tested long and short copy against each other. If there are arguments with the list, we can hash it out, then I'll edit the list.

And I'd love to have some real input on this. Not just speculation, but on what has worked for you in the past.

I'll try to keep updating the list as people give their answers.

BTW...I fully realize that testing is the only way to tell for sure--so no lame proclamations here. No preaching to the choir. The point is not what will convert best. This is about finding the best starting points.

Long Copy

1. When you have a service that will require any sort of lasting relationship between the buyer and seller.
2. In most information products.
3. When the product is new, and the public is only vaguely aware of it.

Short Copy

1. When it's a physical product that is already popular...people are just trying to decide WHERE to buy it.
2. When the traffic is heavily motivated (when the long copy masks the 'buy now' button, and causes more friction than incentive)
3. When the price is very, very, low.
4. In squeeze pages.