Warning! This article is open, candid, and unabashed. And it uses stronger language than the norm. — Michel Fortin

Lately, I’m seeing a lot of posts in public forums and blogs these days about people getting really sick and tired of seeing “crappy,” “hypey,” used-car, Ginsu-like, looooong copy.

Some of them come from guru-bashing naysayers, which I always take with a grain of salt. But many of them are intelligent and commonsensical. I object to much of the former, but the latter are interesting because I believe that, while negative feedback does have its place, it’s often misplaced.

Here’s why.

They blame long copy when all too often it’s not the copy’s fault. Or more importantly, its not because of the length. Let’s get something clear off the bat: long, Ginsu-like copy does work. It has always worked. It will always work. And it’s here to stay.

But (and it’s a big “but”)…

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