The right prospects read long copy to get answers to problems. If someone won’t read the long copy, odds are they aren’t a good prospect in the first place.

But long copy has to be pertinent, interesting, and useful. It has to engage, then maintain interest all the way to the end.

As for social media taking over, Twitter might be gaining participants, but how many twitterers from a year ago are still tweeting? I can’t imagine a busy executive spending time on Twitter with so much noise going on. It’s like walking into a big ballroom full of people conversing with each other. Most of that noise is of no interest.

But my son who’s mostly B2C gets a lot of business from referrals that spread through Facebook, but they’re mostly women, consumers, and talkative.