The Magic Number

Having published a Newsletter for over 6 years we've learned a

few "tricks". Probably the most important one is that people

want to get their information as quickly as possible. They are

not willing to wade through tomes of information, no matter how

well written, to get the ideas presented in the article.

If two identical newsletters are published, except one has a

rather long article, and the other has a condensed version of

the same article, there will be a disproportionate number of

"unsubscribes" from the first, and few, if any, from the second.

This has got to tell us all something.

The magic number, we have found, is 750 words or less.

Personally, I try to keep all the articles I write (and publish

in our Newsletters) under that magic number. If I let my fingers

get away from me, and have exceeded that magic number, I take a

long hard look at the article. Nine times out of ten, it can

either be shortened or made into two articles.

Most modern word processors have a word count feature. As you

are developing your article, if you check this on a regular

basis, you can achieve the desired size without having to go back

and rewrite it.

The second, and equally important "trick" is to word wrap at 65

characters per line. If you don't, people may receive your

article in a format that is very difficult to read. Many mail

packages default to 65 characters per line, while others default

to a higher number.

If they receive an email that is wrapped at 80 characters, and

they are set for 65, they will get 65 characters on the first

line and 15 on the next. The entire article will be presented

like this - very distracting.

Almost all mail clients (readers) will display 65 characters per

line correctly. There is also less eye movement required using

the shorter line, making it easier to read. If this is the case,

why would anyone consider using a longer line.

If you do not have a sophisticated word processor, "Word Pad"

will serve the purpose. First - set your margins using "Page

Setup" under the "Files" Tab to .25 inches on the left and 1.5

inches on the right. Select the "Courier New (Western)" font with

a font size of 12. This will give you exactly 65 characters

per line. Other margins and font sizes will work, but be sure

you are getting the correct number of characters per line.

Now, you can estimate your word count. Figure an average of 9

words per line. There will be short lines and blank lines between

paragraphs. If your article is around 80 lines long or less,

you should be in the ballpark. This article, for example is 56

lines. The actual word count is 506 - close enough? You may

vary a bit on the actual count, but at least you'll have an idea

of the length of the article and be close to that "magic number".

Bob publishes the free weekly "Your Business" Newsletter

Visit his Web Site at http://adv-marketing.com/business" target="_blank">http://adv-marketing.com/business to

subscribe.

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