Story length

Short-form digital content helps readers choose

Here’s a famous story among persuasion researchers and Malcolm Gladwell fans:

When a researcher offered shoppers 24 types of jam, many customers stopped by for a sample, but only 3% made a purchase.… Read the full article

Writers measure copy in words, inches or pages. Readers use a different measure: time.

So instead of using writer-centric measures, think like your reader.… Read the full article

How long is too long for the mobile screen?

When Lynn Wylie, aka Best Sister Ever, sent me an Unfancy blog post arguing that all you need to look great every day is a capsule wardrobe of 37 items per season, I scoffed.… Read the full article