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Free Wikis: Terry: How long can that headline be then? Jay: It doesn't really matter; there are no rules. If it tells a story or intrigues people into reading more, then it doesn't matter if it's six words or four lines. I've never seen anything written that says what the optimum length is for a headline. I've seen a number of things about just what I'm telling you; it should tell a story or intriguing people to read other things you've written in the rest of the website. Terry: What about the rest of the website? Should it be long; should it be short? What's the rule of thumb? Jay: The rule of thumb is to realize that the public intelligence is on par of that with your mother, and she's not going to buy anything because of clever effects or jokes. She's looking for the real substance rather than style. You have to give her enough information to make an intelligence purchase decision. Sometimes that's many pages of information and sometimes that's just a few lines. The important thing to realize is that studies show time and time again that a reader's attention falls off dramatically after the first 50 words.
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