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They say brevity is the soul of wit. Austin Frakt says it’s also the soul of persuasion. To prove it, he points us to Tim Harford, who summarizes an experiment in which various versions of a letter were sent to people who might qualify for a refund on a product they bought:

[Four] tweaks had substantial effects: first, cutting a paragraph of waffle that had helped to bury the message about the refund; second, pointing out that a five-minute phone call would suffice to make a claim; third, sending a follow-up letter. And twice as large as any of these effects was adding a couple of bullet points in bold at the top with the key message: you may deserve a refund; if so, call us.

Of course, we already knew this, right? It’s why journal abstracts exist. It’s why blogs exist. It’s why haiku exists. Come on! We’re busy people around here.

On the other hand, it doesn’t explain the appeal of those endless, rambling, conspiracy theory laden letters that people like Glenn Beck and Ron Paul send out. What’s the deal with those, anyway?

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We've never been very good at being conservative.

And usually, that serves us well in doing the ambitious, hard-hitting journalism that you turn to Mother Jones for. But it also means we can't afford to come up short when it comes to scratching together the funds it takes to keep our team firing on all cylinders, and the truth is, we finished our budgeting cycle on June 30 about $100,000 short of our online goal.

This is no time to come up short. It's time to fight like hell, as our namesake would tell us to do, for a democracy where minority rule cannot impose an extreme agenda, where facts matter, and where accountability has a chance at the polls and in the press. If you value our reporting and you can right now, please help us dig out of the $100,000 hole we're starting our new budgeting cycle in with an always-needed and always-appreciated donation today.

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