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Microsoft conducted a widely publicized study a few years ago that concluded the average American’s attention span is only 8 seconds -- less than a goldfish.

This idea that no one can focus anymore has made its way into all areas of business and life, from 140 character tweets to the idea that no one will read long-copy sales letters or watch a video on their computer longer than five minutes.

Back when TV first came out, people had just a handful of channels to watch.

Odds are I can find something that will amuse me, which means you have a very short period of time to entertain me or I’m off to the next option.

15 years ago, if you didn’t get a good response with your first marketing pieces, any additional follow-up was unlikely to yield any additional results.

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