Anyone who has spotted an interesting billboard by the side of a superhighway probably knows the frustration of trying to read an advertisement while flying by at 65-plus miles per hour. In fact, I recall from my days working in marketing and advertising that the longest one can expect a motorist to stay focused on a billboard is about seven seconds—and that seems generous to me. 

This dilemma, however, points to the importance of getting and holding a customer’s attention—at least doing so long enough to get a persuasive message across. And in this age of ultimate distraction, this becomes a seemingly insurmountable challenge. 

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