Copywriters learn early in their career that you only have about 20 seconds to capture someone’s attention. Ogilvy, the most sought-after wizard in the advertising business, isn’t saying the size of the audience isn’t important – it most certainly is.
However, a company can have one million ‘eyeballs’ but if they don’t turn into customers then the eyeballs are worth zilch.However, 1000 eyeballs with a 15% conversion rating…that’s money in the bank today, tomorrow, and ten years from now.
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