Factoid: In a television commercial, we’re told, the sale is made or lost in the first three or four seconds. In a print ad, tests have shown, 75 percent of the buying decisions are made at the headline alone. In a sales presentation, data have shown us, the sale is made or lost in the first three minutes.
Source: (Gerber, Michael E. The E-myth Revisited. New York, Harper- Collins, 1995, p. 22)