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A television news director once gave me a valuable piece of advice. He said, “Viewers are like cats. You have to dangle something in front of them to keep them focused.” What he meant was, you always need to work to keep your audience’s attention.

Budgeting for sales and marketing is always a dicey situation. You want to spend appropriately, and in directions that result in the best returns. But you should never skimp on the attention and resources spent on current customers.