You've got to be an exceptionally good marketer or have a very profitable product or service to be able to consistently cover the costs of acquiring customers on the first transaction.
No wonder people say, the profit is in the back end (that's the transactions after the initial sale).
Too many business owners and managers spend time focusing on how they can reduce marketing costs to acquire customers when attention is better given to increasing the value and number of subsequent purchases.
Articles About Back End Marketing
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