So you want to buy an ad and you have some choices. What will it cost?
Not the ads, the leads. You’re buying leads, right? You don’t just want an ad, you want leads. Remember what you’re buying.
Should we go with the $1,850 ad or the $3,200 ad? Less risk with the cheaper ad, they said they’ll do the design for free and throw in….blah, blah, blah. And suddenly you’re focused on all the wrong things.
What will it (a lead) cost? Of course you can’t know for sure until you place the ad, BUT if you keep your focus on what you’re really buying you won’t get sidetracked and you’ll evaluate your choices much more effectively.