A marketer argues that businesses must control their strategy or let metrics like CPA control them. The solution: use aggressive, even controversial tactics to repel the wrong customers and attract high-value ones instead of chasing every lead.
Take control now of your marketing strategy or be controlled forever. Listen, in business, your marketing strategy— control is everything. Either you seize control and you leverage the latest tactics and tricks, or you're going to be controlled. Your CPA is going to control you. You have to seize control with aggressive, controversial marketing tactics. If you're not repelling people that aren't your ideal customers, your marketing isn't going to stand out enough to actually attract those that you really want to convert and create as customers.
