A client's cost per acquisition jumped from $27 to over $100 in four years because they refused to change their marketing strategy. The speaker argues that blaming market conditions instead of adapting is what kills businesses, and that staying profitable means constantly evolving your approach.
The reality is, is that the future favors those that embrace change. I was talking to a potential client the other day who was frustrated because 4 years ago their cost per acquisition was $27. They've changed nothing. They've continued to do the exact same thing and have watched that CPA climb from $27 to over $100, and they were frustrated with me that now their business isn't profitable and they can't spend money online. If this happens to you, this is your fault. It's not the market. It's not the change in mediums. It's not the trends. It's not the rising ad cost or anything else. It's your fault for not adapting and for not changing. Definition of insanity is to do the same thing over and over again and expect different results. Don't let this happen to you.
