When you put up your first ads, they’re almost always going to a colder audience, a group of people who don’t know you and don’t know what you have to offer. It will always be more expensive and less efficient to advertise to this crowd, but when you’re getting started, you have no other choice. Results will come slower with these prospecting efforts and costs to get a lead or a sale will be much higher (sometimes even so high that you’re losing money to begin with). In fact, don’t be surprised if you spend 80 percent of your advertising budget in this category and it only generates 20 percent
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