Why You Shouldn’t Sweat High CPAs During the Holidays

When it comes to making sales online, holiday’s are unpredictable.

I’ve seen seasons surge with sales from folks in the holiday spirit, ready to tackle a new goal…

I’ve also seen big-time drops throughout the holidays as potential customers are saving their money or reserving them to purchase gifts.

It’s impossible to know what kind of a season we’ll have so always keep your ads on and your business plugging away.

Additionally, Facebook is notorious around this time for being flooded with advertisers and increasing the cost per impressions on our ads, which ultimately raises the cost per acquisition or sale. 

So why should you continue to leave your ads turned on, year after year, even if you’re only breaking even or perhaps taking a small loss on the front end sale?

Here’s the answer:

When you’re building a business, any kind of business, the most valuable asset you can have is a list of buyers. 

Your most valuable asset is not a thriving Instagram Account, YouTube Channel, Facebook Page, or even an Email List…

Those things are all great and you should work to build them all year long…

But they pale in comparison to a list of people who have taken out their credit card and said, “Yes! I’m going to buy something from you.”

Here’s why…

Data shows that 70% of your sales will come from repeat customers. That means, when you sell something on the front end, let’s say the PWA Program, that will account for just 30% of your total purchases from a customer. 

The other 70% of your sales will come from items your customers purchase…

Whether that’s within the PWA Program (Clickfunnels, BuildRedirects, GetResponse, etc.) or from other programs you share with them (Programs you’ve built yourself, Solo Ads you’re selling, or other Affiliate Products you find on Clickbank, etc.)

So let’s do the math, if 70% of your sales and revenue are coming from additional purchases, then we’re OK with taking a little loss or breaking even on the front end, knowing that our customers will ultimately turn into a profit. 

That’s why I love the PWA Program. They’ve baked in multiple ways to earn commissions from a wide variety of products to help you sell more to your repeat customers.

But don’t let it stop there. PWA is just the beginning! You should always be finding ways to help your customers with new and exciting products that can help them on their journey. That’s how you build a long-term, affiliate marketing business.

I know it can be stressful but it’s all part of the Entrepreneurial Game.

To Your Success!

Steve.

Master Online Entrepreneur