Today's CreateAWOW podcast features Allan Katz, copywriting expert. According to Allan, "A lot of people will do a direct mailing or an advertising campaign and get a certain response. They may not make enough on those sales right then to make it worthwhile, so what they do is drop the whole campaign and don't do any more advertising. But if you look at it from the lifetime value of a customer, if you can keep customers, a $10 customer could turn into a $1,000 customer. Then, you have some basis for continuing your advertising promotions. A lot of people just give up and don't realize that it's a crucial figure to figure out."
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