Pay-per-Lead Is Like Cheap Insurance

There was a time when everyone knew what the term "cheap insurance" meant. It meant low-price insurance that didn't pay claims.

With the lunacy that passes for marketing today, it's ironic how the term is now a benefit. But the fact still remains: You can't avoid risk.

It's one think to squeeze a carrier's margins. But it's quite another to taunt the actuarial tables; it can't be done without paying a price.

So when you try to shift your marketing risk to your vendor, do you really think it's not going to bite you on the backside?