This prospect engagement campaign highlights the benefits of the CFP® credential. It is designed to help prospects evaluate financial advisors and guide them through essential questions to ask before making a decision.
Throughout the content, it highlights a “Client Bill of Rights” that outlines essential questions to ask, focusing on the advisor’s qualifications, communication, and fee structure.
By empowering prospects with knowledge, this campaign aims to reduce decision-making paralysis and prompt them to book a free 20-minute strategy session. Advisors should launch this content because it educates prospects, builds trust, and emphasizes the advisor's competence, transparency, and commitment to client-first relationships.
Key Marketing Takeaways:
- Educational Content: The “Client Bill of Rights” page empowers prospects with knowledge, helping them feel confident in their choice of advisor.
- Clear Call to Action: Repeated invitations to book a free 20-minute strategy session make it easy for prospects to take the next step.
- Trust Building: By outlining key questions and rights, the content positions the advisor as transparent, client-focused, and trustworthy.
- Client Empowerment: It encourages prospects to ask important questions and evaluate advisors based on their needs, fostering confidence in decision-making.
Content Takeaways:
- Client Bill of Rights: A structured framework helping prospects understand their rights and the questions to ask any financial advisor.
- Fiduciary Duty: The importance of working with an advisor who puts client needs first.
- Advisor Qualifications: Breaks down what prospects should look for in terms of qualifications and scope of advice.
- Transparency in Fees: Encourages prospects to inquire about how advisors are compensated to understand potential biases.
- Chemistry Test: Stresses the importance of having a good rapport with an advisor to ensure a successful partnership.
The campaign publishes content over 4 weeks.
This campaign includes:
- 5 emails promoting the value of your advice
- 1 appointment page where motivated leads can request a free chat with you
- 1 appointment confirmation page that points leads to your website
- 1 appointment confirmation email that confirms the request was received
More about this campaign for Financial Advisors:
Title: CFP® Client Bill of Rights
Type: Prospect Engagement Campaign
Description: Highlight the benefits of the CFP® credential with this campaign that educates, informs, and engages prospects on the right to competent advice
Cold to Gold: Build credibility and start conversations
Target Audience: Business owners, families, Gen X/Y, investors, pre-retirees, professionals, prospects, retirees, and women
Primary Outcome/Action: Booking an appointment
Running Time: 4 weeks
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