top of page
  • Writer's pictureFinancial Marketing Pros

Pro Tip #4: The Case for Having Diversified Calls to Action

It would be great if all marketing channels delivered a long line of $1 million prospects who were clamoring to secure a meeting and turn over their assets.

But it doesn’t work that way, does it?

That’s because not all prospects will engage with you the same way. Many people won’t be comfortable initiating a relationship with a face-to-face meeting. This is an intimidating proposition for them. Even if they’re in your wheelhouse of prospects, they may only respond to getting more information via a free report, a webinar, an educational event, etc.

So If you’re only offering one way for people to engage with you, you’re missing out on the opportunity to connect and convert a lot more prospects into customers down the road.

This is why it’s so important you create different ways for people to engage with you.

We want any and all (qualified) prospects to engage with our advisors in whatever fashion they feel comfortable. If that’s a face-to-face meeting, great. If they’re more comfortable with a phone call about a specific issue, fine. If they just want to get some information via a report or online event, we welcome that, too.

The bottom line … we just want prospects to engage with our advisors.

Because if we just get an email address, we create more opportunities to market to a prospect and offer ways to take the next step in the relationship.

But there’s one more really big benefit here…

When you offer a “lower hurdle” CTA for your prospects to engage with you, your database will grow quickly. And when your database grows to 10,000; 15,000; 20,000; or 25,000 people, it’s like having your very own advertising medium you don’t have to pay for. You’ve created a valuable media asset of your own.

The case for differentiating your CTAs isn’t just an opinion. It’s a fact. The advisors who are consistently providing different ways for prospects to engage with them are always top producers.

To learn more about creating and executing a successful strategy for different CTAs, email Jody Miller at

Recent Posts

See All


bottom of page