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ClientIQ — Brief for the LinkedIn Content Strategist

Last updated 2026-06-29. Your single source of truth for voice, audience, message, and proof. Read this before writing posts or DMs. Full detail lives in brand/voice-profile.md, brand/positioning.md, ICPs/icp-analysis.md, content-strategy/content-ideas.md.

1. What we sell, in one line

ClientIQ does the hours of manual meeting prep for wealth managers — gathering scattered client data, running the prep checklist for each meeting type, surfacing what matters — so advisers spend their time advising, not collating.

Locked hero (north-star message — don't drift):

You're a financial expert. So why is your firm still wasting hours on manual meeting prep — the admin no client will ever thank you for?

2. Who we're talking to

ICP 1 — partner firms (PRIMARY). 3–5 partners, ~20–50 people, 1–2,000 clients. They want automation, client portals/apps, better reporting, a stronger brand. This is a platform sale — Meeting Prep is the wedge; speak to the broader automation ambition. They buy slowly because several partners compare systems → your job is authority + proof that wins an evaluation. - Decision = the partners. Entry/champion = the ops / practice manager. - Find them (tells): "independent / IFA / wealth management", FCA / FSP number, a Meet-the-Team page with 3–6 advisers + support, holistic services, "we work with solicitors/accountants", long-relationship/annual-review language. LinkedIn: 11–50 staff, founder = MD/Principal.

ICP 2 — solo / micro (SECONDARY). 1–2 principals, low tech-confidence. Slow because of inertia. Content/DMs must remove fear: no IT lift, done-for-you, value on the first meeting.

3. How we sound

  • Calm, credible, proof over hype. The trusted operations partner who actually gets a regulated advice firm.
  • Short, declarative sentences; white space. Be concise — cut every line to its point.
  • Friendly + genuinely professional; the occasional dry, tongue-in-cheek line is welcome (e.g. "the firm's most expensive proofreader"). Never hype.
  • Attach a number to claims. Translate tech into plain English. Open with the reader's reality or a concrete outcome — never with "AI", never with a question (for hooks).
  • Never use: exclamation marks; "revolutionary / game-changing / supercharge / seamless / leverage / just / simply"; growth-guru hype ("steal my playbook", "blueprint", "hack", "secret", "ninja", "crush it").

4. The message spine (value ladder)

Solve scattered data → better insight → your pre-meeting checklists actually get done. - Lead with the felt pain: prep is hours of manual, error-prone admin — a waste of time (not of the task; the task is necessary for compliance). - Pay it off: ClientIQ gathers the data, runs the meeting-type checklist, surfaces risks, makes sign-off fast. - Moat line: "They prep you from the fiftieth meeting. We prep you from the first." (systems-first, works standalone, no integration project). - For ICP 1, connect to the platform ambition (portals, reporting, apps), not just prep.

5. Proof you can use

  • Founder: Dean Casey — 25 years building software for wealth managers; co-founded Nutcracker (2000); built for PSG, FNB, the JSE, Citadel, Anchor; one client scaled 25→500+ professionals and ~thousands→~100,000 investor clients.
  • 3 testimonials — David Brock (recent AI build), Liza Maartens (COO, Anchor Capital), Simon Fillmore (CIO, Independent Securities).
  • HONESTY RULE: these are references on Dean the builder (track record + AI delivery), not ClientIQ product reviews — the product is new. Never imply they use ClientIQ.

6. Content angles to open with

  • Tip of the iceberg — clients see the conversation, not the prep; advisers struggle to show their value. (See content-strategy/content-ideas.md.)
  • The catch-22 — prep is necessary (compliance) and mind-numbing.
  • The most expensive proofreader — the qualified adviser reviewing admin.
  • Meeting-type checklists / the annual-review scramble (as illustration — never "23 steps" as a hook).
  • The platform ambition (ICP 1) — automation beyond prep: portals, reporting, apps.

CTA / destination: the Meeting Prep landing page. (A cost-calculator lead magnet is coming — it'll be the soft DM CTA: "see what prep is costing the firm".)

7. Hard don'ts

  • Don't say "meeting prep is overlooked / nobody solves it" (false — Jump and Marloo are funded). Don't claim "category creation".
  • Don't lead with a step count ("23 steps") — most firms don't have 23; it reads "not me".
  • Don't overclaim automation. Today = an intelligent tracked checklist + reminders + fast review. Fuller agent auto-execution is direction of travel. Be straight about shipped vs roadmap.
  • Don't lead with "FCA-ready compliance" (saturated claim) — compliance is the relief underneath, not the headline.

8. Channels & division of labour

  • You own: LinkedIn authority content + ICP DMs. Dean steers the topics using his market knowledge; you produce the content and the DMs.
  • Supporting: UK telemarketing (uses the Meeting Prep page as its call source); SA channel partner (a mid-size firm CEO leveraging his network).