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Campaign: Meeting Prep Launch

The most important launch asset. Everything — telemarketing, LinkedIn DMs, SA partner referrals — points at the Meeting Prep landing page. One coherent core, two market variants (UK + SA).

Goal

Convert ICP-fit advisers and firm owners into founding-member trials of ClientIQ Meeting Preparation. Land the first 3–5 founding-cohort clients per market, who then become the product-results proof engine (hours-saved case studies) the page currently lacks.

Angle

The Meeting Prep Engine — the hours of manual prep admin, done for you. It runs the prep your firm already does for each meeting type, adapted to each client. Moat: systems-first, not transcript-first (full value week one, not month six) + standalone, no integration + 25-year founder depth. Reference: ./brand/positioning.md (primary positioning, spearhead = Meeting Prep).

Retired framing obeyed: no "meeting prep is overlooked / nobody solves it", no "category creation". Does NOT lead with a step count. Step counts are illustration in the body only.

Reworked Spine + Locked Hook (rebuilt 2026-06-29)

Both pages were REBUILT to the founder-reworked narrative spine. The hero uses the LOCKED HOOK verbatim (do not reword the hero or subhead): - Hero: "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?" - Subhead: "Meeting prep is hours of manual admin — hunting across systems, collating by hand, checking it twice. Slow, repetitive, and exactly how mistakes slip through. ClientIQ does the gathering. You do the advising."

Page spine (both variants, in order): 1. Hero (locked hook) 2. Catch-22 beat — prep is necessary (it's the compliance record); only the manual HOURS are wasted, never the task itself. 3. Value beat — clients never see the prep, they see the conversation. 4. The mechanics (why it's hard) — scattered data → manual collation → error-prone → buried insight → adviser review burden. The value ladder. 5. The solution — meeting-type checklists, client-adaptive steps (KYC cadence), timeline laid back from the meeting date (~2 weeks out), the traffic-light calendar (green/amber/red), agenda + vulnerability flag, fast sign-off. 6. Honesty guardrail — sold what it does today (intelligent tracked checklist + reminders + fast review); deeper automation framed as direction of travel, not a claim it's already autonomous. 7. Proof — founder credibility (Dean, 25 yrs) + 3 testimonials as references on the BUILDER, never as product-results quotes. 8. Guarantee — "Save at least 2 hours per client meeting, or your money back." 9. Pricing + CTAs — primary "See what meeting prep is costing you" (calculator), secondary "Claim your founding-member spot." CTAs repeated through the page. 10. FAQ.

The earlier drafts (which led with "Walk into every client meeting fully prepared. In less than 1 minute.") are SUPERSEDED by this rebuild.

Audience Segment

Time-poor financial advisers and wealth-management firm owners, ≤200 to 200+ investor clients. Skeptical of yet-another-AI-tool. ROI- and compliance-sensitive. Reference: ./brand/voice-profile.md audience notes.

Product Scope

Meeting Preparation ONLY. Sold as an independent product. Voice Notes is NOT bundled here (it gets its own page). SA variant carries a single subtle companion line/link to Voice Notes — nothing more.

Market Variants

UK — landing-page-uk.md (status: ready to ship; rebuilt 2026-06-29)

  • Locked hook verbatim in hero; reworked spine (above).
  • Lead order: time saved → growth unlock → confidence.
  • UK exemplar reality used for concreteness: annual review with ISA/GIA/bed & ISA/ CGT/MiFID II, "20+ checks" as a body illustration (never the hook).
  • Pricing: £200/mo (≤200 clients), £499/mo (200+), founding-member locked for life.
  • Doubles as the telemarketing call source — includes a CALLER TALKING POINTS block (skimmable benefit bullets, objection handlers, the honesty line, the ask).
  • GBP, +44, GDPR/UK data handling.
  • No open items. Shippable as-is.

SA — landing-page-sa.md (status: ready pending ZAR pricing; rebuilt 2026-06-29)

  • Locked hook verbatim in hero; reworked spine (above).
  • Lead order: time saved → ACCURACY & RELIABILITY → grow without hiring.
  • Core SA insight applied: cheap admin already exists, so "save time" alone fails; the real pain is untrustworthy prep. Carries the accuracy beat "More accurate than your best admin person. Nothing missed." (after the mechanics) + the growth beat "Grow your client base without growing your back office."
  • SA reality referenced: regular-progress pack (~12 steps), online-vs-in-person prep variations, SA ID / trust number, Doc Fox KYC.
  • SA credibility name-dropped: Anchor Capital (Liza leads the testimonials), PSG, FNB, Citadel.
  • POPIA referenced (not GDPR).
  • OPEN ITEM: pricing is a marked placeholder — [CONFIRM ZAR PRICING], positioned as competitive vs USD/GBP tools. No figure invented. Confirm before publishing.
  • Single subtle companion link to ClientIQ Voice Notes included (sold separately, not bundled).

Channels

  1. LinkedIn authority + ICP DMs (both markets) — new content strategist builds authority, then DMs the ICP. This page is the destination. Make the supporting media strong so those DMs convert.
  2. UK telemarketing — existing outsourced agency, cold. Uses the UK page as its call source; the CALLER TALKING POINTS block is written for them.
  3. SA channel partner — mid-sized SA wealth-manager CEO leveraging his network. Warm referral / co-marketing motion; the SA page is the destination.
  4. Parked: Dean's legacy enterprise relationships (PSG/FNB/Citadel/Anchor scale) — too large for the current ICP; revisit upmarket later.

Key Changes From the Live Page (MeetingPrep-V2.html)

  • Surfaced the moat (was buried): "They prep you from the fiftieth meeting. We prep you from the first." + standalone/no-integration + mines data you already own, now its own headline section in both variants.
  • Added 3 founder-credibility testimonials (David Brock, Simon Fillmore, Liza Maartens), honestly framed as references on the builder — explicitly NOT product reviews. David Brock featured (recent, AI build, "3 weeks vs months"). Liza leads on SA. Simon adds fintech depth.
  • Made the vague "AI hallucinates with numbers" claim concrete: a generic AI invents a confident wrong portfolio value / beneficiary / date; ClientIQ only reports what's in the records.
  • Strengthened mid-page CTAs (guarantee, offer, and final all carry buttons).
  • Removed fake scarcity ("be one of 20 advisors"); kept the authentic founding-member-locked-for-life lever.
  • Reused proven V1 copy: detective scene-setting, "£50M bottleneck" stakes line, the moat line, the product description, founder facts.

Status

active (UK ready; SA ready pending ZAR pricing)

Voice Notes

On-profile: calm, credible, proof-over-hype. Short declarative sentences. No exclamation marks. Never opens with "AI". A number attached to every claim. Avoid-list honoured (no revolutionary/seamless/just/simply/supercharge).

Proof Gap / Next

No ClientIQ product-results testimonials yet (product is new). Founder-credibility testimonials carry trust for now. Capture hours-saved case studies from the first founding cohort and swap them into a dedicated results section once available.