Why I do this
Not in writing. Never explicitly. But when your job is to write the words that sell an overpriced course to people who can't afford it — and you know it doesn't work — you're lying.
I spent years writing copy for clients I didn't choose. Life coaches. E‑commerce brands. Supplement companies. At agencies, you don't get to choose. You write what they tell you to write. And if the product is garbage, you learn to write around that fact. You make the headline bigger. You add another testimonial. You call it "science‑backed."
I was good at it. That made it worse.
The turning point
A few years into all of this, I got assigned to a financial planner. Small firm. Independent. Nothing flashy about the engagement.
She was different.
Sitting with people during the hardest financial decisions of their lives and giving them a straight answer. Working with her felt like the first time my copy was doing something that mattered.
After that, I couldn't go back to supplements.
My focus
I went independent in 2014 and spent a long time thinking about what kind of work I actually wanted to do.
The financial planner kept coming to mind.
Not because it's the easiest niche or the most lucrative. But because the advisors I work with are genuinely helping people — retirement planning, debt, building wealth the right way — and my job is simply to connect them with the people who need them.
That's a good use of the skill.
I can build a persuasive funnel for almost anyone. I only build them for people I'd send my own family to.
My process
I start with copy, not design. Most marketers build the landing page first, then write whatever fits the layout. I do it backwards — because the message is the variable that moves the needle. Design is just packaging.
Before I touch a template or configure a single workflow, I figure out what your best prospects actually need to hear, and what's been stopping them from booking a call. Then I build everything — the ads, the landing page, the email sequence, the automations — around that.
I published a case study called "300 Leads, $840 Spent, Zero Clients" — a campaign I ran that generated real leads and zero conversions. I documented what went wrong and what I'd do differently. It wasn't a success story. I published it anyway, because advisors deserve to work with someone who tells them the truth when a campaign underperforms, not someone who disappears and blames the algorithm.
That document is available on this site. Read it before you book a call — it'll tell you more about how I work than anything else on this page.
Read the full case study →Next step
Book a free strategy call. It's 30 minutes. I'll walk you through exactly how I'd build your funnel — messaging first, structure second — and you'll leave with a clear picture of what your lead generation system should look like whether we work together or not.
— Victor Maere, Advisor Magnet