The athlete is the audience. The parent is the buyer.

One

The short version

Five calls sit underneath everything else in this document. Each one is argued in full later.

1. Tax is the hook. Protection is the product. Assets are the annuity.

You currently describe seven services. That is a menu, and menus do not convert, because they make the other person do the work of figuring out what to ask for. Tax content travels further than anything else you can publish and carries almost no compliance exposure, but you are not a CPA and should not be selling tax work. Protection is what you are licensed to deliver right now, before the October exam. Assets under management are what compound over twenty years. Three different jobs, and the content should stop treating them as one offer.

2. The money is in the parents, not the athletes.

An eighteen year old with a $2,000 name, image and likeness deal is not an insurance buyer and not an advisory client. Their parent is both. The athlete content is exactly what makes the parent watch, so it stays. What changes is who the calls to action are written for and where we put the distribution effort.

3. Two or three right households beat two hundred followers.

At sixty basis points, one $500,000 household returns roughly 5.8 times this entire quarter's investment across the twenty year relationship you expect. So we will judge this campaign on qualified household conversations, not on views. That changes what goes in your weekly report.

4. Your fee is worth more than this campaign.

You have quoted both 1.0% and 0.6%. That gap is the largest single number in your business. Moving from 0.6% to 1.0% cuts the assets you need for any given income by forty percent. That is a conversation with Guy Baker, and it is worth more to you than anything we publish.

5. Content alone will not cover the investment in sixty days. A warm track will.

Agents are already offering you referral lists. You have three university networks and an international pipeline. None of it is being worked. The content is what makes that outreach land when you do it. It does not replace it, and we would rather tell you that now than in December.

Two

What doubling your investment actually costs

You are investing $10,260 this quarter and you want two to three times back. That sentence means three different things depending on how you count, and only one of them is achievable inside the window.

Frame A. Cash collected before 31 December

Only insurance commissions can land here. An advisory account opened in November bills almost nothing in its first quarter. So the in-quarter cash number is first year protection commissions and nothing else.

Frame B. Annual recurring revenue added by 31 December

This is the run rate frame. It asks what your advisory book is worth per year once the quarter closes.

Read the middle row honestly. Bringing in $3.42 million of assets inside eight weeks of publishing, from an account with roughly two thousand followers, is not a content outcome. It is a two or three relationship outcome. That is the entire argument for section ten.

Frame C. Contract value across the relationship

You expect clients to stay twenty years or more. That is the frame the advisory industry uses to value a book, and it is the one that shows this campaign for what it is.

Gross and undiscounted. Real numbers run higher because assets grow and lower because future dollars are worth less today. This is not a projection and not a promise. It is the arithmetic of your own stated fee and your own stated client lifetime, and it is here so the December conversation has a floor under it.

Three

Your business model

You have a practice. You do not yet have an offer. Seven services with no front door means every conversation starts from nothing, and most of them go nowhere. One front door, two rooms behind it.

One front door

Every call to action, on every platform, in every direct message reply, points at the same thing. Not "book a call". A named, twenty minute, no pitch conversation with a promise attached to it.

A named diagnostic outperforms a generic booking link because it tells the person what happens when they show up. It also protects you. "No products discussed on the first call" is a sales structure and a compliance control at the same time.

Two rooms behind it

What comes off the public menu

Not out of your practice. Off the list of things the brand advertises.

• Tax planning as a named service. You are not a CPA. Tax is the best content you have and the worst thing to sell. Own the tax conversation publicly, hand the filing to a CPA, and earn from protection and planning. That also builds a referral relationship with every CPA you send work to, which is a second warm channel nobody has counted yet.
• Mentorship. No price and no delivery model, and it competes for attention with the paid work. It belongs inside a client relationship, not on a services list.
• Everything at once. Investments, retirement, estate and tax listed together read as a generic advisor. Your entire advantage is that you are not one.

Tax is the hook. Protection is the product. Assets are the annuity.

Four

Who we aim at

The beachhead has been the open question since the first interview. Here is the recommendation with the reasoning, so it can be closed on a Wednesday call.

Why the parent and not the athlete

The athlete audience is not a detour. It is the reason the parent is in the room. A parent does not follow a wealth advisor. A parent follows the person their kid keeps sending videos of. That is why all fifteen films stay exactly as scripted, and why follower count still matters, just not as the headline number.

Second priority: your own bench

Three D1 programs, multiple coaching staffs, and an international pipeline already moving across Italy, Spain and Israel. Your former teammates are now twenty four to twenty eight. Some are playing abroad and earning. Some retired two years ago and are in their first real job. Every one of them is inside the exact gap your brand describes, and every one of them already trusts you.

This is not a content problem. It is a list and forty messages. Section ten.

Five

The conversation worth more than this campaign

You named the pink Cayenne Turbo without hesitating, so it is a real target and worth doing the arithmetic on. The arithmetic says something useful, and it is not about marketing.

Call the car a six figure cash purchase. To pay for it in cash, on top of living costs, you need roughly $250,000 of income in a year set aside for it once California and federal tax take their share. Here is what that requires from advisory revenue alone.

Forty basis points is worth more to you than any campaign we will ever run.

At sixty basis points you need forty one million dollars of assets to have a $250,000 advisory year. At one percent you need twenty five. That is sixteen million dollars of difference produced by a single conversation, and it costs nothing to have.

There are three honest answers you might get, and all three are useful:

• The fee is fixed at 0.6%. Then your income plan cannot be assets alone, and the protection side has to carry a much larger share than the current plan assumes. That reshapes your 2027 numbers.
• The fee is tiered. Common, and it usually means smaller accounts carry a higher rate. That changes your target account size completely.
• Your split is the variable, not the fee. What the client pays and what you keep are two different numbers. It is entirely possible nobody has told you the second one. That is the question to actually ask.

Six

Where the content goes

Six platforms, three jobs: reach, search, and revenue. Nothing is posted everywhere just because it can be.

X: we recommend parking it

Secure the handle, mirror the Threads text automatically, and run no strategy there this quarter. Three reasons, in order of weight.

• Your buyer is not there. Parents and agents are on LinkedIn and Instagram. Athletes are on Instagram and TikTok. Sports conversation on X is media and fandom, and it does not turn into a booked call with an Irvine advisory practice.
• It is the worst compliance surface of the six. Quote posts and reply threads pull you into unscripted answers faster than anywhere else. Every one of those is an advertisement under the marketing rule and a business record you have to archive. High exposure, no pipeline.
• Parking it costs almost nothing. Mirrored text keeps the handle alive and claimed. If it becomes useful later, switching it on takes an afternoon.

Seven

Eight weeks

Thirty six assets from 30 September to 29 November. Two real dates drive the sequence: your advisory exam in mid October, and the start of basketball season in early November.

Film 12 stays on hold until you confirm the underwriter mechanics. It was filmed to script and is ready the day it clears.

Eight

The ten carousels

Every one built only from facts with a public source, or from framework content with no figures in it at all. Nothing here needs a number you cannot point at.

Nine

The podcast

One episode, forty five minutes, five segments, ten clips and a trailer. The structure is set. What follows is the question set, the cut plan, and the part worth discussing, which is the guest.

The guest question

A guest with a million followers is the instinct, and it is worth testing against what we are actually buying. Follower count measures reach. It does not measure whether the audience has money or the authority to act on it.

The best guest is both: someone known whose audience skews adult. A recently retired professional, a respected agent, or a parent who is known in the sport. We score candidates in this order.

1. Does their audience contain people with money and signing authority?
2. Will they say yes inside two weeks and hold the date?
3. Can they tell a money story on camera?
4. Will they post the episode to their own channels? This is the entire reason to collaborate. Agreed before the shoot, not after.
5. Does anything about them create a compliance problem? Conflicting sponsors, a product of their own, an existing advisory relationship.

The question set

Fifteen questions plus a fixed closer, mapped to the five segments. Enough for forty five minutes with room to follow a tangent.

The cut plan

Forty five minutes yields about ten clips worth publishing. We allocate by segment rather than by timestamp, so the set covers reach and conversion instead of just the loudest three minutes.

Clips run 45 to 75 seconds, vertical, burned captions, both names on screen, source label on any figure that survives the compliance pass. Your lower third reads Host and nothing more until your firm answers whether you may name it on camera.

Ten

The warm track

This is the part that actually covers the investment, and it is the part that does not exist yet. Content is what makes it land. It is not what replaces it.

Eight weeks of publishing to a two thousand follower account will not produce $3.42 million in assets. Eight weeks of publishing plus a hundred deliberate conversations with people who already know you, backed by a body of work that proves you are serious, is a completely different proposition. The content is the proof. The outreach is the campaign.

Eleven

What we measure

Three levels, reviewed every Wednesday in the thirty minute call. Only the third one is the return.

The planning model, run backwards

To book twenty calls from cold content across eight weeks, working back through standard conversion assumptions. These are planning ratios we steer against, not benchmarks and not a forecast.

Six thousand average views per asset, from an account starting near two thousand followers, requires the content to travel well beyond your following. That is exactly what short form is built to do, and it is not something anyone honest can promise. So the plan does not rest on it. The warm track carries the sixty day number and the cold track compounds behind it.

Twelve

What we need from you

In order of urgency. The first two decide whether December has a number in it at all.