Approval
Video ads
Six annuity examples, as they ran
01 · Advisor to camera
One question a retiree is already asking.
02 · Education explainer
How income sequencing works.
03 · Objection handling
Fees, liquidity, surrender periods.
04 · Social proof
Situation and decision, never a performance claim.
05 · Scroll stopper
One line that loses the wrong person.
06 · Second opinion
For prospects with an existing contract.
We write the script and direct the shoot. You or your spokesperson record it, so the voice on the ad is the voice on the call.
Funnel
The path from ad to booking
Page 1 and 2, VSL and qualification
Page 3 and 4, schedule and confirmation
The full board
Ad formats
Rotated before fatigue
01 · Advisor to camera
Highest trust, longest-lived, built first.
02 · Education explainer
Concept-led. No product, no figures.
03 · Objection handling
Filters out the unserious early.
04 · Social proof
Anonymised, with a no-guarantee statement.
05 · Static and carousel
Cheap reach and fast hook testing.
06 · Text-led
New-angle discovery before production budget.
Angles
What we test in the annuity book
| Angle | Who it pulls | Why it works |
|---|---|---|
| Income floor | 55 to 70, near retirement | Moves the question from returns to bills covered |
| Sequence-of-returns risk | Recently retired | Names a real fear without predicting a market |
| Rollover at retirement | Recently left an employer | A live event with a deadline |
| Cash and CD comparison | Conservative savers | Meets the money where it already sits |
| Second opinion | Has an advisor already | Low commitment ask, strong conversation |
| Spousal and legacy | Couples | Brings both decision makers to the call |
No angle carries a rate, cap, income percentage or bonus figure. See §4.
Qualification
The flow, question by question
- Q1
Age band
Sets the product conversation.
- Q2
Retirement horizon
Retired, within 5 years, 5 to 10, longer.
- Q3
Where the money sits
401k, IRA, brokerage, cash, existing annuity, pension.
- Q4
Investable asset band
Below your floor ends the flow with a resource.
- Q5
Primary concern
Income, market loss, taxes, legacy, fee clarity.
- Q6
State of residence
Filtered against your licensed footprint.
- Q7
Contact and consent
Express written consent, IP and timestamp captured.
Show rate
The confirmation sequence
| When | Channel | Purpose |
|---|---|---|
| On booking | SMS, email, calendar invite | Lock it while intent is highest |
| Within the hour | Who they are meeting and what is covered | |
| Day before | SMS and email | One short video, not a nag |
| Morning of | SMS | Reminder with one-tap reschedule |
| 15 minutes before | SMS | Join link for Zoom, Meet or Teams |
| No-show, same day | SMS and email | Automatic rebooking path |
| Ongoing | Email and SMS | Long-cycle nurture under your brand |
Pre-call education
The resource library
Buyer's checklist
What to ask, read and ignore.
Payout map
Income options in plain English, no figures.
Lifetime income worksheet
They do their own arithmetic first.
Questions for any carrier
Arms the prospect instead of pressuring them.
Fee and liquidity primer
Surrender periods explained up front.
Short video series
Three to five videos between booking and the call.
Production
How assets get made
- 1
Brief
Angle, audience, promise and disclosure requirements, written first.
- 2
Script
The VSL and ad scripts are written by us, reviewed by you. Mostly 45 to 90 seconds.
- 3
Production
You record to our shot list, or we build around your spokesperson.
- 4
Approval
Full asset plus disclosure block, submitted for written sign-off.
- 5
Test
Multiple hooks on one body, small budgets, fast kill decisions.
- 6
Refresh
Rolling replacement as frequency climbs and cost drifts.