A Case in Conversion: Dave Ramsey ELP (Endorsed Local Providers)
Now that I’ve gotten to the age where my liabilities and responsibilities seem to be increasing, I have started to search for a financial advisor to direct and handle my investments.
While listening to Dave Ramsey on talk radio the other day, he made mention of the “Endorsed Local Providers” on his website. Although I have not taken Ramsey’s classes or read any of his books, I have enjoyed his practical insights on the radio. This already established trust led me to his website in a search for CFP talent.
After submitting the obligatory “Locate an Advisor form”, I was officially captured as a viable prospect and my journey through the conversion funnel continued.
This Conversion Funnel portrays my quest for a financial planner:
The ELP was straightforward during our meeting. I even blatantly asked him about the agreement he had with the Dave Ramsey organization and he answered honestly.
So will I choose Dave Ramsey’s local provider as my financial planner? Not yet. Given my thorough nature, I have asked a friend with a financial background to take a look at the services and fees provided to me at the meeting. Based on his recommendations, I will see whether or not I exit this conversion funnel.
What you can learn from this experience:
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Celebrity endorsements still hold water and can help your digital persuasion.
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Radio advertising is still a viable medium to include in your marketing mix. If tailored correctly, in can assist it increasing your online conversions.
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Endorsements can help increase your prospect count, but don’t rely on that alone. You will still have to sell yourself well, especially in today’s market.
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