Love, hate, and the CFP ad campaign

The CFP ad campaign stirs up strong feelings. You either love it or hate it, judging from the brief public discussion during lunch at the Financial Planning Association of Massachusetts’ (FPAMA) annual conference. The following ad was shown.

There was a call for feedback on the ad.

Respondent 1: I love it. I’m happy to pay more in dues.

Respondent 2: I don’t like it. It’s too frenetic.

Love and hate. That’s what I heard.

However, the conversation at my table was more nuanced.

• Anything that builds the brand is good. This is just the first step in a long process.
• It’s good that the CFP mark is displayed prominently.
• It may be frenetic, but it’s eye-catching.

• Planners focus too much on the process. Consumers don’t care about the process.
• The ad doesn’t speak effectively about benefits to the consumer.

Blogging idea

Bloggers with the CFP credential may be able to start a conversation simply by posting the ad to their blogs. Or try addressing the questions that the ad raises for you.

2 replies
  1. Cathy Curtis
    Cathy Curtis says:

    A client told me recently that they thought the ad was “scary”…I can see that ….it’s not the usual couple walking on the beach hand in hand with blissful smiles on their face type of ad. Personally, I like it. It’s certainly eye catching and I it is a good first step in a long process.

    I like your idea about incorporating the ad into a blog post in some way.

  2. Susan Weiner CFA
    Susan Weiner CFA says:


    I agree it can be scary. That’s part of what makes it attention-getting.

    Some marketers say you should try to attract clients with benefits rather than scare tactics. I think scare tactics work in moderation.

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