Pull up your last ten signed cases. Not who they'd like — who actually signed.
1.1Working what, and in a pension fund?Required
Employed with a PK (capped at CHF 7'258/yr) and self-employed without one (up to CHF 36'288) are two different ads.
Best
OK
Never
Employed, with pension fund
Employed, no PK / under CHF 22'680
Self-employed, no PK
Self-employed, in a PK
Retired or not working
1.2What are they actually paying in per month?Required
The monthly figure, not the annual max. If their floor is CHF 300, an ad saying "from CHF 50" fills the pipeline with people they'll never close.
1.3Age range that works, and where it stops working
1.4What did they already have?Required
"You have nothing" and "yours is sitting there doing nothing" are different campaigns. This picks which one we run.
1.5Anything else they all had in common?
Income, permit, kids, just bought a flat — whatever they volunteer.
1.6Describe your easiest sale as one person.Required
Their sentence. This becomes the person the ad is written to.
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02
What set them off
What had just happened, right before they filled in a form?
2.1Top three triggers, in orderRequired
The winning one becomes the opening line. Moment-first ads beat product-first ads.
1st
2nd
3rd
03
Why they're actually buying
Nobody wants a 3a. They want what it does for them. "When someone signs, what are they really buying?"
3.1What are they trying to get out of it?Required
Mark the top three, in order. Tax and retirement are usually both present — but only one of them is what actually moves them.
1st
2nd
3rd
Pay less tax this year
Build real retirement money
Stop feeling behind everyone else
Not end up short at 65
Protect the family if something happens
Get their money working instead of idle
Have a plan they don't have to think about
Buy property later
Something to show for the years they've worked
3.2What do they have after signing that they didn't have before?Required
The dream outcome, in their words. Not the product's benefit — the feeling they describe. This becomes the "after" in every ad and the thank-you page.
"
3.3What are they afraid of if they do nothing?
Careful: if they already hold a 3a, the fear isn't "I have no retirement savings." It's "I've paid into something for eight years and I've no idea if it's any good." Get the fear that fits their real situation.
3.4What do you lead with on the call?
04
Their words
Push for exact phrasing. "It's just sitting there doing nothing" is usable — "they're dissatisfied with returns" is not.
4.1How do they describe what's bothering them?
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4.2What phrase comes up over and over, from different callers?Required
Repetition across unrelated people is the signal. That phrase is a headline.
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4.3The one sentence that flips them from undecided to signingRequired
Word for word. This is the headline, the CTA, or both.
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4.4What do they get wrong that you correct every single time?
If the ad corrects it, you spend the call closing instead of teaching. Biggest single lever on how easy a lead is to close.
05
Why you and not the next advisor
They can get a 3a from any bank in ten minutes. "So why do people sign with you?"
5.1What can you do that a bank or a comparison site can't?
The real answer, not the website answer. This is what separates our ad from every other 3a ad running in Switzerland.
5.2What do clients say made them pick you?
Their words after signing. If they've said it more than once, it belongs in the ad.
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5.3What's genuinely uncommon about your setup?
5.4What do you refuse to do that others do?
Refusals build more trust than promises. Often the sharpest line in the whole ad.
06
What we filter out
This is where lead quality is decided. Every box ticked is a lead they never have to argue with.
6.1What should never reach you?Required
"Taxed at source and doesn't file" is the quiet one — they can't realise the deduction, so a tax-saving pitch dies on the call.
Anything else that should never reach you
6.2Which objection can you never win?
We don't answer this one in the ad. We filter it out before the click.
6.3Three objections, and the exact line you use back
Their kill lines become body copy. Objections we pre-empt never reach the call.
What they say
What you say back
07
What a close is worth
Sets what we can spend to find them, and how hard we filter.