International campaign resources

ENTRi International marketing: drafts (2026-10-12)

Drafts only. Nothing in this folder is live, nothing has been sent, no ad account has been touched, and no spend is committed.

Documents (read in this order)

1. Positioning: three client segments, the promise per segment, Victor and Kim as the voices, and the proof we have versus the proof we still need.
2. Funnel: from first touch to client, built around the webinar page; diagram, step by step, and which assets exist versus which are missing.
3. Channels and content: channels ranked, a 4-week content plan that feeds the webinar, and the launch sequence for [WEBINAR DATE].
4. Ad campaign draft: Meta as main platform with a LinkedIn test cell, campaign structure, ten ad concepts, policy guardrails, what to measure and the test plan. Budgets only as [DAILY BUDGET].

Placeholders used: [NEEDS SOURCE: ...] (a claim needs proof), [CONFIRM: ...] (a fact from Kim and Victor needs a yes), [VERIFY] (a platform policy to check before launch), [TARGET ...] (a number Kim and Victor set).

Open questions for Kim and Victor

Decisions

1. Do you agree that the first webinar speaks mainly to founders who already have a company in Europe and want an international setup (segment A)?
2. Which countries should the ads target, and in which language: English only, or Danish too?
3. Webinar date, time, platform, and will there be a replay (D-04)?
4. The offer: name (D-06), what it contains, price or range, and the bonus for action takers (D-03).
5. The refund line on the webinar page ("if a bank or residency application is declined ... your fee is refunded"): is that the wording you want, and is it in the engagement terms?
6. Who runs the consultations, how does a call run, and which booking tool should we use?
7. Which presenter variation do you want, and which hero: "There is no best country" or "Structure your world"?
8. The webinar page says "three decisions" in some places and "five decisions" in others. Which is right, and what are they? (Victor to write them down.)
9. Should the main International site lines that pull the other way ("Where compliance ends", "0% tax options", "strong nominee structures", "High privacy", "Offshore") be softened before paid traffic arrives? Ads will not point to those pages either way.

Facts and proof

10. Sources for the site figures before any ad uses them: €50M+ client assets, 200+ company formations, 350+ banking relationships, clients from 25+ countries.
11. "50+ professionals": is that ENTRi's team today, or Victor's previous firm? The about page reads both ways.
12. The five offices: your own, or partner offices?
13. "Tax advisor since 2016": registered or titled where? Some countries protect the title.
14. May we tell the Dubai story unnamed, and are the six months right? (Ads would leave out the amount.)
15. Victor's move: year he left Denmark, how many countries, and may we name the country with the heaviest taxes?
16. Can we get written permission for two or three client testimonials, or anonymised case stories?
17. The client database: how many people, and how many have agreed to marketing email? (Needed for the invitation email and for any lookalike audience.)
18. Club price for International clients after year 1: the Club page says 50 percent of the locked rate, the webinar page has a placeholder. Which is right?

Accounts and legal

19. Who owns the Meta Business Manager and the LinkedIn company page, and which legal entity pays for and benefits from the ads (ENTRi Media ApS, as on the webinar page, or another)?
20. Is a cookie consent banner planned for the webinar page? Without it no tracking pixel can be used.

Noticed outside this folder (not changed by this lane)

21. The International site footer links to privacy, but there is no privacy page in entri-int/.
22. The Club homepage still uses the word you have ruled out (use "family"), and both the Club homepage and the International site use long dashes in visible copy.

ENTRi International: positioning (draft)

Status: draft for Kim and Victor, 2026-10-12. Nothing here is live. Method: fp-expert-positioning (Attractive Character, expert hierarchy, movement foundation, content triangle). Inputs: the live International site (entri-int/), the webinar landing page and its variations (entri-club/international/webinar*/), the Club homepage (entri-club/index.html) and the content digest (what Kim and Victor said in their own words). Anything not found in those inputs is marked [NEEDS SOURCE: ...] or [CONFIRM: ...].

1. The positioning in one paragraph

Most international advice starts with a country and a tax rate. ENTRi International starts with the person: where you want to live, where your income comes from and where you want to be in three years. Then one team designs and executes the whole chain (company, bank, residency, compliance) and stays with it after the setup. The webinar page already says it best: "There is no best country."

Category we want to own: the team that builds an international setup that still works in year two, because it is built around your life and your bank, not around a tax rate.

What we stand against (an approach, never people):

• The zero percent sales package that cannot be used in practice.
• Advisers who know one country only.
• Hourly billing that makes clients afraid to call.
• A company that exists on paper while the money never lands.

What we stand for: decide where you want to live first; lawful and documented in every country involved, including the one you live in; "We don't just advise, we execute."

A tension to resolve before any paid traffic

The webinar page and the digest position ENTRi as the honest, anti-loophole option ("Not for anyone looking for a loophole", "You won't fit if you are looking for a way to hide income"). Parts of the main International site point the other way: the tagline "Where compliance ends", the jurisdiction list led by "0% tax options", "strong nominee structures", "High privacy", and the words "Offshore structures" and "Asset protection" in the hero. A cold visitor who clicks from an ad to the main site gets two different companies.

Recommendation: let the webinar voice lead. Ads point only to the webinar page, never to jurisdictions or private-banking, and Kim and Victor decide whether the main site lines above should be softened before paid traffic reaches it. (This lane does not edit the site.)

2. Ideal client segments

Three segments, ranked for the first webinar. They map onto the three personas the site already uses (Global Nomad, Scaling Founder, Legacy Architect), but they are cut by situation, not by income, because the situation decides the message.

Segment A (lead segment for launch): "The Optimiser"

Founders and owners who already run a company somewhere in Europe, often from a high-tax country, and want an international setup: a second country, a holding layer, a bank that works with their customers. The digest names this group as the suggested main audience for launch. Closest site persona: The Scaling Founder ($10K+ a month).

Segment B: "The Mover"

Founders, freelancers and families moving country, who need the company, the residence and the banking to line up at the same time. Closest site persona: The Global Nomad ($3K to $10K a month), plus the Relocation service.

Segment C: "The Second Opinion"

People who already bought a setup that does not work, or are about to sign one: the zero percent package, the company without a bank, the adviser who stopped answering. Kim: "we have a lot of clients that came to us with the last piece of hope." This is less a targeting segment than a strong angle and retargeting audience: it is hard to find in ad targeting, but it shows up in every segment.

Parked for the first campaign: The Legacy Architect ($1M+ net assets)

Trusts, Switzerland and multi-country holdings are high value but sold one to one, not through cold webinar ads, and the topics (trusts, privacy, asset protection) carry the most ad-policy risk. Reach them through referrals, the client base and the Club, not paid ads.

3. Attractive Character

Who speaks

Together they are the good cop and bad cop the digest describes: one believes it can be solved, the other tells you what it costs. That pairing is a differentiator in itself and should appear in content and at least one ad.

Backstory (Epiphany Bridge, Victor)

• Before: a tax advisor (since 2016, per the site) who left Denmark in 2020 [CONFIRM: year] and lived in six or seven countries [CONFIRM: number].
• The epiphany: he ended up living in the country he calls the heaviest in tax [CONFIRM: which country, and whether it may be named], because he likes living there. Tax alone never made anyone's life work.
• Now: he starts every case with where the client wants to live, then builds company, bank and residency around it.
• Mission: stop founders from buying a country before they have a plan. "I have never met a person who became rich just because he or she lowered their taxes."

Parables (signature stories, from the digest)

1. The country is the last decision. Victor's own move (above).
2. The zero percent trap. Two business owners were sold a Dubai setup on a no-tax promise and closed it within six months because they could not use it. [CONFIRM: may it be told unnamed; amount and six months correct]
3. The Fixer. Kim took one assignment with no accounting background and within months ran the whole operation.
4. Good cop and bad cop. How the two of them handle every case.
5. Friends who built a business. Met on 1 October 2011 [CONFIRM]; "what else do you do business with, strangers?"

Polarity positions (stances some people will disagree with)

1. "Nobody became rich just because they lowered their taxes."
2. "Decide where you want to live first. The country for the company is the last decision."
3. "A company without a working bank account is paper."
4. "If your adviser only knows one country, you are the one coordinating the rest."
5. "If it is not lawful and documented in the country you live in, it is not a setup, it is a risk." (Matches the page's "not for anyone looking for a loophole".)

Movement foundation (light)

• Cause: founders should build their international life on a plan, not on a sales pitch.
• Us versus them: the plan-first approach versus the country-first, rate-first package.
• Vehicle: the three decisions (webinar) and the ENTRi Setup (done for you).
• Rallying cry: "There is no best country."

4. Authority building plan

Current level on the expert hierarchy: Practitioner moving to Specialist. The site shows execution (formations, offices, published prices, timelines) but there is no public teaching content, no named framework in circulation and no client proof on the page yet.

Next level (Specialist), concrete steps:

1. Own one framework. The webinar promises "the three decisions behind every setup that works". Victor should name and fix those three decisions in writing [TO DEFINE: Victor]. Note: the webinar page currently says both "three decisions" (hero, event card) and "the five decisions that make a setup work" (first takeaway). Pick one number before ads run.
2. One tool people can use without us: the "six-line readiness list" the page already promises. Make it a one-page PDF given to registrants. It doubles as the webinar's proof of competence.
3. Teach in public for four weeks before the webinar (see 2026-10-12-channels-and-content.md).
4. Collect proof from the first webinar and the existing client base (section 5).

Content triangle: teaching 40 percent (the decisions, banking, what to ask), story 40 percent (the parables), proof 20 percent. Proof is the gap: until real proof exists, use process proof that the site already states (published starting prices, timelines, the free consultation and 48-hour blueprint, the "you won't fit if" list) instead of results.

5. Proof: what we have versus what we still need

Claims the live site and webinar page already make (keep, but verify before using in ads)

Proof we still need

• [NEEDS SOURCE: client testimonials with written permission] The webinar page already holds a placeholder and shows nothing until permission exists. Target: three, one per segment.
• [NEEDS SOURCE: two or three anonymised case stories] Situation, what was wrong, what was built, how long it took. The Dubai story is the first candidate, once confirmed.
• [NEEDS SOURCE: Google review count and link for International]
• [NEEDS SOURCE: any media mentions, talks or partner logos] None in the inputs.
• After the first webinar: attendee questions (for content) and permission to quote attendees.

Copy guardrails that follow from this

• No promise of a tax rate, saving or outcome. The page's own line holds: "We don't promise outcomes."
• No promise of a bank account: "the decision is always the bank's."
• Lead with "lawful and documented in every country involved".
• Never in ads: "0% tax", "offshore", "nominee", "privacy", "asset protection", "passports", "where compliance ends".

ENTRi International: webinar funnel (draft)

Status: draft for Kim and Victor, 2026-10-12. Nothing here is live. Method: fp-funnel-architecture (funnel selection by price and traffic temperature, page map, email map, metrics, traffic plan). Builds on: 2026-10-12-positioning.md (segments A, B, C and the promise "There is no best country").

1. Funnel choice

The skill's grid says high ticket plus cold traffic means an application funnel. A cold founder will not book a call about their tax setup from one ad, so we put a free live webinar in front as the trust step and keep the consultation as the qualifying step. The result is a hybrid: webinar funnel into a consultation (application) close. This is what the webinar page is already built for: "Save my seat" for the cold, "Already decided? Book a free consultation" for the hot.

Each page has one job and one next step. The webinar page has no site navigation, which fits the skill's "no navigation" rule.

2. Funnel map

TRAFFIC
  Owned: client base email, Club waiting list, Victor and Kim on LinkedIn
  Paid: Meta (main), LinkedIn (test cell)
  Borrowed: partner newsletters, podcasts, founder communities
        |
        v
[1] REGISTRATION   /international/webinar/#webinar   "Save my seat"
        |                                \
        |                                 \--(already decided)--> [6] CONSULTATION BOOKING  #consult
        v
[2] CONFIRMATION PAGE + EMAIL  (calendar invite, readiness list)        [MISSING]
        |
        v
[3] REMINDERS  email T-24h, T-1h; SMS or WhatsApp if opted in           [MISSING]
        |
        v
[4] LIVE WEBINAR  ~60 min + Q&A, Victor; offer opens at the end         [MISSING: platform, deck]
        |                     \
        | attended             \ no-show
        v                       v
[5] OFFER WINDOW, 5 DAYS       REPLAY PAGE + replay emails              [MISSING; replay TO CONFIRM D-04]
    follow-up emails, retargeting   |
        |  <------------------------/
        v
[6] CONSULTATION BOOKING  30 min, free, Victor or Kim                    [MISSING: booking tool, B3]
        |
        v
[7] CONSULTATION CALL                                                    [MISSING: call flow]
        |
        v
[8] CUSTOM STRATEGY BLUEPRINT within 48 h (jurisdictions, cost, timeline) [MISSING: template]
        |
        v
[9] ENGAGEMENT: terms, payment, onboarding; Club year 1 if accepted       [MISSING: terms, refund wording]

Side exits:
  not ready  -> nurture list (monthly email, next webinar date)
  not a fit  -> polite no; Danish accounting cases -> ENTRi Danmark

3. Step by step

Step 0: Traffic

• Job: bring the right people to the registration page with a message that matches it (congruence: ad, page and email say the same thing).
• Assets needed: ads and posts (see 2026-10-12-ad-campaign-draft.md and 2026-10-12-channels-and-content.md), UTM links, the email to the client base.
• Exists: the registration form already captures utm_source, utm_medium, utm_campaign, utm_content, utm_term.
• Missing: tracking pixels and a cookie consent banner on the webinar page (none found); a consent-checked email list.

Step 1: Registration page

• URL: entri-club/international/webinar/ (section #webinar). Presenter and hero variations exist next to it: webinar-presenter-a/b/c, webinar-mark-a/b/c, webinar-v1 (the mark and v1 versions use the hero "Structure your world"; the main page uses "There is no best country").
• Job: a seat saved with first name and email.
• Elements already on the page: promise, three takeaways, who it is for and not for, host bio, offer preview, FAQ, legal disclaimer, consent checkboxes, data controller line (ENTRi Media ApS), exit popup, sticky bar.
• Open items on the page itself: [DATE TBD], [TIME TBD, CEST], replay promise (D-04), offer name (D-06), offer detail (D-03), refund wording, Club renewal price, testimonial placeholder, the form is not connected ("Registration isn't connected yet"), "three decisions" versus "five decisions" mismatch, Kim and Victor's choice of presenter variation.
• Metric: registration rate (visitors to registrations). The skill's planning range for webinar registration pages is 20 to 40 percent; treat that as a benchmark from the skill, not as ENTRi data. Also watch the "What describes you best?" field: share of "Not sure yet" tells you how qualified the traffic is.

Step 2: Confirmation page and confirmation email (immediate)

• Job: confirm the seat, get it into the calendar, set expectations, and give the first piece of value.
• Assets needed: a thank-you page (currently the page only shows a draft preview state), the confirmation email, a calendar invite (.ics and Google link), and the six-line readiness list as a one-page PDF ("fill this in before the webinar").
• Exists: nothing live. The content pack contains an email draft file (E1) that this lane did not read under its brief; check it before writing new emails.
• Metric: confirmation email open rate; calendar adds; readiness list downloads.

Step 3: Reminders

• Job: turn registrants into attendees.
• Sequence (from the skill): confirmation (immediate), reminder at T-24h, reminder at T-1h with the link, "we are live" at T+0 for email openers. SMS or WhatsApp only for people who ticked that box.
• Assets needed: three or four short emails, one SMS text, a sending tool.
• Missing: all of it.
• Metric: live show rate. Skill benchmark for live webinars: 30 to 40 percent (benchmark, not ENTRi data).

Step 4: Live webinar

• Job: teach the three decisions so well that the right people want ENTRi to execute them, and make the offer.
• Assets needed: webinar platform and link, slide deck, Victor's script (story first: "the country is the last decision"; the three decisions; what a bank asks for; the readiness list; the offer; Q&A), a moderator (Kim) for chat and questions, recording.
• Missing: platform choice, deck, script, the defined three decisions, the offer itself.
• Metric: attendance duration, share still present at the offer, questions asked, consultations booked during the session.

Step 5: Offer window (5 days) and replay

• Job: convert attendees and no-shows within the five-day window the page promises.
• Email sequence (skill pattern, adapted):
• T+4h: replay link for no-shows (if a replay is offered, D-04) and "book your consultation" for attendees.
• Day 1: a story (anonymised case, once permission exists) and the consultation link.
• Day 2: objections (zero tax, my local accountant, ready packages, what if the bank says no).
• Day 3: who it is for and not for; what the blueprint contains.
• Day 4 and Day 5: the window closes; after it the consultation stays free and standard terms apply (that is the page's own wording).
• Assets needed: replay page, five emails, retargeting ads (see ad draft).
• Missing: all of it. The offer content (D-03, D-06) blocks the copy.
• Metric: consultations booked per attendee and per registrant.

Step 6: Consultation booking

• URL: #consult on the webinar page ("Book my free consultation"). Also reachable directly for hot traffic.
• Job: a booked 30-minute call with Victor or Kim.
• Assets needed: a booking tool that keeps the UTM attribution (the page notes "booking link with attribution, B3"), two or three intake questions (where you live, where income comes from, where you want to be in three years: this mirrors the page's "you'll fit if" list), a booking confirmation and reminder.
• Exists: the section and copy. Missing: the booking link, the intake questions.
• Metric: booking rate from the section; no-show rate on calls.

Step 7: Consultation call

• Job: diagnose, prescribe, agree on the blueprint.
• Assets needed: a call flow (who speaks first, what is asked, what ends the call). The digest says this has not been described yet. Also: who takes which cases (Victor: international and complex; Kim: Club and Danish side).
• Metric: share of calls that lead to a blueprint request.

Step 8: Custom Strategy Blueprint (within 48 hours)

• Job: a written plan with jurisdiction recommendations, cost breakdown, timeline and next steps (all promised on the site).
• Assets needed: a blueprint template, a sending checklist so 48 hours holds when volume rises after a webinar.
• Metric: blueprint delivered within 48 hours (yes or no, every time); blueprint to engagement rate.

Step 9: Engagement and onboarding

• Job: signed terms, payment, kick-off; Club year 1 offered if the application is accepted (International clients join a separate cohort, not the Founding 100).
• Assets needed: engagement terms including the refund wording, a payment link or invoice flow, an onboarding email, the Club application link for clients.
• Metric: revenue per registrant, time from webinar to engagement.

Side exits

• Not ready: a monthly nurture email and the next webinar date. Needs an email list with marketing consent (the page's optional "ENTRi news" box).
• Not a fit: a polite no; anyone looking for a loophole is out by the page's own rules. Danish accounting questions go to ENTRi Danmark.

4. Asset inventory

5. Metrics to read after the first webinar

The first webinar is a learning launch: few numbers, so read them as direction, not proof.

ENTRi International: channels, 4-week content plan and launch sequence (draft)

Status: draft for Kim and Victor, 2026-10-12. Nothing here is live. Methods: fp-launch-strategy (ORB channels: owned, rented, borrowed; phased launch; launch checklist) and fp-content-strategy (pillars, searchable versus shareable, scoring, content mapped to funnel stages). Builds on: 2026-10-12-positioning.md and 2026-10-12-funnel.md. Placeholder date: [WEBINAR DATE] is called W below. T-7 means seven days before W.

Ground rules carried over: no paid ads for the Club itself (digest); ads promote the International webinar only. No tax outcome promises. No numbers that are not in the inputs.

1. Channels, ranked for these segments

Ranking weighs fit with segment A (lead segment), cost, speed and how directly the channel feeds the registration page.

2. Content pillars

Four pillars, each tied to a step in the webinar and an objection from the digest.

Balance (from the positioning content triangle): about 40 percent teaching (P1 to P3), 40 percent story (P1, P4), 20 percent proof. Proof is thin, so the proof slots use process proof (published starting prices, timelines, the 48-hour blueprint, who it is not for) until testimonials with permission exist.

Searchable versus shareable

For this launch nearly everything is shareable (LinkedIn, clips, email). Searchable content needs a place to live on the site. Two evergreen pieces are worth writing after W, each built from webinar questions:

• "What a bank asks before it opens a company account abroad" (P2, awareness)
• "Questions to ask before you buy an international company package" (P3, consideration)

Topic scoring (skill template; scores are this lane's judgement, 1 to 10)

The banking angle scores highest and is the safest in ad policy terms. The zero percent story needs Victor's permission first.

3. Four-week content plan (T-28 to W)

Production first (T-30 to T-28): one recording session with Victor (and Kim for one segment), about 30 minutes, answering six questions on camera. This one session supplies the clips for four weeks of organic posts and most video ads. Suggested questions: Why is there no best country? What happened to the two owners in Dubai? [CONFIRM: story permission] What does a bank ask for? What should you ask before you sign a package? What is in the readiness list? Why are there two of you?

Each week: 1 Victor LinkedIn post, 1 Kim LinkedIn post, 2 short clips, 1 email (from week 2). Every piece ends with the same next step: save a seat, [WEBINAR DATE].

Week 1 (T-28 to T-22): Seed. Theme P1, life first

Week 2 (T-21 to T-15): Announce. Theme P2, banking

Registration opens. Owned channels first, then paid.

Week 3 (T-14 to T-8): Educate. Theme P3, know what to ask

Week 4 (T-7 to W): Countdown. Theme P4, the people who execute

After W (T+1 to T+5): the offer window

• Clips from the live webinar (best two or three answers), posted T+1 to T+5.
• Follow-up emails per 2026-10-12-funnel.md step 5.
• Retargeting ads to attendees and no-shows.

4. Launch sequence for the first webinar

The skill's five phases, compressed for a single event, with ORB order: owned first, then rented, then borrowed; everything leads back to the registration page and the email list.

Launch checklist

Pre-launch

• [ ] Webinar date, time and platform fixed [WEBINAR DATE]
• [ ] Page placeholders filled (D-03, D-04, D-06, refund wording, Club renewal price)
• [ ] "Three decisions" versus "five decisions" made consistent
• [ ] Form relay and confirmation email working (B3)
• [ ] Booking link with attribution working (B3)
• [ ] Thank-you page and calendar invite
• [ ] Readiness list PDF
• [ ] Pixel and conversions setup behind a cookie consent banner
• [ ] Email list consent checked before sending to the client base
• [ ] Ad accounts verified (see ad draft, compliance)

Launch

• [ ] Invitation emails sent (client base, Club list)
• [ ] Organic posts scheduled for four weeks
• [ ] Paid campaign live after a test conversion
• [ ] Moderator and Q&A plan for the live session

Post-launch

• [ ] Five-day follow-up running
• [ ] Every consultation followed by a blueprint within 48 hours
• [ ] Testimonial requests sent
• [ ] Retro written; next date set

ENTRi International: first paid campaign (DRAFT, not for launch)

Status: draft for Kim and Victor, 2026-10-12. Nothing here is live, no account has been touched, no money is committed. Budgets appear only as [DAILY BUDGET]. Method: fp-paid-ads (platform selection, account structure and naming, webinar registration and retargeting strategies, copy formulas, creative rules, metrics, testing hierarchy, pre-launch checklists). Builds on: 2026-10-12-positioning.md, 2026-10-12-funnel.md, 2026-10-12-channels-and-content.md.

Goal of the campaign: **registrations for the first live webinar on [WEBINAR DATE]** from segment A (founders and owners with an existing European company who want an international setup), with segment B (movers) as a secondary audience. After the webinar: consultations booked in the five-day window.

No ads for the ENTRi Club (digest: "no paid ads for the Club itself for now"). The ads do not mention the Club.

1. Platform choice

2. Policy and legal guardrails (read before writing or approving any ad)

Written from general knowledge of the platforms' rules at the time of drafting. Policies change: check each point in the platform's policy centre before launch ([VERIFY]). This lane made no network calls.

Meta

• Special Ad Category: Meta has a special category for financial products and services (formerly "Credit"). [VERIFY: whether company formation, tax structuring and banking setup services fall into it in the target countries.] If they do, age, gender and postcode targeting and many detailed interests are restricted or removed, and lookalikes are limited. The structure below is built to survive that: broad audiences carry the campaign, interests are only a test cell.
• Financial services advertiser verification may be required in some countries. [VERIFY: for each of [TARGET COUNTRIES]]
• EU ad transparency: ads reaching the EU need the beneficiary and payer named. [CONFIRM: ENTRi Media ApS (the data controller on the webinar page) or another entity]
• Personal attributes: never assert or imply the viewer's finances, tax status or nationality. Not "Are you paying too much tax?", not "Your income is taxed too high", not "Danish founders: ...". Talk about the situation in general or in the first person (Victor speaking).
• No misleading claims or unrealistic outcomes: no tax rate, no savings figure, no "guaranteed", no "tax free", no "get a bank account".
• Landing page needs: privacy policy (exists: entri-club/legal/privacy.html), business identity (CVR on the page), the disclaimer (exists), and a working form.

LinkedIn

• Financial services ads must follow local law and avoid misleading or exaggerated claims. [VERIFY: current LinkedIn advertising policy for financial and professional services]
• Professional tone; no consumer-style hype.

Google (for later)

• Financial services verification is required in many countries. [VERIFY]
• Residency, citizenship and passport services fall under the government documents and official services rules. Keep these services out of ads.

EU and Danish law

• Claims must be documentable (Danish marketing law requires that factual claims can be documented). This is why every unverified figure stays out of ads: see the proof table in 2026-10-12-positioning.md.
• Cookie consent before tracking: the webinar page has no consent banner and no pixel today. Pixels and conversion APIs can only fire after consent. [NEEDS: consent banner, linked to entri-club/legal/cookies.html]
• Email follow-up only to people who ticked the webinar consent box; marketing emails only to those who ticked the news box.

Words and topics that stay out of every ad

"0% tax", "tax free", "zero tax" (except where Victor debunks it, and then only after the platforms accept it), "offshore", "nominee", "privacy" (as a selling point), "asset protection", "passport", "citizenship", "golden visa", "avoid tax", "loophole" as a promise, "guaranteed", any figure without a source, "where compliance ends". No mention of private banking packages, loans or cards.

Visible copy rules (Kim's): no long dashes, never the word Kim has ruled out (use "family"), no invented facts, numbers, testimonials or client names.

3. Campaign structure

Naming follows the skill: [Platform]_[Objective]_[Audience]_[Offer]_[Date].

Meta ad account
|
+-- META_Conv_Prospecting_Webinar1_[WEBINAR DATE]      objective: Leads, website conversion "CompleteRegistration"
|   |                                                  budget: [DAILY BUDGET], campaign level
|   +-- AS1 Broad: [TARGET COUNTRIES], English, adults 25+ (if allowed), Advantage+ audience on
|   |       ads: concepts 1, 2, 3, 4 (concept test)
|   +-- AS2 Interest test: business owners and entrepreneurship, international business,
|   |       expat and relocation interests, small business tools (only if the category allows)
|   |       ads: the two best concepts from AS1 after the first read
|   +-- AS3 Lookalike of consented clients (only if the source list is large enough and consent covers it)
|           ads: the two best concepts
|
+-- META_Conv_Retargeting_Webinar1_[WEBINAR DATE]      objective: Leads, same conversion
|   |                                                  budget: [DAILY BUDGET]
|   +-- RT1 Pre-webinar: webinar page visitors 30 days, video viewers 50%+, page and profile engagers;
|   |       excluding registrants. Ads: concepts 7, 8
|   +-- RT2 Post-webinar (T+0 to T+5): registrants and attendees, excluding booked consultations.
|           Objective switches to the booking event. Ads: concept 9 (and 10)
|
LinkedIn Campaign Manager
|
+-- LI_Conv_Owners-Founders_Webinar1_[WEBINAR DATE]    objective: Website conversions
                                                       budget: [DAILY BUDGET]
    +-- One audience: job titles owner, founder, co-founder, managing director, CEO;
        company size 2 to 200 employees; [TARGET COUNTRIES]; exclude employees of ENTRi.
        Ads: concepts 1, 4, 6 as single image or video

Exclusions everywhere: registrants (on prospecting), existing clients (customer list, if consent allows), recent bookers, ENTRi staff. Budget split for the testing phase (skill): about 70 percent to prospecting AS1 and retargeting, 30 percent to the tests (AS2, AS3, LinkedIn). All as [DAILY BUDGET].

Landing pages:

• Prospecting and pre-webinar retargeting: https://entri.club/international/webinar/#webinar [CONFIRM: final URL]
• Post-webinar retargeting: https://entri.club/international/webinar/#consult
• Never entri-int/jurisdictions or entri-int/private-banking.

UTMs (the form already captures them): utm_source=meta|linkedin, utm_medium=paid_social, utm_campaign=webinar1_[YYYYMMDD], utm_content=c01..c10 (concept number), utm_term=as1|as2|as3|rt1|rt2|li1.

4. Ad concepts

Ten concepts. Formulas from the skill: PAS (problem, agitate, solve), BAB (before, after, bridge), direct response, and story hooks. Meta limits respected: first 125 characters carry the hook; headlines kept to about 40 characters. Every concept points to the webinar page unless noted. Lines marked [CONFIRM] wait for Victor's permission.

Concept 1: "There is no best country" (core message, video)

• Formula: contrarian hook, then promise.
• Hook: "There is no best country."
• Primary text: There is no best country. There is only the right setup for where you live, where your income comes from and where you want to be. In a free live hour, Victor Fasahati, tax advisor since 2016, walks through the three decisions behind every international setup that works. Live on [WEBINAR DATE].
• Headline: There is no best country
• CTA button: Sign up
• Creative note: Victor to camera, 20 to 30 seconds, vertical and square, captions burned in. First 3 seconds: he says the line, no logo intro. End card: "Free live webinar · [WEBINAR DATE]".

Concept 2: "Decide where you want to live first" (Victor's story, video)

• Formula: story hook, Epiphany Bridge.
• Hook: "I moved to the country with the heaviest taxes I have lived in. On purpose."
• Primary text: I moved to the country with the heaviest taxes I have lived in. On purpose. Because I like living there. Tax alone never made anyone's life work. Decide where you want to live first; the company, the bank and the residency come after. That is the order we teach in a free live hour on [WEBINAR DATE].
• Headline: Where you live comes first
• Creative note: Victor, informal setting, 30 to 45 seconds. [CONFIRM: Victor's account of his move, the number of countries and whether the country may be named]. If not confirmed, use concept 1's script.

Concept 3: "The zero percent trap" (story, video or text on image)

• Formula: PAS.
• Hook: "They were sold a setup with no tax. Six months later they closed it."
• Primary text: Two business owners were sold a setup on a no-tax promise. They paid for the company, the trips and the hotels, then closed it within six months because they could not use it. Before you buy a country, learn the three decisions that decide whether a setup works. Free, live, [WEBINAR DATE].
• Headline: Ask before you buy a country
• Creative note: Victor telling it in 30 seconds, or a plain text card on the brand dark background. Do not name the country in the creative if Meta flags it. [CONFIRM: permission to tell the story unnamed; six months correct; no amount in the ad]. Policy note: the word "tax" in a hook is the most likely trigger for review; keep a fallback (concept 4) ready.

Concept 4: "A company is paper until the bank says yes" (banking, the safest angle)

• Formula: PAS.
• Hook: "A company abroad is just paper until a bank says yes."
• Primary text: A company abroad is just paper until a bank says yes. Many setups fail there, or in the paperwork, or in year two. In a free live hour Victor Fasahati explains what keeps a setup alive and what a bank will generally ask for. Live on [WEBINAR DATE], with your questions at the end.
• Headline: What keeps a setup alive
• Creative note: Static image: a company certificate next to an empty payment screen (illustration, no real bank logos). Second version: Victor 20-second video. Text on image under 20 percent.

Concept 5: "One country, one adviser" (multi-country team)

• Formula: BAB.
• Hook: "The adviser in one country knows that one country."
• Primary text: The adviser in one country knows that one country. The bank, the residence and the place you live are someone else's problem, usually yours. One team that owns the whole chain changes the odds. Learn how in a free live hour with Victor Fasahati on [WEBINAR DATE].
• Headline: One team, the whole chain
• Creative note: Simple motion graphic: three separate dots (company, bank, residence) joined into one line. End on Victor's face and the date.

Concept 6: "Know what to ask" (readiness list, lead-magnet angle)

• Formula: direct response, specificity hook.
• Hook: "If you never studied law or accounting, how would you know what to ask?"
• Primary text: If you never studied law or accounting, how would you know what to ask? Register for the free live webinar and get the six-line readiness list Victor uses in every consultation. You do not need to be a tax expert to fill it in. Live on [WEBINAR DATE].
• Headline: Six lines before any setup
• Creative note: Image of the one-page readiness list (blurred lines, title readable). Only run once the list exists. On LinkedIn this works as a single image or a document preview.

Concept 7: "Two of us" (Kim and Victor, retargeting RT1)

• Formula: story hook, character.
• Hook: "One of us believes everything can be fixed. The other tells you what it costs."
• Primary text: One of us believes everything can be fixed. The other tells you what it costs. Clients get both. Join Victor live on [WEBINAR DATE] for the three decisions behind every international setup that works, and bring your questions.
• Headline: Live with Victor, free
• Creative note: Both on camera, 20 to 30 seconds, Kim speaks the first line, Victor the second. Warm audiences only (they have seen Victor already).

Concept 8: "Built for a few, on purpose" (qualifier, retargeting RT1)

• Formula: qualify in the ad (skill, high-ticket ads).
• Hook: "This webinar is not for anyone looking for a loophole."
• Primary text: This webinar is not for anyone looking for a loophole. It is for founders and operators who earn across borders and want a setup that is lawful and documented in every country involved. One live hour, free, on [WEBINAR DATE].
• Headline: Built for a few. On purpose.
• Creative note: Two-column card from the page: "You'll fit if" and "You won't fit if", three lines each. Uses the page's own words.

Concept 9: "Already decided?" (post-webinar retargeting RT2, points to #consult)

• Formula: hard CTA, process proof.
• Hook: "Your next step is a conversation."
• Primary text: Your next step is a conversation. Book a free 30-minute consultation with Victor or Kim. Within 48 hours you get a written blueprint: jurisdiction recommendations, cost breakdown, timeline and next steps. Nothing is charged before you decide.
• Headline: Book a free consultation
• CTA button: Book now
• Landing page: #consult
• Creative note: Still of Victor from the webinar recording; simple three-step graphic (call, blueprint, you decide). Runs T+0 to T+5. When the window closes, stop the ad.

Concept 10: "What does it cost?" (price transparency, RT2 or LinkedIn)

• Formula: feature to benefit.
• Hook: "What does an international setup cost? We publish our starting points."
• Primary text: What does an international setup cost? We publish our starting points: company setups from €3,500, premium multi-jurisdiction work from €15,000. Your exact figure comes in a written blueprint within 48 hours of a free consultation.
• Headline: Published prices, no guesswork
• Landing page: #consult (post-webinar) or #webinar (pre-webinar, with the last line swapped for the date)
• Creative note: Clean text card in brand colours. Prices are the site's own; re-check them on the day the ad goes live.

5. What to measure

Attribution: platform numbers run high (skill). Judge on the UTMs stored with each registration and booking, and on blended cost (all spend divided by all consultations), not on platform-reported conversions alone.

Tracking events needed: CompleteRegistration (Meta) and a LinkedIn conversion on successful form submit (not on button click); Schedule on a confirmed booking; both only after cookie consent. The form currently posts nowhere, so tracking cannot be tested until the relay exists.

6. Test plan

Following the skill's hierarchy: concept first, then hook, then visual, then copy, then CTA. One variable at a time. The first webinar gives small numbers, so decisions use simple thresholds, set before launch.

Do not change budgets by more than 20 to 30 percent at a time, and do not stop an ad set in its learning phase unless it breaks a kill rule (skill).

7. Pre-launch checklist (from the skill's platform checklists, trimmed to this campaign)

Accounts and compliance

• [ ] Meta Business Manager and ad account owned by ENTRi [CONFIRM: who owns it]; business verified
• [ ] Domain verified for the landing page domain
• [ ] Special Ad Category decision made and recorded [VERIFY]
• [ ] Financial services advertiser verification done where required [VERIFY]
• [ ] Beneficiary and payer set for EU delivery [CONFIRM: entity]
• [ ] LinkedIn Campaign Manager linked to the ENTRi company page; Insight Tag behind consent

Tracking

• [ ] Cookie consent banner on the webinar page
• [ ] Meta Pixel and Conversions API, CompleteRegistration on successful submit, Schedule on booking
• [ ] LinkedIn conversion on successful submit
• [ ] UTMs on every ad URL; a test registration shows them in the stored data

Landing page

• [ ] All placeholders filled; form and booking connected (B3)
• [ ] Loads in under 3 seconds on mobile; mobile layout checked
• [ ] Privacy policy, disclaimer and data controller visible
• [ ] "Three decisions" wording consistent

Creative and copy

• [ ] Every claim in the ads is either on the live page today or has a source
• [ ] No banned words or topics (section 2)
• [ ] Captions on every video; vertical (9:16) and square (1:1) versions
• [ ] Victor's permissions received for concepts 2 and 3, or those concepts dropped
• [ ] Kim and Victor have approved every ad in writing

Budget

• [ ] [DAILY BUDGET] per campaign agreed by Kim and Victor
• [ ] Start and end dates set (prospecting ends at W; RT2 ends at T+5)