Financial planners are an insecure bunch.  Mommy didn’t hug us enough when we were children.  The kids at school didn’t like us.  Excuses abound.

Whatever the cause the effect is we live adult lives of desperation.  Love us.  Embrace us.  Tell us we’re good.

OK – maybe this isn’t the message behind the CFP Board’s recently launched ad campaign but the “we’re educating the public” moral high ground seems like a flimsy, transparent excuse for shameless self-promotion.

Thanks to a hefty 80% increase in annual dues levied upon we miserly financial planners the CFP Board is flush with cash – $36 million of which has been devoted to telling Americans that Certified Financial Planner professionals are uniquely qualified to help keep their finances in good stead.

The campaign’s core is a freshly launched website where consumers can learn about financial planning and the personalized approach that Certified Financial Planner professionals provide while giving advice.  There is also a search function that allows them to find a local Certified Financial Planner professional.

The campaign’s catch phrase “Let’s Make a Plan” will appear in ads stretching across all major media – print, cable TV and Web-based banner ads.  TV spots will appear on CNN, MSNBC, Fox News Channel, History Channel, HGTV and ESPN.  Print ads will appear on the front of The Wall Street Journal’s Money & Investing section, SmartMoney, Kiplinger’s, Money and Barron’s.  Online ads will target sites such as LinkedIn, Morningstar, Bloomberg and Forbes.