Terry Blackburn launches Adviser vs Client, his new book to transform protection conversations between advisers and customers

27 October 2026

Terry Blackburn, Founder of The Wealthy Advisers Club, the largest protection and mortgage adviser training community in the UK with over 2,400 members, has launched his new book called ‘Adviser vs Client’ to transform protection conversations between advisers and customers.

As highlighted in the recent FCA Market Study on protection, 58% of people don’t hold any protection products and 59% of those without any protection products have never considered their protection needs.

Rather than relying on abstract sales theory or dry regulatory frameworks, Adviser vs Client deconstructs common customer meetings through memorable, fictional client archetypes, including Remortgage Richard, Home Mover Martyn, Self-Employed Susan, and Peter the Parent.

For each persona, the book details the client’s unique motivations, unvoiced anxieties, and potential objections, comparing them directly against the adviser’s natural instincts. By highlighting precisely where and why the conversation breaks down, it illustrates how advisers can meet clients where they are, address their immediate concerns, and frame protection in a way that feels personally relevant rather than an unwelcome extra expense.

The objective is to simplify things for advisers and the book talks about each client type so that any adviser reading the book, whether they are very experienced or brand new to the industry, can identify and remember each client type with a script of what to say and questions to ask each particular type of client.

Beyond behavioural analysis, the book operates as a desktop reference manual packed with practical tools, positioning strategies, and appointment-ready sales scripts. The book provides word-for-word phrasing and discovery questions that mortgage advisers, protection specialists, and brokerage managers can immediately deploy. Covering diverse client scenarios, from business owners and property investors to individuals relying solely on death-in-service benefits, the content equips advisers to handle objections with confidence, articulate the real-world value of income protection and critical illness cover, and significantly improve conversion rates while upholding the highest standards of client care.

Terry Blackburn, founder of The Wealthy Advisers Club added:

"Throughout my 17 years in financial services, building two advisory firms, and coaching hundreds of brokers, I’ve consistently seen that the barrier to selling protection isn’t a lack of technical knowledge or product choice.

"Advisers understand the catastrophic impact of being unable to work, but clients simply don’t view the world through our professional lens. When an adviser is discussing life cover and the client is focused on shaving £30 off their monthly payment, an immediate wall goes up. I wrote Adviser vs Client to help advisers step outside their own industry perspective, understand the emotional and practical realities facing everyday buyers, and bridge that communication gap.

“The book looks at psychology and the differences between the way clients think and how advisers think, as this is fundamentally different, which often dictates and determines the outcome of the sale. When an adviser and a client are thinking differently and talking differently, it results in an out-of-sync conversation, which ultimately means the sale is lost.

"Ultimately, this isn't about teaching high-pressure sales tactics, it's about asking better questions and helping people recognise the risks they’ve overlooked. By giving advisers recognisable characters and real-world conversation scripts, my aim is to make these principles immediately usable in their very next appointment. When advisers master client psychology, their conversion rates naturally improve, but the far bigger victory is the outcome for the consumer, as more families, homeowners, and business owners walk away with meaningful financial protection in place."

The book can be purchased here.