Articulate Your Value-Course recording

Video Transcription

Video Summary

The workshop, led by Shana Mace from SEI, focused on helping participants articulate their value effectively using a set of tools. Participants were provided with a scorecard and a value messaging builder to assist with refining their messaging. SEI, a custodian that has served advisors for over 30 years, emphasizes the importance of messaging, as effective communication is linked to referrals and client retention. The workshop highlighted that investors perceive advisors to make similar promises, making it crucial for advisors to differentiate themselves.<br /><br />The session discussed best practices for impactful messaging, which include clarity, distinctiveness, consistency, and validation. Shana encouraged participants to understand their target audience deeply and align their messaging accordingly. She also mentioned leveraging personal stories for differentiation and utilizing AI tools like ChatGPT for crafting messages. The workshop emphasized testing and refining messaging continuously and activating it across all platforms for consistency.<br /><br />In conclusion, the workshop was designed to leave participants with actionable steps to improve or start building their messaging for impactful communication, fostering growth with the right clients and talent.

Keywords

value articulation

SEI workshop

messaging tools

advisor differentiation

impactful communication

target audience

AI tools

message consistency

client retention