Articulate Your Value-Slide handout

Slide handout

Pdf Summary

The Value Messaging Workshop, led by Shauna Mace, CHPC, focuses on crafting effective communication strategies for financial advisors to attract new clients and strengthen relationships with existing ones. The workshop covers the importance of messaging in client referrals and retention, highlighting that 85% of clients acknowledge advisor communications' impact.<br /><br />The workshop includes a value messaging scorecard and framework, emphasizing that strong value messaging should be clear, distinctive, consistent, and validated. Effective messaging involves clearly explaining your who, what, why, and how, distinguishing your unique offerings, ensuring consistency across communications, and providing evidence to support your claims.<br /><br />Participants are guided through a three-step process to develop value messaging:<br /><br />1. <strong>Evaluate Messaging</strong>: Utilize the Value Messaging Scorecard to rate current messaging and identify areas for improvement.<br /><br />2. <strong>Develop Strong Messaging</strong>: Focus on understanding the ideal client, crafting adaptable key messages rather than memorizing scripts, and addressing clients' needs. This step involves identifying financial and emotional requirements, expertise, and benefits offered to clients.<br /><br />3. <strong>Activate Messaging</strong>: Implement messaging strategies and continuously refine them through testing and feedback.<br /><br />The workshop also stresses the importance of understanding the target demographic, using dual-income families in their 40s and 50s in Philadelphia as an example. Messaging should focus on their needs such as estate planning, tax optimization, and retirement planning, showcasing benefits such as peace of mind and alignment of financial goals.<br /><br />Vested Financial is cited as an example of distilled messaging, which emphasizes a comprehensive management approach tailored to the evolving needs of clients, integrating financial and life planning services. Lastly, practical advice includes seeking external help, testing, and refining messaging to ensure clarity and impact.

Keywords

Value Messaging Workshop

Shauna Mace

financial advisors

communication strategies

client referrals

messaging framework

value messaging scorecard

client retention

target demographic

financial planning