"When advisors engage in marketing and branding, they talk about a value proposition. How to articulate value so they're perceived with professional contrast, but they often talk in terms of what they do. And we're saying, no, no, no, talk in terms of what your clients want and how you get them there.

This is an excerpt from episode 50 of the 'Always On with Duncan MacPherson' podcast featuring Chris Jeppesen, head of the Advisor Consulting Group at First Trust Portfolios.