In a past blog, I covered the neuroscience behind the incredible power of getting your clients to speak out loud the value of the work you’re doing together.

(SEE:  Unlocking the Power of Value Discussions)

Today, I want to expand on this concept of getting your clients to speak the value aloud and apply it to a strategy that will make you even more referable – generating unsolicited referrals, effective word of mouth, and more introductions.

Make sure your clients know the WHY behind your recommendations.

Naturally, you want your clients to understand WHAT they are doing based on your recommendations.

You also want them to understand the WHY behind this work. When they understand the WHY, they gain clarity, confidence, and peace of mind. AND they are able to tell others about you in a more confident manner.

The Neuroscience Behind Speaking the WHY Aloud

Here’s Why the WHY of your work matters (simple brain + psychology)

1. Deeper encoding.
   When clients understand why a strategy exists (the purpose, not just the mechanics), their brains form richer memory traces. Instead of a thin “what we did” memory, they build a connected web of meaning which is easier to recall and explain later. (Effective word of mouth.)
   
   
2. Elaboration & the generation effect.
   People remember better when they produce or rephrase ideas themselves. Asking a client to explain the WHY makes them generate the reasoning, which boosts retention and clarity.
   
   
3. Self-explanation improves understanding.
   In learning research, explaining something in your own words reveals gaps and strengthens comprehension. The same happens with financial plans: the client internalizes the logic rather than merely nodding along.
   
   
4. Social reinforcement / feedback loop.
   Speaking aloud invites an immediate back-and-forth that corrects misunderstandings and gives positive social cues that strengthen the client’s confidence and trust.
   
   

Specific benefits for you and your clients:

Client benefits…

• Clearer, longer-lasting understanding of the plan.
• Stronger motivation to follow recommendations (because they “own” the reason).
• Greater confidence in talking about their advisor with friends — they’ll naturally communicate the value when asked.

Advisor benefits…

• Faster detection of misunderstandings or hidden objections.
• Better alignment between strategy and client.
• More authentic referral opportunities: a client who can explain why they work with you becomes an effective advocate.

Practical how-to (scripts + micro process)

1. Foreshadow when confirming an appointment:
   When we meet I’ll walk you through the plan and I’ll ask you to tell me, in your words, why we’re doing this. This helps both of us know that we’re on the same page. Does that sound okay?
   
   
2. Simple transition line (with a smile):
   Okay – a quick check. In your own words, why are we doing this strategy?
   
   
3. If they struggle, a gentle and fun prompt:
   Do you see this decision as being mainly about protecting assets, making sure cash is there when needed, reducing taxes, or something else for your family?
   
   
4. Confirm and amplify:
   That’s great — when you say it like that it really shows the purpose. So, I hear you saying _______. That’s exactly the point because _______ (tie to value).
   
   
5. Make it shareable:
   If someone asked why you work with me, what would you say? Say it out loud; imagine you’re telling a friend.

Short sample scripts you can copy (put in your own words and style)

• For prospects:
  Before we wrap, can you tell me in one or two sentences why this approach matters to you.
  
  
• For new clients:
  Tell if you don’t mind, in your own words, what you believe the main reason is for this recommendation (action… or plan)?
  
  
• For long-term clients:
  We’ve been doing X for a while. Tell me why you feel this matters to you.

A few implementation tips

• Avoid leading yes/no prompts. Open-ended questions create the results.
• Don’t correct immediately if their reasoning is slightly off. Ask a clarifying question so they expand. That reveals more of their thinking.
• Record (or write) the client’s phrasing and use it later in emails or review notes. Repetition = reinforcement.
• Use this as a natural bridge to referral conversations: when a client nails the WHY, you can say, “Who do you know that would value this same thing?” — they now can explain it for you.

Quick Caution

So, your clients don’t feel awkward or put on the spot. Foreshadowing this concept and using a warm (even playful) tone is huge.

In Summary

1. Having clients explain the plan (or other actions) out loud exposes gaps and turns polite nods into real understanding.
   
   
2. When clients understand the WHY behind your recommendations and implementation, the plan becomes a meaningful story they can remember and share.
   
   

You are NOT fishing for compliments. You are ensuring clarity, understanding, and recognition of value.

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