How to Build Authority as a 401k Educator
Looking for ways to build authority as a 401k expert and educator – but not sure where to start?
In this article I’m sharing a cliff-notes version of a full-length training on where to find resources to share and how to become an educator, helping you build your authority and positioning in the 401k space.
ACCESS THE FULL TRAINING ON THIS TOPIC
Here’s a link to the Free 3-Part Training Titled: The Secrets to Closing More Business and Scaling Your 401k Practice and if you click the link and register, you’ll have instant access to four, full-length training videos. Each video is about 20 to 30 minutes long. They are meat and potatoes 😉 . They are filled with information that’s going to help you. Plus, each video has a follow-along workbook, worksheets, free templates, and more.
But in this article, let me give you the cliff-notes version of that second lesson.
Education Builds Authority
The person who provides education is seen as an authority on that topic or in that field. It’s not hard to build authority then, simply by sharing your knowledge surrounding 401k topics.
So when we talk about educating your audience, we’re talking about publishing relevant content and information that is important and helpful to them, and doing it consistently.
And the great thing is, you don’t even have to start from scratch and create the information that you share with plan sponsors. You can leverage what’s available in the industry.
Sharing Timely News and Other Resources
Share timely news and share on topics that are relative to the services you offer.
So when I say leverage industry resources, what I’m talking about is using organizations like:
There are a lot of organizations out there who consistently create (or curate) and publish really robust (and regular) content that’s helpful to plan sponsors.
They’re not your competitors. They’re authoritative resources in the industry though, that are always providing timely information for plan sponsors.
An example of a topic to share would be cyber security -and the regulations and action that plan sponsors should be taking in order to protect themselves and their plans from cyber security threats.
Whatever the current topic is, you can get those from trusted industry resources and share.
Tips When Sharing News or Other Resources
I would suggest that you share relevant news you find on social and share via email to your prospects and clients. And when you share it, there are a few things that are important to do.
- Give a little bit of context. Explain what it is that you’re sharing and why plan sponsors should read it or pay attention.
- Explain what’s in it for them. What is the benefit to them of knowing that information?
- And then at the end, offer to answer any questions they might have about that topic.
So sometimes I’ll include a bullet point summary for example, “Here are the five things you’re going to learn in this article and why it’s important for you to know this.” And then, “If you have any questions, please contact me.”
So it’s a super simple way to be seen as an educator and an expert in the industry simply by sharing relevant information that you have leveraged from outside sources.
Leveraging Books and Publications for Content Creation
If you’re looking for more in-depth content to share, to educate at a different level, maybe you want to do webinars or publish longer articles on your blog, then books are a great resource.
There are a few books in the industry that I typically tend to use a lot.
- And one is a book called, Best Practices for Investment Committees. It’s a book that you can order complimentary copies from Thornburg. Simply call up their advisor line and ask for several copies and they’ll send them to you. (A great resource, by the way, to give to your investment committees.)
- Another is Prudent Practices from fi360.
- The Department of Labor has their own guides they publish specifically for plan sponsors as well.
My suggestion for how you would use any of those publications is to:
- Look at the table of contents or look at the topics that are in those books.
- Once you identify the topics covered, open up a PowerPoint, or Google Slide (your presentation software of choice).
- For every topic covered, write that topic on the top of a page.
- Then write three bullet points of your own on what you would explain to a plan sponsor as being important as it pertains to that particular topic.
- Do that for 4 or 5 topics (or more).
- Then turn on a microphone and record your voice as you talk through each bullet point and explain the key issues plan sponsors should know.
- Get that audio transcribed.
- Post it on your blog as an article.
- Post it to social media as a long form post (or each topic with 3 bullet points could be its own post).
- Post the audio as a podcast episode.
- Or record your camera and/or screen and post it to YouTube (and send your new training video out to your email list).
What ever you do once you’ve identified 3 bullet points you could briefly explain about any topic – you now have a super-simple way to become an educator and build authority.
Grab the Downloads and Free Template
Okay – so again is the cliff-notes version of a much more comprehensive training presentation. I would suggest that you go to https://www.401kbestpracticelab.com/free-training-workshop where you will find more context, more examples, more in-depth information, a workbook, and templates. There is a link to an editable PowerPoint presentation where I did exactly what it is that I explained. And now you can take those bullet points, modify them, and you’ve got your own presentation.
Plus there’s bonus content on some tips to follow when sharing content in a way that builds credibility, authority and likability. That bonus is golden actually. So go to the website and enter your information and make sure that you go to Lesson Two and download the PDF and the handouts that are available as part of that lesson.
Listen to the Podcast episode of this topic here.
Or watch the video on YouTube here (coming soon).