Barron's Advisor Michele Welsh: How Advisors Can Leverage YouTube, Podcasts, and AI
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Sep 16, 2025 Michele Welsh, CMO of Verdence Capital Advisors, shares her expertise on how financial advisors can enhance their outreach through innovative marketing strategies. She emphasizes the powerful combination of AI and empathy in client communication, fostering trust. Welsh also discusses the evolving marketing landscape, advocating for the use of YouTube and podcasts as dynamic tools to connect authentically with clients. Her practical tips on creating engaging, personalized content can help advisors thrive in today's digital world.
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AI As An Empathy Multiplier
- AI can enhance empathy by following explicit instruction to produce more human-centered messaging.
- Michele Welsh uses AI as strategy with analytics and automation to deepen client connections.
Marketing Feels Like The Wild West
- Modern marketing is the Wild West because old tactics no longer reliably work.
- The upside is far greater access to tools, information, and low-cost distribution channels.
Build A Custom GPT For Brand Voice
- Create a custom GPT trained on your firm documents, tone, and compliance rules to generate on-brand content.
- Update it continually and ban phrases that reveal generic AI authorship to preserve authenticity.