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By David RichmanNational Director, Eaton Vance Advisor Institute

What is the most common financial topic to pop up in conversation between your clients and their friends today? Do not overthink it — it is the frothy market.

How many of your clients over the past several weeks found themselves in conversation when a friend said:

"This market is way too frothy. We are sitting in cash waiting for the correction."

Did you capture these referable moments or squander them? If this bull market continues, this market meme will only get bigger — even a correction will bring wind to its sail.

How do you increase your probability of getting referrals without having to ask for them in the weeks ahead? Identify the "isms" and "theses" you will use with your clients in hopes they will repeat these phrases when in conversation with friends, family or colleagues.

A reminder on ism and thesis articulation best practices:

  • Isms should be timeless, pithy, soundbites that connect the dots to the advice you are delivering to your clients
  • Thesis articulation only deviates on the first attribute — theses should be timely rather than timeless

For ism and thesis inspiration, we turned to Andrew Slimmon, senior portfolio manager, head of applied equity advisors team at Morgan Stanley Investment Management. Andrew shared his unique ability to connect his timeless beliefs (isms) to timely views (theses). 

Timeless Ism: No One Is Smarter Than the Market

Slimmon's Take: "Read what the market is telling you because that is a better indication than what economists are saying."

Timely thesis: "The broad market has already bottomed."

Timeless Ism: Corrections Happen When There Is a Growth Scare

Slimmon's Take: "Significant drawdowns occur when an idiosyncratic event challenges the financial market's perception of the U.S. economy's health."

Timely Thesis: "We already had that growth scare."

Bottom line: Bring intentionality to your messaging — today's market meme along with an increasing number of clients stepping out to social events creates a potential crescendo of referable moments.