Bill Cates - Radical Relevance: Sharpen Your Marketing Message - Cut Through the Noise - Win More Ideal Clients

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Advance Praise for Radical Relevance

I think Cates concept of the Right-Fit Client is spot on. Not only does Cates make the case for why we need to continually narrow our focus, he shows us how to do it. I found his chapter on the neuroscience of relevance both fascinating and practical.

Verne Harnish

Founder, Entrepreneurs Organization (EO), and author of Scaling Up (Rockefeller Habits 2.0)

Weve been working with Bill Cates for years, using his strategies and methods to attract more ideal clients. In Radical Relevance, Cates challenges us to communicate our value in a way that is instantly meaningful to our prospects and clients.

Dean R. Thibault

Executive Vice President-Commercial Banking, Landmark National Bank

What Cates, a long-time icon in the field of referral-based sales and marketing, has done in this magnificent work is nothing less than provide the ultimate sales success road map. If youre a leader/manager, be sure each and every member of your team has this book; go through it together chapter by chapter. WOWfantastic!

Bob Burg

Coauthor of The Go-Giver Series

If you ignore the perspectives in this book, you run the risk of being ignored in the marketplace. What makes Radical Relevance a compelling read is that its based on strategies and tactics that real businesses are using to grow in just the right direction. My company has been implementing Cates concepts for yearsto great results. This may be his best work yet.

Bruce Davison, CFP

President / CEO, Strategic Financial Concepts, Inc.

Cates strength as a communicator is the ability to deconstruct a topic into logical components, and then create practical steps to effect change. If you want actionable ideas that will produce results, this book is for you.

Michael Schmidtmann

CEO, Trans4mers, LLC

Bill Cates has done it again! Radical Relevance shows you the cutting-edge strategies, tactics, and tools to win more business right now. We live in a hyper-connected, super-noisy, always-on marketing and sales world. Follow Bills advice on connection, relationship, relevance, and value. Implement everything in these pages, and youll produce remarkable results.

David Newman, CSP

Author of Do It! Marketing and Do It! Speaking

Understanding the significance and incorporating relevance is the foundation for any successful professional seeking to build a meaningful business through referrals. Bill provides you the exercises, processes, and action steps necessary to incorporate these essentials skills.

William Wright, CFP

Entrepreneur, Influencer, Speaker, and Founder/CEO, Financial Professionals Group

Copyright 2019 by Bill Cates. All rights reserved. Except as permitted under the United States Copyright Act of 1976, no part of this publication may be reproduced or distributed in any form or by any means, or stored in a database or retrieval system, without the prior written permission of both the author and the publisher. If you would like to quote from, excerpt, or otherwise use material from this book, please contact Thunder Hill Press 705 Childs Point Road

Thunder Hill Press

705 Childs Point Road

Suite 102

Annapolis, MD 21401

Printed in the United States of America

First Edition: September 2019

1 2 3 4 5 6 7 8 9 10

Library of Congress Control Number: 2019912691

ISBN - 978-1-888970-03-6 (ebook)

ISBN - 978-1-888970-01-2 (hardcover)

ISBN - 978-1-888970-02-9 (paperback)

1. Business 2. Marketing 3. Sales 4. Professional Services 5. Small Business

Book Design by Sheila Parr

Edited by Sandra Beckwith

This book is dedicated to my fiance Laura, who has encouraged me to finish the damn book and has had the kindness and decency to not remind me that shes way out of my league. Joking aside, she has been incredibly supportive in all aspects of my business.

CONTENTS

The Buyers Lament

Dont waste my time, please go away.

I will not talk with you today.

You call me up, you want to sell.

But all you do is tell, tell, tell.

I do not want to hear your spiel.

I will not play lets make a deal.

So listen up, take my advice.

Discover how you can entice.

If you aspire to earn my trust,

Research is an absolute must.

Know my goals, the issues I face.

Use them to build your business case.

What have you done for firms like mine?

How have you helped their bottom line?

Can you cut my costs or help me grow?

Now thats the info I want to know.

If you can help me solve my plight,

Im wide open to your fresh insight.

I always look for new perspectives

So I can reach my big objectives.

If you want me to remember your name,

Launch an account entry campaign.

When big opportunities are at stake,

Ten or more contacts is what it may take.

To get yourself past my no-entry zone,

Think of this before you email or phone.

Once you get your foot in the door,

I guarantee youll sell lots more!

Jill Konrath

Sales Poet & Author

www.JillKonrath.com

REGISTER THIS BOOK FOR FREE RESOURCES

Get Instant Access to the Radical Relevance Toolkit*

When you go to www.RadicalRelevanceToolkit.com , youll find a treasure trove of resourcesall designed to help you acquire more Right-Fit Clients.

Heres a sample of the resources youll find:

The Radical Relevance Action Guide

Creating Your Radically Relevant and Compelling Website

Creating Your Right-Fit Client Personas

Your Relevant and Compelling Email Messaging Guide

Creating Your Magnetic LinkedIn Profile

* We add new resources continuously. As a registered owner of this book, you will receive occasional updates alerting you weve added new tools to help you grow your business.

To register, go to: www.RadicalRelevanceToolkit.com

FOREWORD

Radical Relevance Begins with a Total Shift in Mindset

I think Bill Cates has nailed it with his concept of radical relevance. Your value proposition must be relevant to your prospects or they wont give you the time of day. In addition, if you dont continue to be relevant to your customers, theyll leave you as soon as someone more relevant comes along.

Its not your prospects job to figure out your value to them. Its your job to develop and communicate your value in a way that will resonate with your ideal clients.

Relevance is in the eye of the beholder. Relevance is understanding how your prospects and customers interpret your value for themselves.

Relevance requires awareness of:

Your understanding of who you are and who you want to attract.

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