Explore "billcates" with insightful episodes like "737: "Relationship Marketing"", "299 - How a Little Science Can Wildly Increase Prospect Engagement (with Bill Cates)", "Ep 251: Accelerating Inbound Referrals By Planting Better Seeds With More (Radical) Relevance with Bill Cates", "Multiply Your Best Clients for Exponential Growth with Bill Cates" and "43. How to Make Your Marketing Message Radically Relevant" from podcasts like ""Thrive LouD with Lou Diamond", "Stay Paid - A Marketing Podcast", "Financial Advisor Success", "Referral Secrets podcast" and "Marketers Club: Market your talent and earn what you're worth"" and more!
Internationally recognized client-acquisition expert, author, and hall of fame speaker Bill Cates is featured in a Thrive LouD with Lou Diamond minisode.
Pulled from his original appearance, Bill shares with Lou the utter importance of knowing the people you are trying to reach.
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Produced by Adele Williams
Bill Cates is a referral marketing expert who has spent his career in the financial services space. He has founded and sold 2 publishing companies, has written 4 best-selling books, and is an in-demand speaker. His client acquisition system has been featured in a long list of reputable publications, including Success magazine, Entrepreneur magazine, Money magazine, and The Wall Street Journal. In this week’s episode, we talk about his most recent book, Radical Relevance: Sharpen Your Marketing Message, Cut Through the Noise, Win More Ideal Clients, and what’s really cool is how he talks about science proving the marketing advice Josh and I are constantly promoting.
Don’t forget to check out the show notes for more in-depth information and added details not included in the episode. Visit www.staypaidpodcast.com.
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0:00 Introduction
1:22 Guest bio
2:23 The origins of Radical Relevance
4:18 Defining Radical Relevance
5:43 Strategic and tactical relevance
6:55 Rule 1: The shortest route to relevance is an introduction
7:35 Rule 2: Give your clients a seat at the table
10:37 Rule 3: Feel empathy for your clients
11:44 Neuroscience can help you win more clients
19:06 The more powerful persuader—pain and reward
24:06 Client who grew 900% in 7 years
28:14 The 3 types of client events
30:45 Bill’s routines for success
33:58 Action Item
Bill Cates is the founder of Referral Coach International, an organization that helps financial advisors attract more ideal clients through referrals. He teaches advisors how to use their communication and messaging to make themselves more “referable” and to ask for an introduction instead of a less meaningful referral.
Listen in as Bill shares why he makes a clear distinction between referrals and introductions, why clients are sometimes reluctant to give introductions, and how advisors can overcome those concerns. We also discuss why it's important for advisors to help clients work towards their bucket list goals in addition to their financial goals, how they can hone their messaging so that they can achieve “radical relevance” in the eyes of their clients, and why clear messaging is more important than ever in a post-pandemic world.
For show notes and more visit: https://www.kitces.com/251
It's so hard to get through all the noise and all the messaging these days. The average person gets at least 3000 marketing messages a day; it comes at us from a lot of different directions. So how do you cut through all of that?
The title of Bill’s newest book is Radical Relevance: Sharpen Your Marketing Message and Cut Through the Noise. It’s about getting people’s attention, in a very cluttered market. To attract the right people, you must have the right market, and attract the right market with the right message, to the right person at the right time.
To create a 100% referral-based or introductions-based business, there are the three main things to consider: Engagement, Leverage, Connection:
One of the most important things is something Bill calls a Value Discussion or a Value Check-in. Check in often with clients or customers for genuine feedback. What are we doing right? What needs to change? Resolve problems quickly.
The most valuable part or aspect of sales and marketing is the concept of empathy. We understand their situation. We have an appreciation for their situation. We offer solutions. We become the trusted go-to guy.
https://referralcoach.com/radical-relevance/
https://www.linkedin.com/in/billcates/
It's noisy out there and if you want people to see, hear and respond to your marketing messages you better make sure they are highly relevant.
Bill Cates latest book Radical Relevance explores what it takes to cut through a noisy marketplace and ensure your message is received.
In this episode Bill outlines some of the rules to sharpening your message and penetrating the noise. If you run a business this podcast is a must listen.
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