“It’s a time to double down on your value—your why.” During Bill Cates’s storied career as an entrepreneur and relationship marketing expert, he’s helped countless businesses achieve exponential growth. Now he’s back with a new book on Radical Relevance and why we need it today more than ever. We discussed all of this and more on this week’s episode of the On Brand podcast.
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About Bill Cates
Bill Cates has been an entrepreneur for almost 40 years. He has started, built, and sold two successful book publishing companies. After the sale of his second publishing company, Bill devoted the last 25 years to the art and science of relationship marketing. He has three books on the topic of referrals: Get More Referrals Now, Don’t Keep Me a Secret, and Beyond Referrals.
Bill is widely recognized as an international expert in helping businesses create exponential growth through strategic networking, referrals, and personal introductions. Bill has now turned his attention to helping businesses and professionals develop and communicate more relevant and compelling value propositions to win more ideal clients or customers. His newest book is Radical Relevance – Sharpen Your Marketing Message, Cut Through the Noise, Win More Ideal Clients.
What is Radical Relevance all about? “Well, it’s the right message, to the right person, at the right time—that’s relevance.” Bill went on to explain the radical part. Tools like Google, Amazon, and even digitally powered billboards have created more urgent expectations from modern consumers.
What does Radical Relevance mean in the face of COVID-19? “Some are saying that helping is the new selling. But it’s a bit over-saturated. It’s almost too late. It’s a time to double-down on your unique value and what it means to your clients. You have to accentuate your why.”
How can we build a relationship marketing system? Bill walked through why relationship marketing is more than just social proof like testimonials (FYI – “Written are okay, written with a photo and even video are better”) to a complete system. “You have to create engaged clients.” He then shared each and every step including how you “onboard the client into your world” and create word of mouth.
What brand has made Bill smile recently? “You’re gonna laugh at this but it’s Corona beer.” Bill shared why he’s a loyal fan and how he’s going to have a big post-lockdown gathering serving Corona to celebrate.
As We Wrap …
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On Brand is sponsored by my book Brand Now. Discover the seven dynamics to help your brand stand out in our crowded, distracted world. Order now and get special digital extras. Learn more.
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