Bill Cates on Radical Relevance

Show Timeline:

2:25 Bill explains the concept of radical relevance
5:10 Differentiating between your marketing message and your value proposition
12:08 Using your value proposition to drive referrals
16:00 The two main challenges you’ll encounter when attracting new clients
18:46 How to set yourself apart from the competition
24:16 Bill explains his top rules from his 17 rules of radical relevance
28:05 Strategic relevance vs. tactical relevance
34:30 The importance of a having a compelling message to drive referrals

Links:

Click here for Bill Cates book: Radical Relevance
Website:             https://referralcoach.com/
Facebook:          https://www.facebook.com/ReferralCoach
Twitter:              https://twitter.com/Bill_Cates
LinkedIn:           https://www.linkedin.com/in/billcates

Want more?

Stephen Wershing: www.TheClientDrivenPractice.com/checklistblog
Julie Littlechild: www.absoluteengagement.com/blog

Episode Transcript:

Julie Littlechild:
Welcome to Becoming Referable, the podcast designed to help you become the advisor people can’t stop talking about. I’m Julie Littlechild, and today Steve and I are thrilled to be speaking to Bill Cates. Now, Bill was the first guest on this podcast, but we wanted to get him back to talk about his new book, Radical Relevance, and all of the insights that he shares in that book.

Bill, as you probably know, is the founder of Referral Coach International, and has really built his career around working with organizations and individuals who want to grow through word of mouth marketing, through referrals, and through personal introductions. So we talked to Bill about the concept of radical relevance, what it means, and the importance of your messaging when it comes to driving referrals.

In the book, he actually shares 17 rules of radical relevance. We didn’t have time for all of those, but we do go into a few of the big ones in our discussion, including ideas and tactics to really understand and communicate the problems that you solve and the role of client experience in driving more referrals. And with that, let’s get straight to the conversation with Bill.

Oh, Bill Cates. Welcome to the Becoming Referable podcast. This is the second time you’ve been with us.

Steve Wershing:
Yep, exactly. Exactly, yeah. I don’t know, Julie, I don’t know if we ever told Bill, but he was the first guest on our podcast.

Julie Littlechild:
That is true.

Steve Wershing:
I’m pretty sure, Bill, you would not have agreed to be our premiere guest, so we didn’t tell you, but you were our very first guest, and we’re very excited to have you back.

Julie Littlechild:
I believe we called him a guinea pig at that time.

Steve Wershing:
Not on the air, but yes.

Bill Cates:
And you know about the guinea pig thing in Peru. They actually eat guinea pigs.

Julie Littlechild:
Oh dear. Oh, well this just took an ugly turn.

Steve Wershing:
There will be no cannibalism on this episode. No marketing consultants were harmed in the production of this podcast.

Bill Cates:
Well, I did not eat a guinea pig, although my fiance did, and there’s not much meat to it.

Julie Littlechild:
We don’t want to know anything

Steve Wershing:
But unlike that, there’s going to be a lot of meat in this episode, so let’s get right to it.

Bill Cates:
Yes, yes.

Julie Littlechild:
I am excited. What we really wanted to talk to you now, although we love to talk to you anytime, because of your new book. So it was excited to see that-

Steve Wershing:
Yeah, congratulations.

Julie Littlechild:
Yeah. Radical Relevance, which is an awesome name, by the way.

Bill Cates:
Thank you.

Julie Littlechild:
And maybe the best place for us to start is there. What do you actually mean by radical relevance?

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