FTC 205 | Radical Relevance

205: Being Radically Relevant In A Noisy Market With Bill Cates

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With probably thousands of competitors in the same broad space you’re doing business in, how can you cut through all the noise and win your ideal clients? This is a question of relevance, and Bill Cates, the original Referral Coach, is the master of radical relevance – the art of winning ideal clients for your business. His business philosophy is based on really knowing your market and ideal clients, empathizing with them, and delivering a market message targeted to their needs and interests. Starting as a band drummer and wanderer, Bill finally found his passion in entrepreneurship, starting and selling two-book publishing companies and authoring four books of his own. For the last 25 years, he has been speaking professionally and coaching small business owners, salespeople, and professionals, helping them learn about referrals and building client relationships. Join in as he talks with Mitch Russo on the podcast.

Being Radically Relevant In A Noisy Market With Bill Cates

This is the moment in time when you get to chill out, tune in, and extract wisdom you could use to grow your business with your first thousand clients. We are here to support you by making sure you know what is working now in business and in life. If you have a business that is in need of some love like some revenue profits, I want you to grab my latest product. It’s a little thing. It’s called Profit Stacking Secrets. It started out over twenty years ago as a new client assessment but it became more and more detailed as the years rolled forward. Hundreds of clients later, I’ve refined it to be what you need right now to grow. With a small investment, I will show you strategies that you could use instead of cash to promote yourself, grow your business, and make more profits. If that sounds good to you go to ProfitStackingSecrets.com and get your copy. On to my guest and his incredible story.

As a successful guy, he wasn’t always focused on what he seems to be doing now. In fact, as an entrepreneur, he started and sold to book publishing companies and is the author of four books of his own but he was once a wanderer, a world traveler. His treks to come through the Himalayas of Nepal, the Andes of Peru, reached the Summit of Mount Kilimanjaro and camped in the Arctic Circle. Even while touring the country as a rock band drummer, he was thinking about how his life could be different and he decided to make that happen. Welcome, Bill Cates to the show.

Thank you, Mitch.

Bill, this show is about you. What I want to do first is go back in time and I want you to tell me how your life story evolved and where you started.

It depends on how far you want to go back. Here’s what I’ll do. I am the son of middle-class parents. We weren’t poor. I didn’t pull myself out of the gutter and we weren’t rich either. I went to the University of Maryland. I’ve got a degree in sociology, which is worth I don’t know what. It turned out to be worth something because what I’ve learned later, a Liberal Arts degree while it may not train you for anything specific, it teaches you how to learn. I learned how to learn and that came and helped me down the road but I did wander around a little bit in terms of what I wanted to do.

After college, I did join a band and toured the country for a couple of years but I did a bit of a talent assessment. I said, “Bill, you’re the drummer and you’re doing this. How far can you take this?” I realized that I probably will be playing in Holiday Inns for the rest of my life. I was okay but I wasn’t that great. I started seeing these younger drummers come around me. It was time to do something different so I got a job with the airlines. I worked in customer service for American Airlines for six years. I thought naively that I would get in and I would work my way up the corporate ladder, corporate job, and big corporation, but it didn’t take long for me to realize that was not my thing.

I remember when they finally became a supervisor and I had to be in an office all day from 9:00 to 5:00 or whatever, it was just not my thing. It didn’t last long after that. I got into the book publishing world. It’s okay to tell the story. I wrote a book. I was reading a magazine called Atlantic Monthly and there was one of those what they call advertorials. It was an advertisement but written like an article. The title of the article, the headline was Dollars in Your Mailbox. I go, “That’s compelling. Who wouldn’t want dollars in your mailbox?” This is a long time ago and this was long before the internet.

Be very careful not to let your cleverness or creativity get in the way of clarity. Click To Tweet

This was all about selling information through the mail. You could write your own book or pamphlet. The example they gave in this book was about a guy who wrote a book on how to get rid of groundhogs and gophers out of your front yard. He was selling thousands of these things with little ads in the back of Popular Mechanics. I thought, “What do I know about? I know about airline careers.” I wrote a little book about airline careers and I used to put advertisements in the back of Seventeen Magazine, teen magazine, and some other types of magazines.

This is where I got into the world of a little bit of direct response advertising. How to write an ad that would create a response, how to send a mailing out to those people, and testing them. We tested different prices. We tested with shipping, without shipping, and all the various things. Interestingly enough, I sold more books at the highest price with shipping added because back then, free shipping wasn’t a big deal it is now. Back then, everyone expected to pay for shipping so the higher the price, the more books I’ve sold.

What does that tell us? That’s about perceived value. That got me into the world of publishing a little bit. I ran into a girl who saw the book and she also worked for an airline. She said, “I want to meet the publisher of this book.” I said, “That’s me.” She says, “No. I know you wrote the book. I want to meet the publisher.” I said, “That’s me.” It took her a while to figure out that I self-published the book. Back then, not as much of that going on as there is now. I helped her produce a cookbook. I saw how people, not women, men, too, would read cookbooks vicariously. They’d never cooked the recipes and they collected them. I’m going, “I’m onto something here.”

I borrowed $40,000 from my middle-class dad who never invested in a mutual fund, never bought a stock, all his money was in the bank, and conservative so $40,000 was a lot to him and to me. That’s how I got into the real business world, that little circuitous route, and eventually sold the business. It was two of them. One business, I sold for a fair amount of money, and the other one, I sold to get out of my debt. A lot of entrepreneurs can understand that. Sometimes if it’s not working, all you want to do is get out and get out of the debt. It was with a business partner.

Most people when they get married or find a life partner, they’ll court for a year, get engaged, they might even live together and things like that but when people form businesses, that’s not always the case. They’ll map out something on a napkin. They’ll have brunch, dinner, lunch, a beer, and their business partners and they don’t know each other. That’s what happened in that business that I sold to my partner to get out of it.

I want to reflect on one or two things you said. You and I have something in common in that I started a rock band in high school for the sole purpose of meeting girls. I had no other intention. I had no success any other way so I might as well find some way to do that, but here’s the interesting thing. There was a moment in time, when I said, “I can be a rock star.” There was a moment in time a few years later, where I said, “I have no talent whatsoever.” This is a dead-end. It’s fun to play and get gigs. In fact, we were the highest-paid rock band in our entire high school, which may not say much, but we lived in Brooklyn and Brooklyn was a big place. We did well but we moved on and I was so glad we did. It’s funny because a few of the members of my band were still working at the local record store twenty years later while I had gone on to do all these different things.

The other thing I also wanted to talk to you about was the thing you mentioned about courting and business partners because so many of us make this jump into a business with a partner without understanding, as you explained, without knowing who they were. I had both things happen to me. My first business partner and I were so perfectly matched that we created a deep, long-lasting, lifelong friendship together. His name is Neil Ayer, and we still hang out. He comes to Florida to visit me. I love him and he loves me. My second business partner was a flaming butthole and I couldn’t believe the stuff he pulled until eventually, I would do almost anything to get out of that business because we were so unmatched when it came to our values. That stinks when that happens. What did you do after you finally got to this place where you sold that business to that rotten business partner? Where did you go from there?

FTC 205 | Radical Relevance
Radical Relevance: Intelligence is all around us, and the people who can tap into that and bring it out into the world are real gifts to society.


The good news is I sold the other business to a good buyer so I did have some money and I was looking for the next thing to do. A friend of mine, a gentleman by the name of Frank Ingo said, “Bill, you’ve been through a lot of business experience and I’ve seen you host this charity event for the community. You should be a professional speaker.” I go, “What’s that?” I had never seen professional speakers. I didn’t know anything about that so I started exploring that world a little bit. From being a drummer in a rock and roll band, I liked entertaining a little bit so that’s good. I like to learn and teach. My mother was a teacher. I have that in me. Being a speaker, initially, I’ve evolved a little bit since I got to learn and try things and I got to teach it to others. There was an entertainment factor so it seemed like a nice thing. There was some travel involved and good money, which wasn’t a bad thing.

Slowly what happened is I got deep into some topics. I’ve written some books and do a lot of consulting now so it’s not a pretty face with a nice voice on the stage. There’s a little more to it. That’s what I’ve been doing for the last years and working with small business owners, salespeople, and professionals. The first 25 years were mostly around referrals, introductions, and relationship-oriented things. How do you form better relationships with your clients or customers? How do you get them to introduce you to others to refer them to others? How do you create relationships with what is often called centers of influence, people who may never become a client, but they can introduce you to others? That’s what I was immersed in for about 25 years until my latest book, which we can talk about at some point. It was this whole thing around referrals and introductions.

You took a path because that path seemed to show up for you and one of the things that I marvel at is how the universe puts in front of us the things that might be perfect for us and some of us resisted at first while others say, “That’s it,” and jump in. Which one were you? It sounds like you’re the guy who jumped in.

I did. Although there was some resistance at first. It was a little interesting anecdote in that. Early on in this speaking thing, I was asked to be hired by a guy to do sales training. In other words, he was a sales trainer. He wanted me to learn how to sell and deliver sales training underneath his umbrella. I had sold before. I had never trained any salespeople before. I was telling a group of friends about this and I’ll never forget, my friend, John Hurley looked at me and said, “Bill, you could be quite good and be successful with this.”

Sometimes other people believe in us more than we believe in ourselves. Naturally, what did it was John saying, “You will be good at this.” That’s what made me take that leap of faith in myself because it’s always a leap of faith in ourselves when we try something new. It turned out to be a successful thing to do. It was definitely a leap at first. When I first started doing this, I was a generic sales speaker. I wasn’t even a trainer. I only spoke. I like to speak on prospecting, how to find the person, how to court them, and how to find creative ways to get their attention. That was always the part that I liked the most. The business was going okay but not great.

Of all the words and concepts that one could attach to sales and marketing, empathy is probably the most important. Click To Tweet

I was driving from Washington to Philadelphia to take a class to watch and observe a woman who would teach public speaking skills to possibly be a franchise with her. In other words, I was going to abandon what I was doing and maybe go and teach speaking skills. On the way up, I was listening to some audio tapes about referrals and it got me thinking, “I would say it this way and I’d do it this way.” I participated in the course as a regular participant, but I started teaching this new material that I was getting in touch with by listening to these tapes. It was salespeople in this group and they responded well to what I was teaching.

I was taking what I learned from this guy, putting it through myself and putting it out again. That’s the real turning point of my business where I went from, “I don’t know. Maybe I’ll try teaching this instead,” to, “No, this is what I’m going to write my book on. This is what I’m going to dedicate my expertise to.” One could say it presented itself to me and I recognized that. It resonated with me and within a month’s time, I said, “I’m going to write my book on this.” It took me about a year to write my first book.

When I was writing my first book, there were times when I felt I was channeling something. I’m not sure I believe in that, but it was flowing for me so easily. I’d write at 1:00 or 2:00 in the morning and it would pour out of me. I’m thinking, “Where does this stuff come from? How do I even know these things?” It flowed and you know you’re in the flow when things like that happen. When I think about what I’ve done with my business, and how deep and wide I go with this topic, in ways that nobody I’ve ever met has done, I know I’m doing what I’m supposed to be doing.

You touched on a few things that are themes in my life. You talk about someone saying to you, “You’re pretty good at this. You should do that.” I look back in my life and there were many times where my self-confidence would stop me from moving forward. At that exact right moment, someone would come along and say what that person said to you and gave me that little push that I needed at that time. Some people say I’m gullible enough to believe them and move forward.

I feel the same way about writing. I wrote my first two books. The first book took two years to write and threw it away. It was so bad and boring that I didn’t even want to read it. You know what that’s like and I gave up. About two months later, I had this inspiration to go on the internet and look up a URL. I typed in ‘invisible organization’ into GoDaddy to see if anybody had taken that and nobody had claimed that. I said, “What about The Invisible Organization?” Nobody had claimed that either so I said, “That’s my book, The Invisible Organization,” and that ended up becoming my first Amazon bestseller. Like you, that whole book wrote itself in about six weeks.

It’s the same thing with the second book, but here’s the part that I have spent my life doing and that’s tapping into this unseen part of me that I know is there and I believe is a deep well of abilities, skills, talents, and greater intelligence that is contained in the little body of mine. That intelligence is all around us. It’s people like you who are able to tap into a part of that and bring it out into the world that are the gifts to this society.

Without sounding boastful, I feel like I’m part of that too. In fact, I would bet that a good number of our readers are the same way. It’s important to foster that when it comes because I say this sounds religious but I don’t mean it to be this way, but we’re chosen to do this. This is something that shows up for a reason. It’s important to follow that pathway. I love the pathway that my life has taken me. Bill, let’s talk about your book, Radical Relevance.

The subtitle says it all and here’s what I’ve learned about titles of books and titles of anything. When we talk about our branding and our messaging, if the first couple of words aren’t crystal clear as to what it is, you better have a subtitle that brings it home. Otherwise, people will go, “I don’t know what that is.” The subtitle is Sharpen Your Marketing Message, Cut Through the Noise, Win More Ideal Clients. It’s about all the noise in the marketplace and all the barriers to reaching people. It’s been estimated that the average person is exposed to 3,000 marketing messages a day in all kinds of various forms. How do you get through all that? How do you get on somebody’s radar?

You have a message that hits that part of the brain, the bull’s eye in the brain, it resonates and they pay attention to it because it’s relevant to them, and the brain goes, “I should pay attention to that.” Also, it’s compelling enough to move them to take action. That’s what I take these days. The easiest way to become relevant with a stranger, someone you don’t know and they don’t know you is through an introduction from someone they do know. By using referrals and introductions, you tap into a dynamic I like to call ‘borrow trust’. You borrow the trust in one relationship long enough to earn your own trust in a new relationship.

That borrowed trust will take you certain ways into the new relationship but eventually, you better start talking about your value in a way that’s continually relevant to that person compelling enough to have them move forward. If you’re doing other types of marketing, if you’re doing things on the internet, for instance, you better have relevant messaging that’s going to attract the right person and repel the wrong person so you’re all only bringing the people into your world. I’ve been fascinated with the work that I’ve done to write that book.

How long did it take to write?

That book took a year and a half only because I moved my home and my office at the same time. It was daunting getting the house ready to sell, all the moving, packing, and getting straight. It put the book on ice for about six months. Interestingly enough, I probably could have written the book in a month but I’m glad I didn’t. I’m glad I took my time because it turned out to be a better book because of it. I interviewed more people, gave speeches and seminars on the topic, and whenever you teach what you’re writing, you learn about it at the same time. You learn about or buy things that come to you and you get feedback from the audience. I would have people come up to me and say, “I like this. Here’s what I say and here’s what I do.” By doing that for about a year’s time, it made it a much better book than had I let it in the stream of consciousness. It would have been okay but not as good as it is now.

FTC 205 | Radical Relevance
Radical Relevance: The more you know about the market and about the individuals in that market, the more relevant you can be and the more likely you’re going to catch their attention.


Bill, let’s get into the meat of this. How do I become more relevant to the people I want to sell things?

If I had to summarize it quickly it would be, know as much as you possibly can about them before you try to pitch any message or sell them anything. Its relevance and relevance has been around forever since the first person to influence another person. They hopefully made that message relevant so the other person would listen. We live in a radically relevant world now. We live in a world where it’s so easy to pinpoint who we’re trying to serve and to learn about these people. Whether it’s on a mass scale or a 1 to 1 scale that I believe that our prospects for our business expect us to know a little something about them.

They expect us to have a sense of what business they’re in. How many emails and other messages do we get every day of people trying to sell us something that they have no clue who we are? Their messages are totally irrelevant to us. We might be listed in some directory somewhere or maybe we visited some website so they assume but it’s not targeted. Therefore, it’s your relevance. It’s about finding your target market or niche. It’s about finding the bullseye within that target market. I call these your right-fit clients. These are the people you were meant to be served by you. They appreciate your value for all the reasons you want to be appreciated. The more about the market and about the individuals in that market, the more relevant you can be, and the more likely you’re going to catch their attention.

The brain is scanning six times a second. That’s fast. Where am I? Am I safe? That’s what it wants to know, wants to keep the body alive. Safety is its paramount prime objective to borrow a term from Star Trek. Three times a second, the brain is going, “Is there an opportunity? Is there something like a shiny object? Let’s go and get that.” The brain is built for action, but only when it feels safe. What does that mean to us? What it means is when we’re thinking about developing our messaging to reach out to prospective clients and when we’re with those people, it continues, that we understand that first and foremost, the brain is looking to feel safe and understood. The brain is looking for clarity. The brain doesn’t want to spend any more energy than it has to. It’s looking to conserve calories.

If we come up with a confusing message, you’ve heard them the expression, “A confused mind won’t buy. A confused mind will not take action.” Donald Miller says, “If you confuse, you lose.” It’s built-in the brain. We have to be careful of not letting our cleverness or creativity get in the way of clarity because if we get in the way of clarity, the brain may decide to move somewhere else because it’s not relevant. When we develop messaging, we usually want to start with empathy for the challenges. We know they have challenges. If you’re in this industry and this world, whatever it is and whoever’s listening in the business they’re in, they know the challenges their prospects face so we usually lead with that, and we talk about the opportunities and their aspirations. The brain doesn’t want to go there until it knows that we understand their challenges.

You heard me use the word empathy. Of all the words and concepts that one could attach to sales and marketing, I would have to say that empathy is probably the most important. Empathy, if you look it up in a dictionary, it’s about appreciation, understanding, and recognition for these other people that people were trying to market to. That’s how we begin this journey of attracting the attention of people that we want to know. We know them well, their challenges, and their aspirations. We communicate our value in a way that’s going to catch that attention and pull them in.

Here’s a question I have for you and it might be something that readers are thinking about too. If I sell something and I have a high-end service that I offer that starts at $100,000. Before I even make a pitch, I spend a long time getting to know my prospect. I get to know their business. I get to understand the issues and problems that they’re having. Like a heat-seeking missile, I’m always searching for those exact matches to my programs’ benefits to see if there’s a fit.

It could take 3 or 4 conversations or months before. I have one person who took two years to close. A service that expensive, and it’s not because the cost neutralizes as soon as you deploy it, is worth doing that. What about other services that aren’t? At the beginning of the show, I talked about my new little eBook, Profit Stacking Secrets. It’s $37. How much empathy and how much do I have to get to know the person versus understanding the problems that they’re having if they fit into a category?

What we’re talking about here, and there are different layers of this. If you imagine a target, there are different rings on the target. In a lower-priced product, you certainly don’t have to know that specific individual, personally, but it’s good to get a sense of that. In marketing, they call it personas or avatars. I call it the bullseye. Who is the ideal person for your book? It’s a small business owner and someone who thinks in terms of clients. You already have a sense of that.

When you’re writing a book like creating any product, you should know who the end-user is? Who is this book designed for and what problem does it solve for them? It’s the same thing with any product or any service who you’re designing the service for? What problem are you solving for them and/or opportunities are helping them achieve? I do a lot of work with financial advisors so I take that one. Todd is an advisor in upstate New York.

When he first got in the business, he wanted to work with wealthy people. What advisor doesn’t want to work with wealthy people? That’s the big target. That’s the outer ring. He says, “There are a lot of wealth and business owners. I want to work with business owners.” That’s a little further in the target. How he talks about what he does to business owners is certainly going to be different than how he talks about what he does to maybe someone else who is not a business owner. He learned that there’s power in going deeper and more narrow.

He had some history in the construction industry, so he decided he was going to go after owners of construction companies. How he describes his service to an owner of a construction company is going to be different than how he describes what he does to an owner of a different business. Why? It’s because he understands their world a little bit. He understands the cashflow issues, how weather can impact what they’re doing, and all the various things that you get to know about your target market.

Know as much as you possibly can from your prospective clients before you try to pitch any message or sell them anything. Click To Tweet

That was his for a long time and he evolved into heavy construction companies so now Todd’s clients build roads, bridges, runways, and commercial buildings. Over time, he got narrower and narrower. It’s the same thing with a book. If you write a book on how to make more profits for any small business owner, that’s good. Any small business owner wants more profit so they get it. It resonates. If you wrote a book for small business owners in the printing industry or small business owners in the real estate industry or whatever industry, it would be targeted. They would go, “I need that because it’s for me. It’s got my name on it because it says real estate, printing, or whatever.” That’s the value of getting more targeted.

It makes a lot of sense. The inverse of that or the mistake that I have made in the past and others might make is they think that price is what motivates the purchase. When I started a software company back in 1985, we were offering a time tracking and billing system that we decided to price at $99. The reason we decided to price it at that was because we didn’t have any marketing money and we needed a way to attract attention.

We had a narrow market with a low price. That was, in a sense, a mistake. It turned out it wasn’t a long-term in the long run because we’re able to basically disrupt the market with that low price and only because we created a good product. Ultimately, the balance here is, and it goes back to what you’re saying, that the better you know your market, the easier it will be to price and sell what you have, but at the expense of quantity. There’s that constant balance that each side of the equation has to balance, which is, if it’s a small market, the price has to be higher. If it’s a large market, the price can be lower, but the message is broader and less distinct.

That’s absolutely true. Some of the criteria for picking a market is, is it big enough, do they have the financial capacity to take advantage of the work that you do and want to do, and where do they congregate? That could be the internet or in person. Where did these people hang out so you can start to build a reputation in that market? Do you enjoy working with these types of people? There’s a lot of criteria that go into that and you’ve got to run the numbers. There are some markets that are fairly small, but if you have a high priced product, or want to work that market and almost exhaust that market, it doesn’t mean you can’t expand to a new market.

A lot of markets have related markets to them so you can branch that way. Generally speaking, you want to make sure there’s enough of those people around somewhere and what geography do you want to work too. If you’re in New York City, a large metropolitan area, there’s probably enough of anybody but if you’re in the middle of nowhere in Tennessee, then the geography is going to be a factor. Either you have to create a regional or national business or pick a different niche sometimes.

What’s interesting is, I got a combination of good instincts and luck and that’s how we chose that first market and it turned out to be perfect. What you’re saying is so powerful. We are needing to move on to the next stage of this conversation, which is more about you, Bill. One of the things that I want to know here and readers enjoy is going a little bit deeper into who you are and we do that with a couple of special questions that we ask all of our guests. Here’s the first question. Who in all of space and time would you have one hour to enjoy a walk in the park, a quick lunch, or an intense conversation with?

FTC 205 | Radical Relevance
Radical Relevance: We live in a radically relevant world where it’s so easy to pinpoint who we’re trying to serve and to learn about these people.


Albert Einstein. I’m fascinated by Albert Einstein because I’m fascinated by physics, science, and all those things, yet he was much more than a physicist and scientist. A lot of people don’t know this but a lot of physicists have a spiritual side to them. Some don’t. Some physicists are what you can measure and science. That’s it. Some physicists are aware of how much they don’t know and how much they can explain. They lean on the other side realizing there’s something more out there than we can ever think. That’s what I loved about Einstein. He seemed to be smart and also seemed to be a fun guy. There are so many people I would love to visit with, but that’s what came to mind first.

The fact is, Albert Einstein was as much a philosopher, and as you say, in exploring the physical sciences, he stumbled across the unseen and he couldn’t ignore it. That’s the humanity of the person more than anything else so it’s a great choice.

Thank you. You can join us.

If we could set that up, can I hang out with you guys?

Yes. As soon as you invent that machine.

Bill, this is the grand finale, it’s the change the world question. What is it that you’re doing or would like to do that truly has the potential to literally change the world?

This would change the world and it’s a concept that everyone can certainly identify with. Human beings in general, have trouble with people who are different from themselves. This is on a macroscale and a microscale. The macroscale, obviously it’s races, its religion, and things like that, which has been around forever but it’s also in the microscale. Let’s say you go to a movie with your wife, your partner, or whatever, and you say, “I love that movie. That was great.” She goes, “Are you kidding me? That was terrible. What’s wrong with you?” All of a sudden, there’s something wrong with me, because I enjoyed a movie that she didn’t enjoy. In that particular case, maybe that’s okay. That’s a little fun disagreement that couples have.

The truth is, we have trouble with people who are different from us. Look at the politics in our country and how demonizing a lot of people are making the other side. What happens when you turn the other person into anything less than human, that’s when it gets dangerous. Human beings, as a general rule, have difficulty with that. I don’t know if it’s the ego and the brain trying to stay safe, that’s different. I don’t recognize it. I don’t understand it so I don’t like it. I don’t know what it is, but it’s there until we can get past that.

One of my pet peeves is generalizations and I’m sure I generalize too. It’s hard not to sometimes. With that said, when someone says, “They’re all that and they’re this,” and you generalize about people, any group of people, I don’t know what characteristic you’re looking at, you’re making a big mistake. You’re creating distance separation between you and them and you’ll never understand them. There will be no empathy and they won’t be getting along and that’s the world we’re living in now. People have trouble with that.

The better you know your market, the easier it will be to price and sell what you have to offer. Click To Tweet

Bill, you are here to change that and I like that.

I try every day.

I heard this phrase. I don’t know who said it so I can’t give credit but the phrase was, “To categorize me is to minimize me.” I totally get that. We’ve all been putting categories before, “He’s an X, Y, Z, whatever it may be,” or “He is a race, religion, creed, color or whatever.” It’s a great mission. I’m with you. Let’s go out there and change the world together when it comes to making sure there’s more empathy in the world around the goodness of people no matter who they are. I love that message and I am joining you on your mission. How’s that?

That’s good. As long as you’re not too different from me, we’ll be fine.

You could minimize me if I am so it’s no problem.

We’ll always have an out.

FTC 205 | Radical Relevance
Radical Relevance: Sharpen Your Marketing Message – Cut Through the Noise – Win More Ideal Clients

Bill, this has been a great conversation. I also want to get to the incredible gift that you have. Tell us a little bit about what you’re offering my readers.

It’s a guide that I’ve written, it’s called Exponential Growth Guide and that’s the URL that they go to if you go to www.ExponentialGrowthGuide.com. It’s eight steps that create exponential growth. What I mean by that is, if you serve the heck out of your clients as you should, you will grow. Some people will tell others about you. It’s inevitable if you do a good job. In fact, the barometer of your referability is unsolicited referrals. Anyone should be getting those and they count. It means you have good relationships.

To create exponential growth, you have to think in terms of leverage and being appropriately proactive. One of the phrases I use in the guide is, “Multiply your best clients.” How do you get to 1,000 clients? Exponential growth. How do you that? You multiply your best clients. When one client leads you to two overtime and two leads you to four, over time, it doesn’t take long to create to grow exponentially. When you think in terms of not great service, but also leverage. When I say leverage, in the spirit of service to everyone. It’s always about delivering value. That’s how businesses are successful most of the time by delivering great value. What we want to do is multiply that impact.

Bill, I want to thank you on behalf of all of my readers. I can’t thank you enough. This has been such a great conversation. I can’t wait until we get a chance to talk again soon.

Mitch, thank you. It’s been my pleasure.

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