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.

Connect | Resources

• Ep. 202: 5 Characteristics of a Good Referral Source with Dan Allison

• Building a Storybrand: Seven Proven Elements of Powerful Stories by Donald Miller
• Ep. 298: Email Marketing: Testing What Works
• Ep. 275: How Marc Minor Built a $500M Book Using Referrals
• Visit radicalrelevance.com to get a copy of Bill's book.
• Visit referralcoach.com to learn more about Bill's relationship marketing and client acquisition system.

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