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Are you frustrated by how hard it is to reach people these days?


It’s not just in your head. The ubiquity of technology in today’s society is leaving your prospects more exposed than ever, causing them to experience marketing message overload. 

Their brains are being bombarded and pulled in too many directions. To protect themselves, they’ve become conditioned to filter out any irrelevant messages, making it nearly impossible to break through and form a meaningful connection.

If you want to be heard, you must sharpen your marketing message to cut through the noise. 

Be Relevant … or Be Ignored.

If you want to be heard, you must sharpen your marketing message to cut through the noise. In Bill Cates’ groundbreaking new book, Radical Relevance, you’ll discover how to focus on your target market and craft messaging that not only resonates with your prospects, but compels them to take action.  It’s time to win more Right-Fit Clients™.


Buy it on Amazon Buy it on Audible Buy Limited Edition Autographed Hardcover

“This is absolutely one of the best business books I’ve ever read. So many great nuggets. And the best part is that it’s all actionable and practical.”

Scott Morgan,
Financial Services Sales Manager (Lafayette, LA)



Your roadmap to winning more Right-Fit Clients™ in a crowded and noisy marketplace.

Radical Relevance 
will provide you with tangible strategies and tactics to for:

✔  Crafting an irresistible message that grabs attention.
✔  Reaching more prospects who need your value.
✔  Moving them to action, so they follow your recommendations.
✔  Acquiring more Right-Fit Clients™.
✔  Building a more profitable, fulfilling, and enjoyable business.

You start with a relentless passion for truly knowing your clients – for identifying and solving their critical challenges and maximizing their opportunities. You narrow your focus to define a clear and profitable target market. Then, you zero-in to identify your Right-Fit Clients™. 

It’s time to win more Right-Fit Clients.
Get your copy today!

Buy it on Amazon Buy it on Audible Buy Limited Edition Autographed Hardcover
  • “I revised my business development roadmap based off Bill’s tools and guidance, and let me just say… we are off to a roaring start in 2020. Our pipeline is stronger and deeper than it has ever been, and the way I interact with COI’s and prospects is 180º from where I started.”

    Ryan J. Weissmueller
    CPA, President - Fintrepid Solutions
  • “What an amazing book! The Toolkit is cutting edge. Our firm has worked with Bill for many years as our Referral Coach, but this just took us to a whole new level of laser focus. The 17 Rules of Radical Relevance will give structure to your business model.”

    Kim Stine
    Vice President, Michigan Financial Companies
  • “Radical Relevance nails it!  Cates provides a fresh look at how to develop and communicate your value.  We’re running Radical Relevance Workshops with our commercial bankers to fully leverage our unique selling proposition and win new business.”

    Chuck Withee
    President, The Provident Bank
  • “We know firsthand that the processes Bill Cates puts forth in Radical Relevance work; growing from 100 CEO members to over 1,000 CEO members in only seven years.”

    Nancy Mackay
    CEO, Mackay CEO Forums
  • “This is a great formula for success. The more exacting your message, the more you will attract the right people and repel the wrong people.”

    Joel Rosenberg
    Founder & Former CEO, LabConnect
  • “What Cates, a long-time icon in the field of referral-based sales and marketing, has done in this magnificent work is nothing less than provide the ultimate sales success road map. If you’re a leader/manager, be sure each and every member of your team has this book; go through it together chapter by chapter. WOW – fantastic!”

    Bob Burg
    Co-author of The Go-Giver Series
  • “What makes Radical Relevance a compelling read is that it’s based on strategies and tactics that real businesses are using to grow in just the right direction. My company has been implementing Cates’ concepts for years – to great results. This may be his best work yet.”

    Bruce Davison, CFP
    President / CEO, Strategic Financial Concepts, Inc.
  • “Cates’ strength as a communicator is the ability to deconstruct a topic into logical components, and then create practical steps to effect change. If you want actionable ideas that will produce results, this book is for you.”

    Michael Schmidtmann
    CEO, Trans4mers, LLC
  • “We’ve been working with Bill Cates for years, using his strategies and methods to attract more ideal clients. In Radical Relevance, Cates challenges us to communicate our value in a way that is instantly meaningful to our prospects and clients.”

    Dean R. Thibault
    EVP-Commercial Banking, Landmark National Bank


Radical Relevance Toolkit™

Get free access to an online library full of exclusive, high-content resources to help you put the strategies you’ll learn in Radical Relevance to work in your business, including:

  • Interactive Value Prop Generator
  • Radical Relevance Action Guide
  • Radical Relevance LinkedIn Guide
  • Gift Guide, Website Guide, eScripts 
  • … and much more!

***Instructions for registering for the Toolkit can be found in the front of the book, before the foreword.

It’s time to take a stand with your value.
It’s time to get Radically Relevant!

Buy it on Amazon Buy it on Audible Buy Limited Edition Autographed Hardcover



Bill Cates, CSP, CPAE is the founder and CEO of Referral Coach International, a Hall of Fame Speaker, business coach, and bestselling author of 4 booksDon’t Keep Me a Secret, Get More Referrals Now, Beyond Referrals, and Radical Relevance. Over the last 25 years, Bill’s helped thousands of individuals and companies reach exponential growth in their businesses through referrals, introductions from advocates, and more compelling marketing messaging.

Want to Start a Conversation with Bill? Send an e-mail to or connect on Linkedin.

Referral Coach