Tag: Radical Relevance

How to Attract Clients with Brain-Friendly Messaging
March 11, 2020Posted by Bill Cates

When writing my new book, Radical Relevance, I reviewed a number of neuroscience studies to gain some insight into how we can use what is know about the brain in our efforts to attract more Right-Fit Clients™ and move them to take action. In this and subsequent articles, I’ll show you what I learned (and…


RULE #7: Market to people.
February 6, 2020Posted by Bill Cates

In my book Radical Relevance, I lay out The 17 Rules of Radical Relevance. I will be recording short videos for each one of these rules. They will be quick and easy for you to consume, and extremely valuable to your business (I promise). To check out all 17 Rules of Radical Relevance, click here. …


RULE #6: Differentiation for Differentiation’s Sake is Worthless.
January 23, 2020Posted by Bill Cates

In my book Radical Relevance, I lay out The 17 Rules of Radical Relevance. I will be recording short videos for each one of these rules. They will be quick and easy for you to consume, and extremely valuable to your business (I promise). To check out all 17 Rules of Radical Relevance, click here. …


RULE #5: Only Differences that Matter, Matter.
January 14, 2020Posted by Bill Cates

In my book Radical Relevance, I lay out The 17 Rules of Radical Relevance. I will be recording short videos for each one of these rules. They will be quick and easy for you to consume, and extremely valuable to your business (I promise). To check out all 17 Rules of Radical Relevance, click here. …


RULE #4: Meet Your Prospects Where They Are
January 7, 2020Posted by Bill Cates

In my book Radical Relevance, I lay out The 17 Rules of Radical Relevance. I will be recording short videos for each one of these rules. They will be quick and easy for you to consume, and extremely valuable to your business (I promise). To check out all 17 Rules of Radical Relevance, click here. …


RULE #3: Value is in the Eye of the Beholder
December 16, 2019Posted by Bill Cates

In my book Radical Relevance, I lay out The 17 Rules of Radical Relevance. I will be recording short videos for each one of these rules. They will be quick and easy for you to consume, and extremely valuable to your business (I promise). To check out all 17 Rules of Radical Relevance, click here. …


RULE #2: Give Your Clients a Seat at the Table
December 9, 2019Posted by Bill Cates

In my book Radical Relevance, I lay out The 17 Rules of Radical Relevance. I will be recording short videos for each one of these rules. They will be quick and easy for you to consume, and extremely valuable to your business (I promise). To check out all 17 Rules of Radical Relevance, click here. …


RULE #1: The Shortest Route to Relevance
December 4, 2019Posted by Bill Cates

In my book Radical Relevance, I lay out The 17 Rules of Radical Relevance. I will be recording short videos for each one of these rules. They will be quick and easy for you to consume, and extremely valuable to your business (I promise). To check out all 17 Rules of Radical Relevance, click here. …


How to Create a Successful Marketing Plan
August 9, 2017Posted by Bill Cates

My entry into marketing was in 1980, when I wrote and marketed a book about airline careers by placing small ads in the back of various publications.   I learned the principles of direct-response marketing long before there was an internet bombarding us with hundreds of pitches a day.  Thank goodness for SPAM filters.  …


Is Your Value Proposition Winning the Race for Relevance?
July 13, 2017Posted by Bill Cates

Our brains are processing thousands of pieces of information every minute. And this, by the way, consumes a tremendous amount of energy. One way our brain attempts to minimize its energy consumption is by always asking the question, “Is this relevant? Do I need to pay attention to this? No? Great. What about this? A threat? An opportunity? And so it goes every waking minute of our lives.

I submit, therefore, that the most important ingredient in getting and keeping someone’s attention is relevance.