157 Radical Relevance - Bill Cates
12/03/19 • 28 min
1 Listener
Relevance, Marketing, Business, Value, Messaging
Summary
Value is always in the eyes of the beholder. We’ll look at that in our Thought of the Day. And in our interview segment, Bill Cates reveals the immense importance of relevance--or as he calls it, “radical relevance”--in today’s marketplace. That and more on today’s show.
Bob’s Thought of the Day
We’ll explore:
- Value: “the relative worth or desirability of a thing to the end-user or beholder.”
- Why value is not what WE find to be valuable about our product or service but rather what THEY (the consumer) finds to be of value.
- The need for what we sell to be relevant. Actually, it must be...“radically relevant.”
Interview with Bill Cates
You’ll discover:
- What radical relevance is, and why it’s so important.
- Two of the biggest challenges we face attracting and winning new clients: 1) marketing message overload, and 2) inertia.
- Why radical relevance is the business equivalent of “love at first sight.”
- The importance of empathy in marketing.
- The neuroscience of relevance.
- How Bill developed the concept of radical relevance by changing the name of one of his publishing companies.
- The difference between a brand and a value proposition.
- The three-phase approach to building your value proposition.
Click to Tweet
- The only way for your business to compete with marketing-message overload is to find ways to be super relevant to just the right prospects. @Bill_Cates #relevance #marketing
- Radical Relevance is the business equivalent of love at first sight. @Bill_Cates #relevance #business
- Seeing the world through the eyes of your prospects and clients is at the heart of relevance. @Bill_Cates @relevance @sales
Interview Links
Radical Relevance: Sharpen Your Marketing Message, Cut Through the Noise, Win More Ideal Clients by Bill Cates
Beyond Referrals: How to Use the Perpetual Revenue System to Convert Referrals into High-Value Clients by Bill Cates
Resources
Endless Referrals: The Go-Giver Way 2-Day Workshop
Relevance, Marketing, Business, Value, Messaging
Summary
Value is always in the eyes of the beholder. We’ll look at that in our Thought of the Day. And in our interview segment, Bill Cates reveals the immense importance of relevance--or as he calls it, “radical relevance”--in today’s marketplace. That and more on today’s show.
Bob’s Thought of the Day
We’ll explore:
- Value: “the relative worth or desirability of a thing to the end-user or beholder.”
- Why value is not what WE find to be valuable about our product or service but rather what THEY (the consumer) finds to be of value.
- The need for what we sell to be relevant. Actually, it must be...“radically relevant.”
Interview with Bill Cates
You’ll discover:
- What radical relevance is, and why it’s so important.
- Two of the biggest challenges we face attracting and winning new clients: 1) marketing message overload, and 2) inertia.
- Why radical relevance is the business equivalent of “love at first sight.”
- The importance of empathy in marketing.
- The neuroscience of relevance.
- How Bill developed the concept of radical relevance by changing the name of one of his publishing companies.
- The difference between a brand and a value proposition.
- The three-phase approach to building your value proposition.
Click to Tweet
- The only way for your business to compete with marketing-message overload is to find ways to be super relevant to just the right prospects. @Bill_Cates #relevance #marketing
- Radical Relevance is the business equivalent of love at first sight. @Bill_Cates #relevance #business
- Seeing the world through the eyes of your prospects and clients is at the heart of relevance. @Bill_Cates @relevance @sales
Interview Links
Radical Relevance: Sharpen Your Marketing Message, Cut Through the Noise, Win More Ideal Clients by Bill Cates
Beyond Referrals: How to Use the Perpetual Revenue System to Convert Referrals into High-Value Clients by Bill Cates
Resources
Endless Referrals: The Go-Giver Way 2-Day Workshop
Previous Episode
156 Freedom Lifestyle - Curt Mercadante
Business, Freedom, Relationships, Vision, Alignment
Summary
Why is freedom so important? We’ll look at in our Thought of the Day. And in our interview segment, we’ll explore what it means to have a “Freedom Lifestyle,” as well as the keys to having one. We’ll discuss that with the author of a book on that very topic. That and more on today’s show.
Bob’s Thought of the Day
We’ll explore:
- Two definitions of “freedom.”
- Why 75% of employees feel disengaged at work.
- The importance of autonomy and “intrinsic motivation” vis a vis employee performance.
Interview with Curt Mercadante
You’ll discover:
- How Curt defines “entrepreneurial freedom.”
- Curt’s story of feeling overwhelmed but then gaining time freedom and financial freedom.
- The difference between growing a business and scaling a business.
- How Curt’s Father impacted how he viewed success and relationships.
- The five key areas that must be firing on all cylinders for you to be living out The Freedom Five: Superpowers, Vision, Alignment, Outcomes, Goals.
- Why the key to freedom and fulfillment isn’t balance; it’s alignment.
- The importance of reverse-engineering your vision by establishing short-term goals.
- How companies and teams can apply the principles of The Freedom Five.
Click to Tweet
- What are “The Freedom Five?” Author and Entrepreneur, @CurtMercadante shares this and more from his terrific book, “Five Pillars of The Freedom Lifestyle” in this episode of The Go-Giver Podcast.
- True #entrepreneurial freedom means growing your business while growing your freedom & fulfillment. @CurtMercadante
- The key to freedom and fulfillment isn’t balance; it’s alignment: aligning the three facets in your life—work, family, and self. @CurtMercadante
Interview Links
Five Pillars of the Freedom Lifestyle: How to Escape Your Comfort Zone of Misery by Curt Mercadante (Amazon link)
Resources
Endless Referrals: The Go-Giver Way 2-Day Workshop
Next Episode
158 Power Couple - Heath Oakes & Jenny Anchondo
Success, Business, Relationships, Podcasting, Sales
Summary
Success depends far less on luck than it does on doing the correct things in the success process. We’ll look at that in our Thought of the Day. And in our interview segment, we’ll hear from two of my favorite people in the world. They are truly a power couple with some POWERFUL principles for success! That and more on today’s show.
Bob’s Thought of the Day
We’ll explore:
- Why success--financial or otherwise--based on luck is not sustainable.
- Some “clues” to long-term success.
Interview with Heath Oakes & Jenny Anchondo
You’ll discover:
- Behind the scenes of their podcast, Second Shot.
- How Heath and Jenny became so successful at such young ages.
- How both of them were so immensely persistent and absolutely refused to be denied.
- The importance of showing up in person--it’s harder to say “no” to somebody in person.
- The value of reframing “no” to help you be more successful.
- Examples of headlines they’ve used for riffs on their podcast and the great life’s lessons.
- Some highlights from guests on Jenny’s follow-up show, Second Shot Sit-Downs.
- A few “Heath-isms” ... courtesy of Jenny.
Click to Tweet
- Powerful success principles shared by @HeathOakes & @JennyAnchondoTV on this episode of The Go-Giver Podcast titled, “Power Couple.” #success
- “It’s always harder to say no to someone in person.” @JennyAnchondoTV #success
- Learn how Richard Fenton’s and Andrea Waltz’s (@GoforNo) book, “Go for No” impacted @HeathOakes’ sales career on this episode of The Go-Giver Podcast. #sales
Interview Links
Ignorance on Fire: A Journey of Failing Your Way to Success by Heath Oakes
Go for No! Yes is the Destination, No is How You Get There by Richard Fenton and Andrea Waltz
Jenny Anchondo’s Social Media
Connect with Jenny on Facebook
Connect with Jenny on LinkedIn
Heath Oakes’s Social Media
Connect with Heath on Facebook
Connect with Heath on LinkedIn
Resources
Endless Referrals: The Go-Giver Way 2-Day Workshop
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