Radical Relevance
Radical Relevance

Author: Bill Cates

Publisher:

Published: 2019-09-30

Total Pages:

ISBN-13: 9781888970005

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Your Value Proposition is not your Elevator Pitch, Positioning Statement, or Unique Selling Proposition. Your Value Proposition is the sum total of all the value you bring to your prospects, clients, strategic partners, and even your employees. Your Value Proposition is the foundation of your business. No value proposition = No business! In today's world of marketing-message overload, the most effective way to grab someone's attention is through radically relevant and critically compelling messaging. Communicating a relevant and compelling value proposition has always been a critical part of winning new business. And your overwhelmed prospects and clients need and even expect your value proposition to be bullseye relevant and continually compelling. In Radical Relevance, Hall of Fame marketer and speaker Bill Cates, lays out your complete road map to discover, formulate, and communicate your value proposition in a way that will be irresistible to just the right prospects, compel them to follow your recommendations, and repel prospects who aren't a perfect fit. Remember: if you try to appeal to everyone, you run the risk of appealing to no one.It's time to take a stand with your value!It's time to get Radically Relevant!

Radical Relevance: Sharpen Your Marketing Message - Cut Through the Noise - Win More Ideal Clients
Radical Relevance: Sharpen Your Marketing Message - Cut Through the Noise - Win More Ideal Clients

Author: Bill Cates

Publisher:

Published: 2019-09-15

Total Pages: 226

ISBN-13: 9781888970029

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Sharpen Your Marketing Message - Cut Through the Noise - Win More Ideal Clients Radical Relevance will help you cut through the daily barrage of message overload your prospects experience, to reach the right people at the right time with the right message. You will learn principles, strategies, and tangible tactics to help you: - Craft an irresistible marketing message that attracts the attention of your ideal clients. - Create a Unique Selling Proposition that makes you look different and separates you from your competition. - Brand your business through the problems you solve and the opportunities you create. - Create and deliver an Elevator Pitch that is authentic and compelling. - Reach more high-level prospects who need your value. - Persuade and move prospects to action so they follow your recommendations. - Build a more profitable, fulfilling, and enjoyable business. RADICAL RELEVANCE is filled with value proposition examples and unique branding case studies. RADICAL RELEVANCE is your road map to growing your business in a crowded and noisy marketplace. RADICAL RELEVANCE is about finding the bullseye for your 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(TM). Continually tightening up your focus allows you to sharpen your marketing message - to cut through all the noise in the marketplace and resonate with your prospects - to capture their attention and compel them to take action. RADICAL RELEVANCE is about solving the right problems, with the right product or service, for the right people, with the right message, through the right medium, at just the right time. RADICAL RELEVANCE is not a theory. It's your path to exponential growth. Your radically relevant message will be irresistible to just the right prospects, compelling them to follow your recommendations, while simultaneously repelling those prospects who aren't a perfect fit for your business. BILL CATES, CSP, CPAE is an internationally recognized client-acquisition expert and highly sought-after speaker. Elected by his peers into the Professional Speakers Hall of Fame, Bill has delivered his impactful, high-energy message on six continents to more than half a million professionals, executives, and business owners. Bill is the author of three Best Sellers: Get More Referrals Now, Don't Keep Me a Secret, and Beyond Referrals. Through his presentations, consulting, coaching, and video-based training programs, Bill shows businesses of all sizes how to increase revenue without increasing their marketing budgets. A successful entrepreneur, Bill built and sold two successful companies before turning his attention to businesses and professionals create irresistible value propositions. When Bill isn't working, he's planning his next adventure. Bill has trekked through the Himalayas of Nepal and the Andes of Peru, camped in the Arctic Circle, lived on a houseboat in Kashmir, and toured the country as a drummer in a rock and roll band. It's time to take a stand with your value It's time to get Radically Relevant BE RELEVANT OR BE IGNORED BE COMPELLING OR BE FORGOTTEN

Radical Relevance
Radical Relevance

Author: Bill Cates

Publisher:

Published: 2019-10-31

Total Pages:

ISBN-13: 9781888970012

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Your Value Proposition is not your Elevator Pitch, Positioning Statement, or Unique Selling Proposition. Your Value Proposition is the sum total of all the value you bring to your prospects, clients, strategic partners, and even your employees. Your Value Proposition is the foundation of your business. No value proposition = No business! In today's world of marketing-message overload, the most effective way to grab someone's attention is through radically relevant and critically compelling messaging. Communicating a relevant and compelling value proposition has always been a critical part of winning new business. And your overwhelmed prospects and clients need and even expect your value proposition to be bullseye relevant and continually compelling. In Radical Relevance, Hall of Fame marketer and speaker Bill Cates, lays out your complete road map to discover, formulate, and communicate your value proposition in a way that will be irresistible to just the right prospects, compel them to follow your recommendations, and repel prospects who aren't a perfect fit. Remember: if you try to appeal to everyone, you run the risk of appealing to no one.It's time to take a stand with your value!It's time to get Radically Relevant!

Get More Referrals Now!: The Four Cornerstones That Turn Business Relationships Into Gold
Get More Referrals Now!: The Four Cornerstones That Turn Business Relationships Into Gold

Author: Bill Cates

Publisher: McGraw Hill Professional

Published: 2004-04-21

Total Pages: 223

ISBN-13: 0071458417

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Sales legend Bill Cates uses his experience and expert knowledge to show sales professionals how to work smarter (not harder) by employing "The Four Cornerstones of Referrals" --relationship building and customer service, creating referral alliances and networks, prospecting, and targeting niche markets. Using Cates's easy-to-master referral-based selling techniques, readers: Work less and earn more by getting existing customers to work for them generating high-quality referrals Turn every business contact into a relationship and every relationship into a sales success story

Beyond Referrals: How to Use the Perpetual Revenue System to Convert Referrals into High-Value Clients
Beyond Referrals: How to Use the Perpetual Revenue System to Convert Referrals into High-Value Clients

Author: Bill Cates

Publisher: McGraw Hill Professional

Published: 2013-03-26

Total Pages: 258

ISBN-13: 0071791663

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More Introductions! More Appointments! More Clients! You face four hurdles to gaining new clients: finding enough of the right prospects, getting their attention, making the sale, and multiplying your clients through referrals. While referrals are important, they're not the endgame. Beyond Referrals helps you turn referrals into introductions, appointments, and sales--showing you how to turn referrals into introductions to the prospects who are eager to hear from you. Then, you'll learn proven ways to convert a high percentage of prospects into high-value clients. "Bill's referral system is being used throughout our company because the results are undeniable. He has truly revolutionized the way our advisors are acquiring new clients through referrals. This book will turbocharge your client acquisition!" -- JOE JORDAN, Senior Vice President, MetLife "Beyond Referrals is a gold mine of value-based, profit-creating information. Utilizing Bill's Perpetual Revenue System, we learn that obtaining the referral is only the first step in an ongoing and very profitable cycle." -- BOB BURG, coauthor of The Go-Giver and author of Endless Referrals "Beyond Referrals explains how to avoid leaving money on the table from what I call the 'second sale.' You can read this book and double your business, or you can merely work twice as hard. That's not much of a choice." -- ALAN WEISS, PhD, author of Million Dollar Consulting and Million Dollar Referrals This is the ultimate blueprint for converting referrals into clients." -- Ivan Misner, PhD, New York Times bestselling author and founder of BNI

Brand Relevance
Brand Relevance

Author: David A. Aaker

Publisher: John Wiley & Sons

Published: 2011-01-25

Total Pages: 400

ISBN-13: 0470613580

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Branding guru Aaker shows how to eliminate the competition and become the lead brand in your market This ground-breaking book defines the concept of brand relevance using dozens of case studies-Prius, Whole Foods, Westin, iPad and more-and explains how brand relevance drives market dynamics, which generates opportunities for your brand and threats for the competition. Aaker reveals how these companies have made other brands in their categories irrelevant. Key points: When managing a new category of product, treat it as if it were a brand; By failing to produce what customers want or losing momentum and visibility, your brand becomes irrelevant; and create barriers to competitors by supporting innovation at every level of the organization. Using dozens of case studies, shows how to create or dominate new categories or subcategories, making competitors irrelevant Shows how to manage the new category or subcategory as if it were a brand and how to create barriers to competitors Describes the threat of becoming irrelevant by failing to make what customer are buying or losing energy David Aaker, the author of four brand books, has been called the father of branding This book offers insight for creating and/or owning a new business arena. Instead of being the best, the goal is to be the only brand around-making competitors irrelevant.

Grow
Grow

Author: Jim Stengel

Publisher: Crown Currency

Published: 2011-12-27

Total Pages: 338

ISBN-13: 0307720373

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Ten years of research uncover the secret source of growth and profit … Those who center their business on improving people’s lives have a growth rate triple that of competitors and outperform the market by a huge margin. They dominate their categories, create new categories and maximize profit in the long term. Pulling from a unique ten year growth study involving 50,000 brands, Jim Stengel shows how the world's 50 best businesses—as diverse as Method, Red Bull, Lindt, Petrobras, Samsung, Discovery Communications, Visa, Zappos, and Innocent—have a cause and effect relationship between financial performance and their ability to connect with fundamental human emotions, hopes, values and greater purposes. In fact, over the 2000s an investment in these companies—“The Stengel 50”—would have been 400 percent more profitable than an investment in the S&P 500. Grow is based on unprecedented empirical research, inspired (when Stengel was Global Marketing Officer of Procter & Gamble) by a study of companies growing faster than P&G. After leaving P&G in 2008, Stengel designed a new study, in collaboration with global research firm Millward Brown Optimor. This study tracked the connection over a ten year period between financial performance and customer engagement, loyalty and advocacy. Then, in a further investigation of what goes on in the “black box” of the consumer’s mind, Stengel and his team tapped into neuroscience research to look at customer engagement and measure subconscious attitudes to determine whether the top businesses in the Stengel Study were more associated with higher ideals than were others. Grow thus deftly blends timeless truths about human behavior and values into an action framework – how you discover, build, communicate, deliver and evaluate your ideal. Through colorful stories drawn from his fascinating personal experiences and “deep dives” that bring out the true reasons for such successes as the Pampers, HP, Discovery Channel, Jack Daniels and Zappos, Grow unlocks the code for twenty-first century business success.

Words That Work
Words That Work

Author: Dr. Frank Luntz

Publisher: Hachette Books

Published: 2007-01-02

Total Pages: 414

ISBN-13: 1401385745

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The nation's premier communications expert shares his wisdom on how the words we choose can change the course of business, of politics, and of life in this country In Words That Work, Luntz offers a behind-the-scenes look at how the tactical use of words and phrases affects what we buy, who we vote for, and even what we believe in. With chapters like "The Ten Rules of Successful Communication" and "The 21 Words and Phrases for the 21st Century," he examines how choosing the right words is essential. Nobody is in a better position to explain than Frank Luntz: He has used his knowledge of words to help more than two dozen Fortune 500 companies grow. Hell tell us why Rupert Murdoch's six-billion-dollar decision to buy DirectTV was smart because satellite was more cutting edge than "digital cable," and why pharmaceutical companies transitioned their message from "treatment" to "prevention" and "wellness." If you ever wanted to learn how to talk your way out of a traffic ticket or talk your way into a raise, this book's for you.

Thanks for the Feedback
Thanks for the Feedback

Author: Douglas Stone

Publisher: Penguin

Published: 2015-03-31

Total Pages: 370

ISBN-13: 0143127136

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The coauthors of the New York Times–bestselling Difficult Conversations take on the toughest topic of all: how we see ourselves Douglas Stone and Sheila Heen have spent the past fifteen years working with corporations, nonprofits, governments, and families to determine what helps us learn and what gets in our way. In Thanks for the Feedback, they explain why receiving feedback is so crucial yet so challenging, offering a simple framework and powerful tools to help us take on life’s blizzard of offhand comments, annual evaluations, and unsolicited input with curiosity and grace. They blend the latest insights from neuroscience and psychology with practical, hard-headed advice. Thanks for the Feedback is destined to become a classic in the fields of leadership, organizational behavior, and education.

Crossing the Chasm
Crossing the Chasm

Author: Geoffrey A. Moore

Publisher: Harper Collins

Published: 2009-03-17

Total Pages: 254

ISBN-13: 0061795860

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Here is the bestselling guide that created a new game plan for marketing in high-tech industries. Crossing the Chasm has become the bible for bringing cutting-edge products to progressively larger markets. This edition provides new insights into the realities of high-tech marketing, with special emphasis on the Internet. It's essential reading for anyone with a stake in the world's most exciting marketplace.