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