In an increasingly commoditized world, many companies and professional services are struggling with differentiating their products and showing relevancy in a crowded marketplace. Bill Cates, in his book “Radical Relevance: Sharpen Your Marketing Message, Cut Through the Noise and Win More Ideal Clients,” provides a very thoughtful and practical guide to doing just that. I must admit, there is nothing really “new” here; however, Bill has packaged the information in a way that you:
1) can understand these marketing principles
2) can easily apply them to your business (LOVE the step-by-step approach that he uses with his clients)
3) feel confident that you can refine your own marketing message.
Truth be told, there is A LOT of information packed into this 200-page book. It’s not something that you can read and immediately apply. This is a book that will require a bit of thoughtful reflection: Read a chapter, ponder on the questions, share with your team, talk to a few treasured clients, solidify your ideas and then move on to the next chapter.
There are 21 chapters – so I’m thinking of dedicating time to complete one chapter a week as a 2020 goal. If I was starting from scratch OR in a world of hurt, I would immerse myself completely in this book, take all 17 Rules of Radical Relevance and live and breathe life into them!
P.S. There are a ton of additional resources online once you register – such a gift!
KRISTIN ARNOLD, MBA, CPF, CSP is a high-stakes meeting facilitator and professional panel moderator. She’s been facilitating teams of executives and managers in making better decisions and achieving greater results for over 20 years. She is the author of the award-winning book, Boring to Bravo: Proven Presentation Techniques to Engage, Involve and Inspire Audiences to Action.
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