“If you’re not relevant, you’re ignored. If you’re not compelling, you’re forgotten.”

Bill Cates, the “OG” of relationship marketing, knows that genuine connections are the heart of a thriving and growing practice.

But with technology constantly reshaping how we connect, how do you still leverage a human connection?

For decades, Bill has mastered the art of building trust, creating relevance, and fostering relationships that lead to referrals.

And, in this episode, he shares the 3 R’s of relationship marketing and how they remove friction from the prospecting process and pave the way to exponential growth for your practice.

What You’ll Learn:

• The #1 barrier to getting more referrals
• Brain-based tips for crafting messages that stick
• Why focusing on a niche can fuel massive growth
• Why “introductions” beat referrals—and how to ask for them
• How storytelling creates emotional connections that inspire action

*To sign up for Brendan’s newsletter packed with resources to master the human side of advice → Click Here

Resources:

• Books by Bill Cates
• “The Language of Referrals” by Bill Cates, CSP, CPAE
• “Radical Relevance” by Bill Cates, CSP, CPAE
• “Atomic Habits” by James Clear
• “Same as Ever: A Guide to What Never Changes” by Morgan Housel

Connect with Brendan Frazier: 

• RFG Advisory
• LinkedIn: Brendan Frazier

Connect with Bill Cates:

• LinkedIn: Bill Cates, The Original Referral Coach
• Referral Coach
• Top Advisor Podcast with Bill Cates, CSP, CPAE

About Our Guest: 

Bill Cates is a renowned author, speaker, and coach specializing in relationship marketing and client acquisition strategies. With decades of experience, he has helped thousands of advisors and businesses refine their approach to building relevance, creating emotional connections, and generating referrals. Bill’s work combines timeless marketing principles with modern tools to help advisors grow their practices and make meaningful connections with clients.

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Content here is for illustrative purposes and general information only. It is not legal, tax, or individualized financial advice; nor is it a recommendation to buy, sell, or hold any specific security, or engage in any specific trading strategy.

Information here may be provided, in part, by third-party sources. These sources are generally deemed to be reliable; however, neither our guest nor RFG Advisory guarantee the accuracy of third-party sources.

The views expressed here are those of our guest. They do not necessarily represent those of RFG Advisory, its employees, or its clients. This commentary should not be regarded as a description of advisory services provided by RFG Advisory, or performance returns of any client. The views reflected in the commentary are subject to change at any time without notice.

Securities offered by Registered Representatives of Private Client Services. Member FINRA / SIPC. Advisory services offered by Investment Advisory Representatives of RFG Advisory, LLC (“RFG Advisory or “RFG”), a registered investment advisor. Private Client Services and RFG Advisory are unaffiliated entities. Advisory services are only offered to clients or prospective clients where RFG Advisory and its representatives are properly licensed or exempt from licensure. No advisory services may be rendered by RFG Advisory unless a client agreement is in place.

RFG Advisory is an SEC-registered investment adviser. SEC registration does not constitute an endorsement of RFG by the Commission, nor does it indicate that RFG or any associated investment advisory representative has attained a particular level of skill or ability.

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