Radical Relevance – How to Sharpen Your Marketing Message to Cut Through the Noise and Win More Ideal Clients with Bill Cates

Audio Transcription

Speaker 1:
On today’s show, we are joined by eight guest who’s going to teach you how to sharpen your marketing message so that you can cut through the noise and win more ideal clients, clever cemetery or whatnot. Deal client looks like for me. Tell us were a clients for money’s green. Okay, but I’m good. You know what I’m saying? I’ll do anything for my clients. I don’t care about my personal life. I’ll take any car on at a time and that’s how I grew my brain. That’s great. But the purpose of a business is to build an organization that will serve you so you can create both time freedom and financial freedom so that you could spend your time, okay, doing whatever you want to do. Klaver saw more of a means to an end guy. I’ll do whatever I need to do, which is why I wrote this little ditty this rental did is called a smoke your way to thin. And I dedicate this song to Monica who encouraged me to lose the weight and I lost every single pound as a result of smoking my way.

Speaker 2:
Terrific. All I need some more snare. My headphones here are used to wait a lot. Now. I do not cause I spoke to my, weighed a thin everybody now I used to weigh in a lot now preferred at the smoke shop cause I smoked [inaudible] there’s all about a means to an end. Used to have that gray layer. I smoked my way [inaudible]

Speaker 3:
Some shows don’t need a celebrity in a writer to introduce a show. But this show dies to me. Eight kids co-created by two different women. 13 Moke tie, million-dollar businesses. Ladies and gentlemen, welcome

Speaker 1:
Cause the thrive time show

Speaker 4:
[Inaudible] yes, yes,

Speaker 1:
Yes. And yes. Thrive nation on today’s show, you are going to love our guest bill Cates Darya.

Bill Cates:
I’m doing well on a case. Just they thought they heard bill Gates. We don’t want to upset them. It’s, it’s Kate’s with a C. Sorry about that.

Speaker 1:a
I don’t want any of your listeners to, I don’t want you to think our listeners are let down. A lot of our listeners are, are, they’re kind of [inaudible]

Bill Cates:
Board with bill Gates at this point. They want bill Cates. That’s what they want. They want bill Kate’s well here. Here’s the deal. Here’s the deal. Clay. Bill Gates may have a lot of money. I’m going to help them make a lot of money. Oh, okay. Okay. Okay. Let’s let, now you’ve waged war.

Speaker 1:
I’m excited. This is going to be a great sparring match. So let’s talk about this for a second. You have had success, now we get it, but can we go back to the beginning? Tell us you started and how you’ve been able to, to achieve your success.

Bill Cates:
Wow, that’s a big, that’s a big question because we, it depends on how far you want to go back. I toured the country as a drummer in a rock and roll band in a past life. Yeah, but I did an, I did a talent assessment after a few years and I figured I’d be playing holiday Inns the rest of my life and that was unacceptable. So I moved into the business world, but essentially I owned a, started and sold a couple of pretty successful book publishing companies. And it was doing that for about a decade and was looking for the next thing to do. And a buddy of mine said, you know, you should be a writer, a speaker, you’ve, you know, you’ve learned a lot. You’re, you’re great on stage. I go, well, okay, you know, what does that look like? And this is way back when, when everybody in their mother wasn’t a speaker and an author like it is now and you know, and, and so I finally got into the world, I joined the national speakers association. I wrote my first book on referrals in 95. And it’s been a, a great, a great trip ever since.

Speaker 1:
How do you go about starting a book publication business? Somebody out there has no idea what a book book, publication business looks like, you know, and all of our listeners are entrepreneurs. So I mean, what does it look like to be a book publication business and how did you go about starting that?

Bill Cates:
Yeah. So I, I was actually I was on a flight somewhere and I was reading, I was bored and I was reading a copy of it Atlantic monthly. That’s how bored I was. And there was an advertorial in there, you know, it’s the ads that look like a, an article. And the title of it was, and this was long time ago now we’ve got to remember, this was like in 1980, so I’m dating myself if the title of this or the headline was dollars in your mailbox and I’m going, well that’s, that’s interesting. Who wouldn’t want dollars in your mailbox? And it was all about how to sell information through the mail. So you know, long before info marketing, if you were all the way it is now on the internet, it was done all through the mail and people would put classified ads and you know, space ads in the back of magazines and sell things.

Bill Cates:
And it was about this guy who wrote a book about how to get rid of gophers and he sold millions and millions of copies of this book. And then he was teaching people how to, how to write a book or how to buy books from other people and how to sell information you know, precursor to what you see on the internet now. And so I was working for an airline, so I wrote a book on airline careers and I started putting in the back of 17 magazine and other publications and I learned the, all the principles of direct marketing. I joined the direct marketing association and just learned all about testing, all about sending out mailers and testing, you know, charging for freight and not charging for freight. You’d be interested to know that the more I that I, the more I charged for the book, the more books I sold.

Bill Cates:
It, it was amazing because I guess it was the perceived value. Right? Right. So, so that’s, that’s how I got started with that with company. And then I also ended up publishing cookbooks for nine years, believe it or not, I had a woman who, yeah, well at woman want me to help a public self publish a book. So I did that and I was a cookbook and I watched how people, mostly women, but not exclusively, would read cookbooks and just vicariously, you know, derived pleasure through reading the recipes. And I said, you know, it’s, I’m onto something here. And so I borrowed $40,000 from my father, which seemed like a lot of money at the time. And I started a cookbook, public cookbook publishing company and I called it the American cooking Guild. And I did that for nine years. I had spinner racks of cookbooks and grocery stores and cooking stores. I did specialty cookbooks for, for grills and smokers. My biggest sale, and I’m very proud of this, was 400,000 copies of yep. I sold 400,000 copies of my book called hooked on seafood to bumblebee tuna

Speaker 6:
And they gave it away in time. That right there as well. That is impressive that, I mean, okay, so you sold 400,000

Speaker 1:
Copies of a book. Again, what was the book about? This is blowing my mind.

Bill Cates:
Well, the book was called hooked on seafood. It was a fairly small book. That’s how they could, you know, give it away. But it was seafood recipes and they actually had me add a few recipes with canned tuna and canned salmon, which, you know, it bothered the author at first, but until she saw the royalty checks she was going to get, and so then she’d put it in and, and man, I was, that was fun watching this printing presses run for,

Speaker 1:
What did you, was this, was this the book that would buy it? Nana Wayland. Naina Waylon. Waylon. NATO. Waylon. Okay. Andrew Annapolis. Andrew, let’s buy a copy of this right now. I don’t want to put it off. It’s a, it’s, I don’t know if you can anymore. Is it someone’s selling it online? It has two ratings and it came out pay for back in 1982 and I, I love to have, I’ll, I’ll, I’ll get the book and then everybody I’ve ever had on this show, if I’ve ha, I’ll buy your book and I put a green sticker a Kindle, if you can look at it, put a green sticker on the books. That way I can keep track of the people we’ve had on the show. That’s kinda my thing. I do. And I love buying books. So, so you, you, you built this company, you borrowed how much money from you? From your dad, you said 40 grand and then you sold 400,000 books. Things did well. So then how did you exit out of that business? Did you, did you sell it to a dude? Is there a big market for selling book publishing companies or what it was?

Bill Cates:
God, it is online. I just saw it. There’s somebody selling for $18, but there’s cheaper, let me think. The retail was $3 back then. Oh, I’m going to put any event. Yeah. I sold it to a guy who was actually an accountant and his wife was a graphic artist and they just loved the business. They fell in love with it. And and he, he particularly fell in love with it, with the possibility of the specialty books, which is what I did for, you know, for bumblebee tune. I did a specialty book for American greeting cards, cookies around Christmas and I did a budget. That’s, that’s the direction they took the business in. Not so much the retail, which I had a lot of retail, but yeah, it was a specialty. Then he sold that again after about five years. And I did speak to the owner, the third owner of the company.

Bill Cates:
I do believe they’re out of business. So I don’t think the company exists anymore. Now you have to tell ya. Can I tell you a quick story? You can tell me a long story too. I, we, I love hearing from relates to my newest book and, and about the idea of relevance. And, and the reason I say this is because when I started this book, it was this book, this company, it wasn’t doing that well. I was having trouble getting these, these large accounts and the produce books, especially the books for these folks. And the retail was doing okay, but even that wasn’t great. And, and my company name at the time was WRC, publishing, William Richard Kate’s pub, big deal, you know. And that didn’t mean anything except for my parents. And then I woke up one morning, I said, you know, I’ve got to change the name of this company.

Bill Cates:
It’s got to represent what I’m, what I’m offering. And so I changed it to the American cooking Guild and I mean, who would you buy a book from? A cookbook from WRC publishing or the American cooking guilt. And all of a sudden everything like changed almost overnight because it just added some gravitas to the, to the books and to the company and it, you know, sometimes. And that’s about having the right name of your company that’s relevant to your market and to your product or service. Did you say WC? RP, WRC, WRC, public WRC. Was the name of your name, your deal WRC had, do you remember? WKR P O I remember WK RP. That’s okay for a second. My dad and I, cause my dad used to work the night shifts and when he would come back from working the night shift at quick trip, we would watch this show reruns. And so I have to play it right now cause every time I have an excuse to S to play the theme song I do. If the listeners out there, if you know what, please feel free to sing along. We’ll come back in about 40 seconds here. I want to make sure I cue this up. This is powerful stuff that I want to talk about your new book, but let me just cue up the intro here. I got to get the intro that I got it.

Speaker 7:
I think I got it here. God, this is it.

Speaker 2:
Oh yeah. Kind of Doobie brothers kind of a vibe to it. Yeah. It makes you think of Cincinnati done. It does. Yeah. If you have a wonder, Oh yeah. Come on now. Cincinnati WKR B Nobel. Here we go. [inaudible]. Here we go. To the end call. Go on now. Oh man. Oh. Only need some fluke to take it. Next level. We had some old jazz club. It would be there. Your lower skates out. Here we go. [inaudible]. Here we go. No one knows this. Mark [inaudible]. The price for fun means WRC. Oh yeah. Order that cookbook right now. Get that cookbook. I think there’s only two copies. Two copies in the world you can find right now. Here we go. We’re going to the cars. One more time, Andrew, by that book. Why two copies? I forgot to get this book. WRC, publishing. Go with the dream guy. Bill case. Radical relevance. Folks, how to sharpen your marketing message. Tip one. This is the WK RP soundtracks on your podcast. Delgado royally cowbell. This doesn’t happen. Here we go. Maybe double-time if microphone everybody now everybody come on down. Don’t get tired. We got 30 seconds left tire. Push yourself with me once in a while. I’m on Android.

Speaker 6:
Oh, we did something right there. That’s what makes America great. Okay, now radical. You’re not doing that in China? No, they’re not. Now,

Speaker 1:
Do you remember the name of the salesman on this show? I don’t remember the name of the sales Carlick I was so young. I just remember that this was my time. My dad and I would gather around. I didn’t know what was going on. I was probably nine or 10 to three in the morning. I don’t know what’s going on. All I know is that would come on and I’d sing along and I just, it stuck in my head. So that was a little flashback there. So big shout out to Tom Clark. Okay. So now how to sharpen your marketing message, cut through the noise and win more ideal clients. I thought to make today’s show fun, I would have two of my ideal clients, long time clients on the show with us. So Cory Minter meet a bill. Bill Cates here, quarter minute. I’m doing well Corey, great to meet you man. And bill if you’re scoring at home, they also have Josh Wilson, so you’ve got Josh Wilson if you’re Googling him. He owns living water irrigation and Corey mentor has Trinity employment. I’ve worked with Corey for probably almost eight years at this point. Josh for about two and a half years or so. And I’m so your book radical relevance, sharpen your marketing message, cut through the noise and win more ideal clients. Can we start by breaking down what is an ideal client and what’s a client?

Bill Cates:
Sure. Well, I, I, I like to use the term a right fit client because a right fit client is kind of like your soulmate and in business, right? It’s the, it’s the client you are meant to serve. It was the men person or business meant to be served by you. It’s, they appreciate your value for all the right reasons that you want to be appreciated. They’re there obviously the easiest to work with and they’re usually the most profitable because they’re easier to work with and they appreciate the work you do. So, you know, at, for 25 years I’ve been teaching people how to get more referrals, how to get introduced to more people, and I still do that. But you know, sometimes that’s about quantity and I think it’s time to talk a little bit about quality and making sure you’re bringing in the right people for your business. And it makes business so much more fulfilling and so much more enjoyable when you’re bringing in the right people.

Speaker 1:
Cool. Seth Goden, one of my favorite authors who we’ve had on the show. He talks about if the clients that you accept ultimately determine your level of happiness, if you do consulting of some kind, you know, so if you take on a client that is ridiculous, your life will be ridiculous cause they do ridiculous things. So Josh with living water as an example, this guy he comes to the weekly meetings, he knocks out all of his action items. His business has grown from I think 300,000 to, we’re almost at 1.9 for the year, 1.8 for the year. And that is, that is awesome to grow from 300,000 to one point $8 million in, in two years. Well, let me tell you all the times we’ve argued with each other, right? None. Why? Because he, it’s like he’s the boss. I get it. He asked me what works.

Speaker 1:
I tell him he does it and if he doesn’t want to do it, it’s his thing. But we don’t sit there and like argue about our opinions of it. And I, I think somebody out there, it has the wrong fit clients. What do you say to somebody who’s not a right fit client? Because so far, every time I’ve tried to tell somebody they’re not a right fit with exceptions, it doesn’t go very well. When I’m like, Hey, I know you want to pay me. I know you’ve done your research. I know you’re ready to go, but I can’t. I’ve tried that. I’m not available. Move. I’ve tried. Sometimes they turn around and try to sell you on working with them, right? They do. Every time I’m like, no, not, so how do you, what are the words we should say? W essentially what you need to do is you’ve got to do what’s right for the client. And if they’re not right for you, then you’re definitely not right for them. And

Bill Cates:
So you really just should not take on those, lose, lose situations. So what, what I like to do is I used to talk to talk about the types of people I work the best with and it’s what I teach other people to do. And, and you just drive your criteria.

Speaker 1:
And quite often they’ll self-select themselves out because they realize they don’t fit who you serve the best. But

Bill Cates:
[Inaudible] you’ve got to, you’ve got to learn to say no. And over time I’ve fired clients. Sometimes I’ve, I’ve had people want to do coaching with me and I say, look, I just don’t think I’m the right person for you. And yeah, but this is a, yeah, no, I’m sorry this is not going to be a good match. And you know, you’re going to, you’re going to hate me, you know, after a couple of phone calls. So let’s part ways and you know, and, and that’s what you gotta do now. It depends on where in your business, right? When you’re first getting started, they, they fog a mirror, meaning they’re breathing and you’ll probably work with them. But eventually you got to get to that point where you, if you’re in a place of abundance and, and have to just take on what fits and what brings you joy. And it’s an evolution to that point. It’s, it’s, it’s hard to start that way and go that way from the get go. But that should be the goal at least I think.

Speaker 1:
Yeah. I don’t want the listeners to think this is weird, but you know, we’ve talked about what to say when once was not the right fit, but when someone is the right fit I like to cue up this little sound clip and I’m not sure, are you familiar with the band kiss? Sure. we had Desmond child on the show, Josh, you were here last week and we interviewed him. He wrote Bon Jovi’s, you know, stuff living on a prayer. He wrote kiss. He’s live in libido. Loca Ricky Martin, he wrote, I mean, just huge artists and he wrote the song I was made for loving you. Whenever a client is the right fit, I’ll just turn to them and I’ll just hit the play button and I’ll just,

Speaker 6:
So you get to, you know, I’ll just kinda the cord,

Speaker 1:
Come on, give it to me. I want that chorus, I want that chord.

Speaker 6:
I’ll just sing it to him. And if they don’t run out of the building, crying and complaining, I know that

Speaker 1:
The right fit.

Speaker 6:
Oh, I know. I just, I remember singing the Corey Corey is going, his wife was disturbed. I was disturbed,

Speaker 1:
But we just went ahead and did it. That’s how, that’s how we, that’s how we did, how we do it. So, okay. No, but seriously, if someone is the right fit, that’s great. That’s easy to do. We all know what to do and when we feel the client’s the right fit. So let’s talk about it. What makes you qualified to write this book about radical relevance and how to sharpen your marketing message to cut through the noise and win more ideal clients. What makes you qualified to write this book?

Bill Cates:
Well, cause I, I, you know, quite often we write and teach what we need to know ourselves, right? So a lot of projection going on. Actually what happened is, so I, I mentioned for 25 years I’ve been teaching folks how to get more referrals and you know, I had to get introduced to their best fit clients, the right fit clients. And, and, and what I learned is, you know, first of all, the, the fastest way to be relevant with a new client or a new customer is through an introduction from someone they already trust, right? When, when someone, they trust introduces you, they will pay attention to you, right? And, and that’s a way to get into their life. And that’s that borrowed trust that you’re using. But the borrowed trust will only take you so far. And eventually you got earn your own trust and you’ve got to provide your own value.

Bill Cates:
And so I found that a lot of people that I was working with, just the way they talked about their value was just lame and they just didn’t have good ways. They work. They weren’t clear. They were fuzzy confusing. And they weren’t getting the business. They w they would get introduced, but it didn’t turn into new business. We realized, okay, yeah, that there was a need for this. And, and you know, it took me two years to write the book because it’s things I’ve been teaching for a long time. But when you want to get it crystal clear in a book in a way that really relevant and valuable to other people certainly takes some time.

Speaker 1:
And I interviewed a lot of people, so there’s a of stories in the book of folks who use these strategies to, to build their business. Now, okay. What I want to do is I want to share with the listeners a reverse tip. This is a tip you shouldn’t do. And then Josh, I’d like to have you share with the listeners what you do and how you explain to people when they ask you. And then of course at the same thing because you guys, you know, have been doing things the right way at living water irrigation for quite a while. I mean, Cory at Trinity employment is sort of like the household name for hospitals that are looking to staff, you know, quality professionals. They did it. Just think of Trinity. They, if it’s like synonymous at this point with employment and Josh is becoming that way with irrigation.

Speaker 1:
But what I started doing about ah, I don’t know, seven years ago a bill bill Cates a twin brother of bill Gates, it rhymes. I hot when I get on airplanes, I realized I was always picking up business, you know, bill, cause people do a guy next to you asks, what do you do? Right? And I would say I owned several multimillion dollar companies and I helped grow them. And then they would say, well how do you do it? Let mean this has happened all the time. And I’d say, well I go through a linear process, it’s like a 13 step process and I draw it out for them. And they’re like, Oh man. And I got a ton of clients that way. But at a certain point, once we got full, I had, I can only take on 160 clients. I realized I need to quit doing that.

Speaker 1:
So I started dressing like a jackass, which is now my new outfit. So I started wearing like oversized basketball shorts and I have a ridiculously old Denver Broncos hoodie that I got at the game years ago. Beautiful. And this thing is just tattered and torn and nobody would talk to me and I didn’t get any referrals. I call it reverse networking. And now I continue to wear a basketball shorts. Andrew, you can speak to this in a room Jersey every day. And it’s fun because new people will come out, they’ll come in town this week for the conference and they never ask me for help because they think the only time that someone’s ever asked me, I recently, recently was that priority bank closing on a deal. And the gentleman at the front, the banker who was going to be helping me with helping me with my account for a big purchase, he, I was his number one client of the month kind of thing.

Speaker 1:
He said, do you, would, would you like to help me move the furniture? Are you the furniture guy? He goes over there, true story. He goes, it’s over there. Do you want, do you need help? Move in that it’s going to be over there. We’re going to bring that in right there. Cause I guess they were expecting a delivery. And I said, that’s cool. And I said, who do you think I am? He says, well, you’re the mover guy, right? And I’m like, yes, this is reverse networking. This minimizes conversation. This says, I am not in business. Do not try to, but Josh, you are still getting business. You’re growing for but you’re open for business. So what do you say to people when they say to you in a casual networking event at some kind of get together and someone says, Josh, what do you do for a living? What is your elevator pitch? How do you convey that? Cause you do a very good job at that

Speaker 8:
Really quick, really short elevator pitch is we provide true and revolutionary customer service. So we realized a huge problem with contractors or that was missing in our industry is, and it’s so, so, so very simple as we show up. When we say we’re going to show up, I’ll get out of, we show up early, we show up with tucked in shirts, we look clean, we look nice, we follow up and we do quality, quality work and we show up even after we get your money. So it’s so simple. And it’s so when we started with you and trying to figure out our niche and where we were going to go in identifying our clients, it was, we realized there was no one, I’m not gonna say no one. There’s very few contractors out there, plumbers, carpenters, electricians, roofers, pool guys, magazine shows, 96% of businesses fail within a decade. So you put maybe 4% of people out there get this idea. So, so we truly, sincerely wanted to provide five-star level service and we’ve proven it over and over again. And it’s the reason why we’ve gotten to where we’re out of. Google’s reason why we’ve gotten to where we’re at as a company. It’s because we truly care about,

Speaker 1:
Say this is Josh w w w a Wilson with living water irrigation. He was the guy on the Kelly Clarkson show and good morning American, he has the most reviews of anybody in Oklahoma for the sprinkler systems. Now, Corey, how do you introduce yourself? And people ask you, what do you do? Cause you do a very good job. You’re, you’re a master networker, you N you network, you when you’re amongst the people, it’s like a skilled fishermen out. I mean you’re just, you, you’re real a man. What kinds of things do you say? Well if I, if I can, I do everything I can to tell our story and it, because it can be very, very simple and people really relate to a story and I like to tell them that a long time ago I used to use staffing firms all the time. We had to because we were such a big business and they drove me crazy because they were trying to do a quantity top of a model.

Speaker 1:
The staffing firms drove me crazy. Other staffing firms did and and I knew that if people would really shift their focus to quantity to quality, it would make such a big difference. And then that usually as it gets them to ask me questions about how we do that and then I get to explain some of the details of what it is that we do that people appreciate. Now a bill in your book, you write about crafting an irresistible message. I’ve seen Corey do this true stories countless times. Anytime that I’ve had a client run into Korea, they start talking. He gets into his core story. He talks about how he got started. People love it. They can relate to it is a true story. They remember him because of the story, which is one of the reasons I believe Jesus talked in stories. For those of you who believe in Jesus and if you don’t, that’s fine. The reason why this story has worked great, Ted talks are typically in a story format. They catch on, they go viral. Stories are sticky. Talk to me about how do you, how do you craft an irresistible message? Yeah,

Bill Cates:
You were, you were alluding to it right there. It’s, it’s your why. It’s why you believe in your value and why. It could be why you started the business. It could be why you’re still in the business. It could be why you believe in the work you do now more than ever before. If you work for another company, it could be why you’re with that company versus a different company. But your why in terms of, of the experience that you provide to your client or customer. It draws people in just like you’re saying. And in fact, I’ve got a couple of chapters in the book around the brain science and whatnot and, and people actually, the brain listens and processes stories differently. That’s they’re sticky and it makes you more human at the same time. Right. So for the gentleman who says, you know, like most contractors, they don’t show up on time.

Bill Cates:
They don’t tell you they’re going to be late. Yeah. We’re the exact opposite of that. Right. You know, cause I used to hate that when I hired people. It’s just, it’s the same idea. Same thing with staffing. It’s often that it’s often for business. The founder, you know, why the founder started the business is often the story that you go with and it’s intriguing and people like that. And when you’re passionate about what you do, when you’re on a mission, when you’re mission-driven through the work that you do, then that’s very attractive. That’s sticky. People like to be around people that are on a mission. And so telling that why is a big part of, should be part of maybe not the elevator pitch, but right after, you know, for example, let me tell you why I believe in the work we do, and that’s what people really listen to.

Speaker 1:
I have a, a phrase that I tell my clients all the time. I, I’m pretty proud of it. You know, it’s, it’s something I’ve worked on and it’s very complicated. It sucks to suck, you know, it just sucks to suck. I mean, it just does. I mean, it’s, unless you’re selling vacuums, and that’s my little kicker there. Now you right here, I think you’ve been maybe more articulate. You thought about it, what you say and radical relevance. You write about reaching more prospects. If you want to reach more prospects, you need to add more value. You, you need to up the game. If you don’t want to be lame, I mean if you want to grow, you got to do Mo. Talk to me about reaching more prospects, adding more value. How do you do that? And then I wanna get Josh’s take on this too.

Speaker 1:
Cause I know in living water it’s crazy. Josh gets all these referrals from people and it’s like we love rich people here at the thrive time show. We love it. That’s our [inaudible]. That’s the goal is to help people to become rich people. And these rich people start talking. They go, this guy showed up on time. Oh they did a great job. Who is he? Who? It’s almost like you don’t wanna it’s like you don’t want to share your babysitter’s name bill. You know what I’m saying? Because you might lose the babysitter. So it’s like a reluctant referral. It’s like it’s Josh Wilson. Just, I tell him

Bill Cates:
Story in the book about a, a friend of mine is a painter who charges like twice as much as any other painter, but he’s got a niche market, which is a affluent neighborhoods in a certain County around Washington DC. And he shows up at the house and the, the, the, you know, the homeowner says, I hear you’re really expensive. And then they say, but I hear you’re really good, so here’s where I want you to start. You know, it’s like they know he’s expensive. People brag about the fact that he’s expensive and you know, people, a lot of money sometimes, not all, but like the brag about the fact they spent a lot of money. Right? So, so, so to answer your question seriously though, it, sometimes we attract more people by actually by subtraction. And what I mean by that is by getting crystal clear on who our right fit client is, who our target market is, and who the bullseye is, right? And, and when you try to be all, you know, too many things to too many people, what happens is your messaging gets weaker. The biggest mistake I’ve found is when people create a website, yes. All of that, right? They, they say, Oh, I want to miss these people

Speaker 1:
And I don’t wanna miss these people. And so it, it, it, it, waters it down, preach it, just preach it. I’m giving you the, the preaching music. You just bring it home. Bring it bill. Yeah. So I mean, you gotta, you gotta be having a [inaudible]

Bill Cates:
Clear, narrow market. And that’s the beautiful, beautiful thing about this country of ours. It’s so big and there’s so many people that can fit into the market. Now. The market has to be big enough and you have to be able to sustain your success. And you can have more than one target market, but make sure that when you promote the, each of those, you promote the, each of those separately. You don’t try to promote the all three target markets in one message because then you’ll just be confusing people.

Speaker 1:
You, you might not have realized what just happened here, but inside the box there was a inside the studio here inside the man-cave studios, which is a connected to the Lampoon lagoon on the banks of the Lampoon lagoon, the man cave here. We had an incredible moment that just occurred. You could sense it almost. It was West Carter with winters. And King, the law firm that represents a brother, TD Jakes, pastor Craig Rochelle, and other literary wonders has just entered into the studio West Carter. How are you sir? I’m amazing. How are you? Well, we’re interviewing bill Cates. Sounds like bill Gates but not but, but then in many ways better cause he teaches our clients to become rich here. Okay. He’s talking to his book here called radical relevance and we’re talking about how you want to go after the right clients and I’ve referred West Carter a lot of clients over the years and I’m convinced that I’m now convinced about, I don’t know who’s a good referral and who’s not.

Speaker 1:
So I’m gonna, I’m going to read off who I think is a good client for you and you tell me whether I’m being accurate or not. Okay. All right. Does that make it a good level for you? Feel good about that, Mike? This works just fine. Okay. So West quarter you prefer people that have an actual business, not a potential business, am I correct? Yes, you would. You would you go on the record with that. You said you did the general [inaudible], they’re ready to start one. Do you prefer people that understand the concept of showing on top, showing up on time for your initial consultation? Do you prefer that? That’s always preferable. What about when someone shows up 15 minutes late for the 15 minute consultation? How does that go over? Well, we try, we try to be compassionate, but it’s a little tough. Scheduling those.

Speaker 1:
Yes. Now your, your, your organization is, represents the literary works of the news of president Trump’s son. Don jr my crazy that correct? Yes. Tom worked with Donald jr on his most recent book and he’s represented a, a pastor Joel O’Steen of back in the day for his book. He did Joel’s first book, correct. Pastor Craig wrote, gross shell does Craig’s books right now. Yes. Joyce Meyers. Joyce Meyer, correct? Brother TD Jakes, brother Jake’s for a long time. Yes. So would you like to work with the far progressive left? Is that your niche? If I keep picking up the far, far left regions of the laughter or are you in the moderate and right or all right or tell me who you work with. Love. We have clients that that thick didn’t fit the entire spectrum. But we definitely our niche is the conservative area of politics I guess you would say.

Speaker 1:
But you, but just, I’m saying this because bill, you just mentioned this like at our conference we had to niche down in. Julia finds this to be funny. I, I’m sure if she hears this show she’ll laugh, but people will go, I loved the conference, I’m coming back next time and bringing my whole staff. And I say, no. Yeah, because employees hate me. They do. That’s an accurate statement. They hate me. They do. Because we’re talking about like, you should fire people that don’t, you know, show up on time and honor your checklist and stick within the org chart and you should promote people that get the job done and treat them unfairly in a great way if they show up early and get the job done and you need to be accurate. And honest and on time, every day you got to dress to impress. You got to bring that energy. We talk about the, and so I know my niche is entrepreneurs, people that own a business. Who’s your target market? They’re mr bill Cates.

Bill Cates:
Well, my target market is most people in professional services. I do a lot of work with financial advisors, with banks, with consultants folks to think in terms of clients versus customers. So people that are transactional in their nature is not usually my fit. They used to have a consultative sales method and, and they stay in touch with their clients over a long period of time. And that tends to be the people I work most with.

Speaker 1:
I want to go through how I encourage my clients to add value to their business. If they’re a brick and mortar business and you can argue with me, Mr. Bell case. Okay. I’m just going to tee up some things. I walk in my clients if they own a brick and mortar business. So we’ll go. Have you guys been to Barbee cookies? Have you been to Barbee cookies? I just got delivered some Barbies. Cookies as a thank you. High five for noon. Oh, nice. Yeah. So Barbee cookies. Have you been there before Corey? All the time. Tired, like marketing scheme. Okay. Well I want to queue up. I mean, have you been there Josh? I have not, sir. I know there’s a lot of listeners out there that want to hear from me, so I’m gonna.

Speaker 6:
Here we go. I first met her, she had a building that was kind of in the armpit of a shopping center and there wasn’t it in

Speaker 1:
A specific theme there. There wasn’t a theme yet. It was kind of like we we’re working through it. It’s, we’re a startup, you know, we make good cookies, but they’re not all named. They don’t have a unique name. And if you’re of all the listeners, go to Barbee, cookies.com you can see my handiwork. They all didn’t have a name, so we named them all. We took photos of them all. We designed the layout of the store. And then this is the stuff we get into. I encourage all the listeners to be intentional about the following areas, the sites, the visuals, all the menu boards, the flat screens, the pricing, the business cards, the all that. Make sure it looks great. Just think about your business right now. Does it look great? Second, the overhead music, you gotta have a plan. So when you go into winters and King, it’s a law firm where you guys are a professional.

Speaker 1:
It’s sort of a reverent tone you’re trying to do, cause you’re thinking, you’re writing, you’re doing depositions, right? I mean this what you’re doing. Yeah, definitely not, not a party atmosphere, but you will end up Barbee it’s cookies. So we made a playlist, I don’t know what they’re doing now, but we made a playlist of uptempo music from the fifties sixties seventies uptempo, positive music. Then the smells. I’m like waft that smell seriously. Get the smell wafted like they do at Disney. So you can’t resist it for the taste. Give people a sample, give them an ample sample that their mind almost can’t handle. Give it to them and then script the interaction. And man, the sales did well. And I thought, you know, let’s cue up audio. This is her telling the story because what Bill’s teaching us is 100% right. This is Barbie sharing the story. Cat Barbie sharing her story. It’s a 52 second story and this is her talking about the growth year over year. Let me queue this up real quick here.

Speaker 9:
This year’s sales for this week is the same week last year. I can’t really tell one is Michael, can you, can we just, Jason, can you kind of pull this in maybe just so you can see it. It’s kind of pulled that way. It gets a link that’s more of a lick. Can’t tell how the link, it’s hard to tell. Okay, so that was the last year sales, last year sale. Here we go and the total is eight near $4,711 3 cents same week. This year, 2015 the total is read it. My goal, 11,300 1350

Speaker 1:
Oh this just, and it works. But by default we’re not intentional. Our bathrooms don’t have a theme. Our office doesn’t have a decor theme or overhead. Music is random. Talk to me about this for all the restaurant owners listening for all the physical retail owners, for all the people that have an office, talk to me here bill, about the importance of adding value to the friendly confines you call your office.

Bill Cates:
Well, it’s all about an experience that you create, right? And, and people love to have a great experience and it’s all about emotional the emotional connection you make with people and that, and you do that with music. You do that with, with smell. You do that with sites. There actually, to get a little serious here is a study done by a guy named Antonio Demasio who, who discovered that at the core of every single decision, every human makes is emotion. He studied subjects that had the part of the brain that was damaged. And so they couldn’t feel emotion. And without the ability to feel emotion, they couldn’t make a decision. They run their life with like checklists and out of habits. And so this is what you’re doing. You’re creating an experience that’s on the emotional you know, visceral level in terms of a retail establishment and people love that and they want to do around that and, and then they can make decisions better because they’re feeling good about it.

Speaker 1:
I I, I don’t want the show to get to, to rabbit trail, but West to you is as a lawyer to you. Have you ever read books about neuroscience? Do you ever get into that? Do you care about that or is that something I have a little bit, I have a client that does some really interesting neuroscience topics. So we’ve, we’ve looked at that a little bit. What I want all the listeners to do is look up the name of this person we have on, we had her on the show. Laura, dr Laurie Santos, her show’s coming out on the 30th of December. She has a class, she teaches at Yale, which is the most popular class in the history of Yale co called psychology. And the good life. The class has over 500,000 people now enrolled virtually all over the country.

Speaker 1:
It’s the most popular ever. And she found that the average person, now this is, these are facts, okay from Nielsen, the average person now is interrupted or interacting with their smartphone 11 hours per day and they don’t have the stats on what percentage of the interruptions are negative, but we’ll just say it sung. You know, the comparison on the Facebook, the jealousy, the former employee, former client, the irate, you know, there’s always somebody, there’s an uncle you don’t want to talk to. There’s also the wife you do want to talk to. They’re the kids you do want to talk to. There’s the sales leads you want, but that rate, that emotion going back and forth, it’s called the amygdala. It’s the almond sized part of the brain. And they have found that the number one key to being happy, period, turn, turn, turn your smart phone off.

Speaker 1:
That’s like the whole class. I mean there’s all this stuff that goes into it, but at the end of it it’s like, what do we do? There’s the happiness lab, there’s a neuro things they put on the brain, those little electrode things on the brain and monitor your brain. They’re talking about dopamine and serotonin and they talk about how when you click the like button you get a rush. Like if you’re gambling, I didn’t need anything. I don’t need anything. Like you’re taking a hit on a cigarette. It’s the same feel, but at the end of the day you want to be happy, turn the smart phone off. That’s just a, it’s like a, it’s like crazy that like at the end of the class. That’s, that’s the summary of the whole thing. And I’d like to talk to you about this. What are some negative emotions we might be putting out as a business owner right now, bill, that we might maybe, or maybe we’re not aware of. What are some negative client repelling things we’re putting out into the cosmos, into the atmosphere that may be repelling are our ideal and likely buyers without even knowing it.

Bill Cates:
Yeah, I’d say two. Number one, we show up really busy.

Speaker 1:
I’m too busy, too busy

Bill Cates:
To just, you know, it’s when even with friends, you know, people, people call us, how you doing? Oh, just a crazy day. I just can’t keep up, you know, what, what message are you sending you too busy to take referrals from those people. Right? So sometimes too busy and the other ones look how successful I am. Sometimes we send the message, especially in relationship to the work I do with referrals and creating introductions is when we show up and done, if you will, if we show up like we’re really successful, then people don’t feel like, you know, there’s any need to help us even though they’d love to help us. But you know, why help these? He’s got it all figured out. She’s got it all figured out. So those are two IC right away. You know, a sense of arrogance or, or, or, or being shown up to successful almost

Speaker 1:
Wes and bill Cates, his book here are radical relevance. He talks about how some entrepreneurs have made the mistake of growing their business by taking on a lot of difficult to work with clients that become non-profitable clients. But ironically they take the most time and they produce the least profits. So I’d like to go from you to Josh and according then we’ll come back here to bill cause I want to have Bill’s take on this as an attorney D, do you agree with this? I mean, have you seen this where it can be easy for you if not careful, if you’re not careful about pulling the weeds, that you could fill up a client list with people that are unprofitable and time-consuming? Absolutely. I, you know, there’s, I do in my own personal practice, try to get those people out and train my staff to push those people somewhere else from the very beginning of the relationship.

Speaker 1:
Because if they’re going to be difficult and the first 10 minutes, Oh boy, just imagine what it’s like a year from now. And as bill talked about, I mean our goal is to have very long standing lifelong relationships with these clients. And so if you can’t stand each other in the first 10 minutes or you know, there’s just some people you talk to that just exude negativity, that’s what they do. I’m on the phone and it’s a husband and wife yelling and screaming and cussing at each other. Oh, I don’t want to live the next two years of my life. In that funny, dynamic, funny client story, we had a young lady on our team who was a consultant and she’s one of our, you know, one-on-one a make your life Epic coaches. And I felt so bad for her cause she’s a young lady by 25 and she’s got the marriage ideal in her mind.

Speaker 1:
And she hasn’t been around a lot of clients. You know, like I have, cause I can, we do like this week we had 28 clients, people reach out to become clients and we only have spots for one right now. So it’s, it’s Julia’s job is to vet them all and then if they’re a good fit, I write the business plan. So this guy comes in for his a 13 point assessment and the young lady who would be coaching them as is shadowing me. I think I’m getting a little feedback there. You are, you good there bill? You hear me? You’re good. Yeah, I’m good. Okay. Yeah. So the guy, I said, well, tell me about your business. What are your plans to grow the business? And I point, I pointed to him, I said, sir, let’s do it. What’s your plans? I was very clear with who I was asking and he said, well, we have such and such business and we want to grow. We want to double the business this year. And then she says, side comment. Yeah. So our marriage can get worse.

Speaker 1:
Okay. So I’m kind of like, Whoa. Now the young lady who is the potential consultant, she’s thinking like, is this normal now? Unfortunately in husband, wife businesses, this could be, I mean, West, this could be the normal, not uncommon, not uncommon. So I said, well, so you’re telling me that your goal is to grow and your goal is to not grow. She goes, can you take it with us? Is that something you teach us how to do? And she just bitter because he is rich and he’s never home. And I’m going, I think we’re done here. I think what we have determined is that the no growth zone is where we’re at right now. And this guy was pissed. So now he goes into eight mode, which is apparently it’s where he operates. So he’s like, are you kidding me? And he’s just going off and I put poor young lady with me.

Speaker 1:
This is like our first couple of weeks with and she says like, the tears started happening, his wife starts crying, she’s crying and it’s like kind of when someone vomits other, some other people vomit too. Yeah. It’s just like, it’s contagious. And I’m like, you got to go. What’s interesting is he calls me back the next day to chew me out to tell me I have to take him on or he’s going to tell people bad things about me. And I said, I’m like, if you ever had that West where somebody you decide they’re not a good fit and then they want to argue with you about why they are a good fit. Yes. You know, one of the other clients I see, and this is purely an [inaudible]

Speaker 10:
Dodo, I don’t have any scientific evidence, but the clients that from the very first conversation once you to do something at like 20% of your normal price and you know, do me a favor, you know, or let’s negotiate the price down. I’m all for doing a fair price. But my experience is the clients that don’t value the work you’re going to provide, those are the clients. They’re going to call you 15 times in an hour.

Speaker 1:
Yes, that’s right. And they’re going to make you work so much more. Oh,

Speaker 10:
Every invoice you send them, they’re going to try to nickel and dime. And I mean, you have to have a mutual respect for, I need to bring value to you as, as the provider. But at the same time you have to value the services I’m going to provide you or it won’t be a healthy relationship.

Speaker 1:
So bill, what are the steps for getting clients? If I’m listening to this show right now, and I’m not where Josh with living water is right now, I’m not in a successful place. I mean, Josh grew from $300,000 of revenue to conservatively, we’ll, we’ll say one point $8 million in the last two years. That’s awesome. I mean, Corey mentor has grown by I think 34% we said this year, 35% probably gonna be around 40 this Oh shunned us. So these guys are ballers. These guys are, I mean these guys are listening to bling bling on the way in here today. But for guys out there who are, you know, their business is stagnant, what steps would you encourage people to take to go in there and bring in the big, the big clients?

Bill Cates:
Well, if, if your business is stagnant, the first thing you need to do is talk to your clients and you need to check our customers. And you gotta see what’s working and not working because there’s, there’s something not working. Every business should be getting a cert, creating a certain amount of growth just through word of mouth or introductions by virtue of doing a great job. And if you’re not getting that, that organic you know unsolicited referrals and recommendations, then you’re not referrable. So the first thing to do is you gotta be super referrable. And that’s by creating this incredible experience that I’m sure Josh and Corey and West do for their clients. It’s, it’s, you know, that’s almost the price of being in business is doing an incredible job. In fact, you, you know, distinguishing yourself from other businesses by saying, you know, we give great service and we really care about our clients.

Bill Cates:
That’s not a differentiator. You better be doing that. That’s like the price of being in business. But then you know, after that if you are doing some, some good there and you’re getting some clients, you know, by unsolicited referral, then then you want to ask, then you want to be proactive. The problem is most people just don’t ask for introductions. They don’t ask for help to, to reach more people, you know, be on a mission to bring your value to other people and ask for their help to help others. Right? It’s, you’re asking for help to help others. And I teach a thing called a value discussion. It’s something you should have with every client almost every time you get together. What’s working, what, anything not working, what is working, you know, how do I continue to earn your business? And that will often create unsolicited referrals without even asking just that value check-in. But that’s the starting point. They ask for referrals and introductions and most people don’t do that.

Speaker 1:
I have a quick, just a quick anecdotal thing from, from this controversial book known as the Bible, James James, I’ll just whisper James the puck called James, which a lot of people are offended by. I know the book of James chapter four, verse three says, when you ask, you do not receive because you ask with wrong motives that you may spend what you get on your pleasures. I’m just saying this is, if you’re out there and you read the old Testament and you’re down with Hebrew or maybe you’re not, maybe you say, I don’t, I’m not down with the Hebrew. I don’t know what that means. Well, the Hebrew was the original language. The Bible was written in and we had Daniel rabbi lah. We had the rabbi Daniel Lapin on the show, rabbi Daniel Lapin Lapin on the show. And I asked him the origin of certain words.

Speaker 1:
I said, sir, what does the word work mean in Hebrew? I want to know, and I already knew, but I want him to talk about on the shows our listeners could learn. He said, well, in Hebrew, the word work means worship. And the word worship means work. Work and worship are the exact same word. And the word money means a certificate of appreciation. So therefore, if you work as though it’s your worship, therefore you will get receive a certificate of appreciation. So just real quick, if you’re listening out there, I know none of our listeners ever mail it in when it comes to quality, but if your quality sucks, it sucks to suck. So before you ask for the referral, let’s make sure that we’re not terrible because I guarantee you if you sat down with a one on one consultation with mr bill Kates, he would make sure your quality’s awesome before asking for those referrals. I’m like, am I correct? They were bill Gates. Yeah, you gotta be referrable. You gotta create a great experience. Now a final question I have for you. You come across as a very proactive man, the kind of man who would write a book like read radical relevance. Which means that you have done some preparation. You built some websites, one is a multiply your best clients.com. It’s multiply your best clients.com. What is on that website?

Bill Cates:
It’s actually simple. It’s just there. It’s just a gift. For your listeners, it’s a report that gives you five strategies a about how to multiply your best clients. And it’s a quick, quick read, but it’s a, I think I find it helpful.

Speaker 1:
Radical relevance, a book.com radical relevance book.com. What’s, what’s that website all about?

Bill Cates:
Yeah. That’s just tell you what’s in the book and see if it’s right for you. So you know, you can read what’s in it and what we talk about and if it makes sense pick up a copy. Now if you get the book, you then get access to the radical relevance toolkit. So we’ve created a ton of other guides and, and scripts and checklists and tools that relate to what we talk about in the book. So don’t you get the book then you get access to their radical relevance tool.

Speaker 1:
Okay. I just bought a copy of hooked on seafood, which you’ve already sold 400,000 copies of. Would you recommend you do like a combo package where if we buy a radical relevance, did we get a free copy of hooked on seafood or is it by, by two? For the price of two. What’s your specialty? Have you ever gone to I well, hooked on seafood will cost you $1 million from me cause I only have one copy left. Oh man, that book is, I have to say that one’s not for sale. Pop it. Okay. Okay. Now you do come across as a proactive person. How do you spend the first four hours of every day? Oh,

Bill Cates:
It’s funny. I get up early and the first thing I do actually is I spend about a half an hour processing emails from my director of marketing because she gets up earlier and I do. And so I spend the first hour just getting her what she needs from me so she can do her job. And then I’ve created, you know, like are you, you’ve heard the expression that president Trump has his executive time? I like that I created my own executive time. And so I have two hours in the morning where I take a leisurely breakfast. I go to the gym. I just relax. I chill. I mean I can’t do this every single morning, but most mornings I have that time and I try not to schedule any phone calls before 10 o’clock. So I have that executive time in the morning to just get started in a slow, leisurely pace rather than getting that adrenaline rush too quickly. Cause there’s plenty of time for that adrenaline rush later.

Speaker 1:
You help our clients generate a lot of extra money. Do you recommend that all of our listeners listen to a bling bling by a baby? Little Wayne, Manny fresh in juvenile? Do you recommend that? Is that a, is that a money, a law of attraction kind of a tip? You know, I’m not that familiar. My daughter listened to a little Wayne A. Little bit when she was younger, but I can’t tell you that I do. A lot of this needs to be your new theme song. I’m telling you what folks, if you want to get rich like bill Gates called bell, Kate’s playing, playing unbelievable. Sir, I appreciate your time so much. Thank you for letting us get into WKR P. Thank you for letting us get into bling bling. Thank you for letting us get into your deep dark knowledge of seafood. I mean, really, do you have a favorite seafood? You have a favorite seafood entree you’d like to share with the listeners as we wrap up? I just, I’m very curious,

Bill Cates:
Man. I live in Annapolis, Maryland. It’s, it’s crab cakes, you know, Annapolis, Maryland crabcakes there’s nothing better.

Speaker 1:
Hmm. Have you been, are you a new England Patriots fan? Do you did this like the Patriots?

Bill Cates:
Well, you know, my brother-in-law’s a Patriots fan, so I, I don’t really dislike them except for when he’s around.

Speaker 1:
Well, I mean to say this bill Belichick he he’s, his favorite restaurant is in an Apolis mission barbecue. Have you been there? Yes. Yeah. It’s a chain mission barbecue shirt. You like mission barbecue? Yeah, it’s good. They and they do the they sing the national Anthem at noon every day, which lets people know their mission, which is why people refer people, which is why bill Belichick insistent on doing his CNBC interview there where he talks to a member of the media West. That’s rare. Do you think that bill was taping the bangles? Do you feel like that that was happening? There’s a reason allegation that his team has been filming the bangles. Do you believe that?

Speaker 10:
I believe two things. One, that he had no idea what was going on. And two, he let someone have it when he found out that some video crew was out there and that the last thing they need right now with two back-to-back losses is another scandal.

Speaker 1:
Oh, well they just came out five hours ago. Patriots coach bill Belichick filming of the Cincinnati Bengals, not a football issue. Sports illustrated says your move Goodell NFL should punish the Patriots for taping the bangles. Now listen, listen, listen. Before the listeners, judge, bill Belichick, think about this. Okay, we all have a speed limit. The speed limit driving here was probably 65 for most of y’all, you know, 65 65 was it on the [inaudible]? Yeah, so the speed limit though. 65 which one? He fought for me the the limit, right. That’s the speed limit means the maximum. But we all drive like 66, 67 68 and we don’t blog. We’re speeding. Here we go. 70. You know what I mean? Bill was testing the limits of football coaching abilities. He has that kind of, I love testing the boundaries and just build a few suspensions here or there.

Speaker 1:
But you know, we, we love bill Belicheck. We love bill Kates, right? We love people named bill. Do you go by William ever? It’s always bill. No. Just when I was younger and my mother was mad at me, it’d be William, but otherwise it’s, it’s bill. All right. Well bill Cates, thank you so much. Hope you have a great rest of your day. Thank you. But it’s a, it’s been a lot of fun. I appreciate it. And now without further ado, we’d like to end each and every show with a boom. And if you are psychologically prepared, I know that I am. Let’s do it. Here we go. Three, two, one. Hey, this is Charles.

Speaker 11:
Call out. We’re the owners of colo fitness.

Speaker 12:
We really want to be with you at the thrive conference this weekend. It’s one of our favorite things to do, but we’re gone on a cruise last minute for this big guy’s birthday. And the way we’re able to do that is working with Claire for the last three years. He has really readjusted our thinking and taught us that our business is here to serve us. And by doing that, we’re able to live the lifestyle we want and take off on a random vacation last minute cause we had totally planned on being at the conference. So wish we could be there and meet all of you. Hope you, we know you’re having a great time. So

Speaker 11:
Yes, clay in the last three years has helped us build all the necessary systems, checklists, workflows, tasks, lists, time blocks, audits that aren’t always running and the right capable lieutenants to keep track of all that so that you too can get time freedom, financial freedom. And that’s what we have done and clay has helped us do. We’ve got multiple companies in multiple States and they’re all doing very well. Getting ready to go to more locations in this next year and cooperatives has a really big future. We’re teaming up with a couple of other groups and we should scale the company here shortly. Hopefully will open like 50 locations in the next 10 years. So, but yeah, we’re on the way. We’re going to probably more than double our company, maybe triple our company in the next eight to nine months and it’s just awesome. God is working in our business and we’re making Jesus and changing lives. We’re a strong Christian company that focuses on making Jesus famous and changing lives in the fitness field. And this is Charles and Haber Cola. Thank you. Thrive hit your action items. We love you guys. We wish we were there. You guys have a wonderful day. Bye bye.