Listen to this interview to learn: The most memorable lesson he learned from Priceline founder, Jay Walker Why having a message foundation is the critical step to get right for a marketer How to leverage the speed and feedback advantages of direct response radio advertising What role the trust agent plays in marketing for businesses that range from medical practices to travel, especially if you have a skeptial audience What specific criteria you can use to decide if radio advertising can help you grow your business Fred Catona talks with Bill Ringle about achieving large-scale success in business based on direct marketing principles and paying attention to what works.