Today’s episode is a stimulating discussion with Rich Kagen, the most knowledgeable expert I know in direct-response radio. He’s been in the industry for 30 years and is a true direct-response pioneer. In this talk, Rich will reveal how to own your market segment. He’ll share how he proved himself to his clients and eliminated their initial risk so they would invest in his offering long-term. He knew he had the solution that would help his clients, so he persisted - and his multi-million dollar clients who built their brands on radio are glad he did. This interview is about harnessing opportunities and buying media in untraditional ways that dramatically move the needle. You’ll also discover how to integrate your unique selling proposition into advertisements and the power and psychology of a CEO/founder commercial - even if you don’t have a radio voice. Tune in and enjoy. 01:30 - 05:00 - Introducing Rich, his work, and his journey. 05:00 - 12:00 - Rich’s favorite case studies and success stories. 12:00 - 17:30 - Media purchasing strategies and why most people buy media the wrong way. 17:30 - 25:00 - The benefit of a CEO/founder commercial and using unique selling propositions. 25:00 - 31:00 - Operating for the long-term and zeroing in on the right audience. 31:00 - 34:00 - The efficacy of using B celebrities for advertising.