Nevertheless, Liddell quickly found a population of affluent but largely uneducated manufacturing professionals who were hungry for his type of advice. "Many had managed to save money but had no retirement plan," he recalls. "Folks came to my office and said, 'Mr. Liddell, I never heard of a 401(k) before I heard you on the radio. I wish you had come along years ago!'"
Liddell ultimately amassed more than a thousand loyal clients.