What Makes Endorsements Work? A Radio Legend and Advertising Oracle Show Us The Way.

This week on Media Roundtable, we shift to a more traditional “roundtable format”, with Dan interviewing two veteran media practitioners who describe how to use endorsements to change the course of a business. Bill Handel, is the polarizing, yet wildly entertaining morning drive host on Los Angeles Talk-Radio powerhouse, KFI, and the host of the top, nationally syndicated legal advice show in the country, Handel on The Law. Joining Dan and Handel is Scott MacDonell, former Head of Marketing for LegalZoom, and current Co-Founder and CMO of BizCounsel. 

This trio has a lot of history. Dan used to sell advertising space for Bill’s radio station in LA, and Scott was one of Dan’s first real clients, buying ad space on Bill’s show. While the story of how they all came together years ago is almost a podcast episode in itself, the wisdom that has been acquired by these three since they first met, makes this episode a workshop for brand and performance marketers alike.

Scott provides the client’s perspective. Cutting his teeth at Leo Burnett in Chicago, MacDonell gives listeners his blueprint for how to use the copy as a tool for lightening growth. He also discusses how his buying strategy has changed over the years given the shifting political climate.

Bill Handel provides an influencer’s perspective. Having read advertising copy that has transformed hundreds of companies on air for more than 30 years, Handel says the audience can tell immediately if a host is just reading ads to get paid, or if they believe in a product. He has credibility with his audience and with those who run ads on his shows and doesn’t sugarcoat how much has changed in the process of approving brand advertisers. 

When these three first met, the advertising landscape was a different world. Hosts who determined whether or not they would promote a business, now brands are approving (or disapproving) hosts and we dive into the complexity of meeting your business objectives while honoring your brand values. It’s a complex topic on most of our minds and who better to dive into it than these three who have been walking that line for decades together.

Listen to the Episode