Rich Kagan is the president of Last Minute Media Deals and has a storied history in the world of direct-response radio. He is the founder of the Howard Stern Ad Network, Wingman Advertising, and former VP of Sales for CBS Radio. Here, he talks about the early days of selling ads on “The Howard Stern Show,” the importance of authenticity in advertising, and his rules for choosing a celebrity spokesperson.
Key Takeaways:
- The importance of authenticity in direct-response radio
- How Howard Stern built credibility with his audience of millions
- How authenticity made California Deluxe Windows an iconic Southern California brand
- How Rich helped create Sit 'n Sleep's iconic taglines
Episode Timeline
1:00 Why is Howard Stern such an incredible spokesperson?
2:30 What were some of the success stories you had during Stern's early days in Los Angeles?
4:00 Why did Howard Stern have such credibility with his audience?
8:00 Why is authenticity so important in direct-response radio advertising?
9:30 Why accents are gold in advertising
11:45 How Rich and Wingman Advertising positioned California Deluxe Windows in the LA market
16:46 The importance of a unique selling proposition
17:31 How Rich helped build Sit ‘n Sleep’s brand
20:30 The birth of the iconic tagline, \"We'll beat anyone's advertised price or your mattress is freeee.\"
22:30 How Rich selects celebrity endorsements
25:00 How Rich gets people media deals for huge markdowns
This episode’s guest:
• Rich Kagan
• www.LastMinuteMediaDeals.com
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