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 taglinesEpisode Timeline1:00 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 advertising11:45 How Rich and Wingman Advertising positioned California Deluxe Windows in the LA market16:46 The importance of a unique selling proposition17:31 How Rich helped build Sit ‘n Sleep’s brand20:30 The birth of the iconic tagline, "We'll beat anyone's advertised price or your mattress is freeee."22:30 How Rich selects celebrity endorsements25:00 How Rich gets people media deals for huge markdownsThis episode’s guest:•             Rich Kagan•             www.LastMinuteMediaDeals.comSubscribe and leave a 5-star review:https://pod.link/1496390646Contact Us!•             Join the conversation by leaving a comment!•             Follow us on Facebook, Twitter, Instagram, and LinkedIn!Thanks for listening! Hosted on Acast. See acast.com/privacy for more information.

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