EndorsementRadio.com

Bow to the shrine of Handel. The man could sell a bacon to a vegetarian, ice to penguins, or The Yankees to Boston. His ads for BriteSmile, HMS Capital, LegalZoom.com, and several local advertisers are truly world class.

Why? Oh, I wish I knew and I wish I could replicate the Handel magic in every market. I think it has to do with the fact that, much like a Howard Stern, Handel lays it all out there. He doesn’t hold back. You have the sense that he’s being absolutely honest in his opinions, even if they’re told through humor, and I think that resonates when he talks about an advertiser. The sense is that “Bill must really believe in this stuff if he’s talking about it so passionately”. Oh yes, that’s the other thing: passion.

You know how some celebrities are one way on camera, and off camera they’re a dead fish? Trust me on this one: I’ve met a few. Bill Handel is exactly the same on air as off, and it’s a wonderful thing. I mean, just check out this picture below of Handel with a mohawk:

And he’s exactly the same in opinion content as sponsored content: loud, brash, funny, and passionate. And lord have mercy, can he sell. My opinion is, if you can’t make Bill Handel’s endorsements work, celebrity endorsements and endorsement radio probably just ain’t gonna work for you. I suppose there’s the odd product that wouldn’t fit his demo in terms of age and income, but I’ve yet to see it.

So I repeat: bow to the shrine of Handel. (Any of you radio station folks see this and raise my rates and I’m going to lose it!)