“I believe it contributes to ad effectiveness and I know my sponsors appreciate it. “I can’t think of a better way to make sure that my audience knows where to find sponsor deals,” Jordan says. The link to the sponsor page is conveniently published in every episode’s show notes, which he also calls out in the episode. The Jordan Harbinger Show brings in seven-figure revenue each year, and it’s easy to see why sponsors flock to his show.įor example, he has a dedicated web page for each episode to showcase that episode’s sponsors including links to the deals offered. Malcolm makes the sponsor’s story blend seamlessly with his content. Did I immediately buy some running gear? No! But then, I’m not a runner, I’m a swimmer. He transferred my affinity for his brand to the product through his immersive style of storytelling. The story goes on until I learn that he can’t run without wearing a particular brand of gear and why. I learned that he was a runner in high school and abandoned it until he took it up again in his 50s to become a marathoner. He began by telling a personal story about his life as a runner, mentioning the brand only after he’d drawn me into the narrative. The running gear company, Tracksmith, picked the right podcaster. In fact, I had no idea the segment was an ad until the end and had to replay it to figure out how he accomplished this sleight of ear. When Gladwell did a full-on personal endorsement ad read, the results blew me away. The way he emphatically says “No!” just when I’m sure he’s going to say “Yes!” gives me goosebumps. He also has a unique speaking voice and knows something about delivery. He’s quite the wordsmith, which happens to be my love language. I’m a fangirl of Malcolm Gladwell’s Revisionist History, plus other podcasts from Pushkin Industries. MALCOM GLADWELL: Extend the Content Brand to the Sponsor He extends this skill to each brand that supports him, and by taking the initiative to rewrite scripts and insert his take on the story, he shows sponsors that he’s looking out for them as well. Lindsay knows what all hosts can and should recognize: the value of his unique voice and style for sponsors. “Otherwise I can read bullet points to you but I don’t know if it’s really compelling.” Storytelling is imperative to these ads,” he said. ![]() “I’ll try really hard to tell a small story or draw upon an anecdote that is universally applicable. He takes agency over the final output, keeping the listener perspective in mind. “Sponsors want me to tell their story in my voice and I can only do that if I take the initiative to write a script from that vantage point.” “Whether I receive bullet points or full scripts, I use these as guideposts rather than the gospel,” he said. In an interview on The Media Roundtable with Dan Granger, Lindsay shared his approach with the Oxford Road CEO. When it comes to sponsorships, a script is just his starting point. Lindsay Graham (the podcaster, not the politician) is the Webby Award-winning host of American History Tellers, American Scandal, and History Daily (among others).
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