Learn from Fast Growing 7-8 Figure Online Retailers and eCommerce Experts

EPISODE 164 30 mins

How to Use TV Advertising To Sell Physical Products w/ Scott MacDonell

Posted on 6th December 2018 ,
by Kunle Campbell

About the guests

Scott MacDonell

Kunle Campbell

Scott MacDonell is the CMO and Co-founder of BizCounsel.com. Scott saw the power of television early in his career, having planned and bought media for Procter & Gamble brands Cheer Detergent and Pert Plus Shampoo. More recently, Scott brought TV advertising to online legal services giant LegalZoom.com, helping it become the brand name in legal in America. Scott continues to actively advise businesses on their TV advertising strategies.

Scott MacDonell launched television advertising for LegalZoom.com and scaled it to almost $20 million in spend annually.
He wrote the first Wix.com TV ad is currently working a new campaign for a very large hardware and software enterprise company.
His biggest success was with LegalZoom. It made an immediate and lasting impact on their media mix, ROI, and brand awareness.

On this episode, Scott takes us through:

  • The key reasons the LegalZoom.com TV ad campaign turned out to a success
  • How they started out with radio advertising
  • How to use hosts to read the ads and speak about your company conversationally
  • Getting out a promo
  • The importance of selling a mass market appeal product on TV in order increase your chances of success
  • Attribution to TV – life in brand search, direct search, toll free number, coupon code and
  • Media mix monitoring

The Direct Response Ad Structure:

    1. Find a Problem – could be
    2. What is the Solution
    3. Why should we believe the Solution – Social Proof
    4. Why you should act on it today! Urgency ACT


3:00 Scott MacDonell intro
6:13 Life with LegalZoom
13:15 The impact of ads on returns
21:12 Learnings from radio applied to starting point on TV
31:18 The impact of the success of LegalZoom
31:15 Patent tips on TV advertising
36:28 Impact on TV of LegalZoom



This episode is brought to you by:


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About the host:

Kunle Campbell

An ecommerce advisor to ambitious, agile online retailers and funded ecommerce startups seeking exponentially sales growth through scalable customer acquisition, retention, conversion optimisation, product/market fit optimisation and customer referrals.

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