“Celebrity endorsement bears risk — ask Accenture about Tiger Woods. Or Juice+ about O.J. Simpson.
But. Celebrity endorsement virtually guarantees better readership (or viewership or listenership) from ANY constituency.
I have had the very good fortune over a year of having copywriting/advertising/marketing projects with the use of celebrities and often, writing words for the celebrities’ mouths (for print, direct-mail, audio, video, online):
Football legend Fran Tarkenton; sitcom parents like Alan Thicke, Florence Henderson, Judith Light; soap stars like Gloria Loring and Victoria Principal; icons like Art Linkletter and ‘Lonesome George’ Gobel; business celebrities like Lee Iacocca.
I can tell you, from the perspective of one of the highest-paid direct-response copywriters in the world, that I much prefer writing copy to be ‘said’ by a celebrity than a non-celebrity.
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– Dan Kennedy, Look Over Dan’s Shoulder
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