Steal These Ideas!: Marketing Secrets That Will Make You a Star, 2nd Edition

How to Choose the Right Personality

Choosing a spokesperson can be the single most important factor in a company's quest for better annual bottom-line performance. Whether you hire a celebrity or a company employee as your pitch person, you should insist on the following:

• He genuinely likes and understands the product or service being promoted. This point is very important. Real interest cannot be easily faked (Buick discovered that when trying to get Tiger to look comfortable in their cars). The best spokespeople are always comfortable with the product or service and show absolutely no hesitation to promote it. If there is a mere hint of “I don't care about this product” from a potential spokesperson, find another as that attitude will show ...