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

The Remarkable Betty White

Fast-forward from the mid-1990s and Anthony Edwards to 2011 and the pleasure of working with Betty White, who turned 89 this year. I hired her to be the celebrity endorser for AARP, focused on exciting folks who have turned down AARP appeals for membership for years to reconsider.

Like Anthony in the 1990s, Ms White has broad appeal to all age groups and also ethnic categories. Simply put, she is universally loved and admired and has natural charm, poise, and a perpetual twinkle in her eye.

There is not a doubt in my mind that she will excite and delight millions of potential AARP members to follow her lead and sign up for membership as she admonishes them to “get over feeling old” and instead feel great about all AARP ...