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

Going Hollywood

The very first step in finding a spokesperson other than a company employee is to seek the services of a top-notch commercial agent. Advertising agencies have access to the world of commercial agents and can generally guide you to someone you will be comfortable with. Begin by meeting face to face. Do not delegate this chore to your agency. You must establish an ongoing relationship with the commercial agent. Any agent worth a commission will want to get to know and be comfortable with you. There must be good personal chemistry, and all parties involved should share your commitment. Without it, the chances of success diminish greatly.

Once you tentatively decide on a personality, both of you should meet and discuss all aspects ...