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by Cato of Kentucky

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In our celebrity-obsessed world, getting a celebrity to speak for a product or service is seen as an effective advertising method. Using celebrities to hawk products has been used since the early days of radio.

I want to interject something to all business owners, before they search for a celebrity of their own. Sure, it's great to get a famous or glamorous person to speak on your behalf, but the best method of advertising a product or service is the product or service itself. If your goods are good, they will sell themselves.

Only twice in my life have I used a product solely for a celebrity endorsement. The first product I bought on a celebrity say-so was Snapple. I heard Rush Limbaugh advertising it. Minutes later, I spotted a bottle of lemon tea in the cooler at a local Walgreens. Minutes after that, an empty bottle of Snapple was on the floor of my 1982 Volvo, whose young driver had a refreshed smile on his face. I became a Snapple drinker for life after that.

The second endorsement came not as an advertisement, but a statement in an interview. Pro wrestling legend Mick Foley, aka Cactus Jack/ Mankind/ Dude Love said in an article in "Raw" magazine he stayed at Super 8 Motels while on the road. I found myself in 1999 needing a week's lodging in between apartments, and I passed a Super 8, and said, "If it's good enough for Mick Foley, it's good enough for me." I loved my accommodations. To this day, when travelling, I'll stay there whenever possible.

You want your celebrity endorsement, anyway. OK, understand some basics up front. Unless you're just sitting on piles and piles of money, you're just not getting the big "A-List" stars. Sorry, but Angelina Jolie isn't going to plug your used car lot. And forget about getting actors pretending to be A-Listers; it only insults the intelligence of the marketplace.

So who will?

Try local celebrities. Many local radio personalities are not only expected, but contractually required to advertise for a certain number of sponsors. Contact your local radio stations, and you've got your celebrities. Local acting schools and modeling agencies are filed with eager students, always needing a few shots and spots to boost their portfolio.

If you do want to spend the bigger bucks, subscribe to the professional version of the Internet Movie Database and gain access to actor's agencies. While you may not net or afford any A-Listers, there are plenty of more obscure actors who would consider giving an endorsement.

Above all, have an excellent product first. Remember, when a celebrity speaks on your behalf, you're putting their reputation on the line as well.

Learn more about this author, Cato of Kentucky.

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