March 1st, 2010 → 10:33 am @ Jordan McAuley // No Comments
“Celebrity endorsement bears risk — ask Accenture about Tiger. 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 year of having copywriting/advertising/marketing projects with use of celebrities and often, writing words for the celebrities’ mouths (for print, direct-mail, audio, video, online) — including 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 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.
- Dan Kennedy, Look Over Dan’s Shoulder
Tags: accenture, alan thicke, art linkletter, dan kennedy, florence henderson, george gobel, gloria loring, judith light, juice+, lee iacocca, oj simpson, tiger woods, victoria principal