Jordan McAuley, the founder of ContactAnyCelebrity.com reveals in a new book what to watch out for when seeking celebrity endorsements – and how to get them without spending big bucks.

Celebrity Leverage : Insider Secrets to Getting Celebrity Endorsements, Instant Credibility and Star-Powered Publicity ($19.95; ISBN 978-1-60487-006-0) includes tips and strategies for picking proper celebrities that reflect your brand, hiring celebrities for events that match your audience, and evaluating celebrity appeal using online and offline research tools.

“Celebrity endorsements are profitable, but things don’t always go as planned,” says McAuley. Just ask Tiger Woods. This year he made $92 million from endorsements. Nike alone has been paying him $20 million per year. The superstar golfer also has sponsors including Proctor & Gable, Gillette, and AT&T. Some have stuck by him. Others like Accenture have dropped Woods as an endorser.

“Companies have to be careful who they align themselves with. Although Tiger Woods’ alleged affairs may have nothing to do with his athletic skill, these brands want to be seen in a positive light. And right now his image does not reflect that,” McAuley says.

Tiger Woods’ fate, who has taken an “indefinite break from professional golf to focus on family” as posted on his Web site remains to be seen. Tag Hauer says it will “assess its options with regard to its long-term relationship with Tiger Woods.” Other sponsors will no-doubt do the same, if they haven’t dropped him already.

“The problem is that Tiger Woods image no longer reflects the image of the brands he represents,” says McAuley. After supermodel Kate Moss was photographed allegedly snorting cocaine, she was dropped by teen-friendly clothing store H&M but picked up by Nikon. “Woods will still have sponsors, although they may be more along the lines of Playboy and Viagra.”

There are many tools small businesses can use to evaluate celebrity appeal. These include the Q Score, E-Score, Nielsen Media reports, Forbes 100 list, online polls, surveys to customers, Google Fight and more. ‘Celebrity Leverage’ includes detailed information on all of these tools plus how to use them to pick celebrities that will get your customers attention and also reflect well on your brand.

Celebrity Leverage is divided into two parts. The first, Making Your Business Famous, reveals how to get your products and services into celebrities’ hands for endorsements, testimonials, Hollywood buzz, and more. The second, Making Yourself Famous, reveals how to get free publicity, become a best-selling celebrity expert, and use the Internet for fame and fortune.

The book also comes with a free 60-day subscription to ContactAnyCelebrity.com, an online database that includes contact information for 60,000 celebrities and public figures worldwide.

Celebrity Leverage is available at CelebrityLeverage.com, Amazon.com and BN.com.