You Can Get Celebrity Endorsements

We're obsessed with celebrities. We want to know all about them, and we buy products and services they promote. That's why many of us would love to have a celebrity promoting our products and services.

Don't assume that it's out of the question. There are several ways to get celebrity endorsements inexpensively or even for free.

Endorsements run the gamut from celebrity testimonials to a celebrity spokesperson. Asking for a testimonial is a good start (See my previous column, "Testimonials Can Boost Sales").

First determine what kind of celebrity will appeal to your target market. For instance, if you sell baby products, Angelina Jolie might be a good choice; Marilyn Manson might not. If you sell financial services and your target market is athletes, Dan Marino might appeal to your target; Britney Spears probably won't.

Once you've identified the celebrity or celebrities you'd like to work with, contact them. Celebrity databases contain contact information for celebrities, agents, managers and publicists. The most thorough one I've found is Contact Any Celebrity.

Here are several ways to get endorsements:

1. Send your product to the celebrity or publicist for free. Do this only if you think the celebrity would enjoy your product. Include a personal letter stating how much you admire him or her and why you think your product is something the celebrity would enjoy. For example, you might have read an article indicating that the celebrity loves funky silver jewelry, and that's what you make.

Include your address, in case the celebrity decides to send a thank-you card. You can also call the publicist and ask for feedback on the product. If the publicist says the celebrity liked it, ask whether you can use that information in your marketing materials. You can also use the thank-you card in your marketing materials.

In addition, you can use the publicist's feedback or the celebrity's thank-you note in a publicity pitch to the media touting the fact that a celebrity uses your product.

2. Capitalize on opportunities. When Courteney Cox's daughter Coco was crawling, Tammany Atkinson of Bee's Knees saw an interview on the Late Show with David Letterman in which Cox's husband said the couple had to carry Coco throughout their home because of their hardwood floors. Atkinson sent her some pants and two weeks later received a thank-you note. Atkinson then asked Cox if she would endorse the product, and Cox agreed.

3. Ask your celebrity clients to endorse your product or service. I am continually astounded by people who tell me they have celebrity clients but are afraid to ask them for endorsements. This applies to people who have bought products from you online, as well. Contact them; appeal to their graciousness by asking them to help you grow your business.

4. Offer a barter. Celebrity clients interested in your products or services are often willing to barter for their endorsements. I know of a food delivery service that barters with celebrities.

5. Donate to a charity the celebrity supports. Most celebrities have causes they support. You can often get an endorsement by offering to make a donation in the celebrity's name in a lump sum or as a percent of sales.

Getting celebrity endorsements will help your sales. So start contacting some celebrities today.