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Celebrities sell, but at a cost

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Over the years I’ve seen the use of celebrity endorsements boost many companies bottom line.  I’ve also seen others (me included) waste time and money on celebrities and their agents.

Here’s the guidelines I now follow:

Try to avoid agents they add to the cost and often get in the way.  Try direct approaches first.

Offer a donation to their favourite charity rather than a fee.

Set a deadline for agreeing a deal.  My first aborted attempt took 15 months of negotiations that came to nothing.  If it can’t be done in three months walk away.

Don’t let them sit on copy to be approved.  Say you’ll deliver the copy and if you don’t hear back in two weeks you’ll run it anyway.

Set up Google Alerts on their name as if they get bad press you need to know about it quickly.

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