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CHAPTER 5: USING A SPOKESPERSON TO MAXIMUM EFFECT

CHAPTER 5

USING A SPOKESPERSON TO MAXIMUM EFFECT

Forget about Tiger Woods's well-publicized “Bimbo Eruptions,” which cost him millions in endorsements and his marriage. The fact is that no sports star spokesperson is credible outside of the sports arena unless they focus on one and only one other nonsport product or service that they can genuinely embrace and endorse. A supporting fact—nine years prior to Tiger's mistress revelations he was hired as the spokesperson for Buick. And for the next eight years as Buick's pitch person their sales went down every single year. He wasn't even driving a Buick when he crashed his Cadillac in front of his Florida home trying to escape in the middle of the night. The point is that no one ever believed he would be behind the wheel of a Buick if he were....


  

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