Savvy consumers look at advertising messages with doubt. This can make marketing especially difficult if you
have a start-up product or service that has not yet built its reputation for quality and service. But even sceptical
types can be persuaded to buy when the advertising message is delivered by a celebrity, well-known authority,
or person of power and influence.
It is well accepted that when you get a celebrity to endorse your company or sign a licensing agreement, you
benefit from customers' awareness of the (spokesperson) which could include the perception of quality,
educational value or a certain image.
When celebrities and authorities talk, we listen. And here's where things get really interesting: We're more willing
to do so without carefully considering all the facts. Most consumers are more than happy to abdicate the tedious
process of informed decision-making and, as a result, are more susceptible to messages and suggestions from
famous people.
An authority increases awareness, captures attention, and makes ads more memorable. An expert endorsement
is any advertising message that consumers are likely to believe reflects the personal opinions, beliefs, findings
or experience of the person making the statement.
Flooz.com CEO Robert Levitan watched brand awareness for his start-up venture jump from 7 to 64 percent
after bringing Whoopi Goldberg aboard a couple years ago. Goldberg's "I'm smart, but I'm just folks" quality
meshed well with the family-oriented, money-saving Flooz message.
Research shows that the three characteristics most associated with persuasiveness are perceived authority,
honesty, and likeability. And it's these three characteristics that we're likely to attribute to beloved celebrities
and most respected "experts.
The above is just one of the tactics discussed in the ebook "Forbidden Psychological Tactics". There are
many other useful tactics you will learn.
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