If Lebron James advised you personally a basketball shoes brand, if Steve
Jobs recommended you personally a computer science developer, or Oprah Winfrey
a journalism school…

…Chances are that you would be more likely to follow their advices, rather
than the ones coming from your mother in law or your neighbor.

Andrew Hughes, a celebrity endorsement expert says that “The appeal of a
celebrity is they act as a source of credibility for a product”

Direct Or Indirect Transfer Of Credibility?

If Keith Richards gives me a personal recommendation for a new guitar, I
would be inclined to trust him.

In this case, the transfer of credibility is direct: Keith Richards is credible,
thus, the brand he recommends me becomes credible.

Sometimes, the product has nothing to do with the field of expertise of the
celebrity. For instance, Clooney sells Nespresso coffee machines; Eva Longoria
sells Dine cat food.

There is a lot to bet that I would never meet Keith Richards.

However, he can also influence my buying decision if I see him playing on a
particular guitar.

The same way as if I learn that Lebron James wears this new shoes brand during
his trainings: the transfer of credibility is indirect.

How To Hijack Celebrities’ Notoriety…Free Of Charge

Imagine that I sell microphones.

I could pay Rihanna to launch an advertising campaign in which she will declare
that my brand is her favorite.

If I can’t afford it, I can still use the credibility of some celebrities in a
roundabout way. That is what many brands do.

I could launch a search to find out what famous singers use my microphones. Then,
I could mention their names in my advertising campaign, on my website, in a press

Should I find no famous name, I can look for celebrities who use a microphone with
a similar technology, and then saying in my ads:

“Ultrasonic microphones are the ones that Mick Jagger, Lady Gaga and Rihanna prefer”.

The next step would be to find a good lawyer…

Recently, I saw the same technique used on a site promoting a diet program:

“The diet recommended by this celebrity, this one and that one”.

The wording was so convoluted that the reader needed to reread it a couple of times
before understanding that the celebrities were promoting a general dieting concept
rather than this particular diet program.

Using Celebrities’ Credibility Is A Two-Edged Sword

When a blogger recommends a product, he transfers his credibility to this product.

When a visitor buys this product and is disappointed, he transfers his frustration
to the blogger.

We have all been disappointed by celebrities we admired, who sold their credibility
to a detergent brand or…to Dine cat food like Eva Longoria did.

In the TV ad, she said: “My passion, my cat, my choice.”

Unfortunately for her, she later confessed in an Australian newspaper that she does
not own a cat.

The effect in this case is devastating for both the customer and the product’s

That is why a blogger who recommends poor quality affiliate products should expect
to get similar results.

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