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Getting Celebrities To Work For You:

Learn How To Appeal To The Hearts And Minds Of Celebrities Who Care About Fitness

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Nancy TrentNancy Trent

Not so long ago, companies that wanted to sell their products hired authentic experts in the actual field they were trying to promote: authority figures, frequently acclaimed researchers or authors with advanced academic or medical degrees, who seemed incorruptible, ethical and thoroughly reliable. They possessed a high degree of credibility, and their own notoriety rubbed off on the brands they endorsed, either blatantly or subtly. They were, and many still are, powerful influencers of human behavior.

The explosive growth of social media has brought about a revolution, and those dependable credentialed "spokespersons" have been joined by a chorus of independent voices without traditional credentials whose power is consistent with their social media numbers. Called "influencers," their power is traceable to the number and influence of their followers.

There are different categories of influencers, but none of them have the reach and media appeal of celebrities. To look as good as possible, they are often very involved in their fitness. Frequently, they are passionate about products, equipment, social or political issues, local roots, etc. These individuals are completely absorbed in their various interests, and if there is a connection with your product or training, let them know. They want to know... Don't make the mistake of overlooking their power, thinking they are not interested or not contacting them because you don't know how.

Smart fitness facility owners, trainers and brand managers pursue them for third-party endorsements to tap into their core audience, the same way journalists' "endorsements" are constantly sought after. Things are not always as they seem or as we think they are. The old saying, "perception is reality," continues to ring loud and clear. While how we describe ourselves is still important, when a celebrity publicly shares that he uses and recommends your brand, consumers really believe it, and sales figures prove it.

The "right" celebrities are seen by your customers as solid, dependable sources of information. When they are liked and respected, they are seen as friends. Who do we listen to as frequently or as closely as our friends? We admire celebrities, and we want to be and look just like them. Who is more influential than those we see as having the lifestyles we want? Research shows that consumers believe that, "deep down, they are just like us." They give us advice we trust and can rely on. We aspire to live like the rich and famous, and the rich and famous aspire to be perceived as smart, savvy, healthy, fit and caring individuals who take care of their family and friends. If a celebrity does it, why wouldn't you try it?

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