2008 - Mindset - Mindset

Will Increase Enormously!

But wait! Doesn't the celebrity have to have some connection with what your are selling? Of course not, you dummy. Do you think all those millions of women I got to buy Tova Borgnine's face cream did so because...

They Wanted To Look Like Ernest Borgnine?

Get real.

However, being able to feature Ernie in their ad was important. Tremendously important. You see, what a star like Ernest Borgnine does for a campaign is... he credentializes it. If you say it's true, why should anyone believe you. Let's face it: Outside your family and friends nobody know YOU from Adam. However, if Ernest Borgnine says it's true... then... for millions of people... it's someone they know saying it's true.

[Note from Bond: One actor and wife he once worked with] are "nightmare people" to work with. I remember one day... when... in a violent rage, [well known actor] ripped 17 phones out of the walls of his home. On that occasion, [an associate] and I had to bribe some poor young woman (lets call her Miss No Self-Esteem) to take the blame and tell the phone company she did it.

Well, that night, Mama Jo calls me and we get to chatting and, she (my very own mother) tells me what a nice guy [well known actor] is, and how lucky I am to be working with him. She's never really met him, of course... but... she had seen him on TV and in the movies... therefore... she felt she knew him well.

Why spoil her fantasy? "Yes mom, he sure is a nice guy: It's a privilege to know him."

(NOTE? Actually, I do like [well known actor]. He might be a little on the hot-tempered side... but... you'll never have to wonder where he's coming from.)