You can receive a free newsletter by e-mail. When the chief executive feels it's important for him to send a personal message to the public about his product and be its champion. In my case, my ad agency recruited me since they couldn't find anybody better to do the job. For it to work, however, the business owner must be credible and make only promises about quality and service he can deliver, since customers will test his claims. He also has to look and talk in a believable way.
Consumers can see through phoniness.
That's why in Wendy's commercials I just act like my down-home self and inject humor whenever possible. If you're not credible, viewers won't be convinced to buy your product. Once they trust you, you get the benefit of having a platform to fight for social causes too. My cause is helping foster kids get adopted. It doesn't mean you have to be an actor.