By Kim T. Gordon

You wouldn't guess by looking at me that I have something major in common with Sammy Sosa and Pete Sampras -- but we've all been endorsers or celebrity spokespersons for Nortel Networks. While I've never been able to hit a baseball or serve an ace, as a small-business expert and author I can drive home key messages that resonate with business owners, a skill Nortel Networks has put to good use. Typically, star athletes command endorsement fees in the millions, but other spokespeople, such as authors and industry experts, have considerably less stratospheric rates. So while your budget probably doesn't include a national ad campaign featuring a superstar, there are excellent, lower-cost ways your small business can increase its visibility using a celebrity or expert spokesperson.......[read more after logging in]

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