To consider how Lynn Swann is likely to sell himself to the voters of Pennsylvania, it is worthwhile to examine the Lynn Swann catalogue.

Since retiring to Olympus, his head crowned with laurels and four Super Bowl rings adorning his hands, Swann has made a business of giving speeches, selling autographed gear and, when the occasion required, standing around in what is called a "celebrity appearance."

A man does not flourish in the postseason of football life without some smarts. Swann's intelligence has long been attested to by those who deal with him, usually in the annoying language of pleasant surprise.

Yesterday's press coverage included two people, one of them no less a personage than the Republican majority leader, State Rep. Sam Smith, who mentioned that Swann is "articulate" -- a phrase imbued with wonder that a man with a degree in public relations from the University of Southern California is able to speak.

Whether this is coded language for "marketable black man" or whether white people don't know how they sound when they talk that way is not clear.

What is clear is that Swann has long known how to present himself, occasionally for money, and this is precisely the skill that contemporary electoral politics requires. If he chooses to run, Lynn Swann Hall-of-Famer will become Lynn Swann, cocktail-party-panhandler, schmoozing money from many of the same corporate leaders who have previously paid him to give motivational speeches.

In the catalogue, the sales pitch to have him speak at functions for money is a masterpiece of propriety:

"What Lynn Offers: Nationally known personality. Excellent presentation and 'on air' skills. On-going visibility and exposure via ABC and ESPN networks. Increased awareness due to Hall of Fame induction. Closely guarded name, autograph and identity throughout entire career. Flexibility and response time."

He could just as easily present these arguments at the next endorsement meeting of the Republican State Committee.

Mark, well, though, the line about "closely guarded name, autograph and identity."

What it tells us is that Swann knows that he has nothing saleable off-field but himself. He is not prepared to give it away, and it means he has become more skilled at being known about than being knowable.

What are his views on mass transit funding? Casino gambling? The fact that school subsidies have dropped from a 50 percent to 39 percent state share, pushing property taxes to the insufferable level? Would Lynn Swann sign an execution warrant for a mentally ill inmate? Will he endorse abortion restrictions? Should the state float a $1 billion bond issue to spur economic development and how should that sort of money be dispensed?

Celebrity candidacy is hardly implausible. Look who's governator of California. But the tactic of running without being accessible worked for Arnold Schwarzenegger because he was also running against a sitting governor only slightly more popular than Son of Sam. Gray Davis was, after all, Gray.

Ed Rendell, on the other hand, is Fast Eddie, and it has nothing to do with returning punts.

Keeping himself cloaked in equal parts celebrity and mystery might work in a state where movies are an industry, but in one where agriculture rubs shoulders with rust, Lynn Swann will have some explaining to do.

He better start soon, and it better be good.