Does Being "Lame" Sell?

I'm no expert by any means, so take the following with a grain of salt...just the average joe consumer point-of-view (who knows a little about IM) if you will.

There is a local station that has a morning show that has grown fairly decently in the past few years - so much so that it's even now syndicated in a couple places through the state.

The show doesn't have any music for the most part - it's just usually the two main guys (plus a few others) talking.

I noticed the other day that they do this. I guess I've known it all along, but it just kinda "hit" me the other day

When they go to a commercial break, instead of jumping right into commercials, what they'll do is either keep talking or play a tape (don't know which) of these two having a conversation. Since most of the show is various forms of storytelling anyway (as are most morning radio shows), it sounds like it's just part of the show. Then, they story will segue into a quick sales pitch.

It reminded me of medium length sales copy, really. Tell a story that engages the reader, then hit them up with an offer (which, in this case, is to go to a store, restaurant, website for for more info, etc.), and get out.

How effective is it? I dunno, but I remember the last commercial like this I heard was for sleep number beds. I have no idea what the last 'regular' radio commercial I heard was for.

*shrug*

Dan, I don't think "lame" sells, and the example you gave (bad puns and fake laughing) probably doesn't, either.

On the other hand, there are a couple of local restaurants that jump started their openings by delivering free food to popular local radio talent. The talents raved about the food, and people went to check it out. For the cost of a few meals, they got some good endorsements.

As far as other pitches by local radio talent, keep in mind that these folks develop a kind of relationship with their listeners. Whether it's drive time or late night or the soft rock station playing over the office system, a fair number of people are listening to these personalities on a long-term daily basis. So when Joe from the Morning Zoo promotes a business, there's a trust factor built in.

That concept turned Rush Limbaugh from a rock'n'roll DJ at a tiny Missouri radio station into one of the highest paid radio pitchmen in the country. Like Rush or hate him, the 'dittoheads' love him and trust him.

Low budget tallent?

Have you any idea what these guys can earn?

Endorsements are probably their greatest money spinners - think about it, anybody listening regularly to a particular presenter comes to see them as a friend (and authority figure if matters of import are discussed) and are far more likely to be influenced when their 'friend' happens to mention a local supplier.