The Dual-use Concept
What these talk wizards have in common is a sponsor called C. Crane Co., publisher of the Radio, Light & Science catalog. The company's signature item is the CCRadioplus that it bills as being "built to be the best AM radio available."
What's more, these talk-show hosts sound as if they're not selling the radio with a script, but rather are talking intimately, powerfully and persuasively about its many benefits. Specifically, the radio they're touting has been especially created for superb reproduction of the human voice via AM reception. It also enables one to listen to distant stations without static and fading.
Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His latest book is “Write Everything Right!” Visit him at dennyhatch.com.