We make fun of them, we swear we never watch them – yet they are everywhere. Reality shows.

They’re both grotesque and fascinating. They also contain some marketing lessons for us all.

High Emotion/Drama: There’s not a dull moment on these shows. They have a wonderful sense of storytelling buildup. The tension mounts, and before you know it, someone is taking a swing at someone else, or it’s a sob fest.

How about your marketing materials? Does your story build to a satisfying emotional reaction? Do you draw your audience in?

Messy: There’s nothing pretty or perfect on a reality show. But then again, life isn’t perfect. It’s messy. Especially when you are doing things “live” or on the fly.

Don’t get stuck in perfection. It’s OK to wing it a little. It might look a little messy from time to time – but it will also look authentic.

Conflict: Most reality shows are some sort of contest. They pit people against one another, and that leads to secret alliances, grudge matches and villains. We need someone to root for. And against.

Could you be a hero brand? Or maybe the rebel brand that breaks from tradition?

Surprise: These shows bring back old contestants or reveal secrets, just to keep viewers on their toes. These twists are what everyone is talking about the next day.

Are you remembering to surprise your customers? That’s a very powerful way to generate word of mouth and “stickiness.”

Next time you’re feeling a little guilty about watching “Dancing With the Stars,” have no fear. You’re just enhancing your marketing knowledge.

Drew McLellan is Top Dog at McLellan Marketing Group and blogs at www.drewsmarketingminute.com. He can be reached at Drew@MclellanMarketing.com. © 2010 Drew McLellan