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Larry Julius


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Be Heard: The #1 Job of Commercials On Fayetteville Radio

Apr 19, 2019 7:40:00 AM / by Larry Julius

The number one job of a radio commercial is not to sell products for the sponsoring Fayetteville small business owner. 

The number one job is not to build store traffic or to create top of mind of awareness.

The number one job of a radio commercial is not to build brand or deliver ROI.

The number one job of every commercial on Fayetteville radio is to be heard. Period. When a commercial is heard, then all the rest will follow. But being heard is not easy.

At the exact second a radio commercial begins, 11,000,000 other pieces of information are all wrestling for the listener's attention.  Sadly, a consumer's brain is only capable of dealing with about 50 bits of that information at a time.

If you are a local business owner who would like to secure a larger share of the $7.1 billion Fayetteville radio listeners will spend this year, then what you say first in your commercial is crucial to winning the battle for a consumer's ear.

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Topics commercial, copywriting, expectancy

Fayetteville Business Owners: Skip Ads on Spotify and Pandora

Apr 15, 2019 3:08:00 PM / by Larry Julius

Of all the advertising options available to Fayetteville small business owners, streaming audio services like Pandora and Spotify are the least effective.  Here's why.

According to Nielsen, after the content of a commercial is considered, the element of an advertising campaign that drives sales the most is reach. In other words, making sure the most people possible are exposed to the advertiser's message is crucial.

When it comes to achieving reach among consumers, Pandora and Spotify rank dead last.  Advertising on Fayetteville radio, actually, can reach 300% more consumers than these two streaming-audio platforms combined.

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Topics Streaming Audio, Pandora, Spotify

How To Advertise On Radio In Fayetteville

Apr 11, 2019 2:52:55 PM / by Larry Julius

Hundreds of Fayetteville small business owners depend on radio advertising to successfully market their goods and service.

Take Carolyn Barbour, for instance. She and her husband Tommy own Budget Rooter, a local plumbing company. They have been advertising consistently on Fayetteville radio since 2007.

“I can testify,” says Ms. Barbour, “our radio advertising has created lifetime customers for our company. We’ve tried other forms of advertising, but they have all failed us.” 

Joe Quigg, owner of Ed's Tire & Auto Service, has been advertising on Fayetteville radio since he bought the business in 2004.

“When it comes to spending money, I am very conservative,” says Mr. Quigg. “I don’t like spending money I don’t have to. Our sales have grown every year since I have owned the business. Radio has been a big spend for us, but it has also been a big part of our growth. I wouldn’t be willing to do without it.”

There's a right way and a wrong way for North Carolina small business owners to advertise on Fayetteville radio.  Fortunately, there is a free resource at AdvertiseInFayetteville.com that can help replicate the successes of Ms. Barbour and Mr. Quigg.

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Topics Advice, guide, instructions

Steal This Employee: Recruitment Advertising On Fayetteville Radio

Apr 8, 2019 3:07:00 PM / by Larry Julius

Ahhhh. The good ol' days!

Remember when you had a job opening at your Fayetteville small business, and you would put a help-wanted sign in the window? Then, in a matter of days, qualified candidates would present themselves.

Well, those days ended 100 months ago when a raging employment boom seemed to suck up every available worker. Now, there are more jobs openings than interested candidates.

What's a small business to do? The shortage of workers is hampering growth and challenging the survival of some companies.  Recruitment advertising on Fayetteville radio can successfully fill your open jobs.

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Topics recruitment advertising, help wanted

What is the Best Way to Advertise Retail Stores in Fayetteville?

Apr 8, 2019 10:55:47 AM / by Larry Julius

Over the next 12 month, Fayetteville area consumers will spend $7.1 billion on retail products.

Small business owners who want to compete for a share of this cash will need to advertise. As Professor Jef Richards at Michigan State University points out, “Advertising is totally unnecessary…unless you want to make money.”

Bottom line: Fayetteville consumers will only buy from retailers they know about.

There are many ways for Fayetteville small business owners to advertise. This includes local television, newspapers, or streaming media platforms like Pandora and Spotify.

But regardless of what product a retailer sells, the best option is advertising on Fayetteville radio. Radio reaches significantly more consumers in every major retail category than all of the other media choices.

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Topics retail, small business

What is The Best Time to Advertise on Radio in Fayetteville?

Apr 4, 2019 9:04:00 AM / by Larry Julius

You've done the research. You now know that by every measure, radio advertising is the most effective way for your Fayetteville small business to market its goods and services.

You have learned, for instance, 288,946 consumers regularly tune-in to their favorite Fayetteville radio stations.  That's more than 90% of all adults.

You've also learned that, on average, adults spend almost two hours per day listening to Fayetteville radio.

If you dug deep enough, then you know radio advertising delivers, on average, a $10 lift in sales for every $1 invested. This is a remarkable ROI for any Fayetteville small business owner.

What you may not have figured out, however, is what is the best time of day to advertise on Fayetteville radio?

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Topics time of day, daypart, prime time

Nobody Listens To Fayetteville NC Radio Stations Anymore

Apr 1, 2019 11:06:34 AM / by Larry Julius

Did you really just do that? Did you just call the 288,946 people who tuned-in to a Fayetteville radio station last week nobodies?

Don't worry, though. You are not the first Fayetteville advertiser who has made that mistake  Media expert Doug Schoen used to share the same opinion. He came clean in a Forbes article.

"You wouldn't know it from all the media coverage focused on streaming video and streaming music," says Mr. Schoen, "but recent Nielsen data shows radio actually has the most reach among American media consumers. 93% of adults listen to the radio each week as compared to 87% who watch TV, a substantive difference."

This is true in Fayetteville, as well, where radio listeners far out-number the people who watch local TV; read local newspapers; or logon to a streaming audio site like Pandora and Spotify.

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Topics Advice, Radio Listener Profile

Verdict: Fayetteville Radio Stations Drive Clients to Local Lawyers

Mar 27, 2019 12:43:13 PM / by Larry Julius

Over the next 12 months, 21,000 people in Fayetteville will seek the help of a local attorney.  These clients will generate more than $77,000,000 in legal fees for services including real estate transactions, bankruptcies, criminal defense, traffic offenses, personal injury, divorce, estate planning, and civil matters.

There are 24,000 lawyers to choose from in North Carolina. So, what can a local attorney do to compete for a share of this mammoth pool of billable hours? He or she can do what hundreds of other successful small business owners do: advertise on Fayetteville radio.

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Topics Lawyer, Website Traffic, Attorney, attribution

Advertising on Fayetteville Radio Rocks: 5 Facts You Need to Know Now

Mar 23, 2019 1:01:57 PM / by Larry Julius

Advertising is critical for Fayetteville small business owners looking to cash in on the $7.1-billion local consumers will spend at retail this year.

To successfully stay top of mind, many business owners advertise on Fayetteville radio. These local companies depend on radio's reliable reach, recall, and return-on-investment to convert listeners to customers.

For those local business owners who do not advertise on Fayetteville radio, here are five facts they need to know right now about the power of advertising on radio.  Here's why Fayetteville radio rocks.

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Topics Research, Total Audience

5 Facts You Know About Advertising on Fayetteville Radio That Ain't So

Mar 18, 2019 6:07:00 AM / by Larry Julius

Let's set the record straight. You can't see the Great Wall of China from the moon. Your fingernails don't keep growing when you're dead. Shaving does not make hair grow back quicker or thicker. Chicken soup will not cure a cold. And a penny dropped from the top of the Empire State Building cannot kill a pedestrian below.

Don't believe me? Just ask Google.

Like the so-called facts above, there are also things that many Fayetteville small business owners think they know about advertising on the radio that just aren't true.

Here are five most common misconceptions followed by the truth.

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Topics small business, facts

Fayetteville Advertising News: Pandora Listening Plummets

Mar 8, 2019 6:46:00 AM / by Larry Julius

If I only had a nickel for every local small business owner who has told me that Pandora has been siphoning listeners away from Fayetteville radio.  Nothing could be further from the truth.

Local radio, it turns out, reaches significantly more adult consumers than any other medium. More than TV. More than newspaper. And more than Pandora and Spotify combined.

What may come as a big shock to Fayetteville business owners is Pandora's popularity, actually, is cratering among consumers.

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Topics Pandora

How Does A Fayetteville Business Stay Top Of Mind?

Mar 4, 2019 6:08:00 AM / by Larry Julius

It's a fact. Unless a consumer remembers your business when it comes time to buy, then it is likely they will purchase from someone else. Staying top of mind, therefore, is critical for every Fayetteville small business owner who wants to grab a share of the area's $7.1-billion retail market.

Advertising on Fayetteville radio provides local business owners with the most affordable way to move to the top of customers minds. But, before discussing how to get remembered, we must understand why consumers forget.

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Topics top of mind awareness

What Is The Best Way To Advertise in Fayetteville?

Feb 28, 2019 6:15:37 AM / by Larry Julius

If you don't have time to read this entire article, then I will tell you right now. The best way for any local small business owner to advertise is on Fayetteville radio.

A key function of advertising is to build mental availability, which nudges a consumer toward the purchase of a product or service. It also serves to provide public notice that a product or service exists and is available for purchase.

Consumers in the Fayetteville metro area (Cumberland and Robeson counties) are expected to spend at least $7.1 billion at retail this year. To claim a greater share of this giant pool of cash requires local business owners of every size to advertise their goods and services. As Professor Jef Richards at Michigan State University points out, “Advertising is totally unnecessary…unless you want to make money."

The bottom line: It is difficult for anyone in the Sandhills to purchase a product or service from a local business owner if they aren’t aware of it.

There are many ways for North Carolina small business owners to advertise. Options include local newspapers, local magazines, local television, and online. But to achieve the “3-Rs” of advertising success, Reach, Recall, and Return, no other medium delivers results as effectively and efficiently as advertising on Fayetteville radio.

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Topics radio advertising works

What Fayetteville Business Owners Need To Know About TV Advertising

Feb 25, 2019 7:37:00 AM / by Larry Julius

Television Advertising in FayettevilleYikes. MediaPost reports a 14% decline in live television viewing among 18-49 years this January vs. last January. This applies to both prime time viewing and total day Nielsen C3 ratings. In case you don't know, C3 ratings are a comprehensive measure of the average minute commercial ratings plus three days of time-shifted viewing.

This pattern of double-digit declines began in the middle of last year. July fell 13%, August fell 12%, September fell 14%, October fell 11%, November fell 12%, and December fell 14%.

For those Fayetteville business owners who have been utilizing TV advertising to market their goods and  services, there is a powerful alternative.

Radio listening in Fayetteville, by far, has the most extensive reach among Fayetteville consumers of any advertising medium, according to Nielsen.

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Topics television, TV

B2B Advertising on Fayetteville Radio: What You Need To Know

Feb 21, 2019 7:32:00 AM / by Larry Julius

Advertising on Fayetteville radio is the best way for business owners to reach consumers.  Last week, 92% of all consumers in the Sandhills tuned-in to their favorite station.  This reach is significantly higher than local TV,  local newspapers, or streaming audio services like Pandora or Spotify.

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Topics b2b, business to business

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