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Fayetteville Business Owners Improve Advertising By Deleting One Word

Aug 20, 2019 12:44:04 PM / by Larry Julius

Currently, according to the Oxford English Dictionary, there are 171,476 words in the English language. A handful of these words, Fayetteville small business owners can't use in their radio commercials. The Supreme Court of the United States says so.

Of all the words that can be used in broadcast advertising, however, there is one word that should be shunned: 'get' and all of its nasty derivative forms including 'got' and 'gotten'.  Here's why.

The typical 60-second commercial on Fayetteville radio consists of 160 words.  Depending on the station, each word in that ad could cost around $1.00.  It is important, then, that each word is carefully selected to engage listeners and then compel them to action.  This is especially crucial when using verbs. 

"One of the best ways of grabbing and keeping an audience is to use strong, descriptive verbs," says the Writing Center at the University of Houston.  'Get' is not that kind of verb.

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Topics Advice, small business owner, advertise in fayetteville, fayetteville radio stations, fayetteville consumers, fayetteville small business owners, best way to advertise, effective radio commercial, advertising in fayetteville, effective radio advertising, Tips, restaurant advertising, memorable radio commercials

How To Reach Fayetteville Consumers In Their Cars

Aug 7, 2019 5:49:00 AM / by Larry Julius

In 1930, the Galvin Manufacturing Corporation put the first car radio on the market. They called it the Motorola. This in-car entertainment would setback a Fayetteville consumer about $120 which would be equivalent to $1200 today.

But, if you had that kind of cash, you would be able to cruise around in your Ford Model-A, DeSoto, Packard, or Studebaker and hear the music of the day from radio stations in Charlotte, Raleigh, or Atlanta. It wouldn't be until 1939 when Fayetteville would have its own stations.

Today, there's a radio in almost every vehicle on the streets of Cumberland and Robeson Counties. Despite the competition on the dashboard from other sources of entertainment, AM/FM radio remains the dominant choice for in-car entertainment.  This is great news for local business owners who depend on Fayetteville radio to market their goods and services.

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Topics Advice, small business, radio effectiveness, small business owner, advertise in fayetteville, fayetteville radio stations, fayetteville consumers, fayetteville small business owners, best way to advertise, business owners, advertising in fayetteville, effective radio advertising, in-car audio, in-car listening

Speak Radio Like A Pro: Advice For Fayetteville Small Business Owners

Jul 31, 2019 11:44:31 AM / by Larry Julius

This year marks the 80th anniversary of WFNC, the first radio station in Fayetteville.

Since 1939, Fayetteville small business owners have depended on radio advertising to market their goods and services to local consumers.  During the next 12 months, these consumers are expected to spend $7.1 billion.

By any measure, radio is still the best way to advertise in Fayetteville. Last week, for instance, significantly more consumers tuned-in to a local radio station than watched local TV; read a local newspaper; or logged-on to Pandora and Spotify.

To buy radio advertising effectively, there are some terms every Fayetteville small business owner should know.  Here is a list of helpful definitions.

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Topics Advice, small business, Research, daypart, instructions, fayetteville radio stations, fayetteville small business owners, best way to advertise, effective radio commercial, business owners, radio commercials, advertising in fayetteville, effective radio advertising, Tips, definitions

Advertising: How Fayetteville Radio Stacks Up Against The Internet

Jul 9, 2019 2:52:16 PM / by Larry Julius

Here's a quiz for Fayetteville small business owners:

Which of these online sites reach more adults each month than traditional AM/FM radio: Google? Netflix? ESPN? YouTube? Twitter Facebook?

The answer may be a surprise. Radio reaches more adult consumers every month than all websites and apps.  This is critical information for Fayetteville business owners to know so as to be able to choose the best way to advertise their goods and services.

The number one media characteristic that contributes to the success of an advertising campaign is reach. This is a measure of how many different people are exposed to an advertiser's message.

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Topics Advertiser Success, reach, Advice, Radio Listener Profile, internet traffic, small business owner, advertise in fayetteville, fayetteville radio stations, fayetteville small business owners, best way to advertise, business owners, radio commercials, advertising in fayetteville, effective radio advertising, internet advertising, digital advertising

Turning Listeners Into Customers With Advertising On Fayetteville Radio

Jun 25, 2019 3:09:00 PM / by Larry Julius

Thousands of Fayetteville small business owners depend on radio advertising to claim their share of the $7.1 billion local consumers will spend this year. Cha-ching.

These advertisers have, typically, 30 or 60 seconds to convince the 288,946 listeners who tune-in to Fayetteville radio stations each week to become customers. So, it is essential to know how to use that time effectively.

Gathering a sample of 6003 respondents, Westwood One in partnership with audio testing experts Veritonic studied how different elements of award-winning radio commercials affect a listener's intent to buy the products or services advertised. 

Here are the results of the study that Fayetteville business owners could find useful.

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Topics Advertiser Success, Advice, small business, copywriting, sales lift, small business owner, advertise in fayetteville, fayetteville radio stations, fayetteville consumers, fayetteville small business owners, best way to advertise, effective radio commercial, business owners, purchase intent, radio commercials

Should I Use A Phone Number In My Commercials on Fayetteville Radio?

Jun 13, 2019 3:56:00 PM / by Larry Julius

When a small business owner buys a 60-second commercial on a Fayetteville radio station, she is limited to about 160 words to persuade listeners to become customers.  To be successful, then, each word needs to be carefully selected to fulfill the desired marketing objective

A telephone number comprises seven words. Ten if the area code is included.  If the number is repeated three times during the commercial, then it will consume 21-30 words or up to 18% of the total.

So, should a Fayetteville business owner sacrifice a significant portion of a radio commercial to insert a phone number? Except for certain circumstances, described below, the answer is no. 

Here are the facts.

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Topics Advertiser Success, commercial, radio advertising works, Advice, small business, Research, copywriting, radio effectiveness, internet traffic, small business owner, advertise in fayetteville, fayetteville radio stations, fayetteville consumers, fayetteville small business owners, best way to advertise

Proof: Advertising On Fayetteville Radio Boosts Top Of Mind Awareness

Jun 3, 2019 7:40:00 AM / by Larry Julius

Fayetteville consumers will spend $7.1 billion on goods and services over the next year. To claim a significant portion of those expenditures, small business owners need to be at the top of customers' minds when it comes time to buy.

Since 1939, when WFNC became the first radio station in Fayetteville, thousands of business owners knew, intuitively, that advertising on the medium was a potent way to be remembered when a purchase was imminent. 

Now there is proof that radio advertising creates the brand awareness necessary to drive sales.

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Topics Advertiser Success, Tire Store, new customers, recall, radio advertising works, Advice, top of mind awareness, small business, radio effectiveness, sales lift, fayetteville radio stations, fayetteville consumers, fayetteville small business owners

What Is The Fastest Path To A Consumer's Brain? Fayetteville Radio

May 14, 2019 7:40:00 AM / by Larry Julius

Radio advertising is processed by the brain five-times faster than visual advertising.  This is awesome news for Fayetteville business owners who depend on radio to market their goods and services.

Fayetteville consumers will recognize the first few notes of Jingle Bells five times faster than they can identify a picture of Santa Claus.  That's because it takes the human brain 5/100th of a second to process sound.  On the other hand, it takes a full quarter of a second to process visual stimuli.

This difference in processing time may seem inconsequential. But, for a Fayetteville small business owner who is fighting to inject their advertising message into the mind of consumers, that .20-second gap can be the difference between success and failure.

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Topics Advertiser Success, Plumbing Company, budgeting, branding, recall, Advice, Spotify, TV, top of mind awareness, Research, radio effectiveness, small business owner, advertise in fayetteville, fayetteville radio stations, fayetteville consumers

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

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

Should I Advertise On Fayetteville Radio? Small Business Owners Ask.

Jan 21, 2019 1:45:08 PM / by Larry Julius

Fayetteville small business owners have more advertising options than ever. Choices include television, cable, billboards, online, and newspapers. But according to Deloitte, the world's largest business consulting firm, radio "should be a big part of the mix for those buying advertising."

Some small business owners, might dismiss Deloitte's advice. They might wonder, "Does anyone listen to the radio anymore?"

"But," says Deloitte, "radio has commonly been underestimated. Radio is the voice whispering in our ear, in the background of dinner, in an office, or while driving the car. It is not pushy or prominent … but it is there."

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Topics Advice

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