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.

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.