Advertising On Fort Myers Radio: What Consumers Want To Hear

Jul 17, 2020 2:35:00 PM / by Larry Julius

If you were one of the 745,200 adults who tuned-in to a Fort Myers radio station last week, then no doubt you heard multiple commercials that included phrases like 'troubling times', 'uncertain times', 'unprecedented times', 'new normal', and 'we're in this together'. 

In March, as the pandemic began to disrupt consumers' lives, using these phrases was a powerful way for Southwest Florida small business owners to acknowledge the severity of the crisis and to exhibit empathy. But 120 days later, these words have become cliche and have lost potency.

A cliche, says the Oxford Dictionary, is "a phrase or opinion that is overused and betrays a lack of original thought." 

According to the Writing Center at The University of North Carolina, the dependence on cliches could create a harmful perception of a business that uses them. For instance, these overused phrases can make an advertiser's message seem boring. They can be perceived as vague. They can be interpreted to be a sign of laziness. They can also result in a lack of credibility. 

The words an SWFL small business chooses for its advertising will have the most significant effect on sales. That's why eliminating cliches is critical.

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Topics small business advertising, creative, create an effective radio commercial, radio advertising, small business owner, radio commercials, southwest florida small business, commercial length, effective advertising, small business, advertise on radio, scripts

Best Way To Re-Introduce An SWFL Small Business To Consumers

Jun 5, 2020 3:21:23 PM / by Larry Julius

Southwest Florida small business owners are learning that 're-opening' may not be an appropriate word for the challenges they face as the Coronavirus crisis winds down.  A better term might be 're-introducing'.

Since the Governor of Florida shuttered the state on April 3 to slow the spread of COVID-19, SWFL consumers have discovered new ways to buy the goods and services they need.  It's now the burden of local business owners to lure these customers back. The first step is re-introduction.

In 1940, WFTM in Fort Myers signed on as the first radio station in Southwest Florida. Since then, local business owners have used radio advertising to introduce themselves successfully to new customers. Radio has also helped these businesses survive recessions, depressions, world wars, hurricanes, and floods. By any metric, advertising on Fort Myers radio remains the most effective tactic a small business owner can use post-pandemic, as well.

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How To Buy Advertising On Fort Myers Radio On A Budget

Nov 26, 2019 8:59:56 AM / by Larry Julius

Over the next 12 months, Southwest Florida consumers are expected to spend $22.7 billion at retail.  To capture a larger share of this cash,  local small business owners should consider advertising.

The US Small Business Administration recommends that every SWFL small business advertise consistently.  “Think you have a great product?” asks the SBA. “Unfortunately, no one’s going to know about it unless you advertise.”  The SBA goes on to say, “Advertising, if done correctly, can do wonders for your product sales, and you know what that means: more revenue and more success for your business."

Local business owners have depended on Fort Myers radio advertising to market their goods and services since 1940. That's when William E. Benns put the first Fort Myers station, WFTM, on the air.

Today, Fort Myers radio, by any key advertising metric, is still the best way for business owners to reach local consumers.

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Topics Reach, coop, best way to advertise, time of day, radio advertising, advertise in Fort Myers, commercial length, small business, advertise on a budget, cooperative advertising

Determine The Right Length For Your Commercials On Fort Myers Radio

Aug 9, 2019 2:16:06 PM / by Larry Julius

Fort Myers radio stations offer different commercial length options to fulfill the marketing objectives and budgets of Southwest Florida small business owners.  The most common lengths are :60-seconds, :30-seconds, :15-seconds, and :10-seconds.

So, how long should a radio commercial on Fort Myers radio be? The simple answer: As long as necessary, but as short as possible.

According to "Seven Steps For Success", the length of a radio commercial should be determined, primarily, by the marketing objective of the underlying campaign.

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