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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

One Word SWFL Business Owners Should Delete From Their Advertising

Aug 23, 2019 8:02:00 AM / by Larry Julius

Mark Twain has some script writing advice for Southwest Florida small business owners who depend on radio advertising to market their goods and services.

"The difference between the almost right word and the right word is really a large matter - 'tis the difference between the lightning-bug and the lightning," advises Mr. Twain.

In other words, fill your commercials with lightning, not bugs!

Currently, according to the Oxford English Dictionary, there are 171,476 words in the English language. A handful of these words, Fort Myers area 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 Fort Myers 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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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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How To Target SWFL Consumers In Their Cars

Aug 7, 2019 2:05:00 PM / 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 Southwest Florida 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 Tampa, Miami, and Atlanta.

It would be 10 more years until there were Fort Myers radio stations for local consumers to enjoy.

Today, there's a radio in almost every vehicle on the streets of SWFL. 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 Fort Myers radio to market their goods and services.

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How To Speak Fluent Radio: Advice For SWFL Small Business Owners

Jul 31, 2019 3:27:55 PM / by Larry Julius

Next year marks the 80th anniversary of WFTM, the first radio station in Fort Myers.

Since 1940, Southwest Florida 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 $22.5 billion.

By any measure, radio is still the best way to advertise in SWFL. Last week, for instance, significantly more consumers tuned-in to a Fort Myers 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 Fort Myers-Naples area small business owner should know.  Here is a list of helpful definitions.

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Is Fort Myers Radio Still Relevant To SWFL Consumers?

Jul 25, 2019 6:49:00 AM / by Larry Julius

This year marks 79 years since WFTM became the first radio station in Fort Myers.  From that time, Southwest Florida small business owners have depended on radio advertising to market their goods and services.

So, it is a fair question for a 21st-century business owner to ask: Is Fort Myers radio still relevant in the life of SWFL consumers?

"You wouldn’t know it from all the media coverage focused on streaming video and streaming music," said media expert Doug Schoen in Forbes Magazine, "but recent Nielsen data shows radio actually has the most reach among American media consumers." 

Last week, for instance, significantly more SWFL consumers tuned-in to a Fort Myers radio station than watched local TV, read a local newspaper, or logged-on to a streaming audio site like Pandora and Spotify.

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Do The Unexpected! Advertising Advice For SWFL Small Business Owners.

Jul 16, 2019 6:05:00 AM / by Larry Julius

Striking a wrong note is a potent tactic that a Southwest Florida small business owner can use when advertising on Fort Myers radio stations. This can ensure commercials are heard and remembered.

At the very second a radio commercial starts, 10,999,950 other pieces of data are battling for the attention of the listener's ear. To win the fight, an advertisement must do the unexpected. Why?

Humans don't have earlids.  This means every sound a person is exposed to makes it as far as the brain. But, the brain can only process about 50 pieces of information at a time. If you do the math, that means 10,000,050 bits of information per second are turned away.

Making it past the brain's gatekeeper requires the information to strike a wrong note or violate what is expected  This filter supports the basic survival instinct. It's why someone will leap out of bed if they hear a stranger's soft footsteps while sleeping, but will snore right through their clanging alarm clock.

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Make Dollars Work Harder When Buying Advertising On Fort Myers Radio

Jul 8, 2019 7:03:00 AM / by Larry Julius

Southwest Florida consumers are expected to buy $22.5 billion worth of local goods and services over the next 12 months. To claim the largest share of those dollars requires small business owners to advertise.

“Think you have a great product?” asks the Small Business Administration. “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."

According to the eBook Seven Steps for Success, "There are many ways for 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 Fort Myers radio."

For budget-conscious small business owners, there are three tactics that can be employed to make sure every advertising dollar spent on Fort Myers radio stations works as hard as possible.

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SWFL Business Owners Recruit Blue Collar Workers On Fort Myers Radio

Jul 5, 2019 9:46:00 AM / by Larry Julius

Forty-percent of contractors nationwide report that they have turned down jobs this year because they don't have enough skilled blue-collar workers. In Florida, over one-third of contractors say they would add 25 more employees this year if they could recruit qualified candidates.

The labor crunch isn't confined to construction. Overall, half of all Southwest Florida employers say they are having difficulty hiring enough blue-collar employees to fulfill the increasing demand from customers. This includes truck drivers, plumbers, HVAC technicians, electrical workers, machinists, metal workers, landscapers, janitors, and mechanics.

SWFL business owners can benefit from a study by The North Carolina Works Commission. The NCWC found that the recruitment efforts of many employers in that state are failing because they depend on hiring strategies from a time when qualified candidates were plentiful.

These failing strategies include posting on job boards like Monster and Indeed; publishing employment ads in local newspapers; and pleading on social media pages. Some small business owners still depend on hanging help-wanted signs.

What many local business owners on the west coast of Florida have discovered is that the best way to recruit blue-collar workers is by advertising on Fort Myers radio stations.

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Best Way to Reach Moms in Southwest Florida

Jul 2, 2019 6:17:00 AM / by Larry Julius

Advertising on Fort Myers radio stations is the best way for local small business owners to reach the lucrative, local mother market.  Here's why.

Southwest Florida consumers will spend $22 billion over the next 12 months. Forbes magazine reports that it is moms who control 85% of all household purchases. Locally,  there are more than 143,000 mothers with children under the age of 17 at home.

SWFL small business owners need to pay special attention to these mothers and their wallets. For example, compared to the general population, over the next 12 months, local moms live in households that are

  • 122% more likely to purchase a mattress
  • 92% more likely to buy furniture
  • 15% more likely to purchase a car or truck
  • 44% more likely to take a family vacation
  • 50% more likely to buy a major appliance
  • 48% more likely to look for a new job
  • 44% more likely to move
  • 42% more likely to buy a house or condo
  • 59% more likely to get married
  • 35% more likely to purchase a pool or hot tub
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