Small Business Radio Spots?

Here’s a website that promises “a new, free resource for small-business owners who want marketing tools so they can promote their businesses effectively with radio advertising.”

While I agree that radio can be a cost-effective marketing tool for small businesses, the examples at this site are not examples to mimic. First, most are not very good. Second, only one of them is from a local business.

You may find some of them entertaining, but that’s a trap for small business owners. Madison Avenuers tend to think the best form of advertising is entertainment. I think it’s partly because ad agencies have a need to prove how creative and funny they are so they can justify their high fees.

When you begin to advertise your small business, think of advertising as courtship, not entertainment. If you try to prove how funny and entertaining you are in your advertising, the disclaimer at the end of the Tequila spot may apply to you (and you won’t even know it).