There are 171,476 words in the English language. The typical 60-second commercial on a Portland radio station uses only 170 of them. So, each word a Maine small business owner selects for their ad must be chosen wisely.
Let's put that another way. Say a radio ad on a Portland station costs $100. This means each word of a commercial requires an investment of 59¢.
People with good business sense should expect to profit from every word. I can't speak about the other 171,469 words, but there are 7 words that provide very little return-on-investment...their phone number.
In the pantheon of radio advertising myths, there is a rule-of-thumb that tricks business owners not just to say their phone numbers once in their radio commercial, but three times, consuming 21 precious words and costing $12.39. There is scientific proof why this is a very, very bad investment.Read More