Radio Advertising for Retail Small Business

What's good for big business in America is not necessarily so for small business America. Most small businesses advertising in America follow the lead of Nike, Coca-Cola and the biggest furniture store in their hometown. They set aside some advertising money and then divide it up between yellow pages, a website, the local newspaper, some seasonal radio ads and a three week TV campaign right before Christmas, not to mention the big sign at the right field fence at the high school baseball field.
Does that sound like you?

You can't beat Goliath using his weapons. Little David went to the brook and picked up five stones. He focused all of his energy and resources in one direction with one stone. David didn't get a bag of rocks and throw them in all directions hoping one would land in the right place. He had a specific message aimed at a specific target. I believe David would have directed the next four stones at the exact same spot on the giant's forehead.

The weapon of big business is a huge advertising budget. They can afford to dominate every media outlet in your city. They don't need to have a strategy or compelling ads. The only thing they need for "gray-matter-real-estate" in the head of every person is a bunch of money. When you don't have a lot of money, you must have a better message and arrow shaped strategy.
For your small business…
Radio can be the best choice, if you use it the right way. THE RIGHT WAY IS DIFFERENT THAN THE WAY 95% OF THE ADVERTISERS ARE USING IT.
First, it can be used effectively no matter what size your budget. (From $500.00 a month to $25,000.00 a month.)
Hour by hour, radio has a fairly consistent audience and a very good ratings delivery system to find out how many people listen to each station in each market. With digital recording technology all you need is the ability to read and the right message.