What’s a format? Think “classic rock” on the FM band and “talk radio” on the AM stations. Odds are your target market is predominantly tuned into one or two specific stations in your metro area. If you can discover which stations those are, you may have found the sweet spot in your marketing.

1. Your target market: Don’t simply choose a station because it’s the one you listen to. Choose the one your customers prefer.

2. Costs: There are two costs you’ll incur when you advertise on the radio. The first is airtime–the time unit(s) your commercials are on air, typically broken down into 30-second, 60-second or 120-second segments (or spots), depending on the station.

3. Schedule: One is “run of station,” or ROS. This means the station will decide when your commercials air as well as the specific time of the day that each commercial will be played. The best way to target is to find out which are the highest quarter-hour listening shares for your target demographic. That way, you are paying for your commercials when the chances are good your target audience is actually listening.

4. The economy of words: s a general rule, 65 to 85 words is the limit for a 30-second commercial. However, be aware that this can vary depending on how many sound effects you use. Also keep in mind that your copy block for a 60-second spot will generally only be 30 to 45 seconds, as you will want at least 10 to 15 seconds at the end to include a call to action, phone number, Yellow Pages mention or web address.

5. Choosing the right sounds. If your want your commercial to stand out from the rest, you need to consider some additional factors regarding voice-overs and sound effects. You may be tempted to voice the commercial, but think again–unless you have a really good voice for radio.

Generally speaking, radio’s ability to target an audience and offer repetition makes it a very effective advertising medium. In fact, some of the most effective campaigns in business history have been “radio-only” ad campaigns.

When small businesses are started, business owners handle everything from emptying the trash to ordering the paper. As the business grows owners and mangers focus on the overall well being of the company but this does not mean they should only know how to operate their business on paper; in fact business owners and mangers need to know how to physically run their business, stepping in from time to time. “In a small business — if the business is a successful business — you probably always have the manager rolling up their sleeves.”

Next time you are debating visiting a current client or a potential client remember, “cuts in business travel that would generally be (considered) penny-wise and pound-foolish.”

Since now is the time to start a business, why not consider IDBs instead of a loan?

Business Week states, “The Small Business Web represents a fundamentally different way of doing business, where potential competitors open themselves to collaboration.” Maybe collaboration is the key to your success!

What does this mean to other small businesses? It doesn’t mean you should start providing private loans or funds for your employees today, but to think about their needs outside the office also because, “a financially unstable worker can cost a business as much as $480 per month in lost productivity and absenteeism.”

What does this mean to small business owners? Additional medium to effectivey advertiser and reach your customers.

If you’re thinking of starting a new business or already have started a small business but need that extra bit of support why not turn to someone your trust and ask them to be your partner.

USA Today states, “With a partner, you have someone to share the excitement and risks of running a company; someone to bounce ideas off of; to help shoulder the financial and work-load burden. Face it: starting and running a business can be a lot more fun when you’re working with someone you like and respect. It’s important to think through and formally structure your relationship.”