If you were one of the 412,000 adults who tuned-in to an Augusta 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 CSRA 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 Augusta area small business chooses for its advertising will have the most significant effect on sales. That's why eliminating cliches is critical.

Central Savannah River Area small business owners are learning that 're-opening' may not be an appropriate word for the challenges they face as the Coronavirus crisis winds down.  A better term might be 're-introducing'.

Since early April when the Governors of Georgia and South Carolina shut down their states to slow the spread of COVID-19, CSRA consumers have discovered new ways to buy the goods and services they need.  It's now the burden of local business owners to lure these customers back. The first step is re-introduction.

In 1930, WRDW signed on as the first radio station in Augusta, Georgia. Since then, local business owners have used radio advertising to introduce themselves successfully to new customers. Radio has also helped these businesses survive recessions, depressions, world wars, fires, and floods. By any metric, advertising on local radio remains the most effective tactic a small business owner can use post-pandemic, as well.

Over the next 12 months, Central Savannah River Area consumers are expected to spend $8.6 billion at retail.  To capture a larger share of this cash,  local small business owners should consider advertising.

The US Small Business Administration recommends that every SWFL small business advertise consistently.  “Think you have a great product?” asks the SBA. “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."

CSRA business owners have depended on Augusta radio to market their goods and services since June 25, 1930.  That's the day William Davenport and Clark Jack put WRDW, the first Augusta station, on the air.

Today, Augusta radio, by any key advertising metric, is still the best way for business owners to reach local consumers.