For some small businesses, radio can be the most powerful, cost-effective way to reach broad numbers of potential customers. Dave Young's post today in the Branding Blog about avoiding hype in your radio ads offers some good tips to keep in mind when making one: "We all have a built-in hype detector. I'm not making this up. It's built-in and hard-wired. (on this brain map it's called Broca's Area) It detects hype and protects us from it, or ignores it."