 If you're a business owner and need more customers, here's everything you need to know about radio advertising in less than 60 seconds. Well, almost everything. Radio uses the power of the human voice to persuade potential customers to do business with you. Unlike past media, radio reaches people at home, in the workplace, and in their cars. Radio specializes in repetition. The more times your commercial airs, the more chances you have to attract a new customer.