Two master classes have been held in Bangkok in the lead up to the opening of the 2017 Radio Asia Conference.

The first master class, presented by Beyond Broadcasting (pictured) emphasised the emotional connection with the audience.

“Take risks with your content… think beyond the obvious angles when planning interviews,” said Ben Williams.

“For audiences to be passionate about your output you need to have passion in your teams, from top to bottom. This is how you get yourself heard above the noise of the multitude of digital channels, creating a connection on an emotional level and a real passion for your output.”

In the second Masterclass, Steve Ahern and David Sayers from IMBA presented tips and tricks for improving sales and copywriting.

Selling tips included:

• The most important aspect of selling radio is how quickly and how well you can establish a relationship
• Clients want to speak to ANYONE that can provide them with answers to their problems
• Your client is time poor! Have your presentation well rehearsed and do it quickly, the client will recognise your efficiency and you will gain credibility
• Radio……instant, intimate, targeted, low cost, flexible, easy to produce, and can be easily adapted across numerous media platforms
• Excite your client about the concept of radio and seal the deal with a creative commercial

Copywriting tips:

• A successful radio commercial should impart only one idea at a time
• The use of numbers should be avoided, listeners simply don't remember them. However, should a client require a telephone number or web address to be included, this can be done by producing a jingle
• Crafting a message that activates a strong Theatre of the Mind is like all stories, it has a beginning, a middle and an end – in seventy words or less (30 seconds)

The conference will open with an official ceremony this afternoon and continue all week. See teh live feed of the opening ceremony below.