Radio advertising in Malaysia can be incredibly effective in boosting the prospects of local brands. Here are some tips to nail the content of radio advertisements.
Focus on USP
For a local business, radio advertising in Malaysia is an opportunity to stand apart as a homegrown brand. Radio ad copy should focus on a business’s unique selling point and throw light on what special benefits a product or service has that no one else can provide. Instead of using generic and clichéd statements, the language used should be specific, clear and precise. Including an element of dramatization, such as a limited period special offer, works well in encouraging listeners to take a desired action.
Have Limited but Potent Messaging
Advertisers have only a small window of time – sometimes just fifteen seconds – to make an impact on listeners. For a medium like radio, simplicity works. Engagement should be established within the first five seconds through content that kindles the listeners’ curiosity or imagination. It must be remembered that radio listeners are busy people and packing in too much information can overwhelm them. Good radio ad copy typically involves one or two powerful messages that are easily conveyed and stay in the mind.
Include Clear Call-To-Action
A radio ad should have a call-to-action that is plain, relevant and compelling. It should be plain so that listeners can grasp the message immediately. It should be relevant to their needs or else listeners are not going to be interested. It should have a wow factor that absolutely compels listeners to want to take an action. Corresponding information such as store’s location or phone number should be included so that listeners know exactly how they should take a desired action.
Repeat to Ensure Memorable Impact
Radio listeners are bombarded with all sorts of ads and messages. It takes some time for radio ads to have a memorable impact on audiences. Repetition of crucial messaging is critical to making a radio ad memorable. The frequency with which the ad is aired also contributes to making a radio ad memorable. Airing a radio ad once or twice a week across different time slots is not going to deliver results. It is far better to schedule an ad several times a week during a particular time slot to allow the message to sink in.
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