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The Art of Using Jingles in your Advertising

by Doctor Marshall

Using jingles.

Sound and music are highly emotive; using them can promote any feeling you like while listening to them can invoke memories or emotions quicker than any other method. Marketing experts have used music for decades and its popularity is not set to dwindle by any means. In fact, the improvement of sound quality through digital creation and digital recording techniques means it is more likely that it will increase in use and popularity. When you listen to people walking past you that are whistling a tune you will often find that they are whistling the last advert they saw on television or a jingle they heard on the radio. This is an exceptional marketing strategy that promotes your product without the listener having to know about it. A jingle on the television can be heard from another room and that will be enough to lodge it into the receptors in your brain.

Employing someone to compile a jingle.

If you are considering advertising over the radio or even on the television you need to seriously consider paying a professional to write a jingle for you. Even if you can write music it doesn’t mean you have the knack of writing a compelling and memorable jingle that promotes the message you want to convey. Sounds and music can cause the onset of negative emotions as well as positive. There are very few people who are likely to respond well to the sound of the dentist’s drill or workmen hammering outside your door. Think about the message you want to put across and hire someone to put that message into music and words.

Music that is already recognized will have people humming along.

Big companies who have larger bankrolls than a start up Internet business have the advantage of being able to pay for music that has already proven to be popular, but you will more than likely need to be a little more conservative with your music budget. There are always unknown composers who are looking for a little extra money from writing jingles but if you do use an unknown then you should make sure they produce exactly what you are looking for. All freelance service providers should give you the opportunity to evaluate their work at various stages during completion so take advantage of these times. Let friends and family listen to it and get their honest opinion.

When not to use a jingle.

Your website is the perfect place not to use music unless you are promoting music in some way. Even given visitors the chance to turn the music off will drive many people straight for the cross in the corner and towards another website. Background music on websites has been tried; and it has been tried unsuccessfully over and over again. If you want your visitors to stay on your website you should give them a hassle free visit that is conducive to a pleasant stay. Having a 30 second jingle running over and over in the background would send the most sane of people completely around the twist and surfers are inherently lazy people who would close your web page in preference to click the button to turn off your music.

The contents of this page are Copyright © 2006, Doctor Marshall - All Rights Reserved. Copyright stored at the Library of Congress in the United States of America. This page is taken from Doctor Marshalls Book: The Red Handbook for Business on the Internet.

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