Why and How Jingles Work: Chris Brooks

January 18, 2019

I grew up in Detroit, when I was around 5 or 6 a car ad for Roy O’Brien wormed its way into my head.“Get on the right track, 2-9 Mile and Mack, Roy O’Brien cars and trucks will make your money back”. Long story short, I can still sing the song all of the way through and it hasn’t been on the air in over 50 years! That’s why jingles work!

And, where would we all be without the ABC song?

To dig a little deeper, good custom music sounds like who you are, or more importantly, it’s sounds like and involves who your CUSTOMERS are and what they might stand for.
It should never brag, but it should ALWAYS transfer confidence. The star in the jingle market today is “Wayfair, you have just what I need”. I love the fact that it comes from the CUSTOMER, THE CUSTOMER IS SINGING IT! Brilliant! Music should never offend, but ALWAYS distract enough to blast deep into the brain.People should know it from the first note played or sung. It should have a note or two that doesn’t fit. It should have a hidden sound that people wonder about. Good music gets people dancing, remembering where they were the first time they heard it.

Like this, I remember hearing “I Want to Hold Your Hand”, by the Beatles. I was walking in front of a little house where I used to sneak this collie dog food, the dog was sadly chained in his dog house, and on it comes, “Oh yeah I, tell you somethin’, I think you’ll understand” I knew right then I was in love with music, and the Beatles. Good hooky, groovy beats combined with great words and melody bridge a magical connection to your business. They are the song that emotionally spread the passion and heartbeat of your business. You can tell it’s working when little kids are caught singing your song in the car, grandma taps her toes or your business is slowly and firmly elevated.

Many jingle companies will ask you to write down all of the positives about your business and then include them in your jingle lyrics. That’s why many jingles sing stuff like, “we’ve been in business for over 50 years”, guess what, nobody cares. “We treat you like family”, why would I do business with a company that treats me that bad! Or, “For all of your insurance needs”, could I BE MORE BORED!! Avoid the predictable, sing your web address, involve your customers, show your human side, DISTRACT! Then do it again, everyday! Be the Beatles, Roy O’Brien or Wayfair.

Nothing happens, until people are TALKING, tapping their toes or humming your song. No matter how good your music is, 4 out of 10 won’t like the style of music, but that doesn’t mean they won’t be influenced!!!! Hint- Never play your freshly produced jingle for your 10 best friends to judge, they are uniquely unqualified and will put your project in the ditch. This is personal, keep it to a couple sharp business minds and your own gut reaction. Overthinking kills good campaigns!! Create some magic, the best is yet to come!!