Understand Your Buyer > How To Get Attention > The Jingle Effect

What is it?

A jingle is a catchy noise, tune or song used as an audible logo to make your company / offering more memorable.

Why does it work?

It works because some songs and jingles are created to be deliberately catchy and memorable. You will likely still know some advertising jingles now that you first heard in your childhood.

It mostly works because despite their effectiveness, there are relatively few jingles out there being used. This means that creating a catchy jingle and sharing it is a great way to be remembered by clients.

How can you use it?

If appropriate to your offering, you can create a jingle by first focussing on the main message you want to get across. You can then write lyrics that convey the message using various techniques such as rhyming, alliteration and repetition. The key to creating a successful jingle is something that is short, catchy and makes you think of the offering it relates to.

Example:

A local carpet cleaning company uses the jingle:

“When the stains won’t budge, call in The Grudge – Carpet Rescue!”

Set to a short, upbeat tune, they play it on local radio and at the end of social media videos.

Why it works:

It rhymes
It’s fun and unexpected
It includes the company name
It sticks in your head

Even if people aren’t ready to buy now, the jingle increases recall. When they are ready, “Carpet Rescue” comes to mind first.

See also