A well crafted radio jingle can lock a song in the listeners mind for life.

That is powerful! And what a marketing weapon. Right now think of jingles that you remember. They are usually fun, rhymed tunes that stop you with a unique sound.

The jingle also needs to drive home the selling message. This usually is the phone number like in "648-8888, Pizza Hut Deliver!"

It's simple. Yet powerful. It appeals to your emotions. Your mind remembers it and then with no will of your own, keeps on singing the jingle in your head.

A great jingle has a hook. A reason to listen. It is like a serenade to the soul. The music catches the ear of your audience and does not let go. A memorable jingle- you just can not get out of your head. Like it invades the brain and nests somewhere. Like Mr. Clean. It's jingle ran over 50 years ago and it's still running!

The right tune and musical instruments play a role in remembering the jingle. If the music is played up to high, you don't hear the singer. Or if the singer does not clearly pronounce each word clearly - the jingle does not work.

Words come and go, and are hard to remember in a row. But when you say it in a jingle it becomes way more memorable. Music has a way a pulling awareness and is a very powerful marketing tool.

The jingle writer needs to keep his sentences snappy and market smart. The copy should sound flowing and hit at just the right timing point with the music.

Here is the simple test to see if the jingle is working. Ask yourself, if it sounds right it is right. And also, if something does not sound right, it is not right. Stop working on it when it all sounds perfect to the ear. Common sense right? But trust your feelings on this.

If you're not sure, step away from the jingle for a day, then listen and judge it.

Listen closely to your jingle and act like you're hearing it for the first time. Are their notes or words that are not clear or need to be taken out or punched up in volume?

Remember what great power a jingle has in rooting in to your customer's nut. Because when you think about the constant free advertising that you receive by the jingle playing in someone's head, the cost of producing one is peanuts. Let alone the word-of-mouth advertising that a great jingle attracts.

James Neill owns Coby Neill Creative Creative Ad Agency and Bulldog Radio Spots.
Give him a jingle and he'll make you a jingle.
Call 417-379-0535 and also ask for his new Bulldog Radio Jingle.