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How to write a jingle' smart advice by professional musicians

Learn how to write a jingle to advertise your favorite products. Create something really cool that will stick in people's heads for many years

How to write a jingle: explaining the basics

Gone are the days when the advertising jingle production was work of serious musicians, with its own authorship and hallmark of the brand. Certainly, creating a jingle at present seems to be easy, as we have better technology and programs producing sound take care literally of everything, so in most cases all you have to do is pick a song and change the lyrics. We assume that a jingle could be defined as follows: a very short sound effect consisting only of a slogan or a melody. One can often hear it as the main element of radio translations. Of course, it is very short because time is extremely precious for advertising. Remember that the effectiveness of a jingle is essential because it has to be printed in the memory of the listener. Exactly for that reason, it has to be clear, short and easily identifiable, and it is a guarantee that this jingle will become distinguishable soon enough. Most importantly, its content should represent the very soul of the brand; at the same time, a slogan usually incorporates the basic promise consistent with the melody that should be sticky and metrical, as easy to understand as possible. Some good examples of recent years are Music Maestro's Banco Ripley or Holy Yapa's Santa Isabel.

Many brands prefer to rely on jingles to convey to the consumers the benefits of their products, services and/or promotions. But almost as much succumb to a wide variety of music tones with the lyrics changed. And it is obvious that an advertising jingle must go beyond simply addressing Internet search engines, getting hundreds of songs from LimeWire or Ares and changing the text of the songs. Creating a good advertising jingle goes hand in hand with a good advertising strategy. The lyrics are created in accordance with the campaign's main message, and that message should convey the feeling that we want to generate (love, joy, urgency, laughter, excitement etc.). It also could be lyrics that catch our attention without even being combined with a visual image, texts that associate that melody with brand, with phrases that are original and innovative, or simply are able to tell stories as did the agency Euro RSG for their campaign for DirecTV: those smart guys managed to present the product in a creative way, having written a fascinating story about a family and their neighbors.

Quite a few famous video clips, music videos are associated with a product or brand, rhythms and melodies are part of our memory and engraved in the collective unconscious of many generations – something hidden, but destined to be revived again and capture the attention of people. There will always be the memorable jingles such as Soprole's We Can Achieve, or that everybody's favorite melody of ENTEL. A jingle, either a cover version or not, builds the brand only when it is able to transmit metrical and melodious messages remarkable in their simplicity, able to generate small associations, which will be perceived as something inseparable from the brand. A jingle can make your company win a better position on the market, just because it provides a fresh look at the product and creates a professional image of the brand itself. Let us overview the process of writing a jingle and several tips, which music experts have supplied us with:

  • 1. Time: A jingle should be short or written in a brief form as in that way it is much easier for the public to keep it in memory.

  • 2. Effectiveness: A clear, short jingle is always easier to identify and remember.
  • 3. Creativeness: The content and manner of performance should be as creative as possible and avoid sticking to clichés.
  • 4. Plain text: You need to compose a good script that is effective and works well with the music.
  • 5. Tacky music: Choose a background melody that is sufficiently tacky and easy to remember and rehearse.
  • 6. Persuasiveness: Both the music and the text should work together to make the message more effective.
  • 7. Repeatability: This is how you reaffirm the name of your brand and this is what sells and help create embarrassingly big profits. Maybe that is the reason people hate jingles so much, but that also reflects how effectively they work.
  • 8. Easy bonding: For you to persuade that your brand has empathy with the public is to achieve the creation of one of the most important constituent of a jingle.
  • 9. Multi-compatibility: It is important to choose a good platform where we can position our ad or jingle because in this way it will be even more effective for this particular group of people and not the other.
  • 10. Great slogan: A slogan is one of the most important constituents of both a jingle and a brand because it is a direct way to make clear what our product or service is for.

How to write a jingle: advice from a pro

Richard Adler promptly puts it: If you are a singer and you need extra income or an entrepreneur and you need to advertise your business, knowing how to write a jingle will surely come in handy. At first, it may seem difficult, but writing creative lyrics and a memorable melody can be easily achieved – it is always fun and sometimes this fun is unbelievably rewarding. And it is almost always a bad job to ask somebody to give you some tips so that you can write a jingle for success. First of all, nobody can know better than you the pros and cons of the product you are trying to sell. Knowing how to write a jingle allows you to create an accurate and informative one, which permits buyers to grow more familiar with what makes this product different – and what makes it better than the product of your competitor. Write catchy texts using literary devices. Puns, rhymes and onomatopoeia are all great ways to catch the listener's attention and lay the aim of the ad plainly. Be sure to include the name of a product and all necessary supplementary lines. Write sentences that are strong, light and full of action verbs. Avoid phrases that feel neglected or unwieldy to eliminate the passive voice and complicated phrasing. Finally, write a melody that is really memorable. Not just happy or focused on a particular topic, but one that is about to stick in with the listener forever. The use of arpeggios and the scales to build the tune is a good way to make it simple, focused and much easier for the buyer to remember.

How to write a jingle: what hardware and software do you need

We will try and give you some general guidelines to teach you how to create jingles for radio. You can create your own jingles with your computer and in the comfort of your home. The first set of things you want to have at hand: soundcard and headphones. Let us assume that you already have a computer with the integrated card and a pair of speakers, or better yet, a decent set of headphones. If you do not have a decent sound card, you can look for it at any shop, such as Thomann, for instance. The recommendation that we give you is to choose a card with a minimum price of 80 euros to ensure a sufficient quality. Look at the features of the card and choose the most recent provided, of course, that you can afford it. Studio headphones are suitable for the production of jingles, and there is a wide variety of them too. A good brand is Beyerdynamic, and Beyerdynamic DT 100 is considered the standard of headphones on many radio stations (at least in England). Any of their top models are of even higher quality, while the best is the renowned DT 770 PRO. Nor should we forget brands like AKG, which also used on many radio stations (in Spain) and Sennheiser, which are more popular among DJs, but also represent quite a good choice for jingles.

Now, let us look at a free software available on the Internet. If you like to record, edit, mix and loop, the best option is the free audio editor available on the website of SoundForge Audacity. It is open source software developed by a team of programmers who are constantly improving its code. It is a good choice for basic editing and production techniques for jingles for radio. If you have some money to spend, Adobe Audition is the most commendable program for jingles. Normally, you will find this software on nearly all radio stations and studios. With it you can record, edit, mix multiple tracks in the multitrack mode, add effects, compress, equalize and many more. For those wanting to try professional software, it is recommendable to purchase Pro Tools. However, should you purchase this program you will also need to upgrade your computer hardware, buy a better card, microphone and speakers? The program itself has a fairly intuitive interface and is rich with many effects, filters, etc. It is used by all major audio production companies. There is also a free version which is pretty good, it is called Pro Tools First.

To conclude, let us just say again that jingles are the real backbones of advertisements and advertising campaigns. To be a better jingle writer you should always research on how to write a jingle and you need to get inspired from them. Remember that you are building a career and you want your listeners to be your customers forever.

Learn how to write a jingle to advertise your favorite products. Create something really cool that will stick in people's heads for many years

How to write a jingle: explaining the basics

Gone are the days when the advertising jingle production was work of serious musicians, with its own authorship and hallmark of the brand.

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100000046
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CREATED ON
June 17, 2016
COMPLETED ON
June 18, 2016
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$16
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