I am always baffled at the amount of advertising dollars that flow freely without a real working game plan in place other than a strategy to just include a few basics of the business and then bombard the public with really embarrassing, lack-luster at best, commercials that we're all suppose to just jump up out of our seats for. While this approach may not be unique to many would be advertisers whose radio and cable reps encourage them to go with the in-house production team, it is really a futile attempt at best to suggest that you're going to increase your overall revenue and create a company image with credibility that the public is going to buy into with this approach.



Consumers need and want a reason to purchase your product or service. Sometimes the need is a felt need. For example - the need to belong or the need to be needed. Sometimes the need is out of pure necessity – I am hungry now show me with incredible pictures, tasty and mouth watering food that I will eat the next time that I am out. Your job is therefore to figure out what your customer's needs are and then get them into print onto the radio or TV in a way that demands, without sounding demanding, a response to want them to buy now. I didn't say get them. I said want them to buy now. We're not trying to force anyone into buying, we want them to want our product or service.

How do we do that, and furthermore, how can we do that in such a way where the viewer thinks about our product or service more than just at radio play times? Have you ever noticed that a song more times than not in three to four minutes, makes more of an impression and underscores the point much greater than the key note speaker speaking for 45 minutes at a conference or a pastor's sermon. We've all been there. The fact is that when a message is coupled with music, it is sensed in other areas of the brain that are stimulated creating a much greater response than if the message were spoken alone. With that information we can create commercials with much greater overall impact.

If music can play that great of a role in our company's image and marketing, than why do so many fall into the trap of using the in-house voice over and production music that are no where near the mark. Sure custom jingles cost more to produce, but your overall results should in fact be incredibly higher. Now there are some pitfalls to avoid. You want to go with a music company such as ReelMusicianPro.com that offers a wide variety of production styles and experience – 30+ years that will truly create a need for your product or service. If you go with a “cheap” jingle company offering the idea “freebies” and highly discounted music, you might as well be paying the neighborhood kid down the street with little to no experience, but who has a computer keyboard and a mic to do your commercial. I don't know about you, but I want someone with years of experience who can really direct my efforts and create that customer base because they want my service or product.

Nobody's suggesting that you spend this much, because most of us don't have it to spend, but watch the pharmaceutical company ads and look and watch at how much detail is put into the music and voice overs to create the need for their medicine. There is an incredible amount of design and detail in their advertising. And the same, while your budget will be smaller, should be the same goal. If you're going to advertise, you need to focus on the need for your product and then secure experienced folks who can create that on screen and with the all important music element to forge way beyond your advertising budget and create an image true to who you are with sales that support it!