Six Steps to Writing Jingles and Phrases for Advertising

Flora Richards-Gustafson reports:

"Companies use jingles and catchphrases to help consumers become familiar with a brand or product, and hope that the simple phrases or ditties are memorable to the masses and repeated. Catchphrases have a focus on marketing, clarity and simplicity. Writing a jingle is similar to writing a song and has a strong focus on marketing...Become familiar with the client. Learn about the client’s company and product goals, as well as its target customer. The client may already have a slogan or catchphrase she wants you to use in addition to a preferred style of music. Ask the client whether there are any particular words or images she wants the public to associate with the product or service advertised. It is also important to find out the desired length of the jingle; typically, these can last up to 30 seconds...Gain familiarity with the product or service. Sample the product or service so you can learn more about its benefits. Take note of your experiences with the product or service...Compare the experiences to what your client wishes to communicate about the product...Create a hook, a catchy and memorable phrase. You can use the hook as a stand-alone catchphrase or as the focus of your jingle. A good hook can incorporate literary devices like rhyming words, puns, alliteration, assonance or onomatopoeia. Bear in mind that your client may already have a hook he wants you to use for a jingle. If you were hired to write a catchphrase, this is the end of the process before you present your idea to the client...Write the music for the jingle if the client did not provide you with a tune. Make sure the genre of music you write matches the client’s message...Write the lyrics for the jingle. Generally, the lyrics in jingles rhyme. Use action verbs and imagery, and repeat the name of the product or company. It is important to make sure that consumers associate the jingle with a product or brand. When writing lyrics, you can list the attributes of the product or services or create a mental image between the product and the target consumer...Perform the jingle for the client. Depending on preference, you may need to perform the jingle live for your client or provide an audio recording...Other literary devices you can incorporate into a jingle or phrase include hyperbole, metaphors, similes and repetition. Unless you are writing a Halloween-themed jingle, write the songs in a major key. You may need to come up with several phrases or jingles for a client, who will choose her favorite. Step 4 and Step 5 are interchangeable."