Business owners are the target of so many advertising and marketing companies. Companies eager to extract their cash in exchange for “image building”… “brand awareness”… and other such almost-impossible-to-measure ” benefits.
Now, I’m not strictly against those terms. They can be, and ideally are, the by-product of good marketing & customer service. But if that’s all you’re getting…?
For the owner of a small to medium sized business, ideas like this will put them out of business damn quick. And that’s one reason why I’m such a fan of direct marketing websites, direct marketing emails and offline direct marketing campaigns.
Measurable results. Relatively low cost. The ability to test without being locked in to 6 month or 12 month advertisements.
But of all the traditional advertising and marketing schemes out there, surely few are more evil than the jingle.
Let me be clear – I hate jingles.
Just so there’s no confusion.
But why, you ask? Aren’t they a clever way of helping your ‘brand’ to be remembered by the public? Surely, this is a good thing?
Look, I don’t listen to the radio very much but when I do, there are a number of jingles which have me jumping for the controls to change the channel. I mean… really? Who writes these things? More over, who pays someone for the finished product, and actually thinks they’re good?!
The worst of the worst – “ABC Industries… helping people…” and other such meaningless trite. Who gives a rip? Who else are you going to help?
Or one I heard recently… “<brand name> Builders… building dreams… build your dream with <brand name> Builders>”
Clearly worth $10k – $20k plus air time.
Where do I sign…
Sorry for the rant. It just pains me to see business owners sinking good money into such crap! If you’re a business owner, and you’re seriously considering a jingle – even despite my ramblings – well, go ahead & do so on the following conditions:
- You don’t need the money you’re about to “invest”. Wouldn’t notice it gone at all
- You already have a great business and are not depending on the jingle to produce profits instantly (or ever)
- Your wife / husband / partner said they will leave you, if you don’t get a jingle written
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