Writing a jingle is quite tricky. It is closely related to songwriting but the primary intention is to creatively push or market a product or a service. Since it is an advertising tool, it should be phrased like a slogan. The words should be in the vernacular and the tune, fun and cheerful. It should remind the consumers (or the target market) what the product or the service is all about. In other words, writing a jingle demands creativity, ingenuity, and musicality. Here are some pointers on how you can pen a winsome jingle:
- Understand your product or service. Have a clear idea of what you are trying to promote? What do you want your consumers (or your market) to do with the product or service? Know more about it features and benefits. What are its unique qualities or capabilities? What sets it aside from its competitors? Do you want to push the product or the service over the radio or on TV? By answering these guide questions, you can readily frame your ideas.
- Repeat the name. Don’t just mention the name of the product and the service. You have to literally drill it. Your goal is let the consumers (or the market) to remember the name. You want to put the product or the service on top of their minds. In a way, you are conditioning them to prefer it. For example, because of a well-written jingle, Kleenex has become a by-word. Instead of saying tissue paper, consumers simply say that they want to buy Kleenex. Of course, when they say Kleenex, they mean tissue paper. The same is true with Colgate and Coke (or Pepsi).
- Pen wonderful lyrics. Start with strong words. Go for nouns, verbs, and adjectives. They should be clear, meaningful, and striking. As much as possible, veer away from dull, overused words and phrases, unless your intention is to humor your consumers (or your market). You can also rely on figures of speech. You can use devices like assonance, alliteration, pun, onomatopoeia, hyperbole, simile, and metaphor.
- Work out the tune. After you have written the lyrics and emphasized on the name, your next step it set everything to a tune. In general, people easily remember tunes. For instance, during your elementary grade, you teacher introduced songs. The songs were meant to help your remember basic concepts. Since the songs are easy to memorize, rhythmic, and snappy, you enjoyed them immensely. The same principle should be used in setting a tune to your jingle. Your tune should be light, memorable, and lively. Of course, originality can make a big difference. However, getting “inspired” a popular song or music can lend appeal to your composition. Just be cautious about the intellectual property rights. It is always safe to use any of those under the “public domain” category.
It is practical to listen to as many jingles as possible. Learn from them. Deconstruct them and find out the devices use. Ask yourself why they were successful. They are definitely going to trigger your creative juices and in no time, your own jingle is ready!