Steal These Ideas!: Marketing Secrets That Will Make You a Star, 2nd Edition

Make a Jingle Work for You

There is nothing very complicated about a jingle. It's basically an audio brand promise with a clear product or service benefit. It can boost you above your competitors and keep you above them—because a musical signoff on radio or TV or even the Web is hard to ignore and easier to remember than any other ad element.

Many products have been defined by their jingles over the years—from Pepsi to Chock Full o'Nuts (the heavenly coffee) to various beer brands (Schaefer is the one beer to have when you're having more than one) to clothiers, household furnishing establishments, and regional and local businesses numbering in the thousands.

There are plenty of songwriters (beyond Charlie Sheen's character in Two and a Half Men! ...