Singing a product feature or slogan has always been a great way to get your marketing message remembered, but are you familiar with the ad jingle’s cousin, the rhythm-track commercial? These ads forgo traditional music, and turn product features into a satisfying beat.
Give up your need for dry copy lines that are easily forgotten. In this three-minute emotional marketing lesson video, emotional marketing expert Graeme Newell shows the best toe-tapping methods for firmly attaching a marketing message to your customer’s brain.
The best advertising campaigns always communicate a message that is effortlessly remembered. That tune that gets stuck in your head and haunts your thoughts all day long is a testament to the power of music in the best television ads.
My grammar school English teacher was pretty good at what she did, but I learned more grammar from Saturday morning cartoons than in the classroom. Whenever I hear the word “conjunction,” I can still sing the Schoolhouse Rock songs I effortlessly memorized decades ago. The geniuses who produced those incredible little videos knew that an infectious tune gets into our brain and burns a path into our memory that plain words can never hope to achieve.
Using our natural love of rhythm when positioning a brand is something that far too many ad producers overlook. Because most products never ask themselves, “what is customer focus?”, they use standard copy when the customer is far more likely to remember that message if it is more like a song than an ad.
Some of the best ad writers are those that approach the entire ad process from a musical vantage point. Their copy has a rhythm and meter to it that is deeply satisfying and meets a primal love of music and rhythm that lives inside all of us. The best television ads will start with this musicality as the heart of the message, then build copy points on to this satisfying framework.
Remember that positioning a brand is a mix of great writing, vivid imagery, and a stirring musical foundation. The best advertising campaigns will never let the music be an afterthought.
Transcription of Video Text:
When Google wanted to inspire the world to join the online revolution, it attached its marketing message to the pounding beat of Lady Gaga. Google knows that if you want people to sit up and notice a brand, there’s no better way than to get toes tapping.
Ads that repeat a product message over and over are usually just plain annoying.
But set that repeated product message to a beat, and the repetition transforms into a satisfying rhythm. Hefty wants you to remember its new bag clicks shut.
They remind you of the click 19 times in a row, and you don’t mind, because rhythm turns the product pitch into music.
Think constipation can’t be fun? Just set it to a beat!
Rhythm is not an effective tool for cluttered advertising that sells a lot of different product attributes, but if you have a single attribute you want to stick in someone’s brain, rhythm is one of your most effective tools. Snapple wanted customers to remember one thing, “better stuff.”
So pick your best product attribute, and get your toes tapping. Turn that feature into a chant, a rap, a tune or a beat. Our brains are hard-wired to remember rhythm. I’m Graeme Newell and that’s emotional marketing.