2 Quotes Tagged: jingles

Candor compels me to admit to support my view that jingles are less persuasive than the spoken word. It is based on the difficulty I always experience in hearing the words in jingles, and on my experience as a door-to-door salesment; I never sang to my prospects. The advertisers who believe in the selling power of jingles have never had to sell anything.

Next time you decide to have the sales pitch sung in a television or radio commercial, play the song to a half dozen people who know nothing about the product. Then ask them what it said.