Most people that read that title would have sung it the way I wanted them to!
Sam made this point in a recent podcast; some things can stick in your head for a lifetime whether you want them to or not, and it doesn’t always have to be complicated.
BN Biscuits did this in the 90s/00s with a TV ad campaign focusing around that tune, and a cartoon version of their biscuit signing and dancing around the screen. Genius in its simplicity, but also catchy and on brand. They played on that success for years, making different adverts from the same tune. I even think at some point they had an ad campaign that referenced people getting it stuck in their head.
An example of advertising that goes beyond getting you to just buy it.
More importantly from my perspective, I am pretty sure the ad didn’t talk about the product in great detail. You would think an ad should have the key selling points; the taste, the ingredients, the unique nature of what it is. But no. If any ads did reference it, I can’t remember it, I just remember that song.
People don’t want to just have your USPs thrown at then, they want something that captures their attention.
Now I’m not talking about you going away and generating some catchy jingle, I’m saying that you don’t have to focus on what your product does, you have to focus on what benefit it will bring to your clients.
“No one buys shampoo”, as Sam says all the time, “people buy clean hair”. He may say that as he is losing his and mine is long gone, but he is correct.
Focus on what problem you solve for your customers, and stick that in their head. If you can think of a catchy jingle to go along with it then great!