Create A Sound for Each Client

It's not as hard as it sounds-- and it will help make your ads stronger and more memorable, thus becoming more successful. It's one of the main building blocks we use at BENMAR, and have for the better part of 25 years.

Creating a sound is the same principle agencies use when they create jingles, or campaigns. Find music, find a voice (or voices) or find a style for each client. That way, if you have five furniture stores on the air at the same time, one doesn't sound like the other. Otherwise, the tendency is to listen to the client, do what they're comfortable with, and blend in to the rest of the spots competing for the listener's ear.

Don't underestimate that last idea BTW---getting through to a client can be hard. I work with a station that has two furniture stores in the same market (small/med), owned by the same people. And though they appeal to the same demographics, they want the same style of commercial for each, right down to the same sales points and information. They just can't get it though their heads that instead of making an impact, all they're doing is confusing the listener. And then,of course, they blame radio for not delivering the results they expected.

A sound can just be a consistent voice. It can be a music bed you use for a client all the time. But you need to be thinking in that vein for every client, because THAT'S a big part of what's going to determine the client's success further down the road. The recognition factor for spots is very important-- again, it's why agencies spend a fortune on jingles they plan to use for 10 years. When a listener can recognize a client within the first three to five seconds of hearing an ad, and all simply by the sound of the ad, you've won the battle for top of mind awareness. And in many cases, that's all the client is trying to achieve.

Clients don't like to leave their comfort zones, so be gentle. But make sure each client you pitch has an idea and a hook. The easy way to get that done? Why, of course-- call on us. We understand this aspect of the client/sales relationship better than anyone in the creative business. We can help you help your client achieve greater success, and, in turn, increase their bottom line---and all without a huge, expensive ad agency and budget.