Table of Contents
Preface xiii
Introduction xv
1 Treasure Map 1
2 Welcome to the Show 5
3 The Backstory 7
4 Know Your Stuff 11
5 The Basics 13
The History 13
What It's Not 14
6 Why Jingles are Powerful 17
The Power of Emotion 21
7 Recording the Perfect Jingle 25
Good or Bad: Who Cares? 26
Company Name 27
Infectious Melody 29
Word Repetition 29
Note Patterns 30
Rhythm 30
5-Second Rule 30
Perfect Timing 31
Targeting 33
Structure 34
Musical Interest 34
Cuts 35
Full-Sing 36
Sing-Out 37
Sing-In 37
Donut 37
Stingers 37
8 No Copying! 39
Knowing Your Copyrights 39
Inspiration 40
Your Rights 41
Parodies 42
Soundcheck 44
Volume 45
Dynamics 45
No "Pan" Handling 46
Mixing 47
9 All Systems Go! 49
10 Must-Haves 51
Business Name 51
Examples/Demo 53
Jingle Contract 55
Services Provided 57
Payment Terms 57
Ownership Terms 57
Clauses for Handling Problems 58
Payment Acceptance 58
Business Banking 59
Checks 59
Credit Cards 60
Trade Me 61
Don't Anger Your Uncle 61
Business Structure 62
Talent Pool 63
11 Should-Haves 67
Recording Software 67
Business Phone Line 68
Website 69
References 70
Brochure 71
12 Now What? 73
13 Who Will Buy Your Jingles? 75
Businesses 75
Go Local 76
Take a Look Around 77
Where to Look 78
Laser Focus 79
Be Relevant 79
The Right People 81
The Owner 81
Head of Marketing 82
The Coach/Advocate 82
Advertising Agencies 83
The Big Fish 86
Talking Money 90
Production Houses 91
Radio/TV/Cable Broadcasters 92
Contacting the Right People 93
General Sales Manager (GSM) or Director of Sales (DOS) 94
Local Sales Manager (LSM) 94
Account Executive (AE) 95
14 Hello, May I Speak to Money? 97
Starting the Conversation 99
Listening-The Lost Art 103
15 Bring the Party to You 107
Online 24/7 107
SEO 108
SEM 109
Social Media 111
E-mail 112
Find a Referrer 113
16 What to Charge 115
Geography 115
Local Use 116
Regional Use 117
National Use 117
Your Value 118
Jingle Content 118
Complexity 119
The Law of Averages 119
Online Jingle Prices 120
Satellite Radio 121
Slippery Slope? 121
Are You a Sellout? 122
One-Time Fee 122
Customer Reprisal 123
Unsavory Middleman 123
Potential Future Earnings 124
Buyout 124
Licensing 126
Price Deathtrap 128
17 The Contract 131
Sample Contract 131
The Product 133
The Price 134
Restrictions 134
Ownership 134
Get Money Now 134
Don't Even Think About It, Bro 136
18 Hiring Other Musicians 137
19 The Bonus Round 141
Do It Free 141
Move Fast … Very Fast! 142
High Mileage 144
Jingle-Sales Program 144
Audio Exports 146
20 It's Your Turn 149
Afterword 151
Free Resources 153
Notes 155
