She Won't Take No for an Answer

Radio jingles are amazingly sticky. If well produced and properly placed, a jingle in a radio or TV ad can improve recollection and identification by more than a factor of 10. Ten times more memorable. Ten times as powerful.

The following radio jingle is etched into my head ... and the heads of about 900,000 other people in this region:

Jan Dils
Attorney at Law.
She won't take no
for answer!

Actually, that's just the chorus of the radio jingle. Sadly, I know every last insipid word of it.

Your bills are piling up.
You don't know where to turn.
Get the money you deserve-
The careful help you need.

Call Jan Dils,
Attorney at law.
She won't take
nooooooooooooooooooooooo
for an aaaa-hannnnn-serrrrrr.

I've never met Jan Dils, but when I do ... I'm going to sing her jingle to her, as strong and proudly as I can.

Music is a powerful communication and advertising tool. Prior blog post about the power of music here. Music helps us remember words and word relationship--even if we don't really want to remember them.

Because of their musical nature, radio and TV jingles are sticky. They have staying power. They get stuck in our brains.

Jingles are not cheap. In fact, they are fairly expensive. But for the right situation ... consumer oriented advertising in a crowded, competitive market space ... a good jingle is well worth the investment.

A tip of my cap to the marketing genius who first thought of singing the ad lines to a musical score, instead of simply speaking them.