If you’ve had a website online for at least a little while, you might already know Google has some pretty cool free marketing tools. But those free tools are just a starting place for your marketing. You’re still gonna have to spend either some time and resources or money or all three.

You can use some or all of Google’s free marketing tools to keep track of how you’re doing online. And, like I said, that’s a great starting point. But it doesn’t do you all that much good if you don’t apply the information to your marketing.

Since Google owns YouTube and places a lot of emphasis on video content, it’s basically essential for you to use video marketing. And it helps people get to know the real you (or the real side of your company) better than just about anything else. It’s the next best thing to actually meeting face to face.

And even though a lot of stats say you don’t need a Hollywood production for your videos, it’s still a great idea to look professional. If you have a fairly recent smartphone, you can get some decent results on your own. And, in that case, you have one of those awesome free marketing tools with you all the time.

But if you really wanna stand out with your video marketing, my suggestion is to take it to the next level. Personalization. That’s another way of saying branding. But they’re both talking about how to set yourself apart.

Once you know where you and your brand can best serve a thirsty crowd, personalization is your special glass of cool, sparkling, pure, filtered, and mineral rich water.

Maybe you already have gallons of that water in your digital fridge. If so, awesome. You’re probably already an oasis for your clients or customers.

But if you’d like some help personalizing and presenting your local business marketing, maybe I can help. I’m not one of those free marketing tools, but my goal is to not cost you anything. And that’s even better than “free”.

Your Words, Music, Video, and Voice Guy,

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Thousands of brand and marketing messages a day. Does it seem like you’re always seeing somebody advertise something to you? You’re not just seeing things. It’s really happening. If you’re like pretty much everybody else, you have a short attention span because of it. So you can bet if you do, so do your customers, clients, fans and patients.

When I was a kid, there were basically three channels on TV. And the whole family would gather around it in the evening and watch the same shows. Weird, right? I like to joke about how, back then, one of us kids were the remote control for our parents. When Dad wanted the channel changed, he’d just say, “Tony, put it on 13.” I’d get up and go click the dial over to thirteen, and he never had to leave his seat.

Another thing about watching TV back then…commercials were either 30 or 60 seconds long. Sometimes for special programs sponsored by companies like Kraft you might see a two minute long commercial. The point is, when the commercials came on, we all knew just about how much time we had to run to the kitchen for a snack. Or whether there was enough time for a bathroom break.

Since you already know how hard it is to keep someone’s attention, it’s a good idea to advertise in smaller, more memorable chunks. That’s where audio branding shines.

Because music can get stuck in your head, it’s more memorable than flashing tons of images at people. I know most TV and internet commercials, these days, love that approach…lots of images…but it doesn’t engage everyone. In fact, a huge segment of viewers probably hates it.

But who doesn’t enjoy music?

That’s all I’ll say about it today because I know your short attention span won’t let me go much further. And if you have any questions, comments, or disagreements, be sure to let me know. And, oh yeah…

When you’re ready to work on your project, email me about it. Or better yet, book a free 30 minute consultation. Even if we don’t end up working together, I’ll see what I can do to get you going on your own.

Your friendly digital marketing composer,

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He’s standing in the middle of the road on the border of Tennessee and Virginia. Another time, he’s on the Brooklyn Bridge with walkers and cyclists whizzing by. Still another time he’s in the middle of the desert southwest with the Roadrunner and Coyote. He’s the original wizard lizard, the Geico Gecko. And he helped Geico have one of the most powerful and recognizable audio brands in America.

You don’t need the advertising budget of Geico Insurance to be a wizard lizard. But you DO need to be consistent with your audio branding. It’s like any other part of advertising. You can’t just put it out there once or twice and expect people to beat a path to your door. You might find yourself standing all alone in a whiteout blizzard.

Think of any successful commercial. Or any successful pop song. In fact, think about any brand or product that’s been successful and see if you can come up with one who wasn’t consistent.

Can’t do it can you?

You might start out just being a regular lizard. At first you spend your time figuring out who you are, what you’re trying to sell, and who your audience or market is. You’re a lizard, crawling around the internet. Looking for ways to get your message out there. Hoping to show how you’re the right one for the project.

If you’ve watched any of those Geico gecko commercials, you probably noticed the gecko always walks around like a human. Not like a lizard. That’s why he’s not like all the other lizards. He’s a wizard lizard who’s figured out how to stand out by standing up.

Make the decision, today, to stand up and get your wizard on. Consider adding the special brand building abilities of sound to your advertising. Put out a consistent brand message where your customers and clients will hear it and won’t be able to forget it.

You’ll find more ideas like this in my book on audio branding. It’s a free offer is right on the side of my website. A quick and easy read, you can probably finish it in a couple of hours. It’ll help you to see more advantages of becoming a wizard lizard. You can even do it yourself.

Of course, if you want or need some help producing a unique sound for you or your business, here’s where you can…

Your friendly digital marketing composer,

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Maybe I’m just a little over-sensitive to gas prices because I drive a lot. But I’ve noticed (and maybe it’s just coincidence…I doubt it) how a gallon of gas costs about 40 cents more than it did a few weeks ago. At least, that’s the case here in the shadow of Pike’s Peak where I live. Just as summer travel time gets here, too. Hmm. The point is, it’s an indication of how things continue to cost more. And the solution, as always, is to make more money. Not complain.

My wife is a health coach. What’s that got to do with how to make more money? It’ll make sense in a few seconds. She’s always looking for ways to help me build up my immune system, ease up the stress on my adrenals, and basically be as healthy as I can be. One of the things she touts most is apple cider vinegar. The health benefits to adding a dose of ACV to your daily diet are enormous. It’s tart, but I gotta say…it’s ain’t all that bad.

Too much honey can still cause you some serious problems. Especially if you’re dealing with anything close to diabetic issues. And vinegar, ironically, can help reverse those problems.

OK, the reason I’m sharing all this is to create the analogy you can apply to your business or other creative endeavors. The old adage says, “You can catch more flies with honey than vinegar.” True. But you’re not looking for flies. You need customers, clients, and commerce. And when you use the sugary sweet approach…or as Marie Forleo said on a Ray Edwards Podcast episode, “too much flowery language”…you can kiss the commerce goodbye.

How many times have you clicked the buy button on somebody’s website because they seemed so sweet? And how many times have you bought something because the product, service, or information was explained in an easy-to-understand way? Yeah, the second approach is how you make more money.

It’s perfectly fine to have fun with facts and figures and let your personality shine through. People will love that. But don’t give ’em a toothache with honey-dripping language. This is even important in your audio branding.

Hopefully I’ve kept this short and “sweet” enough for you today. And remember: disagree at your own risk.

Your words, music, and voice Digital Marketing Guy,

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Helen’s world had lost its sparkle. A typical day for her included hours of staring forward with a blank look on her face. It seemed the only thing she was aware of was that it was daytime. One day Alicia, a music therapist, came to the dementia center where Helen lived, and life began to open up again. Alicia started playing catchy songs, from Helen’s past, on an iPod. And, almost immediately, glimmers of recognition appeared in Helen’s eyes. She even smiled. Something she hadn’t done for a long time.

Music therapists us catchy songs and sing alongs for patients in late-stage dementia and Alzheimer’s in centers all across America. It’s more proof of the power of music. Most of the time I talk about the power of music to help you build your brand and sell more stuff. But the fact that music helps people become more aware of their surroundings is another sign of how it’s a gift from God. Whether you believe in God or not, you should be able to see there’s more than meets the eye going on in a song.

But they can also drive sales. Take this example of a woman who said she’s never had to replace a windshield. She said, when the time comes, she’ll know who to call. One local company’s jingle has been “irrevocably wedged in my brain.” Music is such a powerful advertising tool. I dare you to find three commercials today with no music in them.

Familiar music can reach inside the minds of people whose minds are failing them. Imagine what it can do for you and your healthy audience. Catchy songs strike a chord with listeners. That’s part of what makes them catchy. Why not make good use of music and have your customers singin’ along with your tune? Let’s talk about it, soon.

Your friendly digital marketing composer,

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The first time I saw a comedienne do the “squirrel joke”, I almost did a spit take. It’s a joke about how attention spans are so short and distracted these days. Kinda like a dog that suddenly spots a squirrel. Focus is one place one second, then a completely different place a couple of seconds later. So, how do you fight that when you’re advertising? Well, instead of losing your readers to sudden video popups, use branded sight and sound and BE one of those distractions.

I’ve been involved with sound recording, in one way or another, for most of my life. Especially when it comes to voice and vocals. That’s why I focus on it here on my website and on my podcast and social media. And I know, without a doubt, you can set yourself apart with your own audio branding. But even more powerful is the combination of sight and sound…branded videos.

Have you noticed how the most popular video channels on YouTube…in any niche, are the ones where real people come across as actually being real? They’re the ones who allow life’s little imperfections to show through. In fact, many times they play those up. Either with humor, or self-deprecating comments, or some other technique. Why?

Face-to-face time is the best way to build relationships. And I believe video to face time can be almost as effective. At least when you’re being yourself and letting that come across. I’ve read some articles saying your business videos aren’t about entertainment. They’re just supposed to enhance or build your brand.

I disagree.

Whatever your brand, if you can entertain your audience and keep them around longer, you have more opportunity to sell them your products, services, or information. And you’re in business to make money. Doesn’t that make sense? Of course, I’m not saying you need to be a comedian or actor or singer-songwriter in your presentations. But adding an entertainment “feel” to them helps establish your brand in a way your buyers will remember.

For example…think about the music in the Avengers movies.

When you just listen to the movie score, it sounds so serious. Sometimes even ominous. But right in the middle of a battle scene, one of the superheroes says something funny. And audiences eat it up. The movie makers used that and ramped up an impressive Marvel movie empire. They combine the sight and sound in a way that appeals to both sides of your brain. If they made everything doom-and-gloom serious, I don’t think they’d be half as successful.

Almost every scene is dark. And pitting superheroes against each other is just stupid. But maybe that’s just me. Anyway, unless you’re a diehard DC comics movies fan, I’ll bet the music doesn’t stay in your mind like the score for IronMan.

OK…I didn’t actually mean for this to turn into a comics review or anything like that. I’m just trying to point out how you can put sight and sound together, entertain your clients, customers, or fan base…and create a relationship building machine. Just make sure it ties in well with your brand. And use it on your website, in your social media channels, in your radio and TV commercials, and anywhere else you advertise.

Or don’t.

Either way, you’ll learn something important. And isn’t that how you build better business?

Your friendly digital marketing composer,

The post Sight and sound – a great way to be found appeared first on Freelance Writer Book Publisher Music Producer Wichita KS.

Watch any old Western movie, and it’s a good bet you’re gonna see a hootenanny, or a barn dance, or some other sort of soiree ‘neath the big Western sky. And the minute the music starts, folks are gonna dance their boots off. As far as I can tell, the music seemed to put everybody in a dancin’ mood. Well, some of the bad guys might get in a mood to go outside and do somethin’ ornery. But for the most part, everybody was there to have a good time. That’s what music does. It helps create moods. So, in a way, all music is mood music.

When I used to play music every night, for a living, I had a huge repertoire of songs. If you’re one of those who heard me perform live, you know I’m not exaggerating. Matter of fact, there were many times I’d play a four hour show with no breaks. None! And during those four hours I could take the audience on a sailboat ride in the Caribbean, through the blues section of Kansas City, up the Rocky Mountains and back down, and even to a quiet, out-of-the-way jazz bar to smooth out the wrinkles.

It might sound like I’m bragging, but I’m making a moody point. Music sets a mood like nothing else. That’s why it’s so effective in business, entertainment, and day-to-day life. And you’ve got lots of moods to choose from.

You’ve probably noticed I talk a lot about sound and how music for business should be a huge part of your advertising. And you might have heard me talk about the power of audio branding with your own personalized song. But here’s another way of using that personalized song even more effectively. Different versions of it for different moods.

So what some people might like about your song, others might find repulsive. That’s OK. Make different versions. Same song but with different instrumentation, a different beat, a whole different feel. Mood music that’s the same only it’s not.

See what I mean?

I’ll bet you’ve heard it done without even noticing. Or maybe nothing gets by you. Either way, lots of successful companies, some entrepreneurs and podcast publishers, sports shows, and movies have certainly reaped some big rewards. Just by adding in here…or taking out there. Or by putting the same version with (or without) vocals in different videos or scenes.

If you wanna try coming up with something on your own, start thinking about your brand. Are you trying to portray yourself as a hero for your industry? Throw some power strings and tasty brass into your audio branding. Maybe you’d like to come across as more friendly and down-to-earth. In that case, you can’t go wrong with a nice acoustic guitar, some bouncy percussion, jingling triangle, and a touch of outdoor sound effects. See how it works?

And a well thought out combination of sight and sound gives you an unforgettable advantage. I’ll take that up later. Right now I want you to start thinking about sounds. Sounds that you believe will sync up nicely with your brand. Then, start thinking about how you can combine them into your own audio branding. And don’t forget to focus on what mood music will help you get across.

If you need some help, you know where to find me.

Your friendly digital marketing composer,

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I was in the second or third grade when I heard about show and tell for the first time. The teacher asked each of us to bring our favorite present we’d gotten for Christmas after we came back from Christmas break. Yeah, they called it Christmas break back then, but I digress. Anyway, the concept was totally new to me. And I listened intently as each kid talked about a train set, or pogo shoes (ask me about that), or cowboy gun set, or easy bake oven. I could see each one of them smile as they showed off their present and told us all the wonderful things it did. Story after story.

How do you show and tell your business or products or services? Do you put up BOGO (buy one get one) signs in your storefront windows? Are you sharing another picture, out of your day, on Instagram and Facebook? Maybe you’re mailing out fliers to certain parts of town. How about networking with some cool business cards and a plucky elevator pitch? Those things are fine, but they don’t show AND tell in the most effective way. Your smile and joy might not shine.

These days it’s so much easier to share a video about your business than it ever was in decades past. You probably have a darn nice video camera right in your pocket or purse at any time of day. Right? And with a little practice (and a decent video editing app), you can put some decent videos online in front of potentially millions of people. A great strategy, by the way. If you’re not already doing it, at least give it some thought. But when you wanna rev things up…

I’ve been reading lots of articles, for the past couple of years, talking about the power and wonder of video. And I agree. It’s a much more powerful way to connect with your target audience than almost anything. And if you and I have seen the information talking up the power of video, you can bet lots of your competitors have too.

But I don’t believe those competitors (or most others for that matter) are aware of how to take their video up to an even more powerful level. At least, as I’ve watched videos (and I’ve watched a lot) by business owners and entrepreneurs, I’ve seen almost none using branded audio. And that spells Opportunity…with a capital Opp.

Not so long ago, jingles were used by many, if not most, major brands to advertise on radio and TV. Unfortunately, time marched on, and I guess people figured there must be some newer, cooler, edgier way to be memorable. Jingles just weren’t so cool anymore. In fact, cool started meaning you went out and got some hip-hop artist to put together an infectious beat with a “feel” that you wanted to spread. Problem with that is…feelings change. From day to day. But like so many great advertising tools from the past…

Here’s some quick ways to start coming up with your own audio branding ideas.

There are plenty of ways to work on building your online and offline empire. I’m just a simple one-man-branding-band with ideas about using audio branding in your videos, websites, and other advertising. It’s show and tell I know will help you sell. I can help you get going if you don’t already have your own writers, voice talent, and studio.

Your friendly digital marketing composer,

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Or does your website suffer from what I call TAR? Tap Away Response – Or are you even sure? Well, wouldn’t you like to be sure your visitors can easily see and hear things on their mobile devices?

Especially if your products or services are what people need when they’re out and about. You know…mobile.

Not just any ol’ mobile content, though. Put on the good stuff. The stuff that makes it super easy for mobile users to like  you, call you, and find you. Oh yeah, it helps them know and like you, too. Think of it as your own little elevator pitch. In other words…get to the point.

That’s the kind of stuff I can help you with, if you’re not quite sure what to do. I wanna help you avoid being stuck in TAR. Think about how YOU tap YOUR smartphone or tablet. Let’s say you’re out and about…lookin’ for something you need, right now. You type in or say a keyword, and you land on a site you can’t see or hear or maybe even read. What do YOU do, when that happens?

Yeah…Tap Away. Or swipe. And you’re off to some other site.

Shorter. Sweeter. To the point! Words, music, audio, and video that jump right into eyes and ears and brains and hearts right away. Then visitors will tend to hang around longer. And when they hang around longer, they’re more likely to take the action you want them to. Like subscribe, join, watch…or even BUY.

It’s a win-win-win. Your audience wins. You win. And yeah, even I win because I helped you out.

So, what do you say? Are you ready to get out of the TAR and get to the point? There’s a lot of fingers pointing at mobile devices right now. Shouldn’t at least some of them be pointing at your business?

Your words, music, and voice Digital Marketing Guy,

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