Latest / Glovisor Podcast / Why Small Businesses Need Sonic Branding to Be Remembered - Jetstream Sonic [Ep 92]

Transcript

Why Small Businesses Need Sonic Branding to Be Remembered - Jetstream Sonic [Ep 92] · Glovisor Podcast

• 0:00
  Speaker 1: The goal of marketing is really not to reach more people.
• 0:03
  Speaker 1: The goal of marketing is to help those people remember
• 0:07
  Speaker 1: you when they're ready to buy.
• 0:12
  Speaker 2: Welcome to the Glowvisor podcast, where we explore business growth, communication,
• 0:15
  Speaker 2: and personal development through real conversations with people who make
• 0:19
  Speaker 2: an impact. Our guest is a composer and creator of
• 0:22
  Speaker 2: Jetstream Sonic, helping small businesses build their identity through sonic
• 0:27
  Speaker 2: branding and connect with audiences in a whole new way.
• 0:31
  Speaker 2: Glowvisor welcomes Jeff McQuilkin.
• 0:34
  Speaker 1: Hey, great to be here, Joe. Thanks for having me. Oh,
• 0:36
  Speaker 1: you're welcome.
• 0:37
  Speaker 2: So, Jeff, tell us, what is it that you do
• 0:39
  Speaker 2: and who do you help?
• 0:41
  Speaker 1: Well, what I do as a composer is I help
• 0:44
  Speaker 1: small businesses basically build become top of mind in their
• 0:50
  Speaker 1: space through their marketing. And what I do is I
• 0:56
  Speaker 1: give their brand a sound, a unique, distinctive sound. So
• 0:59
  Speaker 1: think about when you open up Netflix, you don't just
• 1:02
  Speaker 1: see the red N on the screen. You hear that
• 1:05
  Speaker 1: ta-dum when the app opens up, right? That sound is
• 1:09
  Speaker 1: a key part of the Netflix brand. And big companies
• 1:12
  Speaker 1: like Netflix, T-Mobile, Intel have been doing this for a
• 1:15
  Speaker 1: long time. The reason they do it is because sound
• 1:18
  Speaker 1: imprints in memory faster and more effectively than visuals alone.
• 1:23
  Speaker 1: And so I figured out that this works just as
• 1:26
  Speaker 1: well for small businesses as it does for large. And
• 1:29
  Speaker 1: small businesses are doing content, even though many of us,
• 1:33
  Speaker 1: some of us are still advertising a TV, radio, CTV,
• 1:36
  Speaker 1: but most of us are not. What we are doing
• 1:39
  Speaker 1: is social media. We're doing YouTube, TikTok, Instagram, a podcast, right?
• 1:45
  Speaker 1: Those are all areas where we have the opportunity to
• 1:48
  Speaker 1: put a distinctive sound in front of people associated with
• 1:52
  Speaker 1: our brand. And if we will do that, we will
• 1:54
  Speaker 1: have a bigger impact and into people's memory so that
• 2:00
  Speaker 1: when they are ready to buy whatever it is that
• 2:03
  Speaker 1: you are offering, there's a much better chance you're going
• 2:06
  Speaker 1: to be the one that they think of first and
• 2:08
  Speaker 1: not your competitors. if that makes sense. So that's what
• 2:13
  Speaker 1: I do. I am the first agency that I know of.
• 2:17
  Speaker 1: I'm not going to be presuming to say I'm the
• 2:18
  Speaker 1: only one. I'm the first agency that I know of
• 2:21
  Speaker 1: that does this exclusively for small businesses so that they
• 2:23
  Speaker 1: can get that same benefit of brand recognition inside of
• 2:27
  Speaker 1: their circle that these big brands do on a global scale.
• 2:31
  Speaker 2: I have so many questions.
• 2:35
  Speaker 1: So now.
• 2:36
  Speaker 2: How long does that sound have to be? Because you
• 2:39
  Speaker 2: mentioned the Netflix, which is probably a second or two.
• 2:42
  Speaker 1: Right. It doesn't have to be long. Yeah.
• 2:45
  Speaker 2: But then you have other ones that are these long
• 2:47
  Speaker 2: jingles that we remember, like these used car sales places
• 2:50
  Speaker 2: that we remember back from the 90s.
• 2:52
  Speaker 1: And they kind of stuck with you. Yeah. It really
• 2:55
  Speaker 1: doesn't have to be long or short. It depends on
• 2:58
  Speaker 1: the situation. You mentioned the jingle. What I do is
• 3:01
  Speaker 1: kind of the cousin of the jingle. Okay, a really
• 3:04
  Speaker 1: good jingle can become sonic branding. You know, I'm thinking
• 3:07
  Speaker 1: of the Kit Kat jingle. Give me a break, right?
• 3:10
  Speaker 1: That started, jingles really are initially written to an ad.
• 3:16
  Speaker 1: But if it works really well, they'll keep it and
• 3:18
  Speaker 1: keep reusing it and then it becomes part of the brand.
• 3:20
  Speaker 1: And that's kind of what happened with Kit Kat. They've
• 3:23
  Speaker 1: been using that same jingle for, I don't know, maybe
• 3:25
  Speaker 1: 30 years or more now. But it doesn't have to
• 3:29
  Speaker 1: be that long. In my case, what I do, I
• 3:32
  Speaker 1: create that little clip of music that usually two to
• 3:38
  Speaker 1: seven seconds in general. And I call it an audio logo.
• 3:42
  Speaker 1: That's my jargon for what I do. Because it's meant
• 3:46
  Speaker 1: to play when your logo displays. But I also do
• 3:50
  Speaker 1: brand themes. If they want a longer underscore that's just
• 3:55
  Speaker 1: theirs to use that can appear on all of their videos,
• 3:58
  Speaker 1: I'll do that as well. But to me, in my field,
• 4:02
  Speaker 1: the audio logo is kind of the bread and butter.
• 4:04
  Speaker 1: It's the thing that gets the job done 70% of
• 4:06
  Speaker 1: the heavy lifting.
• 4:08
  Speaker 2: Are there different types of those audio logos depending on
• 4:12
  Speaker 2: the industry? Does it have to be high for certain
• 4:15
  Speaker 2: industries and low for others?
• 4:17
  Speaker 1: Yes, it really depends on the industry. It depends on
• 4:20
  Speaker 1: the business and their personality. Because what we're doing, and
• 4:24
  Speaker 1: we can do this in a couple of seconds, the
• 4:26
  Speaker 1: key to sound branding is, is it needs to be
• 4:29
  Speaker 1: authentic to the brand, right? Not going to take a
• 4:34
  Speaker 1: corporate law firm and give them a banjo and a tuba.
• 4:37
  Speaker 1: You know what I mean? Probably. It depends if that's
• 4:41
  Speaker 1: the kind of lawyer they are. I don't know. But anyway,
• 4:44
  Speaker 1: but we try to make it appropriate to the brand,
• 4:46
  Speaker 1: appropriate to what people would expect that brand to sound like.
• 4:50
  Speaker 1: And we're going to do things that help people feel
• 4:53
  Speaker 1: a certain way toward the brand, because this is a
• 4:55
  Speaker 1: unique branding asset that conveys emotion. And so when there's
• 5:00
  Speaker 1: an emotional connection with the brand, then you have a
• 5:04
  Speaker 1: deeper connection with your potential clients and customers anyway. You
• 5:10
  Speaker 1: want that emotional connection. So we can help build that
• 5:13
  Speaker 1: with sound. So long and short is it's different for
• 5:17
  Speaker 1: every project. And honestly, that's what I love about what
• 5:19
  Speaker 1: I do because every new client is a unique challenge.
• 5:23
  Speaker 1: What kind of sounds are we going to create that
• 5:24
  Speaker 1: are going to match this brand? and fit what they're doing.
• 5:30
  Speaker 1: And the other thing about it, just while I'm thinking,
• 5:32
  Speaker 1: I said the other thing about sonic branding is a
• 5:35
  Speaker 1: good audio logo or sonic brand needs to be exclusive
• 5:39
  Speaker 1: to the brand. Only they can use it, right? It
• 5:43
  Speaker 1: needs to be original. It needs to be authentic. It
• 5:48
  Speaker 1: needs to feel like it fits. I usually register the
• 5:51
  Speaker 1: copyright and I give my client the only license to
• 5:55
  Speaker 1: use the music. So it's only going to be heard
• 5:57
  Speaker 1: around their brand. If they want to buy out the copyright,
• 6:00
  Speaker 1: they can. In a few cases, a sound may be
• 6:04
  Speaker 1: distinctive enough to qualify for what we would call a
• 6:06
  Speaker 1: sound mark, which is like a trademark except for sound.
• 6:10
  Speaker 1: And then, you know, you typically want to do that
• 6:13
  Speaker 1: with the help of an attorney to do a search
• 6:15
  Speaker 1: and make sure that that truly is distinctive enough to
• 6:18
  Speaker 1: qualify for a sound mark. But the short answer, I
• 6:21
  Speaker 1: gave you the long answer. The short answer is yes,
• 6:23
  Speaker 1: it's protected by copyright or some sort of trademark.
• 6:26
  Speaker 2: Can you take us back? When was that moment that
• 6:29
  Speaker 2: you said, you know, I really have something here with
• 6:32
  Speaker 2: the sonic sound and I should explore this as a
• 6:35
  Speaker 2: as a entrepreneurship venture?
• 6:38
  Speaker 1: When was that moment? Yeah, it was pretty easy for
• 6:43
  Speaker 1: me to pick up. I've been a composer for 30
• 6:45
  Speaker 1: plus years and I still do film work, film and
• 6:48
  Speaker 1: TV scoring. OK, I came across this because at the
• 6:54
  Speaker 1: time I was freelancing as a writer. as kind of
• 6:58
  Speaker 1: a side hustle. I was doing this for a wood
• 7:01
  Speaker 1: flooring company. I was actually blogging for them. But they
• 7:06
  Speaker 1: opened an office in a new city. They had no
• 7:09
  Speaker 1: traction in the new city against their competition. So they
• 7:12
  Speaker 1: decided to take out a local TV ad. They knew
• 7:16
  Speaker 1: I was a composer. So they said, would you like
• 7:19
  Speaker 1: to write the music for the ad? I said, sure.
• 7:21
  Speaker 1: I took the gig. But I took another look and
• 7:25
  Speaker 1: I said, you know, I've known this brand a long time.
• 7:28
  Speaker 1: I'm very familiar with this company. They're good friends of ours.
• 7:31
  Speaker 1: I want to give them more value than just a
• 7:34
  Speaker 1: little bit of music for this ad. Let's see if
• 7:35
  Speaker 1: we can come up with something they can keep using
• 7:37
  Speaker 1: for the next 10 years. So I hadn't even seen
• 7:41
  Speaker 1: the ad. I don't even know that the ad had
• 7:43
  Speaker 1: been produced yet. But I created a suite of music
• 7:46
  Speaker 1: for them. I created a one-minute... 30 second and 15
• 7:51
  Speaker 1: second version of original branded music, which is now what
• 7:55
  Speaker 1: I consider to be a brand theme, right? I created
• 7:58
  Speaker 1: the audio logo for them and I integrated that into
• 8:01
  Speaker 1: those pieces of music. And then I gave it that
• 8:03
  Speaker 1: audio logo to them as a separate sound file. I
• 8:06
  Speaker 1: wasn't even piecing together that what I was doing was
• 8:08
  Speaker 1: giving the brand a sound, but that's exactly what I
• 8:11
  Speaker 1: was doing because it was tailored to the brand and
• 8:13
  Speaker 1: not the ad. And it was, it was distinctive enough to,
• 8:18
  Speaker 1: it sounded like them. They loved what I did. They
• 8:21
  Speaker 1: put it on their ad. Six months later, they got
• 8:24
  Speaker 1: back to me and they said, Jeff, we have gone
• 8:28
  Speaker 1: from basically brand invisible in that community to top of
• 8:31
  Speaker 1: mind in local polling in six months. And we've made
• 8:34
  Speaker 1: half a million dollars in revenue from the ad in
• 8:38
  Speaker 1: the process. The ad's still running, to the best of
• 8:40
  Speaker 1: my knowledge. The ad's still running. So that was my
• 8:45
  Speaker 1: aha moment. That was when I looked and I said, Okay.
• 8:48
  Speaker 1: And I was already leaning that direction because I had
• 8:50
  Speaker 1: so much fun with the project. Certainly other companies might
• 8:53
  Speaker 1: be able to use this, but when I got that
• 8:54
  Speaker 1: social proof, I'm like, this is it. This needs to
• 8:57
  Speaker 1: be a business. I looked around and saw that nobody,
• 9:02
  Speaker 1: virtually nobody was offering this to small business owners. And
• 9:06
  Speaker 1: so I found an opening in the market and I
• 9:08
  Speaker 1: just decided to jump in. So it's a unique experience
• 9:12
  Speaker 1: because it is a blue ocean of sorts. Um, I
• 9:16
  Speaker 1: don't expect to be the only one swimming in this ocean.
• 9:20
  Speaker 1: But right now, I have the opportunity to kind of,
• 9:24
  Speaker 1: you know, figure out how this all works as a business.
• 9:28
  Speaker 1: And that's an exciting place to be for somebody who's creative.
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  Speaker 1: And it's a little scary for someone who's not normally
• 9:34
  Speaker 1: accustomed to being an entrepreneur. You know, composers are natural freelancers.
• 9:40
  Speaker 1: We kind of go from project to project. This is
• 9:42
  Speaker 1: my first opportunity to really build a business out of it. Thankfully,
• 9:46
  Speaker 1: I'm not alone. I've got a coach helping me and,
• 9:48
  Speaker 1: you know, that kind of thing. But that's the story
• 9:50
  Speaker 1: of how we kind of got leaned into this. And,
• 9:53
  Speaker 1: you know, in the months and years that have followed,
• 9:57
  Speaker 1: it's proven to be, you know, it's proven. to be effective.
• 10:01
  Speaker 1: It's proven to be a viable product and service that
• 10:06
  Speaker 1: is in demand. So I'm excited to see what it's
• 10:10
  Speaker 1: going to do.
• 10:11
  Speaker 2: Yeah, I suspect that you won't have too much competition
• 10:15
  Speaker 2: because you have to be very creative and then you
• 10:18
  Speaker 2: have to be an entrepreneur as well. Those are two
• 10:21
  Speaker 2: very different skill sets.
• 10:23
  Speaker 1: That's true. That's true.
• 10:26
  Speaker 2: So I think that you're ahead for a little bit
• 10:28
  Speaker 2: of time there. Now, if someone started to work with
• 10:32
  Speaker 2: you today, what would be that process?
• 10:34
  Speaker 1: Oh, yeah. So what we would do, we would start
• 10:37
  Speaker 1: with an initial conversation with the client, the business owner.
• 10:43
  Speaker 1: We would take probably 30 minutes to an hour is
• 10:46
  Speaker 1: usually what it takes. And we record the conversation, we
• 10:51
  Speaker 1: get their origin story, how they got to be doing
• 10:54
  Speaker 1: what they're doing, what their passions are, why they're in business,
• 10:58
  Speaker 1: who they're trying to reach, what niche they're trying to fill,
• 11:04
  Speaker 1: and really things like how they want people to feel
• 11:07
  Speaker 1: around their brand when someone encounters them. Because like I said,
• 11:11
  Speaker 1: this is a unique asset that conveys emotions. Once we've
• 11:16
  Speaker 1: finished that conversation, I go away and I do independent research.
• 11:19
  Speaker 1: I will research their industry. I'll research their competitors to
• 11:23
  Speaker 1: see what is going on in their space musically. Chances
• 11:27
  Speaker 1: are their competitors do not have a sonic brand, but
• 11:31
  Speaker 1: they are probably doing some sort of library music somewhere
• 11:34
  Speaker 1: if they're marketing. And then I'll research the target audience,
• 11:40
  Speaker 1: who they're trying to connect with, find out what they're
• 11:43
  Speaker 1: responding to. And in the intersection between who they are
• 11:47
  Speaker 1: as a business and who they're trying to reach, we'll
• 11:50
  Speaker 1: create two to three demos. Come back, have a listening
• 11:53
  Speaker 1: session with the client, listen to the demos. At that point,
• 11:58
  Speaker 1: generally one of three things happens. One, they love one
• 12:01
  Speaker 1: of them and we decide to go ahead and build
• 12:03
  Speaker 1: it out. Two, they have the right to reject all
• 12:06
  Speaker 1: of them. Give me some notes. I'll go back to
• 12:08
  Speaker 1: the drawing board. Or the third option is, Maybe we're
• 12:13
  Speaker 1: leaning to one, but we want to hear something different
• 12:15
  Speaker 1: or we like elements of the first one. We'd like
• 12:17
  Speaker 1: tied into the other one, you know, and then we
• 12:19
  Speaker 1: just revise. We make revisions. We rinse and repeat that
• 12:22
  Speaker 1: process until we have a consensus with the client. This
• 12:26
  Speaker 1: should be the sound of the brand. Once we're in
• 12:29
  Speaker 1: that space and once we're in that place, I mix
• 12:32
  Speaker 1: and master the tracks to broadcast readiness. I give them again,
• 12:37
  Speaker 1: the only license to use that music. And then we
• 12:39
  Speaker 1: close out the experience by, making sure that they or
• 12:42
  Speaker 1: their marketing team have a basic working knowledge of how
• 12:47
  Speaker 1: to use that brand asset to their best advantage.
• 12:50
  Speaker 2: Now, do you offer examples to anyone who wants to
• 12:54
  Speaker 2: start the process with you? So that way they have
• 12:57
  Speaker 2: a general idea.
• 12:58
  Speaker 1: Yes, I got, um, I've been spending the last two
• 13:01
  Speaker 1: years assembling a body of work so they can hear
• 13:03
  Speaker 1: demos of, of what we do. And, um, and, uh,
• 13:08
  Speaker 1: if we can, uh, you know, uh, There's video examples.
• 13:15
  Speaker 1: Some of my clients are now sending me, here, this
• 13:17
  Speaker 1: is what I did with the Sonic branding. So there's
• 13:21
  Speaker 1: a growing body of work in the demo reel now
• 13:24
  Speaker 1: that I can share. And there's some demos just on
• 13:26
  Speaker 1: my website, which is JetStreamSonic.com. So there's plenty of places
• 13:31
  Speaker 1: to hear possibilities as we continue to delve into specific industries.
• 13:37
  Speaker 1: I'm going to have more and more like, here's what
• 13:40
  Speaker 1: one of your somebody else in your space did, right?
• 13:42
  Speaker 1: And that kind of thing to make it a little
• 13:44
  Speaker 1: easier for them to understand. But typically, as far as
• 13:50
  Speaker 1: generally speaking, most people, they will get this if they
• 13:55
  Speaker 1: can remember a jingle from their childhood. They don't have
• 13:59
  Speaker 1: to know all the numbers behind it. They know it
• 14:01
  Speaker 1: works because it worked on them. If you have a
• 14:04
  Speaker 1: jingle living rent-free in your head, you know this works.
• 14:08
  Speaker 2: One of the most interesting things that you just mentioned
• 14:10
  Speaker 2: was what the receiver or the customer that you're targeting,
• 14:16
  Speaker 2: how they're going to receive that. Now, how do you identify,
• 14:22
  Speaker 2: let's just say that in my case, we'll take Globalizer
• 14:27
  Speaker 2: Podcast as an example. They're small to medium-sized business owners.
• 14:32
  Speaker 2: How do you target that and say, okay, they need
• 14:36
  Speaker 2: a specific sound in order for it to connect for them?
• 14:39
  Speaker 1: That's not an easy question to answer because it's different
• 14:43
  Speaker 1: every time. But mostly in your demographic, you know, we would,
• 14:48
  Speaker 1: you know, what are other business podcasts doing? Well, how
• 14:53
  Speaker 1: are they sounding? What are they using? How can we
• 14:57
  Speaker 1: make yours different without sounding so different that people wouldn't
• 15:02
  Speaker 1: associate that sound with your brand? One of the mistakes
• 15:07
  Speaker 1: that is commonly made in this field is you can
• 15:11
  Speaker 1: make a clip of music that sounds incredibly memorable and
• 15:14
  Speaker 1: people will remember it, but they have trouble associating it
• 15:16
  Speaker 1: with the brand. That's kind of useless. It has to
• 15:20
  Speaker 1: be appropriate to the brand and, and you have to,
• 15:23
  Speaker 1: you have to position it in a way with the brand.
• 15:26
  Speaker 1: And that, that comes with sometimes the branding agency or
• 15:29
  Speaker 1: the marketing agency that's putting that stuff out can help
• 15:33
  Speaker 1: with those things to make sure that, that, that we're
• 15:37
  Speaker 1: always tying the brand to the sound so that people
• 15:43
  Speaker 1: always piece them together. But typically, the biggest thing that
• 15:50
  Speaker 1: I'm encountering, to be honest with you, is so far,
• 15:54
  Speaker 1: is we're taking this stuff as research. But usually it
• 15:59
  Speaker 1: leans one of two ways. We're going to lean into
• 16:02
  Speaker 1: what the target audience expects to hear, or we're going
• 16:06
  Speaker 1: to lean into a little more toward the personality of
• 16:10
  Speaker 1: the business or the person who is in front and center.
• 16:16
  Speaker 1: And the reason we keep that on a spectrum is
• 16:19
  Speaker 1: because in some cases, like I'm thinking of one, a
• 16:22
  Speaker 1: PR firm that I did this for, the body of
• 16:30
  Speaker 1: music associated with PR firms was so generic and so
• 16:35
  Speaker 1: corporate based. And so that was to create something that
• 16:39
  Speaker 1: people expected would have buried them in the mix because
• 16:46
  Speaker 1: everything sounded the same. It actually made more sense to
• 16:49
  Speaker 1: lean into the personality of the owner. And in his case,
• 16:53
  Speaker 1: he's kind of a rough edged Foo Fighters, Wu Tang
• 16:57
  Speaker 1: loving Bostonian. Okay. And so we created something that sounded
• 17:02
  Speaker 1: like his personality. And it truly does set him apart.
• 17:06
  Speaker 1: It fits because it fits him. Anybody that knows him
• 17:09
  Speaker 1: knows that's that guy, right? So in that case, we
• 17:15
  Speaker 1: leaned more toward who that person was. But we always
• 17:18
  Speaker 1: want the context of who are they reaching so we
• 17:22
  Speaker 1: don't alienate them in the process. And that's where the
• 17:25
  Speaker 1: creative side comes in. Exactly. And that's why it's different
• 17:28
  Speaker 1: for every project. We have to make those creative decisions
• 17:31
  Speaker 1: with every case that's different.
• 17:34
  Speaker 2: Now, is there a takeaway that you want our listeners
• 17:37
  Speaker 2: to remember from this conversation?
• 17:39
  Speaker 1: Yes. And that is, you know, ultimately just recognize that
• 17:44
  Speaker 1: sound is one of your greatest assets. It is one
• 17:47
  Speaker 1: of the assets that is the most overlooked by the
• 17:50
  Speaker 1: small business community. Back in the days when more small
• 17:55
  Speaker 1: businesses were advertising TV and radio, It was a lot
• 17:59
  Speaker 1: more common for people to maybe, or the ad agency
• 18:04
  Speaker 1: making the content to approach a local jingle house, production house,
• 18:10
  Speaker 1: and get original music for an ad. That seems to
• 18:13
  Speaker 1: have kind of gone away as we've ventured toward digital media,
• 18:18
  Speaker 1: especially because now we always have these beds of pre-licensed
• 18:22
  Speaker 1: music to draw from. It's easy and cheap to just
• 18:25
  Speaker 1: go get a track and put it on an ad.
• 18:27
  Speaker 1: Or put it on a piece of content now. And
• 18:30
  Speaker 1: now the social media platforms have made it even easier
• 18:35
  Speaker 1: with trend audio. You can make a little short and
• 18:37
  Speaker 1: just pick some pre-licensed thing from their vast library and
• 18:41
  Speaker 1: put it on there. And we've lost something in translation.
• 18:45
  Speaker 1: That's just filling space. All you're doing is setting the
• 18:49
  Speaker 1: bar at the same level of everybody else is doing
• 18:52
  Speaker 1: what you're doing. You're not standing out with that. Sound
• 18:55
  Speaker 1: has the ability, when you use it correctly, to help
• 18:58
  Speaker 1: you stand out and be remembered. The goal of marketing
• 19:03
  Speaker 1: is really not to reach more people. The goal of
• 19:08
  Speaker 1: marketing is to help those people remember you when they're
• 19:13
  Speaker 1: ready to buy. Because most of the people your marketing
• 19:15
  Speaker 1: messages are hitting aren't ready to buy from you at
• 19:17
  Speaker 1: the time they hear your message. The goal is you
• 19:21
  Speaker 1: want them to think of you first when they are
• 19:23
  Speaker 1: ready to buy. and the algorithms that we're working with
• 19:28
  Speaker 1: now they don't really work that way they're in instagram
• 19:32
  Speaker 1: is not interested in helping us sell our stuff their
• 19:34
  Speaker 1: goal is eyeballs on the screen so when you put
• 19:37
  Speaker 1: a piece of content up someone views it they are
• 19:40
  Speaker 1: more the the next item to come up on the
• 19:44
  Speaker 1: scroll is probably going to be your competitor you're never
• 19:48
  Speaker 1: in a vacuum and so it's always this kind of
• 19:50
  Speaker 1: crapshoot to figure out how do I get my content
• 19:53
  Speaker 1: in front of the right person at the right time
• 19:55
  Speaker 1: in the right way before they remember me, before they
• 19:58
  Speaker 1: see my competitor's content. I feel like sound as an asset,
• 20:02
  Speaker 1: when you think of sound as part of your brand
• 20:05
  Speaker 1: and you develop that, however you do that, When you
• 20:09
  Speaker 1: have a sound associated with your brand, it puts some
• 20:12
  Speaker 1: glue on the marketing in people's minds. So it makes
• 20:15
  Speaker 1: it much easier for them to remember you after they
• 20:18
  Speaker 1: leave the scroll. And that's what you want. What your
• 20:22
  Speaker 1: goal is, when they come to the point of saying,
• 20:24
  Speaker 1: who do I know that does X, where X is
• 20:27
  Speaker 1: what you do, you want your name to come up first.
• 20:31
  Speaker 1: That's why the big companies use it. And that's why
• 20:35
  Speaker 1: small businesses should use it. So, The takeaway, long story short,
• 20:39
  Speaker 1: the takeaway is don't neglect sound as a consideration when
• 20:45
  Speaker 1: you're developing your brand. If you're doing any kind of
• 20:48
  Speaker 1: audiovisual content, not having a unique sound, you're basically leaving
• 20:54
  Speaker 1: some money on the table. You can get stuff sold,
• 20:59
  Speaker 1: but you'll go a lot farther to getting people remembering
• 21:02
  Speaker 1: you if you understand that this is how the mind works.
• 21:05
  Speaker 1: We work better with sound. And so that's what I
• 21:10
  Speaker 1: would leave with them.
• 21:11
  Speaker 2: That's a great point. Now, where can people connect with you?
• 21:15
  Speaker 2: Find out more about your work and continue this conversation.
• 21:18
  Speaker 1: They can connect with me on my website, which is jetstreamsonic.com.
• 21:23
  Speaker 1: It's the easiest way to find me. Samples of my
• 21:26
  Speaker 1: music there. You can book a quick 15-minute call for
• 21:30
  Speaker 1: free just to learn a little more about it. However,
• 21:34
  Speaker 1: I also will... make sure that you have a link.
• 21:38
  Speaker 1: I'd love to give a special offer to the listeners
• 21:41
  Speaker 1: of Glowvisor. And that is we can do a full
• 21:47
  Speaker 1: content marketing audit for you. It's normally something that costs $ 197.
• 21:51
  Speaker 1: I'll waive that fee and do it for free. And
• 21:54
  Speaker 1: I'll give you the link. You can just book time
• 21:57
  Speaker 1: on my calendar if you want to have that conversation.
• 22:00
  Speaker 1: I recommend going to the website first, listening to the
• 22:02
  Speaker 1: samples that are there and just get a feel for it.
• 22:05
  Speaker 1: You know, See if this is something you think you
• 22:08
  Speaker 1: want to do. And then we can have that free
• 22:11
  Speaker 1: conversation to determine if it is a good fit for you.
• 22:17
  Speaker 1: If it is and you want to do that, the
• 22:19
  Speaker 1: second half of the offer is whatever Sonic branding package
• 22:22
  Speaker 1: you choose will take 30% off of it for you
• 22:24
  Speaker 1: as a courtesy for coming to us through Glowvisor.
• 22:28
  Speaker 2: Thank you, Jeff. Yeah, make sure you let Jeff know
• 22:31
  Speaker 2: you came through Glowvisor and get those sale prices.
• 22:34
  Speaker 1: That's awesome.
• 22:35
  Speaker 2: Jeff, thank you so much for your time. We really
• 22:37
  Speaker 2: appreciate everything you've shared today.
• 22:40
  Speaker 1: Yeah, thank you for having me. I always enjoy talking
• 22:42
  Speaker 1: about this with folks that are looking for new ideas. Yeah,
• 22:45
  Speaker 1: you're welcome.
• 22:47
  Speaker 2: Thanks, everyone, for listening. If this episode inspired you, make
• 22:49
  Speaker 2: sure you share it. And don't forget to follow the
• 22:51
  Speaker 2: Glowvisor podcast for more conversations that make an impact. Till
• 22:55
  Speaker 2: the next time.