Communicating your marketing message, building relationships of trust and giving clarity in what you do is done best with audio and video content. Online videos, online audios, podcasts, CDs and DVDs are the mediums that deliver your marketing messages better than text alone. Some people like to read, but everyone likes to watch and listen, so give your marketing messages for your business in every modality possible.
But when it comes to audio and video messages, whether it is marketing or relationship building content, the use of music will enhance what is said and create an underscore to emphasize the message and the comprehension of the viewer is dramatically improved, meaning more will understand and respond when music is properly used.
Tip 1. You must use music that you have the rights to use. You cannot take a CD of movie music or a popular song and use it in your marketing messages. The cost of licensing popular and famous music is not feasible except advertisers with the budgets to afford those copyrights. There are plenty resources to obtain what is called royalty free music or buy out music to keep it legal.
Tip 2. Music conveys moods and emotions and most royalty free music is categorized by their providers by the feelings the music can create in people. So when building a message or video production, you must map out how you want people to feel while they are hearing your verbal message and seeing the visuals. Feelings of excitement, concern, comedy, location, time of season, and many other moods may be underscored by picking the right music. So think about how you want your audience to feel when they view or listen to what you have to say.
Tip 3. Use software that allows you to mix the volume levels of the music and up or down to punctuate your message when need. The music can be felt, yet be soft so narration can be heard, but then come up louder to transition or signify and end of a key point. Computer software allows you to preview this long before you publish and there are many great programs that allow you to have complete control of your sound mixing.
National advertisers on radio, tv and internet, and programming of all types use music because the audiences have to come to expect that means professional production value. People don’t always know why, but they compare your productions to the mediums what they have seen and heard on radio, and TV for years. So when you add music, and add it effectively, you raise your production values closer to levels set by those producers of radio and TV content.
The good news is with the computer software of today, stock video websites and royalty free music… high quality production values have never been easier or cheaper to create. Everyone can participate in creating compelling marketing messages for their businesses online and offline.