Listen up.

Recently, the family and I got into the habit of binge-watching one of the gameshow networks. (For the record, it wasn’t the busiest of summers.) And, during the breaks, a commercial for cottage cheese would come on — a lot.

Now, it’s the only cottage cheese that’ll do for me.

Why? Because this spot had a jingle. A jingle that became, for me and my family, a certified earworm. When their bouncy, toe-tappin’, shoulder-shakin’ song would come on, we’d turn our heads like Pavlovian dogs and break into full singalong mode. No matter what we were discussing. “Son, about this grade on your math quiz…? You really need to study mo---” Commence singing.

All this got me thinking about audio and how it can make advertising more memorable. Here are some audio tips to consider as you develop your creative.

Create your own mnemonic. I’ve already sung the praises of the jingle, so let’s talk about mnemonics. In the simplest sense, a mnemonic is a memory tool. In advertising, it’s generally a sound pattern that accompanies your logo. With a few musical notes—often at the end of a spot and across your entire campaign—you can create brand ownership and identification. Think about what happens you hear the four notes of “We are Farmers.” If you respond with “bum bah dum bum bum bum bum” (or something similar), then you know this brand has been programmed into your brain. Powerful stuff. When producing your mnemonic, aim for unique, catchy and pleasing to the ears. You can always get people’s attention with fingernails across a blackboard or a goat bleating. But is it the kind of attention you want your brand tied to?

Write with rhythm.The use of cadence, alliteration and even rhyming in a commercial can absolutely affect how your audience takes in or responds to your message. Think of these familiar taglines: The Quicker Picker Upper; Nationwide is on your side; It keeps going and going and going; Melts in your mouth, not in your hands. All of them catchy, and more importantly, memorable. Another writing tip is repetition. If you have a word or phrase that’s ownable, unique or incredibly important to consumers, say it more than once and spread it across your marketing efforts.

Use a voice that stands out. Voiceovers in commercials often can sound alike. It could be the result of a popular VO trend. Or playing it safe with a familiar tone and quality. Either way, sameness can lead to messages being tuned out. You should want your voiceover to stand out. So when auditioning, look for an actor that cuts through with an easily identifiable quality. Something fresh. Another way to get noticed is using the voice of a celebrity. Whenever Will Arnett’s distinct, gravelly baritone busts into a commercial break, there’s a good chance I’ll soon be thinking about peanut butter cups. Even if it’s an actor you don’t love, hearing a familiar voice can give a spot additional stickiness. And that’s always a good thing.

Make the most of sound effects. As a writer, I have to say it: I love words. The right words can elicit the strongest emotions and lead the listener to act upon them. However, sound effects have the power to put you right there. Imagine bacon in a skillet without the sizzle. Or a car engine without hearing it rev up. Without these, they’re just images on the screen. Sometimes sound effects are so powerful, they don’t even need words. There’s a Volkswagen commercial from about 10 years ago which uses no copy whatsoever. Instead, it relies on music and timely sound design to tell the story—and it’s one of the more enjoyable spots I can remember. Be careful though, sound effects should be used sparingly. Overuse can affect pacing. Even worse, take a viewer out of the story.

Choose the right music bed. Just like the score in a movie, the track in your commercial can create instant ambiance. It’s amazing how the same spot with two different music tracks can elicit completely different moods. So before your music search begins, make sure you know what you’re after. Have a spot with puppies? You might want to go with something quirky and playful. A pharmaceutical commercial may call for something inspirational and upbeat. You can also get the rights to famous songs. Apple once famously used Jet’s “Are You Gonna Be My Girl” to great effect, helping launch iPods and a very successful ad campaign. However, taking a beloved song and using it in an ad can also turn off some people. Especially when slightly changing it to fit your product. Crumbelievable, but true.

So think about the commercials you’ve come across and the ones that stick out. Chances are they are the ones that incorporated audio in a memorable way.

And click here if you want to hear a catchy jingle about cottage cheese.