A – Always create "catchy" melodies on your "hook" lines.

B – Be sure to have a good accountant and attorney.

C – Create don’t duplicate.

D – Don’t underestimate your competition.

E – Every demo has value.

F – Fancy furniture and fine carpet in your studio gets a new jingle company nowhere financially – invest everything wisely in improving demo quality and quantity distributed.

G – Get the best writers, arrangers, directors, musicians, singers and engineers at your disposal.

H – Have a cool web site.

I – Internal Revenue Service – needs to know about all your income.

J – Jingles don’t work if you can’t remember them.

K – "Kill" the competition using fair tactics only.

L – Listen to the client who signs the check.

M – Make every day in the studio a learning experience.

N – Never write or talk to your competitors about price, terms or conditions.

O – On the first of each month make an updated master plan.

P – Position yourself as newer, hotter, fresher and better than the competition.

Q – Quality yields quantity.

R – Radio and TVaudio compresses and colors sound, be prepared.

S – Sound is perceived differently by different people – never forget it.

T – Today is the best day to get some of those back burner tasks done.

U – Underestimating your client’s options sometimes yields unanticipated rejection.

V – "Very good Ben" by a client is not as good as "Ben, what I wanna know is how much is this gonna cost me".

W – Winning is great but always improving is better.

X – Xylophones hanging around the studio are tricky but very fun to play.

Y – You must love this business to win it.

Z – Zero in on the competition’s weaknesses.