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| On-hold messaging enables you reduce caller abandonment, improve sales and create a dialogue with your clients! |
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- On hold programs should be part of your overall marketing and branding strategy
Some companies decide to have on-hold messaging because they understand that anything is better than the annoying beep beep or silence. In fact, on-hold marketing is a revolutionary and under-used medium which enables you to speak to your target market one to one.
You don’t think you put people on-hold? Think again.
On average 70% of your calls will be placed on hold on a daily basis. Your clients can and will be placed on-hold for a number of reasons:
 Holding to speak with someone when they first call in
Holding while being transferred to the appropriate person or department
Holding for an available representative
Holding while your staff is getting information or processing their order
Use that otherwise unproductive time to speak to them.
- Tips and ideas for using on-hold messaging:
Spark their interest in a new line of products
Reinforce your branding strategy
Tell them more about your company your mission and your vision
Let them know what your business hours are
Present your returns policy
Provide answers to your most frequently asked questions
Up-sell or soft sell your products or services
Introduce them to some principal or outstanding employees
Focus the effects of your external marketing strategy
The bottom line is that this is an opportunity to reach your audience and start a dialogue. On-hold messaging and marketing is the most cost effective and targeted medium to drive your message home to your target market.
- On-hold productions: Getting it right the first time
Our job as wordsmiths: The best advice we can give you is to leave it to the professionals. A professionally scripted, voiced and produced message will have a better impact than one created in-house. Here are some things to consider:
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1- Professionally written script vs. in-house copy. |
The most important part of your on-hold production is your content. First, you absolutely need to create a clear concise message which will fit into a 15 or 30 second time frame and it must be written for the spoken word. You need to understand the difference between a hard sell and a soft sell and you also need to know how to differentiate relevant info for your callers. Do you, or any of your staff, have the time to write these messages with your busy schedules?
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2- Professional Narration: choosing the right voice for your project |
Choosing either a male or a female voice can radically affect the overall message that your scripted advertisement conveys. Male voices are traditionally used to sell products, while female voices are used to convey emotion. Keep that in mind when choosing both your message and voice.
There is more to commercial narration than having a nice voice. Suzy in accounting may have a pleasant voice but does she know how to convey the right tone, emotion, or where to place emphasis on the important aspects of the script? What about the audio quality of an in-house recording? Do all the messages on your system have a consistent volume level? All too often the volume level on some in-house messages are so low that it’s almost impossible to decipher what is being said and other times it seems as though the voice is muffled or distorted.
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3- Music plays an important supporting role |
The best script ever written can be wrecked by poor music. While we try to give our clients as much choice as possible when it comes to the type of music they want in a message, there are never more than a few well-suited options. Let’s elaborate: Iron Maiden style music would not complement a flower shop message, but would be well-suited for an auto body shop. The purpose of music in any message is to help carry the words to the listener, to help them be more easily accepted and understood by your audience and to convey the feeling of what kind of place they are dealing with.
As we’ve indicated previously, music should never replace a message. Long periods of music makes your clients’ mind wander. Music for an on-hold message must be selected wisely and must also reflect the general tastes of your target market and more importantly portray your corporate identity in a positive manner.
Effective on-hold messaging programs which generate ROI are a delicate balance of psychology, art, science and marketing. Your company image and your marketing dollars are at stake; don’t leave it to chance…. Contact the Custom Sound Impressions on hold specialists and let us help you achieve your goals.
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