We Get No Respect!

How do you know the value of an audience?

How do you determine what to say and how much to spend to say it to that audience?

I’m talking about finding your target market....and then showing it some respect!

Let’s pretend that I told you a friend of mine at the #1 local TV station had thirty 30-second spots to give away. No strings, no catch, no trap door---would you want them? Of course you would.

The only drawback is that these spots air at 3:00 am. Do you still want them?

Probably. I mean, they're free. Who knows, you might get something.

Being a smart person, you know that this is not a “valuable” audience, so you’ll probably give me your business card and instruct the TV station to throw that up for thirty seconds and say a few blurbs about you and your services. You’re certainly not going to go through the effort of hiring actors and a film crew to shoot a professional video….not for THAT audience!!

Now, imagine that I call you back the next day and say “Hey, great news…sorry for the late notice, but those free spots? Umm, yeah, they are now at 5:00 during the news. You still want me to just put your business card, right?”

Screech…stop the presses….where’s that film crew now???

The VALUE of that audience compared to the first audience is much greater and in fact, I’d venture to guess you would do whatever it took to put together the most professional ad possible. You might hire professional actors, or voice talents. Copy writers, set designers, and videographers too. This could get costly, but my oh my, this audience is VALUABLE!!!

Now---think about who calls you. Who makes your phone ring?

Given the chance to say EXACTLY what you want each every time they called, what would you do? Would you “show them your business card” or would you hire that crew of professional videographers, copywriters and actors?

Utilizing messages on hold is just plain smart. When you do it correctly, leaving it to professional copy writers, voice talents and studio professionals, you will get the most “bang for your buck”. Hiring your someone to record some platitudes over a $2.00 microphone will not. In fact, just don’t. Seriously.

Value-ate your calling audience. Then....show them some respect. Please!

When My "Everything" is Your "Not Much"

We work closely with our network of strategic partners across the country. We love them, each and every one of them!



Most of them are what we call "interconnects" in our industry. They sell, install and service commercial phone systems. Makes sense for us to partner with them doesn't it, I mean our box plugs into their phone system---

Most of these interconnects are full-service providers, meaning they go well beyond the phone system and provide security, cabling, internet, etc... Our service can and often does get lost in the shuffle of all those "big", "important" and dare I say "more profitable" solutions.

In fact, someone said to me earlier this week, with no disrespect mind you, "Well, you see, in my world your service just isn't that big of a deal." I said back, with no disrespect, "But, in my world, it's my everything!"

So, why, you may ask, should my "everything" become more than a "not so much" for him? Certainly not because it is going to make him a bunch of money....we're pennies compared to what a complex phone system or cabling job can bring in!

He needs to make my "everything" more than a "not so much" because it is his responsibility to the client to do so. It is his dotted I's and crossed T's. It is a disservice to his client to omit this very important, albeit small profit contributor, from his overall plan. His client is relying on him to give them the very best and most complete communication system.

Lets pretend I went shopping for the ingredients to make a pecan pie. It's the holidays, lets make this relevant. Lets say I've never made one before and I went to the corner market that specializes in pies, especially PECAN pies. Obviously, I know I need to buy pecans and pecans are everywhere in the store. All shapes, sizes and flavors. The store manager obviously makes a lot of money off the pecans.

I have my basket of goodies ready to go, with all the major profit items for the store: spices, nuts, brown sugar, white sugar, etc... I'm ready to check out and I ask if there is anything else I need?

There isn't anything else I "NEED", but....the store clerk gets my undying devotion and trust if they tell me I would be well served to roast my pecans before I made my pie, or else they'll end up chewy.

That bit of advice made them no money, and could easily have been omitted. But because they dotted their I's and crossed their T's, they showed me they cared about me as a client.

Are you advising your clients, regardless of your profit, of all aspects of your service, or do you let them have chewy pecans?

Happy Thanksgiving folks...and really....if you roast your pecans before you bake your pie, your pecans will not be as chewy!

It's the copy...it's all about the copy!

Choose an advertising medium...
any advertising medium. It will only be as good as the words used in it, or the "copy".

You don't want a bill board at the end of a dirt road....nor do you want a blank bill board!

Yellow Page ads for instance, will need copy written differently than for a billboard. And that billboard's copy won't do for a business card...nope, not at all.

The same holds true for message on hold. A message on hold campaign will only be as good as the copy.

So, who writes this copy?

Too many times, it's the business owner--who has many other more important things to tend to, so guess what, it doesn't get done. Or, it's the office manager, who has good intentions but likely doesn't have the insight of the owner regarding future goals or aspirations.

Or, egad, sometimes it's the sales rep from the
yellow pages/TV station/Radio station/billboard company/etc....

At America On Hold, we offer educated, trained and skilled copy writers. Every message on hold script starts with a blank piece of paper...nothing off the shelves, no templates, not now not ever.

Our clients will fill out a scripting outline that goes to a copy writer who is assigned that client's account. The copy writer will go to work creating a script that is unique to that client, often referring to the website and other advertising materials so as to stay consistent with the brand.

Right time, right place, right audience: with the right message. Presto....now that's a recipe for success!

You should care how you sound to your clients. They do.

Consultant or Wanna-Be?

I've always kind of wondered about consultants by definition. Let me preface this right now: any legitimate consultants reading this will not be offended because they are legitimate. It's the other ones, the "wanna-be's" that will be offended. And any legitimate consultant is a needed contribution to the business cycle and is a respected authority on an issue.

But I digress with all the face-saving prefacing.

This literally just happened:
A prospect of ours is purchasing a phone from Office Depot. In other words, they are not buying a true phone system such as ESI. They asked if they could still have custom messages on hold. We advised them what phone we recommend (based upon our 18 years of experience and knowledge) and assured them yes--our messages will play on the phone system with the addition of a particular (Skutch) player.

They were thrilled! They couldn't afford a big phone system and really didn't need one, but they understood and valued the importance of custom messages on hold.

But then something happened. They talked to a "consultant". They came back to us and said "You know....We're not so sure we want to sign your agreement. We talked with someone and they said there's no way that AT&T phone will play messages on hold."

We asked him, "Who are you talking to?" Remember, we've been doing this for 18 years and we know beyond a shadow of a doubt that with the addition of this Skutch player our player will work.

"Oh, someone here local. They do what you do."

Wrong. They do not. They try to act like they do.

Word of caution here: In all endeavors, both professional and personal, it is unfortunate that we must exercise extreme caution in believing everything we hear or are told. Seek out trusted advisors, true consultants with experience and a track record to prove it. Ahem, such as your friends at America On Hold, who know what they are doing.

Oh and yeah, so any of you home-based business folks operating off a phone you bought at Office Depot (Staples, et al)....you CAN have messages on hold. We know how. Call us, we'll help you "sound as good as you look"!

Renaissance Times?

The time's they are a-changing.

The future aint what it used to be either.

Are you prepared for the new buying climate? Several articles of late are referring to this new future that lies ahead. One such article said by Spring/Summer 2010 we will definitely be seeing an upswing in the economy. I am not equipped to speak to that other than to say "I certainly hope they're right!!"

Presuming they are, lets think about the new, more cautious climate our buyers will be operating in. Your clients (and ours!) will be much more critical and careful when making a spend. According to the Harvard Business Review (as quoted in the Tulsa Metro Chamber newsletter), even the affluent will show "discretionary thrift". They don't have to (because, ahem, they're affluent) but the theory goes that as a result of what we've all been through, we will all embrace such romantic things as "green consumerism", "demand for simplicity", "discretionary thrift" and "ethical consumerism".

During this renaissance time, America On Hold wants to remind you that custom messages on hold are indeed thrifty (cost/touch is pennies!!!), green (no animals are tested nor rain forests destroyed), simple (we do all the work for you!) and ethical (all messages are PG rated!).

Custom messages on hold: makes sense in all economies and climates!

I Object---Overruled!

There are a handful of objections we get over and over again, mostly birthed out of an honest mis-understanding of the message-on-hold application and opportunity.

My favorite objection though has to be the one where they tell me "We really try not to put people on hold!"

Good for you!

The first business person I encounter who responds to my product offering with an enthusiastic "YES....that's just what I've been looking for since keeping our callers on hold is the cornerstone of our marketing campaign" will be the first person to see me curl up into the fetal position, start sucking my thumb and whimpering while rocking back and forth, for I will have given up on mankind as a whole.

That isn't going to happen.

Guess what? I try not to get a cavity. I try to hit all green lights and I try not to get sued. I think you get the point.

When the inevitable happens and you have to put someone on hold or transfer a call, don't aggravate the situation you've tried to avoid altogether in the first place!

See, the folks who say that they "really try not to put people on hold" are my perfect candidate! They just don't know it yet.

I was talking with someone just today who works at a local hearing-aid center. I said to him, "You know, we talked to your company several years ago and you guys gave us a legitimate objection that we couldn't overcome." He said, "Really, let me guess...because we want a live person to answer the phone?" (Honest mistake.) "No" I said, "We provide the messages your callers hear once the phone has been answered and the call is put on hold or is transferred!"

"Oh, OK" he said, "I get it. I bet it was because they're only on hold for 15 seconds!!" (Another good, honest answer...but wrong as well.) I said "No, that wasn't it and actually, that isn't a real strong objection either! Let me sit here with you for 15 seconds and not say a word...15 seconds is an ETERNITY in silence isn't it?" Nodding his head in agreement, I could see he was trying to figure out what objection they offered up to us that we couldn't address.

I looked at him and said, "Your patients all have hearing losses. Your company didn't want to run the risk of confusing them if they heard a voice on hold. So your company just plays music. That is a sound and logical reason to not play messages on hold!!"

Here's my challenge to you: submit your objections, c'mon give me the best you got. Let me see if I can legitimately address them. If I can't, as in the application above, I will professionally defer to your unique situation.

So bring 'em on....let the objection submission begin!!!

AmericaOnHold Info Clip

AmericaOnHold's very first You Tube clip, thanks to Tim Conley with Local Marketing Mastery for his help with this video clip!!

It's not what it costs; it's what you get that counts!

When was the last time you bought the "cheapest" widget and was overwhelmed with satisfaction? I suppose it can happen, especially if the widget doesn't have a big impact on your life, such as a bran muffin or perhaps a pack of gum, but even in those instances, I'm thinking a "cheap" bran muffin might beget an experience I would regret.

"How much does it cost?"

When our prospects ask us that right out of the gate, we know we're in for an uphill battle. And unfortunately, they are setting the stage for a less than satisfactory experience and end result for themselves.

So, for you my friends, some free advice when considering your own messages on hold....

Because what your caller hears is important to you, please approach this decision with more caution than deciding which bran muffin to get.

It is easy as 1-2-3 oh and 4!

1--Who is writing the copy?
You? Your sales person? Pre-written canned copy for your industry? Ixnay on all the above. Because message on hold is only as powerful as the copy, don't leave this to the faint of heart. A professional copy writer, educated and trained specifically to write on-hold copy will be your best bet!

2--Who is the voice talent?
A professional voice talent is loosely defined as one who does this for their day job. I once worked at a TV station, and on occasion, I would be pulled into the studio to do some voice work when they were short handed. That does not qualify as a professional voice talent. The tonal quality of your final delivered product will be noticeably impacted, one way or the other, depending on which type of voice talent records your message.

3--Where is your production being recorded?
Fancy software on a computer and a microphone do not make for a professional sound studio--it makes for a hobby. Demand and expect your production to be created in a sound-proof studio, with professional, state-of-the-art equipment. In particular, be sure the script is being read into a professional microphone.

4--How is your message being delivered?
Plugging in your MP3 player, or CD player, or radio? Stop right now...put the device down and slowly walk away from the phone system! Technology is on your side! You either have a VOIP phone system (Voice Over IP) in which case you will get your production via email, and drag and drop it to play on hold. (How cool is that???) Or, if you have a traditional phone system with a MOH (message on hold) port, there is a digital player that will receive your completed production via a piggy-backed fax line or your internet ethernet port. In other words, REMOTE delivery is the name of the game--saves you time, trouble, and inconsistency!

I know what you're thinking...in order to get ALL that, it will be too expensive, and now you're about to run out and buy that "sounds of the rain forest" CD to plug into your MOH port.

Whoooaaa....with obvious self-serving intentions, let me just tell you that America On Hold delivers all the above for much MUCH less than you might think. In fact, on more than one occasion I've heard the incredulous "That's ALL?" at the end of a presentation.

This isn't rocket science--nor is it bran vs blueberry.

Just humor today...

I plan to write a book, WORK is a Four Letter Word. (No, seriously, I do...but that's not the topic today and admittedly is a sneaky way to get in a self-serving plug!! Hey, when you're the blog writer, you're in control!!)

Many people forget to have FUN. So, for kicks today, lets have a little FUN....

Lately, I've been "observing" the masses and how they react to what they hear on hold. (Note to self, Mr. Business Owner, believe you me, they ARE listening!!) I've seen everything from humor to profanity to someone reaching a decision to never do business with a certain company again. All in real time by watching on Twitter...an amazing process, very voyeuristic! The link provided here is just yet another example, one I found rather humorous, albeit not of the meaty nature if you're expecting something really relevant from us every single solitary time...just gonna deliver some humor today!

When Music On Hold Goes Bad

Enjoy!

NPR Interview with the author of "On Hold and In Hell"

Author Russ Juskalian wrote "On Hold and in Hell" for Newsweek, which I referred to earlier this week. Here, NPR interviews him and invites callers to comment. Informative, interesting and humorous all at the same time.

The Perfect Example of What Not To Do!

If this is what your on-hold sounds like, put the mouse down and call us immediately!

The Jilly Two-Step...no it's not a dance!

I'm not a "DYI-er"..."Do It Yourselfer". I subscribe to the "Jilly Two-Step" philosophy. If I want something done, I do two steps: Pick up the phone, and write a check. Voila. It's done and I didn't have to take a night class or rent a large piece of machinery to get it done.

As a self-proclaimed Non-DYIer, I have learned to watch for particular talents of those around me and I lean on them when I have a particular need or problem. For instance, my friend Carmen, she has a great brain and a fantastic business sense. I lean on her for professional and creative guidance. My friend Ray is a killer landscaper, I watch and learn from him instead of HGTV.

So what exactly do I bring to the table in terms of talents? I don't have a strong fashion sense, nor can I sew/stitch/draw/cut/create ANYTHING with my hands--no arts and crafts or scrap booking for me. Alas, I am not devoid of talent....in all honesty, my passion, good or bad, is my work.

Sounds odd, but yes...I am passionate about on-hold marketing. Sexy isn't it? But seriously, as your "friend" let me share some tips with you. I realize you didn't ask me--but indulge me nonetheless:

• Don’t play some canned, off-the-shelf, for your industry message.
• Don’t have platitudes reminding the caller he/she is on hold (i.e. “Thank you for holding, someone will be right with you.)
• Callers do listen and they do form an opinion about what they hear. Rely on a professional to deliver copy that will meet up to that expectation.
• Music alone is a missed opportunity—add timely, relevant messages.
• Don’t ever ever EVER play the same greeting month after month, year after year, no matter what you do or who you work with!

Keep your on-hold ears on. You might be surprised at what you hear!

Is it a "CYA" Economy?

Whatever you want to call the current economy, things have changed and continue to do so. I saw a sign on a local business the other day that said “The Future Aint What It Used To Be.” Clever.

Then I read an article in my local chamber newsletter about how the buying process has changed. Understanding this will help us position ourselves properly.

It goes like this:
What used to be was logical; identifying a need, building awareness, consideration and then the purchase.

What’s new, according to Enquiro Research, is emotion.

“Ninety-nine percent of b2b buying is about covering your butt.”

Are you thinking about ways to lower the risk for your prospects? Do you understand the true value and ROI of the America On Hold offer?

If not, lets talk. AOH IS a low risk, high return investment.