Are You Listening to This?

It’s been proven again and again that on-hold marketing messages work. This method of reaching out to prospective and existing customers is likely one of the most cost-effective integrated marketing methods companies use. But just knowing this fact isn’t enough; you need to make those on-hold messages really work for you.

There’s a saying in marketing: “Content is king.” While that’s true, that refers to written content, which is a far cry from content that one hears on the phone. When it’s written — on a website, brochure, or sales letter — the reader has time to digest it and even go back and reread if needed. But when it’s heard while waiting for a customer service representative to come back to the line, it may slip away before the customer even tunes it. The best way to approach on-hold messages is to be straightforward and repeat salient points, or even words. For example:

“Termites. They can cause a lot of damage. You don’t like termites, and neither do we. Ask us how to schedule your termite inspection when we come back on the line.”

The word “termite” was mentioned three times in a short little bit. While written copy may use a word often like this to rank in search engines, it can be overwhelming to repeat the same word over and over when reading. However, when listening, one may not tune in until she hears the word “damage” (a pain point); when she’s captured, she’ll be listening for what causes that damage.

Remember that customers who are on hold are considering what they want to say to the person who picks up and may have a host of emotions circulation in their heads — taking them away from listening to your on-hold message. So make it concise, targeted, and repetitive, and you’ll find them tuning in more and more.

Questions about how to create great on-hold messages? Our team of talented scriptwriters has the answers. Contact us now to learn more.