Do you have messages on hold? Are they an effective marketing tool…or white noise that your callers have to listen to while they’re waiting on hold…and getting more frustrated by the minute? If your messages aren’t getting you results, there’s a problem. Here are a few reasons why messages on hold don’t work.
10 Reasons why messages on hold don’t work:
Blah… 1. They’re Too Generic
Mistake: Using off-the-shelf scripts or clichés like “Your call is important to us…”
Why it hurts: Callers tune out when messages sound like every other business. You lose a chance to make a real connection. And sound no better than your competition.
💤 2. Being Boring or Repetitive
Mistake: Repeating the same message every 15 seconds or droning on with no variety.
Why it hurts: It feels like endless holding. Callers get annoyed instead of engaged.
❌ 3. Focusing Only on Information, Not Benefits
Mistake: Listing services without explaining how they help the caller.
Why it hurts: People don’t care what you do until they know how it helps them. Make it relevant to their needs.
🔇 4. Poor Audio Quality or Production
Mistake: Using low-quality recordings, robo voices, inconsistent volumes, or choppy editing.
Why it hurts: It sounds unprofessional and damages your brand’s credibility.
? 5. No Clear Call to Action
Mistake: Failing to tell callers what to do next (e.g., “Ask about this when we return to the line”). You can even measure the success of your messages with “audio coupons” Ask us about how you can do this.
Why it hurts: You’re missing a chance to guide behavior and drive sales or service conversations.
⏳ 6. Outdated Content
Mistake: Promoting last year’s sale or listing employees who no longer work there. When you say “Winter is coming” on April 15, callers tune out your messages.
Why it hurts: It screams “We’re not paying attention” — not a good message to send to a live prospect or client.
! 7. Too Much Content
Mistake: Overloading the message with everything your business does.
Why it hurts: It’s overwhelming. Focus on a few key things the caller might actually want to know.
📉 8. Not Tailoring to Your Callers
Mistake: Playing the same message for all departments or call types. Only thinking about what you want to sell, and not the problem that your callers want to solve.
Why it hurts: Someone calling accounting doesn’t need to hear about your holiday specials.
x 9. Don’t “wee wee” all over your callers.
Mistake: writing every message about what you want to sell, while overlooking the fact that your customers’ needs are what’s most important. Starting every message with “we do this” “we offer this” is all about you.
Why it hurt: caller have their own problems. They want to know that you can identify with them, and help them. Why not write about what you do from your audience’s perspective?
X 10. Failure to reinforce your other marketing
Mistake: you put a lot of effort and expense into developing the right promotions: Spring Specials, “BOGO” or “Twofers,” and Midweek Specials are your proven revenue generators, so why not include them in your messages on hold?
Why it hurts: failure to reinforce your best marketing campaigns makes them less successful, and makes your messages less interesting.
$ 11. Bonus: Neglecting Add-on products or services
Do you offer the same products and services you offered in 2012? Probably not. Your customers’ needs have changed, and your offerings have changed to keep up. But do you promote your newest high profit or repeat purchase items on your messages on hold?
Why it hurts: your loyal customers are interested in new services you offer. When you fail to include them, you’re missing out on a way to keep them loyal while increasing “add on sales” which are pure profit!
? 12. Missed Opportunity to make your sales job easier
You have a website filled with helpful information and great graphics that make selling easier. But do you talk about this information in your messages? Probably not.
Why it hurts: graphics, videos, and helpful information that your caller can experience while waiting makes hold time go quicker, and enhances your customer’s shopping experience.
Easy to fix
A dozen problems may seem like you should just give us. Far from it. Effective messages on hold start with a strategy, because a dream without a plan is just a wish.
Make a plan and then create a script that focuses on your callers and their needs. Record it professionally in a pro studio. Mix it with music that matches your company’s “vibe.” And load it onto your phones.
Need help?
Your messages on hold don’t work. Sometimes is quicker and easier (and more cost effective) to hire a pro. Why not find out about it by calling for a free 15-minute Discovery Session. You’ll get great ideas, free advice, and take the first step toward messages on hold that really do work: for your callers and for you! Call us toll free at (800) 862-8896 today, or click here to email us.