The best on hold messages start with the best script. If you have messages on hold at your Stamford, Connecticut business and wonder why no one has ever asked about your recordings, it’s probably because your script falls short. Here’s the problem, and the solution.
The Best On Hold Messages start with the best on hold script
This morning a client from the past sent me an email with a new script. It just took one glance at the script to see that there were plenty of common on hold messages problems.
- Most of his on hold messages started with his company name. That may seem like the right approach, since consumers are calling you about your products and services. But actually they’re calling about their desires and opportunities. Like most of us, they’re not calling about you…they’re calling about themselves
- Several of his messages were very general, including the classic phrase “To learn more about us visit our website, ourwebsite.com.” No one wants to learn more about you. They want what they want. And they want it now.
- The script said “With over 50,000 items…” That’s nice. We all like choices. But telling your caller about the number of items you offer, or the size of your warehouse doesn’t really help them.
- “We’ve been in business in Connecticut since 1999.” But again, that doesn’t help the customer. Lots of businesses, both good and bad, have been around for a long time.
- “We’re sorry you have to wait on hold.” Apologies, like boasting, don’t carry much weight on a recording, and don’t comfort anyone anymore.
Turn the script around
On hold messages for businesses only work when you address your potential customer’s desires, needs and problems in the script. Here are a few simple tips that we use to create the most effective telephone messages
- Keep messages brief. Short messages are easier to understand. And your caller is more likely to retain information.
- Each message should deliver only one message. Don’t confuse them.
- Write messages that show your audience how they benefit. Don’t say:
“Joe’s widgets are made from the newest materials, so that they work well and weigh less”
Instead say
“Tired of carrying heavy widgets? Save 10 pounds when you use Joe’s Widgets. They’re made with the newest lightweight materials that are still stronger than old heavy ones.” - Instead of “we’ve been in business since…” try “You’re protected. For over 20 years we’ve stood behind our products with a lifetime guarantee.”
- Give your audience a “call to action.” Don’t tell them how many products you carry. Instead suggest “See our new carbon fiber widget at OurWebsite.com by clicking on ‘new products.’”
Measure your messages effectiveness
You get better results from better on hold message scripts. Why not try measuring the effectiveness of your messages? We often encourage our clients to track inquiries and sales of the products and services promoted in their on hold ads. The process is simple and free. Email us for more information.
Informer Messages on hold
You’ll get the best results from a phone message that’s well written, based on a marketing strategy that we plan together. That’s what we do at Informer Messages on hold. You’re already taking the first step by not just making callers listen to music on hold. Your business telephone system is a marketing tool, so demand great results.
Got questions? Click here for answers to Frequently Asked Questions. Email us by clicking here. Or call us for more information. In Connecticut call (203) 655-3920. Nationwide call (800) 862-8896.
