Hot Button Marketing makes your job easier. Marketing’s job is simple, whether you’re broadcasting a nationwide TV commercial, regional print ads, direct mail, or messages on hold. It can be summed up as:
- G: get your prospects’ attention using Hot Button Marketing
- T: tell them how you can help them, and
- O: offer them information or help so it’s easy for them to take the next step.
The three GTO steps to success seem simple, but most businesses don’t follow them. They try to trick us into watching their advertising by using a celebrity or movie star as a spokesperson, or a glamorous model. Or a picture of a cute baby, or a disturbing scene. Once you understand marketing, you’ll never bother with those tired techniques again! This type of ad may catch your eye, but as soon as you see what’s really happening, you change the channel or just ignore the ad. 
Hot Button Marketing makes on hold scripts more successful
Your Message on hold script face the same challenge, and most fail. The average message on hold script is written by a rookie salesperson in a first job, right out of school. They work in a telemarketing center, and will deal with you once: for just long enough to sell you a message on hold, and get paid. They often use a generic script (just the opposite of what they should do) that could work for anyone, from a brick layer to a brain surgeon. They’re filled with empty phrases (You can trust the professionals at ______, or We’re the best!) and clichés (like “For a limited time only,” “Huge Selection,” “Free, No Obligation Quote,” and “Plus shipping and handling”). Is it any wonder we hate listening to this kind of message on hold script?
We use this idea in your on hold script
What’s a hot button? Simply something that’s important to you. You’re concerned with it right now. You probably want help. So why does the average on hold script ignore your customers’ needs and give you messages filled with clichés? Because the people who write them have no idea what what buttons to push! To use this technique in your on hold script, we start by asking “discovery” questions that helps us understand your business and your customer. It takes longer than just filling out a “template”, but we think that your on hold script, and your callers, are worth it. And when we have the right information your hot button marketing approach will work.