We call clients all week long, about how to update on hold messages. A client in Hartford Connecticut just said “We don’t have lots of new things to talk about”
You’d be surprised at how many times I’ve heard that…but a few days, and a few drafts of a script later, we have new marketing messages that are getting customers’ attention and building your business.
Everyone loves “new.” But “new” is actually over rated. “New and shiny” distracts from your real goals and those of your customers. That’s the important stuff. So we ask you the questions that help you focus on what’s really important. The questions don’t usually even mention “what’s new.”
How To Update On Hold Messages
What’s important? Your customers. Their needs. Their problems. Your company. What you’re good at. How you help your customers best. And your competition. What they do. How you’re better than them. And why you’re the only choice that your customer should make.
Not everyone takes this approach. Others will give you a list of ideas and tell you to do it yourself. They’ll suggest you talk about yourself. Your website. Your social media. Your trade shows and events. They’ll tell you to add jokes. They’ll tell you to think about adding music. But for your marketing messages (or any part of your marketing) to be effective you’ve got to do more.
We know how to update on hold messages
One great way to start to update your on hold messages is to look at what has worked in the past. What hasn’t worked. It’s important to set goals for any marketing tool, and messages on hold are just one of many marketing tools you use. Goals give you a vision for your on hold messages. They help us recognize what is working and what isn’t, so we know what to continue and what to change.
So the first step in updating your advertising is talk about your existing messages. How have they done? What worked well and what didn’t. What has outlived its usefulness, and what parts should continue (some messages are planned to be used for a longer period, while others are shorter term.)
Then comes updating your script with new messages. Think about how long your new on hold messages will play: a month? Two months? Three? Or longer? Updating more frequently lets you be more specific (such as talking about specific dates, holidays, or short term goals). Planning for a script that will be used for 3 or more months might mean being less specific. The approach we take is often tailored to the time the script will be used.
Do you have questions about how to update on hold messages? We have answers, but we always start by asking questions, like “Is it time to update yours?” Call our New York (212-355-6980) or Connecticut office (203-655-3920) and let’s answer the question together.