So you have Phone Messages on hold.
That’s great.
But why do you have them?
Phone Messages were invented to…
Messages on hold were first invented to be a marketing tool. Marketing’s job is to effectively communicate what you do, how you do it, and the best reasons to work with you to your potential customer.
But somewhere along the way, marketing stopped doing this. Here’s how it happened:
A century or two ago, advertising was all local. You worked with people who were close to you, because that was your only choice. So advertising was “comparative.” It gave all the reasons to work with you. It was mainly factual. It helped consumers decide.
As products were invented or improved, it was easy for consumers to make the decision to buy from you. Ford’s Model T or Bell’s Telephone were unique…and the only choice!
Then came the age of “Mad Men.” With the invention of television, and eventually the internet, things changed. Advertising was now limited to a 60-second commercial…and then a 30-second spot. And the message turned from factual to simplistic: filled with jingles and slogans. Creativity replaced facts. You heard memorable ads like…
- Ring around the collar
- Plop plop, fizz fizz…
- We’re “the wings of man”
- You’re in good hands
Today’s advertising stinks. So do today’s brochures, websites, and emails. Take a look at any ad (like your own messages on hold) and ask why it’s filled with clichés like “over 120 years of combined experience,” “our friendly and knowledgeable staff,” or “our massive inventory.”
But your customer is left with a tough decision: why should they buy anything from you? How can they make the right decision?
Your phone messages are just as bad
Here’s one way to evaluate your advertising on hold: does it get a response? Do your callers ask about what they’ve heard? Or does it just waste your callers’ time?
How to tell if you have the best Phone Messages
Writing the on scripts that actually succeed takes time and effort. Most people don’t bother. But when you ask your caller to “please hold” are your phone messages simply annoying your caller?
Don’t settle for clichés or empty phrases. Expect more from your marketing messages. Find out just how much you can get from them in a free 15-minute Discovery Session. Click here to schedule a time, or call for immediate service: In New York call 212-355-6980. In Connecticut call 203-655-3920. And nationwide call 800-862-8896.
