Recently Steve McKee, author of the book, When Growth Stalls, wrote an article that appeared in Bloomberg News about the top 7 top reasons why your advertising isn’t working.”
Additionally, a recent LinkedIn poll conducted by AdweekMedia posed this question: "Of the ads you see in a typical day, how many engage your attention?" A remarkable two-thirds of respondents said "a small minority of them." Another quarter answered "none of them." Together, that's 91%. Only one in 100 respondents said "most of them."
Ouch. What does this mean? It means that business owners need to deal with the cold, hard facts - a lot of advertising doesn't work very well. Your advertising is like an automobile, it needs routine maintenance to ensure that it operates smoothly. Ignore routine maintenance, and you can find yourself broken down and stuck on the side of the road. Advertising is a constant evolution, one of the worst mistakes any business can make is not performing routine maintenance to make sure your advertising doesn’t cause you to get stuck on the side of the road.
With that in mind, here’s some suggestions on how some routine maintenance to ensure that your on hold marketing is pulling its wait.
1. It's boring. Yep, your on hold message is boring. Why do we watch TV, listen to the radio, read the newspaper, or go online? Three reasons: information, entertainment, and engagement. Ads that fail to offer at least two of these three benefits flop. One of the biggest mistakes you can make is not changing your on hold message content. Callers can quickly tune-out old, boring messages that they can almost recite because they have heard them over and over when calling your company. You have to engage your callers with something that is interesting or entertaining to keep their attention.
2 It’s out-dated/Untimly. O.K., this one may sting a bit, but if you’re not paying attention to your on hold advertising, then who is? There’s nothing worse when using on hold messages than giving having callers hear out-dated or untimely information. As an example if you’re an HVAC contractor and your messages are talking about air conditioning in the winter while it’s snowing outside, when you should be talking about heating information, than your on hold ad probably isn’t doing you any good! We have also seen clients not pay attention and have their on hold message advertise a product or service that is not even offered any more. Why would you waste valuable time to give out incorrect information?
3.It's trying to do too much. Yes, believe or not, your on hold script may be trying to do too much. Just because you have a lot to say doesn't mean your audience will sit still and pay attention. Do your best to make a simple, singular point and Do it with flair. As the poll results above demonstrated, most people don't engage with most ads. And even when they do, for how long do they pay attention? Thirty seconds? Ten? Five? The best an ad can do is communicate one single, compelling idea. So for those client’s who prefer long winded messages, leave the on hold scriptwriting to our 20 year seasoned copywriting pros. We know what works best!
There are, of course, many more reasons why advertising underperforms, from poor media placement to bad strategy, but when it comes to on hold messaging, keeping your script copy current, engaging and informative is what keeps your on hold advertising working, and goes a long way in making your on hold advertising better.