We see and hear advertisements everyday – from TV to radio to newspapers. Even those annoying spam emails that persuade us to check out companies and products are a form of advertising.
But have you ever wondered how advertisements (the good ones, at least) manage to entice us to try a certain product or service? Writing for print media and TV, as they say, is no challenge. After all, TV ads have the advantage of combining sound with visuals, giving them an opportunity to leave a greater impact among viewers. If you fail to hook them with words, you can at least dazzle withgraphics:pair a product with a winsome smile or six-pack abs, and ladies and gentlemen, you have a winner.
Not the case with purely audio-driven commercials like radio or on hold messages. An advertisement intended for the listening audience relies solely on the greatness of its copy. That said, for audio copywriting to be effective, it needs to get it right the first time. But don’t fret. Your copywriters don’t have to write like Shakespeare or E.E. Cummings to come up with the most memorable advertising copies. Effective advertising, after all, boils down to two things: creativity and good writing. If you’ve got these two down pat, then you’ve got it in the bag.
So, how do you craft a stimulating and impressive pitch that will leave a mark on your listeners? Here are some tips for you.
Talk to your customer
One of the keys to successful on hold messaging is letting your customer feel that they are important. Make them feel like what you’re offering is solely for them. ‘YOU’ is a powerful word in advertising, and you should use it often because it makes the customer feel relate to what you kind of information you want to relay to them.
But what should you tell them?
One thing to consider about your on hold script is to focus on the benefits that they can get from using your products and services. Do not just describe the product; they’ve probably already searched it before calling you. Tell them what they need to know and why they should choose you. If you can, try to address problems that they might encounter with other brands that they will never experience with yours.
Make sure your pitch is collar grabbing
Begin your music on hold & message advertisement ad by telling callers something they can’t resist – something that can arouse their curiosity. But do not exaggerate. Just make sure the pitch is compelling and benefit-driven at the same time. Don’t forget to focus on your customer. The best sales pitch is straight to the point and guarantees answers to your client’s problems.
You should know by now that with advertising, first impressions usually last. The first few seconds callers spend listening to an ad are crucial. This is why they have to put their best foot forward within that span of time.
Follow the Mini-Skirt Theory
Follow the miniskirt theory and keep it conversational. Whatever type of on hold advertising copy you are doing, remember to keep everything short and simple. According to the mini-skirt theory, keep it short enough to be interesting but long enough to cover all the details. Also, keep in mind that nobody wants to talk to someone who sounds like Optimus Prime, so make sure you keep your tone light and conversational.
So, what happens next?
After telling your customers everything they need to know about your brand, it’s time to get them to respond. To do this, use active words like ‘Join now!’, ‘Get it today!’, ‘Call us at’, or whatever it is that you can make to reinforce a call to action. Not only that, use a voice talent that sounds commanding but still polite. Sometimes, customers only need to be reminded what they need to do next.Take the initiative and decide for them.
Writing an advertising copy is relatively easy but you need to have something that’s going to capture your audience’s attention. With TV, radio and print, it’s easier to get away when your audience starts to stray away their focus from the ad since you can win them over by powerful visuals. But when it comes to audio-driven commercials like on-hold messages, it can be tricky. You only got one shot or you can kiss that lead goodbye. This is why so many customers rely on the copywriters at The Original On Hold,Inc. to hit the right spot the first time.