While it may sound like a simple task, crafting content for your music on hold that your customers are likely to hear each time they call is a nuanced process if the material is to be effective. Do it incorrectly, and you risk annoying or alienating customers you worked very hard to attain via other marketing channels. Like any marketing project, you can’t arrive at the finish without first knowing the destination. You must be very, very clear about what you’re selling. And I’m not talking about the product — I’m talking about the product message. Depending on the complexity of your product or service and the amount of time you expect callers to spend on hold.
You know you need to identify your company and include location, Web site, hours and relevant phone numbers. Perhaps, you think, it might be effective to include your company's history and philosophy and any awards it has won. You certainly want to highlight your products and services. But how? And what next? Many of you have heard of the KISS (Keep It Simple Stupid) method. As copywriters we have taken that theory a bit further calling it “KISSAM” (Keep It Simple Stupid and Memorable!) Words have a huge influence on us all they can trigger various emotions . Choosing the right words for your on hold script can make a bad situation better, motivate callers and – more importantly - entice a customer to buy.
When scripting on hold messages, the one thought to keep in mind is you already have your callers' attention. Unlike other media such as radio or television, in which you need to gain your potential listeners' attention before you deliver your message, with on-hold messages, you already have it, so the focus should be on keeping their attention. Time is limited, so get to the point. In other words, you need to hit them right between the eyes (or ears in this case) — but do so in a way that amuses, entertains, or delivers a big, big benefit.
Skip the “your call is important to us”, that only irritates callers and wastes listening time. Tell your callers why you are the best. Even better, prove it. Don't assume that the caller has heard the previous message. A caller can be put on hold at any point in the presentation. Refer to the company, your products or services by their proper names rather than “it,” “the service” or “this.” Otherwise, you may confuse callers and reduce the effectiveness of your on hold marketing message.
You have compelling titles, magnetic teaser paragraphs, a rich body and an insightful conclusion. What about your Call-to-Action? Are your callers compelled to connect with you? A Call-to-Action is a critical part of your on hold messaging content --- one that does exactly what you need it to do!
Here’s the basic of what your on hold script content should accomplish:
• Hit the listener with a benefit
• Be aligned with your brand
• Stick in the caller’s mind (retention/memory recall)
Words Are Astonishingly Powerful. Words are our primary source of communication. This is why copywriting is the most important aspect of successful advertising whether it’s for print, tv, radio, the web or your telephone message on hold. Why? Because It's your salesperson… It's your communicator to motivate your prospects, and reach your customers on a personal level.
As a copywriter – we are able to pique interest and increase sales. Ah! The power of words!