What’s the secret to a great Message On hold? Well, you might be thinking the answer is:
1) Crystal clear sound quality?
2) Using a Professional Voice Over?
3) Pleasant Background Music?
While all of the above are important elements that make up various aspects of a successful on hold message, the real secret to creating “great” on hold messaging is the “Script Copy” — That’s right – the Script Copy!
The script copy is the very foundation of the marketing message that’s to be delivered to your listening audience. No matter how great the announcer’s voice, no matter how pleasing the music, and no matter how well produced, a boring script leads to a bored callers! And bored callers mean frustrated callers, disconnected callers, and turning a perceived negative and making it even worse. Much like any good Hollywood film, or tv show, the real secret is — it all begins with the great scriptwriting.
So, with that being said, here’s a few Script writing Tips:
1. KISS (While this traditionally stands for Keep It Simple Stupid, in audio marketing it stands for Keep it Short and Simple)
While content trumps length, it’s critical to keep your script to a manageable length. Twenty to Thirty seconds or less is ideal. Once you get above that time period, you’ll start losing listener’s. Creating a concise script depends on using short sentences and simple language.
2. Setting the Tone
Message on hold is powerful precisely because you have the ability to choose a tone for your company and connect with your customers. The tone you choose to write in often depends on the intended audience. However, with any script, it’s safe to assume that your audience wants to hear something engaging, unique and useful.
3. Give your Elevator Pitch
There are exceptions, but most great on hold marketingmessages start with a clear and compelling elevator pitch in the first five seconds. An elevator pitch is your hook. It should quickly convey the core message behind your product or service. Crafting a great pitch can take a lot of time, but once you’ve nailed it, it can significantly help people remember who you are and what makes you unique.
4. Telling a Story
Everyone loves a good story, so why should your on hold messaging be any different? A story, in essence, is a progression with a beginning and an end. Along the way, it identifies a problem and presents a solution. Start by identifying the pain point. What is the problem your product or service solves? Make sure you present it in a way that your audience can easily identify with. Oftentimes, walking through a simple scenario or case example can help listener’s connect.
Once you’ve painted a compelling picture of the problem, present your solution. What makes your product or service the ideal solution? Why should they choose you over the competition? Be clear and confident with your value proposition. Your solution should create a desire in the listener to act, and act soon.
5. What’s in it for Me?
Throughout the script, never forget to be continually answering the key question every listener will have, “what’s in it for me?” From start to finish, your message on hold should be focused on your potential customer, what they want and how you can help them get it. Finally, end your script with a “call to action” – a next step the caller can take to get started.
Writing a great script is hard work, but when you hire seasoned pro’s like The Original On hold Inc it will pay dividends. So the question to: What is the secret to a great on hold message has been answered. Make sure you have a great script, and you’ll be well on your way.