Branding with your Message on Hold

Branding with your Message on Hold

Many successful companies have developed unique marketing and advertising techniques to keep their customers hooked. One of these techniques is the message-on-hold. A successful, powerful message on hold should be able to convey the particular brand of your products or services to your customers. The brand is the customers’ perception of what your company represents. Here’s how you can harness a powerful marketing and advertising tool when branding with your message on hold.

Hire an excellent, professional voice-over talent. Something as simple as the voice of your message on hold can either invite more customers or turn them off. Choose a voice that fits into the image of your company and can relate to the majority of your customers and target groups. For example, if your business is a spa, it makes sense to hire a female voice talent with a soothing, relaxing voice. On the other hand, if you run a vehicle repair shop, you could hire a male voice talent with an Aussie bloke delivery style and very persuasive voice. You can even alternate between female and male voice talents as long as their voice fits into the message you want to convey across. What you should look out for is someone with a clear, distinct, and naturally pleasing voice. Customers will immediately associate pleasing voices to that of a business or company that really cares about its customers. The voice shouldn’t be too commercially polished, but rather more down to earth and relatable.

Consider your script as an advertising pitch. A message on hold is also a chance to show off what your company offers to your customers and what you believe in. Remember it’s not purely about promoting how good you are, but what you can do for your caller – as it’s all about them!

Inform customers if you have new products and services. If you’re having a sale, promotional event, special offers, or discounts, include them in the message. If your company has received an award recently, you can also mention that and draw connection on how it helps you do further business with them. Keep messages brief, clear, and to the point so as not to bombard customers with too much information all at once. Each on hold message should average thirty seconds in length and be focused on a different information or selling point, such as your website, operating times and special offer.

Choose tasteful music that fits into your company’s image. Choosing the music is probably the hardest part, but don’t be tempted to choose something simply because you like it. Like your voice talent, the music also has to reflect the nature of your business and the image of your company. Instrumental or classical music is a popular choice. It’s soothing, sophisticated, and can assist in placing your customers in a relaxed mood. Your music should be played at just the right volume—not too loud and not too muted. If you choose contemporary or popular music, make sure that you obtain permission from the copyright holder and pay the required fee.

Update content as needed. Now that you have come up with a quality message on hold, it should not end there. You should also update your message on hold when new information, products, services, or events come up. This should be in line with your other marketing areas such as newsletters, advertising, and website updates. Your on hold messages should be updated at least 2 to 3 times per year, depending on the volume of calls you are receiving, average repeat callers and average time they are spend on hold.

To be an effective marketing and advertising tool, a message on hold should not only serve to inform or entertain customers. It should also serve to be equally part of the company’s image and unique brand.

Image courtesy of [stockimages] / FreeDigitalPhotos.net

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