“Your call is important to us…” is a line we’re all familiar with – yet many will be aggravated if they hear it too many times. Keeping customers interested beyond that stereotypical line is a key issue you should address when putting together an effective message on hold. To keep your customers entertained and interested, and to increase sales, you have to know how to use words that sell.
Be authoritative. Your callers need to be assured that you know what you’re talking about. They look to you as the expert, and the ultimate authority when it comes to the products or services that you offer. It’s only fitting that you adopt an authoritative tone in your message on hold, in a way that doesn’t make you sound cocky or snobbish. Some phrases you can use are:
“We are the experts in ____.”
“We are professionals in ____.”
“We are committed to….”
Get to the point. In a message on hold, it’s important to get your message across with as little words said in as little time as possible. Remember that you only have a few minutes to keep your callers in thrall before they lose interest in what you have to say. Stick to your topic, say what needs to be said, and skip the unnecessary details. Take a look at this example.
“Termites. They destroy your home and property. You need to stop them before they do more damage. We’ll help you get rid of them for good. We’ll be right back to tell you how.
It’s simple, concise, and to the point, but tells the caller immediately what you do.
Be compelling. Although most on-hold content is intended to be informative, a huge part of its success is also dependent on its ability to keep callers from disengaging. Make use of short, engaging phrases that instantly grab the attention of your callers. You can use phrases like:
“The good news is…”
“The best thing about this is…”
Another way to be compelling to your callers is to ask a question and then follow it up with useful information or an appeal to their needs.
“Did you know that…”
“Have you ever…”
“Do you want…”
Sound appropriate and conversational. Remember that a message on hold script is different from a script that’s intended for paper or a website. It has to sound appropriate and natural, like the way normal phone conversations do. Callers will soon lose interest if your message sounds like a religious sermon or academic lecture. Lose the archaic and formal words and adopt a one-on-one conversational tone to keep the interest of your listeners. Take a look at these examples:
“Thanks for holding” vs. “Thank you for your willingness to hold”
“We’ll be with you shortly” vs. “We’ll be with you after a short while”
“Did you know that” vs. “Are you aware of the fact that”
Call to action. An effective message on hold also inspires callers to take action. Perk up your on hold messages by subtly including calls to action. Ask yourself, “What do I want my callers to do?”
“For more information on our new products, check out our website.”
“In need of emergency repair services? Consult our 24/7 tech support.”
