Tips For Creating The Best On-Hold Messages
Great on-hold messages can be a critical component of both your marketing and sales funnels. On-hold messages keep callers engaged with your brand and more likely to stay on the phone, rather than hanging up before they can speak with someone. An on-hold message can be leveraged to share your latest sales and initiatives, opportunities, and upsells. They can also be used to share your story as a brand, spread the message about what you’re seeking or generally cultivate your company culture.
Even though we live in an internet age, phone communication is still very financially relevant. In fact, click-to-call is ever increasing, as people use their mobile devices to search and find businesses about which they want to learn more or with which they want to do business.
Over two-thirds of customers who call a business or company are put on hold at some point in their interaction, according to this Spectrio blog. That’s a lot of business just waiting to be mined – or potentially being lost, if the customer hangs up. This Mitel blog post purports that 60% of callers that are kept on-hold without a message, in just silence, hang up before speaking with someone. An on-hold message can change that.
A great on-hold message can keep them interested and engaged with your brand, while also reminding them that you are still there and that their call will be answered in due time. An on-hold message can also provide valuable information, such as your hours or location, which may answer your callers questions before they even speak with anyone.
What Is An On-Hold Message?
An on-hold message is the message that callers listen to when they are put on-hold through your phone system. A truly great on-hold message takes advantage of those audio spots to inform, educate, and potentially upsell your callers.
You can create a series of on-hold messages that loop through while your customers are waiting to speak with someone. Many of these messages begin with a short musical start and some musical breaks in between each message. According to this Mitel blog post, most messages are 3 to 4 minutes in length total, made up of a series of shorter messages. If you are typing out a script, this tends to be about 300 to 400 words.
What Are The Best Types of On-Hold Messages?
There is a lot of opportunity in that on-hold message series. Don’t miss out on the variety of chances you have to engage relevantly with your customers.
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Facts and Info Often people are calling to get basic information about your business. Go ahead and share the basics on your on-hold message. Don’t forget your website, hours, location, social media pages, and basic product and service information.
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Sales and Initiatives Got a great deal going? Now’s the time to share it, especially for new or returning callers who might be interested. Consider seasonal or timely initiatives that your customers may not know about, but may want to add on to their purchase.
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Brag Time Callers call to find out more about your business. An on-hold message is an ideal time to tell them what you’re all about. Share your story and brag on the achievements or accomplishments you’ve gathered.
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Have Fun!
Now’s your chance to get a little silly or have a little fun. Humor goes a long way in easing the pain of sitting and waiting on hold. Take a note from these Southwest Airlines on-hold messages from the past. Offer some tips, some trivia and some jokes to keep your customers smiling while they wait to talk with you.
What Technology Can Be Used To Create On-Hold Messages?
There are really two main options for creating on-hold messagings.
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Legacy or Traditional Phone Systems This is the way you always remember phone systems of days gone by, with a boxes and recording equipment and technicians who need to set the whole system up throughout the office. There are a number of reasons to abandon this way of doing things. Here is a great list of reasons from Intermedia.
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Cloud Based Phone Systems This is the way of the future and definitely the way to go if you are setting up your on-hold system or just want to upgrade. Here’s a list from TechRadar with some of the best options out there, according to their writers. The advantages of cloud are endless, but as a voice over actress, my favorite parts are the ease of updating and creating new messages. You can keep your on-hold messages relevant and up to date much easier with a cloud system.
Who Should Record An On-Hold Message?
When you are deciding who to employ to record your on-hold message, remember who your audience is. Your listeners are your customer base. Where do they turn for advice? What kind of social media influencers do they follow? That’s the kind of voice you want for those messages.
Don’t forget to consider the tone of the on-hold messages. Should they be serious? Upbeat? Fun? Inspiring? Make sure that you employ a voice that conveys the emotion and spirit that align with your brand.
For these reasons, we would recommend checking out the services of a voice over talent. A voice actor can provide consistent sound and messaging throughout your on-hold system. They also bring a level of professionalism, with the ability to maintain a certain tone, upbeat nature even after a number of recordings. An amateaur recorder’s voice may start to tire or drop off with each recording, which may not keep your callers engaged throughout their on-hold time.
Interactive Voice Response Messages
Overall, in this article, we have spoken about the 30-second commercial or informational “spots” that can play, in loop, while your customers are on-hold. These can be informative, and real value adds, for your callers, and can even upsell them. However, if you use an Interactive Voice Response (or IVR) system, you don’t want to neglect the action messages that will be required throughout the process. Things like “To speak with Bob, please press 3” or “To learn more, please hold” or “To access your accounts, please say ‘accounts’.”
If you choose to hire a voice actor, or use one of your own team for your on-hold messages, you will want to also use a similar or same voice for your IVR message system and your on-hold messages. Working with a voice over talent means that your on-hold messages will be clear, crisp, audible, and engaging to keep those customers on hold even longer – until you can talk to them and make your sales.