Sound Communication: The Holdcom Blog

3 Things To Avoid When Writing Your Own On Hold Marketing Script

Message on Hold Scriptwriting TipsSome companies like to write their own script for their company’s message on hold program.  We understand that no one knows your business better than you do. However, there are some no-no’s that you want to steer clear of. Here are 3 bad practices that you want to avoid and tips you should be focusing on if you choose to write your own script.

 1. Don’t Cram...

 It is natural to want to add more detail and more content to your messages. Most businesses want to add more information so your customers can hear all the things your business is doing, right?… Nope… This is not ideal for your message on hold programs. The idea is not to sedate your customers or overwhelm them, but rather to inform and add value. In the information age that we are in, the majority of us are inundated with information. Additionally, attention spans have become shorter due to ubiquitous availability of information such as television, radio, cell phones, and the internet. Michael Kane, psychologist at the University of North Carolina at Greensboro, found in his study about attention spans, that the average person’s mind is wandering about 30% of the time.  People will not listen to your message if it is too long and they may become irritated.  We suggest keeping your paragraphs as short as possible, but long enough to deliver a clear message.

 2. Your most important information does not need to be first…

 It is important to take into consideration that your message plays in a loop. This means that the on hold program is continuously playing and callers may start listening at any random time or place in the program. Placing your most important message first does not insure that the caller will hear this message first.  Ok, you may say, then set up my phones so my most important message plays first, problem solved.  Well, not exactly…  Most phone systems don't have the technology to allow this possibly, but even if you could do it, this is not recommended.  Why?  Because every time your customers call in they would hear the same message and miss out on the other important information you want them to hear.  Not to mention, this can become monotonous.  What we recommend is that you develop multiple short and informative messages throughout your hold message loop. However, if you’re using a  VOIP solution, your message on hold playback may be set to Uni-cast, which means the program will play from the beginning each time.  If that’s the case, check with your IT vendor or system administrator to see if you have a Multi-cast option.  This will allow for traditional message on hold playback, or you may be able to install an external piece of equipment which would allow for traditional playback.

 3. Your callers know they are on hold… 

Callers know they are on hold and would probably prefer not to be. Most business owners tend to want to apologize for keeping their customers on hold. This is understandable; we know you want your customers to be satisfied with your business. However, telling customers that they are on hold makes them remember they are on hold and they associate this with negative thoughts. Our recommendation is to provide relative and informative content that provides value to your customers and can slightly distract them from feeling they are on hold, or being made to wait. This helps customers feel that they made good use of their time while they were waiting. 

Take these tips into consideration when developing your script to achieve a successful message on hold program, which will result in more satisfied callers and customers, and ultimately contribute to growing your business.

 

 

Tags: Message On hold, audio marketing, scriptwriting