Great on hold messaging doesn’t just fill silence. It tells your story, reinforces your business identity, and builds caller engagement. Treat it like any other marketing channel. With a bit of creativity and strategy, you can turn every second on hold into a session that strengthens your brand.
1. Demonstrate Why Callers Are Important
One of the deadly phrases is, “Your message is important to us”. This is so cliché it’s a running joke. You know, “If I am so important to you, why am I on hold in the first place?” A more valuable message on hold script would demonstrate why the caller is important.
For example:
You want your order processed with 100 percent accuracy, and we have a 12-year track record of accurate, on time order fulfillment. Our turnaround time is just 24 hours. That’s the best in the industry.
See how this information might make the caller feel important? Callers are more likely to think, “These guys really work hard to get me my stuff…”
2. Direct Customers to Other Means of Contact
The caller is on the phone with you, so there’s no need to tell them to contact you. It is a good idea to mention your website but only do so if you can provide a benefit for going to the site.
For example:
New photos and videos of our product in action are now on our website, ‘oursite dot com’.
3. Connect with them on Social Media
We all want more followers so we can extend our marketing reach, but it isn’t enough to just say, “friend us… follow us”. Your message on hold script should always approach your company from the caller’s perspective. Why would the caller want to follow you on a platform or subscribe to your YouTube? Here’s an idea:
Join us on Facebook to find out about limited-time special offers that are only available to Facebook friends.
Or
Subscribe to our YouTube channel for helpful product tutorials.
Since 64% of consumers want brands to connect with them on social media, according to Sprout Social, this is a smart way to extend caller engagement beyond the phone call.
4. A Representative Will Call You Back
Some call centers are so busy that the caller on hold is given the option to hang up and get a call back. This is tricky, because you want the caller to be sure that he has not lost his place “in line”. I recently used “press one to have a representative call you back” option at Delta Airline’s call center.
The automated system asked me to identify a time to receive a call back. Sure, enough they did call back. Unless you have a sophisticated phone system and a really great reason for being unable to get to your callers on hold, do not tell the caller to hang up. That’s as good as saying, “try calling our competitor”.
Providing seamless options during hold time can build trust—especially when backed by conversational experiences that customers now expect. A Zendesk customer experience report shows that people want conversations to be part of the experience. A personal connection goes a long way.
5. Share Your Brand Story
People love stories. It’s a way to showcase your brand’s personality and reinforce your brand building efforts. Use your on hold messaging time to tell a brief, compelling version of how your business started, your core values, or your commitment to the community. This humanizes your company and supports a memorable business identity.
You don’t have to give lengthy details for effective caller engagement.
Example:
We started in a small garage with one mission: to simplify logistics for small businesses. Ten years later, we’re proud to serve over 5,000 clients nationwide.
6. Feature Client Testimonials and Success Stories
Now that you know people love stories, share some more about your customers. What better way to build trust and customer loyalty than to share what others are saying? Brief clips or even quotes from happy customers can build credibility and maintain customer engagement.
Social proof like this can increase conversions and caller satisfaction—especially when part of a consistent customer experience strategy.
Example:
When Sarah from Greenway Interiors needed fast, reliable shipping for her growing design firm, she turned to us. Now, her deliveries arrive on time—every time—and she spends less time worrying about logistics and more time delighting her clients.
7. Highlight Awards, Certifications, or Milestones
Brag a little (tastefully). Let callers know about recent awards, sustainability efforts, or new certifications. These accomplishments boost your brand’s authority and create positive impressions about your business’s identity.
Example:
We’re proud to be recognized as “Best in Class” for customer service—three years in a row. It’s an honor that reflects our team’s commitment to making your experience smooth, responsive, and stress-free.
Or
We recently earned Green Business Certification for our sustainability efforts—like reducing packaging waste and transitioning to 100% renewable energy in our main facility. It’s part of our mission to do better business, for you, and the planet.
These short yet meaningful highlights reassure callers that they’re working with a company that’s not only capable, but committed to excellence, values, and progress. That reinforces trust and keeps your brand top-of-mind even before someone picks up the phone.
Turn Wait Time into Brand Building Sessions
These are just a few of the ways the “old way” of doing “on hold” have been transformed into effective communications here at Easy On Hold. If your message on hold announcements sound like something you’ve heard somewhere else, get going on something new.
