There’s an old-school on-hold marketing approach that says, “load up that script with all the content you can dream up. Throw everything in it–including the kitchen sink!”
One-size-fits-all marketing falls flat. A script that tries to cover too much ground is like throwing mud at a wall and seeing what sticks; a little bit does, but the rest just slowly falls to the ground leaving behind a real mess.
On hold marketing works best when you limit your message to a single idea, and resell it over and over by writing each paragraph a bit differently.
Julie Brown, Easy On Hold CEO
Message On Hold Script Examples
A plastic surgery/facial rejuvenation office would like to entice prospects and customers to try something new, using a “special offer”. Old school on hold would work one paragraph about the special into a laundry list of other paragraphs (hours, the facility, the dermatologist, the new this, the new that). Of course, those are all good things, but really, how much can a listener absorb in half-a-minute?
Here’s a suggestion: Let us write 5 to 6 different paragraphs about the same promotion. Along with the special offer, briefly work in a short mention of the hours for that special. In another paragraph talk about the special offer, but touch on that new modern facility. You could have a topic focus on the skilled dermatologist who will be providing your new procedure–and at a special price for a limited time!
You Still Want Variety
“But I don’t run specials,” you say. “I want my callers to hear a variety of ideas.”
Agreed. Variety is how you get callers to stay on the line and not hang up while waiting on hold. You can still limit the message on hold script to a single, brief topic or idea. Callers hear a little idea that can get into their head… and then give them a little bit of time to think about it.
What’s Missing?
Without a call to action, you simply have a dull brochure that’s all about you, not the caller. Ask, “What do I want my callers to do with the information they’re receiving while on hold?”
Decide what action your callers can take to receive maximum value. Don’t bury the calll to action!
With the Easy On Hold Anytime Plan, you have the freedom to keep your message very targeted…and if you’re using one of our internet-load players, you can have us add or remove content based on specific dates which we program into your unit. Perfect for time-sensitive promotions.
Our scriptwriters are ready to help you bring a more targeted focus to your scripts. Just let us know, and we’ll be happy to help provide ideas.
