In part one of this two-part blog I told you a little about the extensive (and affordable!) “music-on-hold” equipment options available to businesses of all sizes. In part two, let’s cover a few important basics about crafting your own custom “on-hold” message.
Technology options aside, here are a few thoughts on the most important part of your “on-hold” system—the message. I’m sure you already know this, but remember… content is king. It’s critical that you craft an informative, benefit-driven marketing message for your “on-hold” audio. Each one should be about 10 to 30 seconds long and mention the benefits/solutions your business provides.
Listen to a good example of a custom on-hold message.
An often overlooked opportunity to promote your business is sitting right in front of you on your desk. It’s your telephone. I’m not talking about how you use your phone to reach or greet your customers, but rather how you use it to market to potential customers who are calling you.
What do your customers hear when they’re put on hold?
Neither you nor your prospects get anything of value when your customers are left listening to music. And having them listen to a radio station isn’t much better, because chances are they’re not hearing music, just commercials. Worse still, they could end up hearing a commercial for a competitor!
For many marketers, the hardest part of their job isn’t the sale, it’s the creative aspect. Unlike so many of the skills required to be proficient in marketing, creativity can’t be turned on and off like a light switch… usually.
There are a few basic things you can do to help get the creative process started—like switching off your phone, closing your door, and just letting your mind go where it will. On a little deeper level, there are a few more things you need to master in order to really get your creative game on and create a marketing mindset that’s conducive to the task at hand.
It doesn’t matter what you’re selling or what industry you’re in… if you’re selling online or offline, you can only stay in business if you’re making a profit. And profit comes from either increasing sales or reducing your expenses. This blog is about both, because when you make your marketing materials more effective—you increase your bottom line.
“I’m having trouble. I know my marketing pieces are glossy, professional and well written, but I’m not connecting with as many of my target customers as I expected. What am I doing wrong?”
Ford responds:
Without actually seeing your materials, it’s hard to pinpoint the exact cause. However, I can give you a few pointers to help you evaluate your own marketing efforts. In fact, right here and now I’m going to reveal a system that has literally earned me and my clients millions of dollars… I’ll give you the best marketing method ever for free, word for word.
“You’ve got to help me with my website. Everyone tells me that you’re the guy who can help… I invested over $10,000 in my website and I’m not getting any sales. What am I doing wrong?”
Ford responds:
I’m going to reveal four secrets for more profitable websites thatyou can use immediately to improve your site’s performance. Some of these secrets may seem like common sense, but after reviewing literally hundreds of sites for various companies, I found way too many are making simple and avoidable mistakes.
“I’ve been looking over our company’s marketing materials and I think I understand why they haven’t brought us much new business. They’re not awful, but to be honest, they’re boring. Any advice?”
Ford responds:
The promotional and sales materials you create for your business are important tools for your success. You really need to think about them and understand how they will support your branding and overall marketing plan.
“I’m having trouble. I know my marketing message is well written, but it doesn’t seem to always connect with my prospects. It seems hit and miss no matter what I write. Any suggestions?”
Ford responds: An important step related to benefit messages is crafting your compelling Unique Selling Proposition, or USP.
“I’ve read the books, gone to the seminars, and read till my eyes were bloodshot, but I still can’t say if a headline is a good one or not, other than just by my gut feeling. Any suggestions?”
Ford responds:
Let me share with you a powerful evaluating technique that comes from my colleague (and master copywriter) Bob Bly. Use his “4 U’s” to rate your headlines and I think you’ll notice a quick improvement.
The master copywriters are curious about life. As a rule, they tend to read a great deal, like to travel, and have a variety of interests. They find other people interesting, and they are very good listeners.
The good news is that you probably already have the skills you need to be a master copywriter; they may be hidden, or they may have been “schooled out” of you, but chances are they are still there. Great marketing copywriters understand that they should write like they talk– not in formal, boring, perfect English speech, but in a clear, conversational style.
Message On-Hold Example Script from Prime Concepts Group Inc. [ 4:30 ] Play Now | Play in Popup | Download (193)
An often overlooked opportunity to promote your business is sitting right in front of you on your desk. It’s your telephone. I’m not talking about how you use your phone to reach or greet your customers, but rather how you use it to market to potential customers who are calling you.
My investment in my website overhaul is the best money I've spent on my business in years... I recommend them to anybody.
Creative, responsive, inclusive & fun to work with. Thank you for making this more than 'just another website, just another customer.'
Ford Saeks helped transform the entire image of our organization, and we couldn't be more excited about it!
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