Categories
customer experience message on hold scriptwriting

Message-On-Hold Copywriting: Crafting Compelling Scripts for Your Audience 

Even in our modern-day digital age, phone communication remains essential when it comes to customer service. When customers are placed on hold, their experience during that time undoubtedly shapes their overall perception of your business. An effective Message-On-Hold script not only reduces perceived wait times but also keeps callers engaged and informed. By crafting compelling on-hold scripts, you can turn that typically frustrating situation into a valuable marketing opportunity. 

But what type of content should you be sharing in your on-hold messaging? In this blog, we’ll cover key strategies for effective Message-On-Hold copywriting to optimize the overall on-hold experience for your callers. 

Tell an Engaging Story  

A dry recitation of your company’s products and services is a surefire way to lose a caller’s interest. Instead, focus your on-hold script on conveying a brief, compelling story that resonates with your target audience. Share concise customer success stories that illustrate how you’ve solved problems for others. Highlight the unique benefits and advantages your business provides. Use vivid language to “show” rather than merely “tell.” 

Educate Listeners  

While the main goal is to keep callers engaged, your on-hold messaging also provides an ideal opportunity to educate listeners about your business offerings. Share helpful tips related to your industry. Provide an inside look at how your operations work. Spotlight new products or services. The key is to make the content genuinely informative and valuable for your audience. 

Promote Wisely  

Of course, promoting your business is one of the main purposes of on-hold messaging. But be judicious in your approach. While occasional direct promos and special offers are acceptable, avoid blatant “hard sell” tactics that could turn listeners off. The most effective scripts strike a balance between entertaining, informing, and promoting in a way that doesn’t feel like a non-stop advertising pitch. 

Call Diversion and Traffic Management  

  • Self-Service Options: Direct callers toward self-service options by promoting your web portal, chatbot capabilities, and mobile app features that efficiently address inquiries. Briefly educate on the ease-of-use and potential time savings these channels offer. 
  • Live Chat Promotion: Encourage live chat as an alternative to waiting on hold. Concisely explain how live chat addresses callers’ needs in real-time and include a link to your live chat service within your on-hold message

SMS Integration with Message-On-Hold 

  • Opt-In for SMS Updates: Persuade callers to opt-in to receive information on promotions, service modifications, and appointment reminders via SMS during your on-hold message. Explain the benefits of signing up, including exclusive offers and faster service updates. Provide a distinct keyword or shortcode for them to text through their phone. 
  • Direct Links in SMS: When callers opt in, send them an SMS with a direct link to a relevant webpage, such as a knowledge base article, online portal access, or a specific product page mentioned in your on-hold message – allowing them to access pertinent information immediately without waiting on hold. 
  • Customized SMS Follow-Ups: After exiting the hold queue and speaking with a live agent, capture callers’ permission for a follow-up SMS with a summary of the conversation, any agreed-upon action items, and/or links to pertinent resource pages. This improves post-interaction clarity and reduces the risk of forgetting key details. 

Speak Your Customer’s Language 

Whether developing on-hold scripts in English, Spanish, or any other language your customers speak, it’s vital to deeply understand your audience. What terms and phrases will resonate most with them based on demographics, industry knowledge, communication preferences, and more? Speaking authentically in a way that connects with your specific customer base is key. And when it comes to the actual voice who will recite your content, your Message-On-Hold provider can offer a variety of voice talents, including multilingual options, to ensure your message is delivered effectively in any language your audience speaks. 

Update Messaging Regularly  

Allowing your on-hold scripts to become stale and outdated is a wasted opportunity. Your messaging should be a living, breathing component of your overall marketing strategy – regularly updated to stay fresh and relevant. In addition to new promotions, incorporate seasonal or current event tie-ins. Introduce new valuable content to provide reasons for callers to stay interested in your business. 

By incorporating these copywriting best practices, you can turn your on-hold scripts into a competitive advantage – retaining callers, shaping brand perceptions, educating prospects, and driving bottom-line results. Message-On-Hold is a unique marketing channel that often gets overlooked but provides immense potential when optimized with compelling, audience-focused content. For assistance with your on-hold copywriting, be sure to contact us

Key Takeaways: 

  • Tell an engaging story that resonates with your audience through concise customer success stories and vivid language highlighting your unique benefits. 
  • Use on-hold messaging to educate listeners by sharing helpful industry tips, insights into your operations, and spotlighting new offerings. Provide genuinely valuable and informative content. 
  • While promoting your business is expected, strike a balance by avoiding aggressive hard-sell tactics. Occasional promos and special offers are acceptable when blended with entertaining and informative content
  • Enhancing your on-hold messaging with call diversion and traffic management options empowers customers with convenient self-service alternatives. By promoting channels like web portals, chatbots, live chat, and SMS opt-ins within your scripted content, you provide callers with choices to address their needs efficiently.  
  • Deeply understand your audience’s language, communication preferences, demographics, and industry knowledge to craft authentically resonant messaging. Utilize professional voice talents fluent in your customers’ languages. 
  • Optimize on-hold scripts to turn a typically frustrating caller experience into a competitive advantage that retains customers, shapes brand perceptions, educates prospects, and drives results. 

Frequently Asked Questions: 

Q: What are some good examples of educational on-hold content? 

A: Quick tips related to your industry, brief overviews of your product/service offerings, short FAQ segments addressing common customer questions. The key is keeping the information concise – aim for easily digestible segments, approximately 10 to 20 seconds in length. 

Q: Can I integrate music or audio branding?  

A: Absolutely. Adding short music interludes between messages, along with reinforcing your brand through consistent voice talent, helps create a cohesive on-hold experience. 

Q: How frequently should scripts be updated? 
A: While full rewrites typically aren’t necessary, freshening up portions of your content at least every 2-3 months is recommended to incorporate new promotions, events, and messaging shifts. 

Q: Can different scripts be implemented for different call routes/queues?  

A: Depending on phone system capabilities, many businesses prefer offering customized routing, so callers receive tailored content based on the product, service, or department they’re trying to reach for a more contextual experience. 

Q: Why should I promote channels like web portals, chatbots, live chat, and SMS opt-ins within my Message-On-Hold program? 

A: This multi-channel approach reduces perceived wait times, improves the overall customer experience, and streamlines operational workflows – transforming a previously frustrating situation into an opportunity to showcase your business’s modern, customer-centric solutions. 

Q: How do I know if my on-hold messaging is effective?  

A: Metrics like abandoned call rates, average call times, sales lift, and caller surveys can reveal insights into how well your scripts are resonating and impacting customer engagement.