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Should You Use Superlatives in Your On-Hold Messaging? 

Original Article “Should I Use Superlatives in My On-Hold Messages?” by Harvey Edelman, published October 14, 2014 

Your on-hold messaging plays a major role in shaping your customers’ perceptions of your business. So, while it’s tempting to rely on superlatives and bold claims, the key to creating effective on-hold content lies in striking a balance between authenticity and backing up such claims with evidence. Let’s explore how you can elevate your on-hold marketing strategy while maintaining credibility and engagement. 

The Pitfall of Unsupported Claims 

Statements like “We offer the greatest customer service in the industry” or “Our business is dedicated to using the latest technology” can ring hollow if not backed by factual evidence. When customers are evaluating multiple options, generic superlatives alone may not be enough to differentiate your business or establish trust. 

Crafting Compelling On-Hold Narratives 

Instead of making unsubstantiated claims, focus on displaying your unique value proposition through compelling narratives. Here are some strategies to consider: 

  1. Highlight Accolades and Awards: If your business has earned industry recognition or awards, highlight these achievements to demonstrate your expertise and commitment to excellence. 
  1. Incorporate Case Studies: Rather than merely stating that you solve problems, provide real-life examples of how you’ve helped clients overcome challenges. Case studies not only add credibility but also give prospects a tangible understanding of your solutions. 
  1. Feature Customer Testimonials: Genuine testimonials from satisfied customers can be powerful endorsements of your products or services. Consider incorporating audio clips or well-placed quotes from these testimonials into your on-hold messaging
  1. Emphasize Unique Selling Points: Instead of simply claiming to be the “best,” focus on the specific areas where your business truly excels. Highlight your unique selling points, such as award-winning customer service, cutting-edge technology, or industry-leading expertise that truly distinguish your business from your competitors. 
  1. Stay True to Your Brand: Authenticity is key. Avoid trying to be someone you’re not. Showcase your brand’s personality and values through your on-hold messaging, fostering a genuine connection with your audience. 

The Impact of Substantiated Superlatives 

With nearly four decades in business to date, we at Holdcom have extensive experience in writing, recording, producing, and monitoring Message-On-Hold programs for businesses across various industries. Through our work, we’ve observed an interesting pattern: superlatives can certainly be effective in on-hold messaging, but only when they’re supported by facts and substantiating information. 

The key to crafting a compelling on-hold program, and any marketing material, is to demonstrate your business’s excellence rather than merely stating it. Instead of a generic claim like, “We offer the best customer service in our industry,” opt for highlighting specific strengths, such as, “Our dedicated customer service team is available 24/7 to assist you promptly.” 

The concept is straightforward: show, don’t tell. By providing tangible examples and evidence, your on-hold marketing will effectively showcase your business’s unique value proposition, fostering trust and appreciation from your customers. For assistance in crafting impactful and substantiated on-hold messaging that elevates your brand, be sure to contact us

Key Takeaways: 

  1. Avoid Unsubstantiated Claims: Generic superlatives and bold claims without factual evidence can come across as hollow and fail to differentiate your business or establish trust with customers. 
  1. Illustrate Your Unique Value Proposition: Instead of making unsupported claims, focus on highlighting your unique selling points, expertise, and commitment to excellence through compelling narratives by showcasing accolades and industry awards, incorporating real-life success stories, featuring genuine customer testimonials and quotes, and emphasizing specific areas where your business truly excels. 
  1. Maintain Authenticity and Brand Consistency: Stay true to your brand’s personality and values in your on-hold messaging. Avoid trying to be someone you’re not, as authenticity is key to fostering a genuine connection with your audience. 
  1. Demonstrate Excellence, Don’t Just State It: Illustrate the reasons your company is exceptional rather than just stating it. Support any superlatives or claims with tangible facts, examples, and substantiating information that display your strengths and capabilities. 
  1. Seek Professional Assistance: Crafting impactful and substantiated on-hold messaging that effectively elevates your brand can be a challenging task. Consider seeking assistance from professionals with extensive experience in writing, recording, producing, and monitoring Message-On-Hold programs. 

Frequently Asked Questions: 

Q: Why is on-hold messaging important for my business? 
A: On-hold messaging plays a crucial role in shaping your customers’ perceptions of your business. It provides an opportunity to display your unique value proposition, expertise, and commitment to excellence, fostering trust and appreciation from your audience. 

Q: How can I make my on-hold messaging more engaging? 
A: To make your on-hold messaging more engaging, consider incorporating compelling narratives, such as real-life case studies, customer testimonials, and highlights of your unique selling points. Additionally, maintain authenticity and brand consistency by staying true to your business’s personality and values. 

Q: What are some common pitfalls to avoid in on-hold messaging? 
A: One common pitfall is making unsubstantiated claims or using generic superlatives without factual evidence to back them up. This can come across as hollow and fail to differentiate your business or establish credibility with customers. 

Q: How can I effectively showcase my business’s excellence in on-hold messaging? 
A: Instead of merely stating that your business is the “best” or “greatest,” focus on demonstrating your excellence through tangible examples, facts, and substantiating information. Highlight specific strengths, achievements, and areas where your business truly excels. 

Q: Should I consider seeking professional assistance for on-hold messaging? 
A: Crafting impactful and substantiated on-hold messaging that effectively elevates your brand can be a challenging task. Seeking assistance from professionals with extensive experience in writing, recording, producing, and monitoring Message-On-Hold programs can be beneficial, ensuring your on-hold messaging is engaging, credible, and aligned with your business goals.