Prime Insights

Turn “On-Hold” Silence into Marketing Gold–Pt. 2

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.


I recommend recording a loop of two or three different messages, with each separated by music. This way you’ll have a variety of messages for callers to hear, reducing the chances of them always hearing the same recording.

Make sure your recordings are fast-paced, to the point, and dynamic (like a real conversation and not a robot reading from a script!). Other points to keep in mind include:

  • Assure prospects that a representative will be with them as soon as possible.
  • End every message with a quick statement of appreciation for the customer’s call.
  • Change messages periodically. If you offer special sales frequently, update more often.
  • Change “on-hold” messages at least once a year.

There are hundreds of “music-on-hold” companies that for a fee can sell you the equipment, help you write your script, provide the voiceover talent and help you find the right music too. You can visit their websites and listen to samples of “on-hold” messages to get an idea of what you need.

There will always be times when you have to put a customer on hold, but there’s no reason why it can’t be a win-win situation for you and your prospect. If they’ve got to be on hold, don’t waste their time playing music or commercials for other businesses.

Whether you go the “do-it-yourself” route or pay a professional service to create your messages, the important thing to understand is that you definitely need a custom “music-on-hold” system as part of your relationship-building and marketing program.

If you’re still not convinced, let me leave you with this: a recent telephone marketing survey showed that custom “on-hold” message systems can increase sales by as much as 26%.

Wouldn’t a double-digit sales increase make your day?

Want to learn more about writing great copy? Discover the secrets and strategies of million-dollar copywriting from marketing guru Randy Gage at

Author Byline: Ford Saeks, Business Growth Specialist, Keynote Speaker, Author and Consultant. Helping you find, attract, and keep your customers.

September 17, 2007 Posted By : Ford Saeks

1 Comment

  1. Custom On Hold Messaging

    thats how effective marketing has to be done… cant let any potential clients have a reason to hang up on you!


Submit a Comment

Your email address will not be published. Required fields are marked *

Recommended Reading

How to Create a High-Converting Homepage

How to Create a High-Converting Homepage

Do you ever wonder why some businesses bring in a ton of leads that convert to sales while others struggle to stay afloat? Why some make huge profits while others barely break even? There could be a plethora of reasons behind a business underperforming, but a pretty...

read more
5 Great Videos on Niche Marketing

5 Great Videos on Niche Marketing

For the first episode of his new YouTube show, our CEO Ford Saeks focused on niche marketing and the questions, "How do I find my niche?" and "How do I market to my niche?" We love his explanation but thought you might also benefit from hearing some others'...

read more
  • Subscribe And Stay On Top

    Sign up for Prime Insights and get big ideas for your business.
  • Ready to increase the performance of all your marketing efforts?

    Download "10 Tips to Transform Your Marketing Materials Right Now", our guide to getting results.

Audit Your Marketing. Transform it.
Outpace Your Competition

Enter your info and we’ll analyze your website, SEO, social media, videos, copywriting, design and more!

  • Audit your marketing. Transform it. Outpace your competition

    Enter your info and we’ll analyze your website, SEO, social media, videos, copywriting, design and more!