Turn Callers Into Customers with Messaging On Hold

Think about the last time you called a business and were put on hold. Dead air can make a 30-second wait feel like forever. The majority of callers will hang up if they feel like they've been on hold too long, and many of them will never call back.

On-hold messaging is a great way to decrease caller hang-up by entertaining callers and making their wait feel much shorter. It's also a creative way to inform and educate callers. Many of your customers aren't aware of the variety of products or services you offer. On-hold messaging provides an easy marketing opportunity to target customers or prospects that have already shown interest by calling your business.

Here are a few ways to get the most out of your on-hold messaging:

• Inform callers about upcoming sales or promotions.


• Advertise tradeshows, open houses, and other events.


• Educate callers about new products and services.


• Highlight industry resources and other helpful websites, articles, etc.


• Provide fun facts and intriguing trivia questions and answers to get the listener thinking.


• Remind callers about upcoming holidays and important events.

While nobody likes getting put on hold, well-produced messaging can keep your callers entertained and informed while they wait.

Is Your Company Tagline Boring Your Customers?

A tagline is a short, descriptive phrase used alongside a company logo to drive home the message and promise of a brand. If your tagline is getting long in the tooth or does not resonate any longer, it may be time to take a look at upgrading it. Even big brands like Coca-Cola change their tagline when it needs reinvigorating. It's never too late to change a tired tagline.

Eric Swartz of the Byline Group suggests sitting down and asking yourself some core questions about your company:

• Who are you?
• What are your values?
• What is your vision?
• How would you describe your corporate culture?
• What nouns and adjectives would you use to convey your brand's promise and its solution?
• What words might your customers use to describe your company?
• Are there any misconceptions about your company that need to be cleared up?

(More information here: Slogans That Are the Real Thing)

To get your creative juices flowing, here is a list of the top 10 taglines since 1948:

1. "Got milk?" (1993, California Milk Processor Board)
2. "Don't leave home without it." (1975, American Express)
3. "Just do it." (1988, Nike)
4. "Where's the beef?" (1984, Wendy's)
5. "You're in good hands with Allstate." (1956, Allstate Insurance)
6. "Think different." (1998, Apple Computer)
7. "We try harder." (1962, Avis)
8. "Tastes great, less filling." (1974, Miller Light)
9. "Melts in your mouth, not in your hands." (1954, M&M Candies)
10. "Takes a licking and keeps on ticking." (1956, Timex)

(Source: The 100 Most Influential Taglines Since 1948)

Not having a great tagline (or one at all) may not doom a business, but having a memorable tagline can certainly help a business stand out from the clutter of a crowded marketplace.

Free Shipping: A Powerful Marketing Tactic

The online commerce world is constantly changing, yet one thing remains the same: the dramatic impact "free shipping" has on sales. "Free shipping" is the top offer customers look for and will respond to in e-mail messages. In addition, many customers abandon their shopping carts because of high shipping charges and select retailers who offer free shipping over those who don't.

Many people wonder, is free shipping really free? Unlikely. Pricing is often a perception game, with the cost of shipping getting absorbed into the product cost. However, many people would often rather pay more for a product than pay the extra shipping.

Here are a few creative shipping promotion ideas to encourage customers to purchase from you rather than your competitor's website:

• Offer a shipping promo relevant to purchase amount. For example: Receive free shipping with an order or $50 or more.


• Send a free shipping code as an exclusive offer, such as a birthday or anniversary promo, or to those who "like" you on Facebook.


• Depending on the types of products you offer, consider an affordable $1/item shipping option.


• Offer free site-to-store pickup, which also encourages additional sales when customers pick up their package.


• Offer a customer loyalty club that offers free shipping or reimburses shipping after reaching X amount of annual purchases.


• Consider offering a free shipping club that usually carries an annual membership fee. For example: Pay a $30 annual membership fee to receive free shipping on every purchase for one year. This not only encourages loyal customers to purchase more than they may otherwise, but also encourages customers to do their shopping exclusively at your business versus another because of free shipping.


• Offer a flat-rate shipping promo. While shipping isn't free, it can often encourage customers to make more purchases, knowing they will only pay X for shipping regardless of their purchase amount.