cliches

For All Your Marketing Needs & Requirements

I bet you’ve heard these common phrases a million times, on TV & radio ads, on websites and in print:

‘We’ve got all the products for all your electrical needs…’

‘We’re your one-stop-shop for all your hardware requirements…’

‘Our friendly staff are here to help…’

Feeling sleepy yet? I sure am.

Here in the Copywriting Department we have a self-imposed ban on clichéd phrases like needs, requirements, one-stop-shop, and ‘friendly’ staff.

Cut back on the waffle.

Cut back on the waffle.

Why? Well to start with; what does ‘all your electrical needs’ really mean? Does your life depend on that new iPod or television… probably not, although the members of Generation Y may feel differently. And ‘friendly’ staff; the fact that your staff are nice people who will treat customers with respect shouldn’t be a drawing card, it should be a given!

When you’ve heard something a million times before, you just switch off. When we’re writing an On Hold production we try to be as succinct, effective, ear-catching and original as possible. Words like ‘needs’ and ‘requirements’ don’t grab people’s attention. They turn people off. You only have a few moments to impress your callers, so don’t waste your time with meaningless drivel like “for all your insurance/financial/shopping needs”.

These clichéd phrases don’t grab people’s attention because we hear them so often we’ve conditioned ourselves to stop listening. Like when you hear ‘Thank you for holding, your call is important to us’; it doesn’t really grab your attention does it? You know in your heart of hearts that it’s an empty sentiment. If you avoid these clichés, you dramatically increase the odds that people will listen, and then act.

This time can be put to better use.

Instead of writing:

“For all your insurance needs…”

Why not focus on a benefit:

“For award winning insurance and the expert advice that comes from decades of experience…”

By reducing the amount of empty jargon on your On Hold you can increase the amount of time spent talking about the real benefits you offer your customers.

What if a restaurant ran with the slogan:

‘for all your nutritional support needs’?

That doesn’t sound very appetising. Don’t just tell your callers what you do; tell them why & how you do it better than everyone else:

‘Using only the freshest ingredients and inventive recipes we guarantee your dining experience with us will really satisfy.’

So get in touch with us and put the Copywriting Department to the test. We can ensure your On Hold production focuses on what makes your business better than your competitors… and keep your callers listening to boot!

P.S. If you’re after more copywriting tips, watch this Copywriting for Results Mastering Marketing video.

– Emily

Kill the Cliches!

Ticking clocks. Arrows hitting targets. Chances are you’ve come across these visual symbols splashed across hundreds of websites, banners, print ads and tv commercials. In fact I’d say it’s a certainty. Even if you can’t recall a specific example, it just goes to prove you should avoid clichés in your marketing, or risk being forgotten.

handshake

Boring!

Using a ticking clock to show the passage of time may have once been considered a stroke of creative ingenuity, but those days are gone forever. The moment an execution becomes clichéd, so does the organisation behind it. No lasting impression is made, and the audience forgets about the company the instant they switch channels or turn the page. And that’s the last thing your business wants.

Clichés exist On Hold too. We’ve all heard them before.
• Your call is important to us
• Thank you for holding
• We are your one-stop shop
• …for all your needs and requirements.

To make your business stand out, it’s important to have a production that’s uniquely yours.

It starts with copywriting that combats convention. At Messages On Hold we find out from you the most significant aspects of your products and services. Then it’s the job of our experienced copywriters to find one-off, creative ways to educate your callers in a way that reflects your branding and distinguishes you from the rest. That means no clichés.

At the recording and mixing stage, forget about the generic tinny elevator music and tired voices that have become the norm. Choose brilliant tracks written by talented musicians, a diverse cast of professional voice actors and an enormous library of high-quality sound effects.

Why not see how we put it all together with a customised demo?

-Magnus

Do You Come Here Often?

What does online dating have to do with On Hold messaging? At first glance, not a lot. But if you give it a little more thought they have a lot to do with one and other.

The most important parallel is that you’re essentially selling yourself.

To avoid judgment (and protect my fragile ego) let’s say a friend of mine has used online dating in the past – and with great success. One thing he noticed on people’s profiles is that so many of them state the obvious, such as “love living life to the fullest” and “enjoys laughing”. Really? I’d like to know someone who finds laughing a chore. The point is these throwaway lines do nothing to engage and persuade a potential suitor.

Just like filling out an online profile, your On Hold production (or any other communication for that matter) should be engaging. Instead of saying “We value your call” or “Thanks for holding” why not tell your callers a tasteful joke, offer some industry insight, or reward them with 5% off for mentioning a certain codeword. They’ll feel happy and rewarded for holding. And you get to endear your company to them.

So, how will you inject your company’s personality into your next communication? Let us know what you come up with!

– Lachy