Sayings

Avoid These Phrases

On Hold scripts have come a long way since I began writing them over five years ago. Every day we’re finding new ways to promote products and services even more effectively than we have before. The scripts are more creative, compelling and rich. However, with everything we know now about writing for the On Hold medium, I still see companies who insist on inserting ‘nothing phrases’.

A ‘nothing phrase’ is one that does nothing to distract the caller from the fact they’re waiting. It doesn’t help to reduce the perceived wait time and it doesn’t promote any products or services. In fact, it sometimes draws the caller’s attention to the fact that they’re waiting!

Customers Tune Out When They Hear 'Nothing Phrases'.

Customers Tune Out When They Hear ‘Nothing Phrases’.

So what are these phrases and why should you avoid them? Good question – let’s take a look at the worst offenders.

1) Thank you for holding. Being thanked by a recording is impersonal and drawing the caller’s attention to the fact they’re still holding makes the wait time seem much longer than it is.

2) Your call is important to us. Is it really? That’s the first thing the caller will think when they hear this phrase and they’ll immediately get their back up. This is not the frame of mind you want your caller in when your staff pick up the call.

3) We’ve been around for 40 years. Big deal! This is a great milestone for you but to a potential customer it means nothing. They’re focused on themselves and want to know how you’re going to help them.

4) Our friendly team delivers attentive customer service. This phrase is bad in two ways. ‘Friendly’ staff and ‘customer service’ should be a given – if not, you’re in the wrong industry.

5) A range of products to satisfy your needs & requirements. These are just plain lazy. Be specific about what need or requirement you are ‘satisfying’ and use your wait time wisely.

6) Call us. This one is self explanatory – they’ve just picked up the phone and dialed your number. It’s thoughtless and the subtext is you don’t care.

7) We appreciate your patience. Similar to number 1, this phrase is impersonal and does nothing to sell your products or take the caller’s mind off the fact they’re holding.

8) Visit our website 24 hours a day, seven days a week. It’s 2013 – people know how the internet works. Instead, give callers a reason to visit your website. What’s in it for them?

So there you have it, the top offenders of on hold messages. At Messages On Hold, these banned phrases are ingrained in every copywriter to ensure we use every second of an on hold production wisely. If you have an on hold message service, have a listen to your production: do you hear these phrases? If so, get rid of them! If you’re thinking about getting on hold messages installed on your phone system (and you should be!), avoid these phrases at all costs. Alternatively, give Messages On Hold a call!

– Lachy