Get In The Know With Online Ads

A few weeks ago while I was looking for information for a client’s script I saw a Google Display ad that looked familiar. Turns out it was for my uncle’s medical practice. Other times I’ve seen ads for Message On Hold displayed on a website (which always seems peculiar when I’m sitting in the Messages On Hold office) but it does highlight just how effective Google ads can be.

Text display ads look like this:

Banner display ads look like this:

The Google Display Network leverages your IP address, social network settings, search history and more so that advertisers like you or me can target them. And it works the other way also. For instance, a cake shop based in Brisbane can tell Google not to show ads to people outside the metro area who would waste their advertising spend.

Google Remarketing lets you get even more targeted by only showing your ads to people who have visited your website. It’s highly effective because it’s targeting people who are more than likely interested in your service (based on the fact they’ve been to your website). Remarketing adgroups typically garner higher click-thru rates and cost less per click-thru.

There’s more good news for advertisers. Both Google and Facebook are launching new analytics systems to measure how effective your campaign is. Mashable posted two articles: Google Proposes New Metrics for Online Advertising and Facebook’s Analytics Tool for Ads Will Soon Measure Actions Other Than ‘Likes’ discussing these new systems. The consensus is that these systems will give you more confidence in utilising online advertising. So for small business, you can get online with less risk and more results.

You Ask – We Tell!

An important part of my role as Head Copywriter is offering new clients helpful suggestions for maximising the effectiveness of their On Hold audio productions. We’re firm believers that the creative process isn’t complete until the client and copywriter have spoken, so every client who comes on board gets a call from the real, actual person who will be writing their script.

It’s better customer service and firmly establishes in the client’s mind we’re the experts and here to help.

Here are the three most common questions new clients ask us.

New Client: What happens next?
Copywriter: After this phone call I’ll draft your first On Hold script. Your creative coordinator will then send it to you to review. This is your opportunity to ensure the content I’ve written is accurate and you’re happy with the direction and tone we agreed to take. Send it back to your creative coordinator with your approval and he/she will pass the script to our studio team who will record and mix the production for uploading on your playback hardware.

NC: How long will it take?
CW: Our turnaround time on all scripts is one business day. Once we receive approval, your production will be playing on hold within two business days.

NC: Our receptionist just won a bake off? Can we talk about that and our history/commitment to customer service?
CW: All these things are nice and can be a good way to build rapport, but you only have a few precious moments during each wait to get your point across to callers. That’s why I recommend using your on hold messages to help prospective customers make an informed purchase decision. Save the other stuff for your website or newsletter when potential customers have the luxury of time and let’s focus on promoting your products and services on hold.

Of course, any time you’d like our assistance with the direction of your script or help fleshing out potential message topics, let your creative coordinator know and he or she will arrange a time for us to speak.

Until then, happy scripting!

– Lachy Banton

Re-energising Your Script

I’ve discovered an epidemic – don’t worry, it’s not contagious! Update Inspiration Paralysis, or UIP, is where a long term client feels compelled to update their production, but becomes starved for dazzling new script ideas. The good news is there’s an antidote… and it comes in the form of our creative copywriters!

If you think you’re suffering from UIP, inoculate yourself by reading the below tips us copywriters use to refresh and re-energise tired scripts.

Tired tone?
Adjusting tone is one of the simplest ways to re-energise your production and keep your core ideas intact. Think about how you want your clients to perceive your business and what mood you want to inspire when your clients listen to your message.

Take this message, for example;

[Company name] has fast become one of Victoria’s most reputable commercial joinery fit-out companies in the construction industry, and we work with some of Australia’s largest builders, developers and architects.  

Look at the mood this message inspires. It’s casual and a little bit dry – a simple stating of facts. We can safely say this message doesn’t do a lot to arouse callers’ emotions. The below example is the same message, rewritten with a more emotive tone.

Some buildings are destined to be landmarks and some are talked about even before their doors open to the public – [Company name] sets these standards, so let us make your vision a reality.  Enquire about project development today.

This shift in tone alters how it’s perceived by the audience and impresses upon the client the true level of the business’ expertise.

What’s your angle?
Another way to re-energise your production is to change the way you frame information in messages. To do this, stop telling your clients why you’re so good or why you’re the experts and start demonstrating it by using examples. Take a moment to look at your current messages and think about what it is you’re promoting, at its basic level. Is it speed, price or availability and convenience? Once you’ve done that, offer your clients an example of how you do this.

For example:
We’re currently involved in some huge projects that draw on our decades of industry experience and ability to provide customised joinery solutions for our clients.  The best part is you can view our work for yourself today: we’ve just completed our work on [a], [b], [c] and [d].  Find out more in a moment.

The lengthy list of examples dilutes the whole impression! Rather than having one message with four points, and replace it with four messages with one powerful example each.

For example:
…first complex of its kind, boasting cutting-edge innovation and eco-friendly design right in the heart of Southbank.  [Company name] is proud to have played a part in this monumental development, providing a quality kitchen fit-out for 360 apartments.  This project allowed us to showcase the true scope of our design capabilities, as we produced over 20 varying kitchen layouts…

So there you have it. Overcoming Update Inspiration Paralysis is simple when you apply the above techniques to your production! If you’d like help on updating your next production, contact your Creative Coordinator – they help dozens of clients overcome UIP everyday!

– Carly Wise