Earlier this year, in a blog entitled ‘Does Music Matter’, we built a strong case confirming that to be effective, on-hold messages need to be a good combination of both words and music. And we had a great deal of support for that opinion from the experts. In an article entitled ‘I Second that Emotion’, respected market research giant ‘Neilson Holdings’ wrote, ‘Music is powerful. It can make us smile or cry, bring memories back, and even inspire us to buy a product when it’s combined with the right advertisement.’
And Daniel Jackson, CEO of ‘Cord Worldwide’, a London based music licensing firm said, ‘Music is kind of the unsung hero of advertising. It’s in the background and it’s kind of an afterthought, but when you get it right, it creates a halo of engagement that delivers way more than the budget for it should say.’
- I hope you noticed the five very important words Cord World Wide’s Daniel Jackson included in his support for on-hold messages with music. The five words are, ‘when you get it right.’ WHEN-YOU-GET THE MUSIC RIGHT!
- We’ve all heard wasted on-hold messages with the wrong music. A dentists office with messages about painless root canals featuring background music designed to terrify. A lawyer with messages guaranteeing tough, relentless efforts, gently smothered with soothing, sleep inducing music An intimate, romantic little café with, (you guessed it), loud acid rock and roll. It happens all the time; too many on-hold producers, and their editors and sound engineers just don’t get it right! The music often has absolutely no relation to the messages or to the product or business. Result? Lost callers, customers, and business.
Try this test. Put yourself on hold at your business , listen to your messages, and ask yourself.
1) did they get it right?
2) Is our music on hold leading to sales, or costing us customers?’
If you answered NO to the first question and YES to the second, we’re ready to ’get it right!