Have you heard of the Pareto Principle? It’s better known as the 80/20 rule.
One version of it states that 80% of an outcome results from 20% of the effort invested. Another take: 80% of your company’s revenue comes from 20% of your customers.
We can also apply an 80/20 rule to On Hold Marketing: 80% of your content should be non-promotional in nature. We call it news you can use - information that’s not necessarily related directly to what you sell, but is relevant to your callers. (Listen to examples here and here.)
That 80% of your On Hold Marketing copy comes from putting your customers’ wants and needs first. By using this telephone touchpoint to prove that you have your callers’ best interests at heart, you can strengthen your relationships with them.
Promote your business with the other 20% of your messages, but make sure that content is still focused on your callers and their needs.
People will recognize genuine value in your On Hold Marketing and your other marketing channels. And when they see and hear it, they’ll have even more reason to do business with you.