The Important of Voiceover

Already in 2014, we've lost many great voice personalities. Here are five we miss the most, as we acknowledge and celebrate all that they brought to our lives.

James Alexander Gordon was the football (soccer) announcer for BBC Radio for more than 40 years, and is considered to be one of the most recognized voices in British broadcasting history. His distinct Scottish accent and delivery style added thrill to an already thrilling sport. Learn how he got his job.

Steve Post was heralded as "New York's Lenny Bruce," and his show, "Morning Music with Steve Post," aired from 1982 to 2001 on WNYC. Post garnered a huge listening audience for a program that featured classical music, but it was always punctuated by his deep baritone and off-color comments. Known for his wit and sardonic sense of humor, the radio host referred to weather forecasts as "weather lies." Listen to this rememberance of Steve Post.

Pete Van Wieren was a beloved figure in Atlanta, as the voice of Braves baseball from 1976 through 2008. Nicknamed The Professor, Van Wieren worked alongside Skip Caray to deliver Braves fans a delightfully intelligent play-by-play account of each game. He also wrote a book about his career in broadcasting, cleverly titled Of Mikes and MenListen to Pete Van Wieren.

Don Pardo introducing Saturday Night Live might be the most recognizable sound in late-night television. In his iconic style, he welcomed some of the greatest musicians, actors and comedians of the last 40 years, spending 38 seasons with the show before his death in August 2014. He also earned the unique distinction of being one of the few announcers who audiences knew by name. Watch this tribute to Don.

Robin Williams is known for much more than his voiceovers; he was also a brilliant actor and a groundbreaking comedian. Even though his voiceover work often went uncredited, his vocal performances in iconic movies left a lasting impression on an entire generation. Watch this behind-the-scenes look at Robin's work in Disney's Aladdin.

Did you ever think about the powerful effect your On Hold Marketing voice has on your callers? Based on the nature of the content, the voice talent can soothe, excite, entertain or instill trust and confidence in your brand.

Listen to our On Hold Marketing voice demos here

Swell Telephone Etiquette

The other day I stumbled onto an old-school instructional film about telephone skills and etiquette in the workplace. (Watch it here.)

While telephone technology has changed quite a bit since the piece
was produced in the 1940s or '50s, the important lessons in the film are just as relevant today.

In fact, I was surprised to see that so many of those lessons are also highlighted in the TelArt program, our 35-minute CD about telephone skills and etiquette. (Listen to a sample here.)  But the film also offers many unique points, including these:

1) Communicating via the telephone is just as important as meeting with your customers face-to-face, so it's important to do it well.

 2) To a caller, being greeted by an interested voice is like receiving a warm handshake through the phone. 

3) When you and your staff provide friendly, polite service on the phone, you make your callers feel welcome and valued.

4) When you talk with customers by telephone, they form a mental image of you and your company. Make sure it's a positive image, and that you're someone they want to conduct business with.

The film's approach is a little exaggerated and obviously dated, but give it a look. You may recognize some of the same basic problems in your office.

Here's more information on why telephone skills and etiquette are so important to your bottom line.

VOIP Tips

Before your company makes the switch to a VoIP telephone system, answer this important question: Which system best serves your marketing?

Many VoIP systems limit how your On Hold Marketing is heard. If you don't want callers only hearing the same couple of messages while on hold, or if you'd like all of your branches to have customized content that applies to their audience, you'll need a VoIP system that gives you more flexibility.

Here are three things to look for in your VoIP telephone system.

1) An Easily Manageable Audio Source

While they can be tough to find, look for a VoIP system that will accept an external audio source, such as a dedicated On Hold Marketing system. This will allow us to upload your On Hold Marketing content via the Internet from our studios, without interrupting your I.T. department or other members of your staff.

If I.T. does have to upload audio files to your VoIP system, your On Hold Marketing content may not receive the priority it deserves. That problem is magnified when your OHM content contains date-specific information, such as on hold offers.

If you can't find a VoIP system that allows you to connect to an external audio source, look for one with shuffle play or multi-cast capabilities.



2) MFSP and Multi-Cast Capabilities

Sometimes it makes sense for callers to hear On Hold Marketing messages in the same order each time they call. But, more often, you and your callers will derive more value from the on hold experience when they're exposed to a greater variety of messages.

One way to ensure that exposure is by using a VoIP system with Multi-File Shuffle Play (MFSP) capabilities. It works just like the shuffle feature on a CD player or iPod, playing different messages randomly so callers will hear a greater variety of your important content. Frequent callers are also less likely to tire of shuffled content.

Another option: choose a VoIP system with multi-cast capabilities. It will play your On Hold Marketing content in an uninterrupted loop, exposing most callers to new messaging each time they call.

3) Regional or Location Customization Capabilities

If your marketing calendar or product / service mix vary by region or individual branch, consider a VoIP system that lets you play unique On Hold Marketing content at each of your locations. The ability to target content to a specific audience will make your On Hold Marketing even more effective.

To maintain the maximum marketing power of your company's telephones, ask that your Purchasing and/or I.T. teams look for these features when considering VoIP systems.

If you have questions, please call us at +1 800.473.9005. We'll be glad to offer suggestions based on your specific application.

We dont say Hold

I don't like to exercise, but I do it. And when I work out, I like to watch TV. Getting my daily Netflix fix takes my mind off the fact that I'm pedaling to nowhere in my living room.

Sometimes, when I'm enjoying a great program, I'll forget to check the readout on my stationary bike to see if I've hit my goal for the session. But that's actually good, because the less I'm thinking about my exercise, the faster I seem to finish it.

The same is true for your callers on hold. They know they're waiting, so we don't remind them about it.



The Better Alternative

When writing the copy for your On Hold Marketing productions, we purposely avoid phrases such as "Thank you for holding" and "We apologize for the delay" because they only reinforce a negative.

Instead, we work to create content that engages, informs and even entertains your callers, not only to shorten their perceived wait, but to provide them with a valuable experience that supports good feelings about your brand.

Using humor on hold is one way we can help callers forget that they're holding. Listen to a few samples here.

Phone Hell

When I worked as a reporter, we had a special name for the most annoying call processing systems. You know, the ones that send you through five different levels of menus as you search for the person or information you need.

We called them "circles of avoidance."

There were a few types of offenders. Some promised pressing "2" would give you an answer to your question about billing, but instead routed you to a telephone desert littered with the virtual skeletons of previous callers.

Other systems got your hopes up, suggesting that pressing a number on the keypad would lead you to the Promised Land - a real live person's desk. Instead, they'd plop you into the voicemail of a clerk who died in 1998.

Still others would hang up on you, inspiring the kind of red-faced rage rarely seen outside of professional wrestling.

 

 

 

Who Are You Hurting?

Common to the city halls, courts, corporations, and in-house public relations offices we tried to contact, these evil call processing systems and their announcements seemed designed to discourage reporters from calling. But they weren't just making us stop. They were stopping residents and customers from calling, too.

If your call processing announcements don't deliver callers where they need to be quickly and easily, you're violating your customers' trust and doing damage to your brand and bottom line.

Check It Yourself

Do your call processing announcements incite frustration? Find out by navigating the system yourself, or by asking a non-customer to try it as you listen. Does the system take you to the correct extension, or does it dump you into your own circle of avoidance? If the latter is true, it's time to rethink your system's design and/or announcements.

You'll never know how many frustrated callers have hung up as a result of your inefficient call processing system, or how many lost sales they represent, but you can stop future bleeding. Learn more here.

On Hold Messaging Survey

Are you considering On Hold Marketing for your organization?

If so, you may find these statistics helpful. They come from a survey of 1,555 people whose companies already use On Hold Marketing (OHM).

The survey was commissioned by the On Hold Messaging Association (OHMA) and conducted by Greystoke Insights in the spring of 2012.

The Three Key Findings

1) On Hold Marketing users report an extremely high level of satisfaction with the service.

2) OHM delivers clear marketing benefits.

3) It provides real opportunities to generate revenue.

A Few of the Important Numbers

  • 85% of current On Hold Marketing customers are very likely (60%) or somewhat likely (25%) to recommend OHM to others.
  • 85% of respondents consider On Hold Marketing to be "a useful marketing tool that adds value."
  • 24% of companies using On Hold Marketing generated real sales value. If the average sale is worth $500, the annual revenue attributable to On Hold Marketing is $89,000.
  • On average, 57% of calls are put on hold.
  • 67% of callers are on hold between 15 seconds and 1 minute. Another 15% are on hold between 1 and 2 minutes.
    (See more On Hold Marketing statistics here.)

Respondents ranked the benefits of On Hold Marketing in this order (from highest effectiveness to medium effectiveness):

1) Building image and professionalism

2) Providing value to callers on hold

3) Decreasing hang-ups

4) Increasing sales

For a copy of the complete survey, please ask your BusinessVoice Account Manager or contact This email address is being protected from spambots. You need JavaScript enabled to view it. at +1 419.724.7311.