Telephone Branding

Industry Appropriate Language

Each business has a unique governing industry that demands the relevant language, tone and delivery style suitable to it. So how you choose to relate to listeners is by and large determined by your choice of words and overall delivery style (think pitch, male or female voice, dynamics etc.).

In the audio world, execution of sound, pronunciation, and delivery are all key factors in successful hold messaging creation. But what’s more important than anything is the overall language employed for listeners. It has to be on-point and relevant to the business, otherwise, it’s just not as effective.

If you take a busy franchise cake shop, for example, you can assume that it will naturally have a different on-hold message format, style, and language than a national corporate company, it has to and otherwise, it just sounds ‘off’.

Imagine hearing a sweet feminine voice delivering ‘we’re busy basting but we’ll be right with you’ to a corporate caller. It probably wouldn’t work so well, right? That’s why it’s critical to cater to your industry audience, because they know what language to expect – and trust us, they expect it!

So when you or your contracted script writer is executing another new message bank or on-hold piece, be sure to review your business language via website, pamphlets and general marketing too. Consider your competitor’s language, industry staple ‘sayings’ and overall tone for presentation. Every little bit of research adds value to the end product believability and increases trust (and patience) from you caller.

The next time you’re on hold for any reason, we challenge you to pay attention to the language variables for each business. What nuances and little differences do you detect in delivery? Is the language formal, casual or unique and creative? Does music play in the background, or is the listener solely engaged by a voice? All of these elements create an overall impression and ‘tone’, as does colloquial or formal language.

One way to make script-writing easier and with the right industry language is to immerse yourself in message recordings from neighboring, relevant businesses. You’ll spot a pattern in both delivery and dialogue which is easily transferable to your own business.

Of course, if you’re still not sure about how to approach it after research, just hire us to do it!

Words can make a Wonderful Impression!

Why How you Say it, Matters

There’s such a thing as ‘tone temperament’ in audio. By and large it can be a faint or bold, obvious or ‘inactive’ observation, but whatever its status, it communicates the unsaid.

As when reading or talking, there always ends up being an overall ‘tone’ to the engagement. The revealing faculty (like body language or voice tone) communicates unsaid feelings and reveals contrast.

The reason why it is so important to get the tone right in audio content is because you can’t take it back. No matter what you do, it’s recorded and delivered and inevitably leaves an impact.

Albeit oftentimes it’s only a small impact, nothing significant, however when you factor in context, it can be huge.

At the right time or the wrong time, (think about when you’ve been kept on hold for too long) it can effectively make or break an overall impression of a business.

In those moments when you’ve been on the receiving end seemingly meaningless, ‘fake’ recorded messages which proclaim ‘we care’, what have you honestly thought to yourself, and of the company? Whether you’ve thought a lot or a little, in those times, it’s often not too positive!

What a huge difference that a sincere tone can make. Whether it’s on a Holiday Recording, Voice Machine Inbox or other personalized greeting, the voiceover artist, a good one, is able to effectively capture the required sincerity, for optimum receiver impact.

If insincere recordings are an example of ineffective tone content productions then genuine, down-to-earth messages that match scripted words, are the prime example of success in tone and temperament.

Whatever the script says, the most important thing is that it should be matched in tone by the voiceover artist.

When a script and tone suits, it’s highly effective method for increasing the trust between a business and listener.

That’s exactly the result you want – alignment, a seamless, sincere continuation of words in the script.

How’s your Tone Today?

The ‘On Hold’ message for a small business

If you’re a small business owner, you already know that your operation has its own unique set of challenges, advantages and disadvantages. You’re able to offer more customization, for example and maybe provide specific products for different groups. But you also have an uphill battle when facing bigger corporations in the same field in terms of budget and resources.

Your ‘on hold’ message may be a small issue in comparison, but it’s one angle that you can take advantage of.

That’s because your message is a time to subtly convey any message you want. Do you want to portray your company as an old mom and pop shop? Or how about as one that will provide attention-to-detail customer service? You can do that. People love underdogs. You can show that you’ll meet personal needs and that you offer the advantages that big companies let slip through the cracks. How do you do this on a prerecorded message though?

First, say it plainly. Your script can directly say that you are family run or you are a small crew. Find a way to mention when you were founded. If you’ve been a family run business, you should show that to your clients as well.

Second, there’s nothing wrong with boasting about the advantages of a small business. One effective message from a manuscript editing business always included in their messages that they never outsource and never use software, that they personally read through and check every page. This builds trust and it puts in your customer’s heads that you are more detailed than big companies. Now, of course there are plenty of big corporations that are detailed. This is not a suggestion to attack other businesses, but in a world where people associate small businesses with personal support, it’s perfectly acceptable to take advantage of the image.

Lastly, consider talking about local events in the community. This furthers the association with your brand and a family-like feel. It shows that you’re involved and just a regular citizen in your community.

The great thing about these tips is that it’s easy to stick in at the beginning or the end of an on hold message. It’s normal to state your business name (We’re so-and-so, a family run business since 1999) and local promotions in your script. So go for it. If you’re a small business, flex your big muscles this time around.