May 29, 2013

Music Licensing: Do You Have a License for That?

music licensingWhen you’re pulled over for rolling through a stop sign (“I’m sorry, officer; was there a stop sign there?”), you’re asked to produce a driver’s license. It’s standard procedure and expected if you want to drive a car. If you don’t have a license, you can look forward to heavy fines. The same is true when you use music on hold or overhead in your store without proper music licensing. That’s right: you can look forward to heavy fines.

Companies that are looking to save money may choose to route their phones through a system to play CDs, local radio stations, or satellite or Internet radio. This option may seem free now, but the truth is that the fines you can incur by not paying for music licensing can be into the hundreds of thousands of dollars.

You may wonder why you need to pay licensing fees for sharing music with your customers. Essentially, everyone has to pay to replay that music; that’s one of the ways in which recording artists make their money. To be sure that you’re in compliance, the best option is to go through a company that is a member of the On-hold Messaging Association, who will be in compliance with all licensing agreements.

A company that creates on-hold messages also can provide music-only service for your customers on hold. In addition, many companies also play overhead music at a retail location (for which you also need licenses).

So no matter why or where you’re playing music for your customers, be sure that you are covering your bases and have your licenses. Otherwise, you could be needing an attorney and some deep pockets.

May 6, 2013

Make On-hold Messages Work for You

make on-hold messages work for youIt’s been proven again and again that on-hold marketing messages work. This method of reaching out to prospective and existing customers is likely one of the most cost-effective integrated marketing methods companies use. But just knowing this fact isn’t enough; you need to make on-hold messages work for you.

There’s a saying in marketing: “Content is king.” While that’s true, that refers to written content, which is a far cry from content  one hears on the phone. When it’s written—on a website, brochure, or sales letter—the reader has time to digest it and even go back and reread if needed. But when it’s heard while waiting for a customer service representative to come back to the line, it may slip away before the customer even tunes it. Therefore, the best way to make on-hold messages work for you is to be straightforward and repeat salient points, or even words. For example:

“Termites. They can cause a lot of damage. You don’t like termites, and neither do we. Ask us how to schedule your termite inspection when we come back on the line.”

The word “termite” was mentioned three times in a short little bit. While written copy may use a word often like this to rank in search engines, it can be overwhelming to repeat the same word over and over when reading. However, when listening, one may not tune in until she hears the word “damage” (a pain point); when she’s captured, she’ll be listening for what causes that damage.

Remember that customers who are on hold are considering what they want to say to the person who picks up and may have a host of emotions circulating in their heads—taking them away from listening to your on-hold message. To make on-hold messages work for you, be sure it is concise, targeted, and repetitive, and you’ll find customers tuning in more and more.

Questions about how to create great on-hold messages? Our team of talented scriptwriters has the answers. Contact us now to learn more.

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