Innovating Script Conventions
In 1986 this company developed the Message On Hold script and production format used extensively by almost all On Hold Companies today– we call it the ‘conventional production’.
Whilst in 2010 we introduced the next generation of innovations to scripts and On Hold productions, ‘conventional productions’ remain the backbone upon which On Hold recordings are founded.
Click here for a ‘conventional productions’ audio example.
For the logic and science behind the Telemallaudio ‘conventional production’……..read more
(To review other Telemallaudio script styles including the 2010 next generation of scripts…click here)
A Conventional On Hold Production is:
Let's consider why we developed the ‘Conventional Production’:
1.
Short paragraphs because callers may not be On Hold for long and are not waiting to hear messages. "Short and sharp" captures attention and makes the topic more memorable.
2.
One topic per paragraph because; too much information in a short time and the impact of any one message is lost; it is far more memorable; productions can be meaningfully ‘top and tailed’ or tagged with effective one liners (in case callers cut into the middle of a paragraph).
3.
Music is a way of breaking paragraphs, gives respite for callers (so they don’t get barraged), and acts to create the atmosphere and character of the host organisation. Music underneath the messages creates a more fulfilling and professional presentation.
4.
Changing messages means regular callers do not get hit with the same information over and over – and it keeps callers up to date with an organization's latest information. Key factors such as the frequency of regular callers and the length of hold time per call (on average) also govern when information should be renewed.
5.
Due to production costs, it is important to identify the optimal number of paragraphs in a message program and the repeat cycle for these messages. Each organisation is different and so studying their telephone handling habits is essential before connecting any cycling music/message productions – this is an important factor in why professionals should always be consulted.
6.
The amount of information a caller can remember or be expected to act upon is limited. For best results, paragraphs should not repeat too often, and be plentiful enough so as to bring variety to waiting callers.
7.
Professional Artists are used because callers don’t want to hear immature, unsophisticated voice announcements (often companies try to do their own recordings) – it is patronizing and seen by callers as tokenism and insincere.
8.
Callers need to have variety, so the use of only one voice to make announcement after announcement is as unforgettable as it is boring. The use of more than one voice in productions means that the listeners' interest level stays higher; the production sounds professional; the listener attention is captured and engaged with each voice change and there is a reduced likelihood of the listener becoming disenchanted with repetition – even if the announcements are of different content.
9.
The use of male and female artists means that there is no obvious gender preference and two such artists can work in a very complimentary way whilst keeping the listener engaged.
10.
Changing the actual voice artists means that no callers get familiar with any particular artist (to which they tune out) and this variety brings colour and character to the overall professionalism of productions
11.
Callers don’t want to be ‘barraged’ with sales and advertising On Hold –sadly too many in the industry don’t get this and continue to recommend advertising On Hold. There are many ways to invite ‘calls to action’ and engage listeners without cheapening the On Hold experience with adverts. To be On Hold means the caller has already decided to make contact (so there is no need to advertise) and so it makes more sense to target information that is relevant to the actual person making the telephone contact.
So whilst the above points are as valid today as they were 20 years ago, the Message On Hold Company has introduced a new generation of productions, more suited to the discerning consumers of today.
The danger with the conventional style of On Hold Messaging is that it is everywhere, it may well at some stage suffer the consequence of overuse and no longer be so appropriate.
This is why the Message On Hold Company has rewritten the Industry Production Standards and exclusively offers a whole new range of script formats….click here to hear new script formats
Whilst in 2010 we introduced the next generation of innovations to scripts and On Hold productions, ‘conventional productions’ remain the backbone upon which On Hold recordings are founded.
Click here for a ‘conventional productions’ audio example.
For the logic and science behind the Telemallaudio ‘conventional production’……..read more
(To review other Telemallaudio script styles including the 2010 next generation of scripts…click here)
A Conventional On Hold Production is:
- A series of short paragraphs to communicate with your ‘callers’
- One topic per paragraph
- Small music gaps between paragraphs
- Regular paragraph content and music updates
- From 3 minute up to hours of audio production time which cycles before repeating – subject to the client hold times
- Generally from 6 messages and up to16 paragraphs per production – subject to the client hold times
- Professional voice artist presentations
- Usually two voice artists alternating paragraphs
- Male and female announcers
- New voice artists for each production update
- Limits on the use of advertising messages to the On Hold callers
Let's consider why we developed the ‘Conventional Production’:
1.
Short paragraphs because callers may not be On Hold for long and are not waiting to hear messages. "Short and sharp" captures attention and makes the topic more memorable.
2.
One topic per paragraph because; too much information in a short time and the impact of any one message is lost; it is far more memorable; productions can be meaningfully ‘top and tailed’ or tagged with effective one liners (in case callers cut into the middle of a paragraph).
3.
Music is a way of breaking paragraphs, gives respite for callers (so they don’t get barraged), and acts to create the atmosphere and character of the host organisation. Music underneath the messages creates a more fulfilling and professional presentation.
4.
Changing messages means regular callers do not get hit with the same information over and over – and it keeps callers up to date with an organization's latest information. Key factors such as the frequency of regular callers and the length of hold time per call (on average) also govern when information should be renewed.
5.
Due to production costs, it is important to identify the optimal number of paragraphs in a message program and the repeat cycle for these messages. Each organisation is different and so studying their telephone handling habits is essential before connecting any cycling music/message productions – this is an important factor in why professionals should always be consulted.
6.
The amount of information a caller can remember or be expected to act upon is limited. For best results, paragraphs should not repeat too often, and be plentiful enough so as to bring variety to waiting callers.
7.
Professional Artists are used because callers don’t want to hear immature, unsophisticated voice announcements (often companies try to do their own recordings) – it is patronizing and seen by callers as tokenism and insincere.
8.
Callers need to have variety, so the use of only one voice to make announcement after announcement is as unforgettable as it is boring. The use of more than one voice in productions means that the listeners' interest level stays higher; the production sounds professional; the listener attention is captured and engaged with each voice change and there is a reduced likelihood of the listener becoming disenchanted with repetition – even if the announcements are of different content.
9.
The use of male and female artists means that there is no obvious gender preference and two such artists can work in a very complimentary way whilst keeping the listener engaged.
10.
Changing the actual voice artists means that no callers get familiar with any particular artist (to which they tune out) and this variety brings colour and character to the overall professionalism of productions
11.
Callers don’t want to be ‘barraged’ with sales and advertising On Hold –sadly too many in the industry don’t get this and continue to recommend advertising On Hold. There are many ways to invite ‘calls to action’ and engage listeners without cheapening the On Hold experience with adverts. To be On Hold means the caller has already decided to make contact (so there is no need to advertise) and so it makes more sense to target information that is relevant to the actual person making the telephone contact.
So whilst the above points are as valid today as they were 20 years ago, the Message On Hold Company has introduced a new generation of productions, more suited to the discerning consumers of today.
The danger with the conventional style of On Hold Messaging is that it is everywhere, it may well at some stage suffer the consequence of overuse and no longer be so appropriate.
This is why the Message On Hold Company has rewritten the Industry Production Standards and exclusively offers a whole new range of script formats….click here to hear new script formats
ph 1300 363 111 | email