A professional voice and well-chosen music can only do so much. If the script is long-winded, vague or full of jargon, callers tune out. The good news is that writing for on-hold is a skill anyone can improve with a few simple rules.

Write for the ear, not the page

People read and listen differently. On a page, a long sentence with several clauses is easy to follow because the eye can go back. On the phone there is no going back. Keep sentences short, use everyday words and say one thing at a time. If a sentence makes you take a breath halfway through when you read it aloud, split it in two.

One message, one idea

Each segment in an on-hold program should focus on a single topic. One might tell callers about online bookings, another might introduce a service, another might share opening hours. Trying to fit everything into one paragraph means none of it sticks. Short, separate messages separated by music are easier to absorb and easier to update later.

A simple structure that works

Most good hold messages follow the same basic pattern:

1. A hook that tells the caller why this matters to them.
2. The key information, stated plainly.
3. A next step, such as asking the consultant, visiting the website or mentioning the offer when the call is answered.

For example, rather than a long description of your history, you might say: "Did you know you can now book appointments online, any time of day? Visit our website and choose a time that suits you."

Thank callers, but not every ten seconds

A greeting and a thank-you for waiting are important. Repeating "your call is important to us" over and over has the opposite effect. Use a thank-you at the start and occasionally between messages, and fill the rest of the time with information that is genuinely useful.

Be careful with numbers and web addresses

Phone numbers, prices and long web addresses are hard to remember when heard once. If you need to mention them, keep them simple and consider repeating them. Choose the shortest version of your web address, and avoid reading out long strings of characters.

Avoid anything that dates quickly

Specific dates, staff names and limited-time offers make a script go out of date fast. If you include them, plan when you will update the message. Otherwise, write in a way that stays accurate for months, such as describing a service rather than a particular sale.

Read it out loud and time it

Once the draft is done, read it aloud at a relaxed pace and time it. Many individual messages work best somewhere around twenty to forty seconds. Then listen for tongue-twisters, awkward phrases and words a voice artist might stumble on. Fix those before recording.

Choose the right tone

Your script should sound like your business on its best day. A friendly café can be relaxed and playful. A financial adviser should be warm but reassuring. Write with that tone in mind, and let your voice artist know what you want. A short brief describing your brand helps them deliver the lines naturally.

Let the professionals help

If writing is not your favourite job, you do not have to do it alone. Our copywriters prepare on-hold scripts every day and can turn a few notes about your business into a polished program, voiced by professional talent. Get in touch with Media Messages to talk about your on-hold messages.