Let’s be honest—being placed on hold stinks. Most of us cringe the moment we hear that dreaded elevator music or the tinny sounds of a random local radio station. But what if I told you that hold time doesn’t have to be a business liability? In fact, it can be a golden opportunity to market your business and engage prospects who might otherwise hang up.
It amazes me how many businesses treat on-hold time as an afterthought. They default to generic music or local stations that might even promote a competitor’s business. Why not use that moment to speak directly to your customer? You’ve got their attention—make it count.
From Annoyed to Interested: A Simple Mindset Shift
Think about it. Someone has taken the time to call your business. That means they’re at least mildly interested in what you offer. But instead of building that relationship, you give them dead air or, worse, something that makes them want to hang up. That’s a lost opportunity.
Now imagine this instead: a calm, professional voice greets them with, “Thanks for calling Joe’s Bike Repair. Did you know we offer same-day tune-ups on most models? Don’t forget to ask about our referral discount when we return to your call.” Boom. You’ve just made a sales pitch, conveyed a benefit, and planted a seed—all while your customer is waiting.
Why Businesses Miss the Mark
A lot of businesses assume that customizing their hold message is either complicated or expensive. But that’s just not true. You don’t need to hire a professional voice actor or a studio. With just a little effort, you can create a professional-sounding recording in an afternoon.
Here’s the real kicker: most small businesses are always looking for low-cost marketing strategies. What could be more affordable than marketing to people who are already trying to reach you?
3 Easy Steps to Create Custom Hold Messaging
You don’t have to be a tech wizard or have a huge marketing budget to do this. Just follow these three steps:
Find Royalty-Free Background MusicSkip the default tunes and choose something that suits your brand vibe. The YouTube Audio Library offers tons of royalty-free tracks.
Write and Record Your ScriptKeep it friendly, informative, and short. Highlight your core offerings, customer benefits, and maybe a few promos. You can use your computer’s built-in mic or even a headset to record. Or use one of the many free or paid text-to-speech (TTS) apps to record your script using a professional voice you choose.
Mix It TogetherUse a free tool like Audacity to mix your voice and music into a seamless message. Save it in the format your phone system requires, and you’re done.
Ideas for What to Include
Need inspiration for what to say? Try these:
A warm thank-you for calling
Brief testimonials from happy customers
Details on current promotions or seasonal services
FAQs that help cut down on call time
Fun facts about your industry or business
A call-to-action: “Don’t forget to visit our website at…”
Just make sure to rotate your messages every so often so repeat callers hear something fresh.
Why This Works
Using hold time as a micro-marketing opportunity is not just clever—it’s effective. People are already listening. They’re already engaged. You’re not interrupting them like a cold call or a random ad on their feed. Instead, you’re meeting them at a moment when they’re seeking information about your business.
In fact, according to a study by Infomax, callers who hear marketing messages while on hold are 25% more likely to stay on the line compared to those who hear music or silence. That means more completed calls, fewer lost leads, and more opportunities to close sales.
Don’t Promote Your Competitor By Accident
One of the worst things you can do is pipe in a local radio station while someone is on hold. You have zero control over what’s being said. Imagine a caller hearing an ad for your competitor while they wait to talk to you. Ouch.
The same goes for overly generic hold music. If it sounds like everyone else, you’ve missed the chance to stand out.
A Marketing Tactic Hiding in Plain Sight
Small business owners are constantly being told to “do more marketing.” But not every tactic has to be flashy or complex. On-hold messaging is a simple, repeatable, and low-cost tool that increases the perceived professionalism of your business while nudging the caller toward action.
And unlike social media or email campaigns, this tactic speaks directly to people already halfway through your sales funnel.
Have you used your on-hold time to promote your business, or is it still default music doing the talking? What message would you want your callers to hear while they wait?
