Greg Carter: July 2009 Archives

Voicemail has been around since the 1970's, when IBM Executives used a prototype message system to store recorded messages. Almost 40 years later, it's still one of the most used tools in business. The messagee doesn't have to worry about being able to answer multiple lines at once, while the messager still has the ability to leave important information without having to keep calling back thanks to busy signals.

And yet....I'm still surprised at the quality of some messages I've received. I've gone so far as to tweet a few tips about my own experiences and decided to share that wisdom with you.

Voicemail Tip #1: mumbling incoherently into the phone does not make for a good message

A few weeks ago, I pressed the blinking voicemail button on the phone, input my password and was greeted with 20 seconds of what I think was a man speaking. No static on the recording. No kids yelling or dogs barking in the background to interrupt. Just an apparent rambling voice that ended - quite clearly - with "Call me back."

Speak clearly when leaving a message. That may sound like a no-brainer, but if the message is garbled or unintelligible, it gets deleted.

This holds true for the outgoing message, as well.

Voicemail Tip #2: Your outgoing message shouldn't sound like you just woke up before hitting record.

That's what immediately came to my mind when I heard the outgoing message. Quiet, slow and with words running into one another, almost bordering on disinterested. You need to think of the outgoing message as your ambassador to the world. What if one of the callers happens to be a co-worker or manager or even a Vice President from your company? Just as someone calling in wants to leave a good impression, you should present the caller with the same.

Voicemail Tip #3: when leaving a message, your name is kinda important.

I retrieved a voicemail a few days ago from a woman interested in a job posting she'd seen online. The message was clear, describing the posting, highlighting her background and experience, ending with a phone number and a click. I rewound the message to make certain, and not once did she identify herself.

Again, it's all about the impression given, and not leaving a name may come across as a lack of real interest. So don't let it happen! Get into the habit of introducing yourself at the beginning of the message.

Voicemail tip #4: when leaving a phone number, don't rush through the numbers like a hamster on speed....

This is all too common. The message is easy to understand, the voice speaks at a decent pace, very clear, complete with a name...and then the phone number zips by so that I have to rewind the message more than 4 times to understand the entire 10 digits.

Speak slowly. Give the listener a chance to write down the numbers. You want the return call so make sure the listener can note all the information without the frustration of constant rewinds.

The final tip:

Voicemail Tip #5: Your message shouldn't last longer than the entire Ring Cycle from Wagner

Keep your message short and sweet. Name, number and a brief message about why you're calling is sufficient. Lengthy messages are more likely to be deleted before the listener reaches the end. And think about it: you don't know how much time you'll have before the final beep sneaks up to cut you off. Tell yourself you have about 30 seconds, and your message should be fine.

Many people don't realize that the voicemail is the first contact with a customer (or potential customer). If the recipient doesn't understand the message, why would he or she call back? As the saying goes, you only have one chance at making a good first impression.

I know, I know.... The word "analytics" makes people cringe. Thoughts of miles upon miles of spreadsheets filled with an almost never-ending string of numbers and equations can make even the hardiest of us cower in a corner and pull our hair out trying to understand what they all mean and how they relate to a website and why so much money was spent on a flashing banner ad. But it's important information to know, especially if you want to understand how the money spent on a particular online ad campaign generates revenue.

In Web Analytics Demystified author Eric T. Peterson takes all that information and explains it in plain terms: going through the lifecycle of a consumer (reach, acquisition, conversion and retention); what the difference between a "visitor" and a "unique visitor" is and why a company wants both to check out their site; how to determine the cost effectiveness of an on-line campaign; and the many other metrics that show the relationship between money being spent on marketing and the people that visit a website. Peterson takes each bit of information, shows what it's used for, how to find it and also how to interpret it, offering both the pros and cons associated with each type of metric or report.

Peppered throughout the book are "Web Analytics Tips", ways to make your Website work better for you. One tip provides a good way to ask visitors for information while another explains a good process for increasing your purchase conversion rate (getting someone who puts an item in an online shopping cart to complete the buying process).

The book also acts as a guide to help marketers and analysts trek through the many Web analytics software packages and companies out there. With the hundreds of possible reports that can be compiled, you should find something customizable, that allows you to pick and choose which reports will be beneficial to your company. Not every report or metric is necessary so why should your company be forced by a software package to wade through all the extra paper.

Unless you happen to enjoy miles upon miles of spreadsheets and a room full of analysts tearing their hair out.

Photo by writetoreply