By R.J. Paradee, President First Impression Inc. and MediaRight Studios

If Baby Boomers can get botox and tummy tucks, then why don’t companies receive facelifts to improve their image as well? The telephone is lifeblood of any business. Use it respectfully. Don’t leave your clients on-hold to listen to radio static or elevator music. With digital recording and delivery of sound files, professional production of on-hold advertising is both economical and necessary for a positive image. That’s right – it’s imperative that first impression a client receives of your business (even though they may never visit) is how they’re treated on telephone. How many times have you called a business to hear “Thank you for calling ABC Dental Office please hold” before you can get a word in edge-wise.” In many cases , what they have on-hold is your first impression of that company.

Music Selection Should be Appealing At very least, make certain on-hold music is a decent selection, and that you have permission to broadcast music to on-hold callers. After all music chosen is a direct reflection of your business. If you don’t get your licensed music from an On-Hold Message provider, you may obtain permission to play certain music on-hold from ASCAP, BMI, or SESAC, three large performing rights organizations.

by Christopher Given

Advertising can be a highly effective way to increase your customer or client base when it's done well.

But for many businesses it's ineffective, because either ads are badly written, not advertised in right media - or ad is okay, but you're paying way too much for ad space.

Yet, businesses keep promoting in same media, over and over again. This is insane!

You must check, and measure an advert's success.!