’ or even a ‘target marketing’ technique. It should not be utilized with anyone other than clients/customers you currently have a business relationship with. Do NOT send these messages to the answering machines of folks you have not done business with before. If you do, you’ll get severely censured...and fined.

Some marketers believe that a voice marketing campaign can outperform a direct mail campaign in both response rate and average transaction. The good news is that the average cost of direct mail is in the 40?

The phone rang; it was the telephone company telling me that my new phone service was now active. The week before that a local bookstore left a very nice message on my voice mail that told me the book I had ordered was now in stock and ready for either pick up at the store, or delivery, whichever was most convenient for me. I wasn’t at home when this call arrived. Here is how it works: A voice message left on your phone’s answering machine can be a 35-second pre-recorded audio message that sounds like a live call. As the paying advertiser, you can choose the content of the call, the style, length and even the gender of the voice making the call. This is done with a combination of hardware and software utilized by a specific service provider of voice marketing services. Typically a voice marketing campaign is launched between 10 a.m. and 4 p.m. (when most folks are out) and can be targeted at a focused customer group or expanded to reach thousands of customers. If the call seems to sound realistic and being given by a live person, all the better. Marketers choose specific professional voices who “read” the copy so that it is what they call “professionally unprofessional sounding.” It sounds like a live person leaving the message. If the householder happens to be home (which happens in 20 percent of the cases), the sophisticated technology recognizes the algorithm of a voice owned by a human and immediately switches from a 35-second message to a shorter one, and quickly signs off.

Automated voice messaging has been around for while. This is not new; but in this new age of “Do Not Call” lists and fines for telemarketers, it has taken on a whole new meaning…and importance. It’s a cost-effective way to legally deliver timely messages about sales, service, new products/services, or upcoming appointments to name just a few. Of importance too, is that these messages are likely to be delivered when the home owner is not at home. The response to these messages is usually higher than with newspaper print ads and/or direct mail. ‘Less expensive too. The main thing to keep in mind in this instance, however, is that this is not a ‘mass marketing’ or even a ‘target marketing’ technique. It should not be utilized with anyone other than clients/customers you currently have a business relationship with. Do NOT send these messages to the answering machines of folks you have not done business with before. If you do, you’ll get severely censured...and fined.

Some marketers believe that a voice marketing campaign can outperform a direct mail campaign in both response rate and average transaction. The good news is that the average cost of direct mail is in the 40?

, you can choose the content of the call, the style, length and even the gender of the voice making the call. This is done with a combination of hardware and software utilized by a specific service provider of voice marketing services. Typically a voice marketing campaign is launched between 10 a.m. and 4 p.m. (when most folks are out) and can be targeted at a focused customer group or expanded to reach thousands of customers. If the call seems to sound realistic and being given by a live person, all the better. Marketers choose specific professional voices who “read” the copy so that it is what they call “professionally unprofessional sounding.” It sounds like a live person leaving the message. If the householder happens to be home (which happens in 20 percent of the cases), the sophisticated technology recognizes the algorithm of a voice owned by a human and immediately switches from a 35-second message to a shorter one, and quickly signs off.

Automated voice messaging has been around for while. This is not new; but in this new age of “Do Not Call” lists and fines for telemarketers, it has taken on a whole new meaning…and importance. It’s a cost-effective way to legally deliver timely messages about sales, service, new products/services, or upcoming appointments to name just a few. Of importance too, is that these messages are likely to be delivered when the home owner is not at home. The response to these messages is usually higher than with newspaper print ads and/or direct mail. ‘Less expensive too. The main thing to keep in mind in this instance, however, is that this is not a ‘mass marketing’ or even a ‘target marketing’ technique. It should not be utilized with anyone other than clients/customers you currently have a business relationship with. Do NOT send these messages to the answering machines of folks you have not done business with before. If you do, you’ll get severely censured...and fined.

Some marketers believe that a voice marketing campaign can outperform a direct mail campaign in both response rate and average transaction. The good news is that the average cost of direct mail is in the 40?

c professional voices who “read” the copy so that it is what they call “professionally unprofessional sounding.” It sounds like a live person leaving the message. If the householder happens to be home (which happens in 20 percent of the cases), the sophisticated technology recognizes the algorithm of a voice owned by a human and immediately switches from a 35-second message to a shorter one, and quickly signs off.

Automated voice messaging has been around for while. This is not new; but in this new age of “Do Not Call” lists and fines for telemarketers, it has taken on a whole new meaning…and importance. It’s a cost-effective way to legally deliver timely messages about sales, service, new products/services, or upcoming appointments to name just a few. Of importance too, is that these messages are likely to be delivered when the home owner is not at home. The response to these messages is usually higher than with newspaper print ads and/or direct mail. ‘Less expensive too. The main thing to keep in mind in this instance, however, is that this is not a ‘mass marketing’ or even a ‘target marketing’ technique. It should not be utilized with anyone other than clients/customers you currently have a business relationship with. Do NOT send these messages to the answering machines of folks you have not done business with before. If you do, you’ll get severely censured...and fined.

Some marketers believe that a voice marketing campaign can outperform a direct mail campaign in both response rate and average transaction. The good news is that the average cost of direct mail is in the 40?

s for telemarketers, it has taken on a whole new meaning…and importance. It’s a cost-effective way to legally deliver timely messages about sales, service, new products/services, or upcoming appointments to name just a few. Of importance too, is that these messages are likely to be delivered when the home owner is not at home. The response to these messages is usually higher than with newspaper print ads and/or direct mail. ‘Less expensive too. The main thing to keep in mind in this instance, however, is that this is not a ‘mass marketing’ or even a ‘target marketing’ technique. It should not be utilized with anyone other than clients/customers you currently have a business relationship with. Do NOT send these messages to the answering machines of folks you have not done business with before. If you do, you’ll get severely censured...and fined.

Some marketers believe that a voice marketing campaign can outperform a direct mail campaign in both response rate and average transaction. The good news is that the average cost of direct mail is in the 40?

’ or even a ‘target marketing’ technique. It should not be utilized with anyone other than clients/customers you currently have a business relationship with. Do NOT send these messages to the answering machines of folks you have not done business with before. If you do, you’ll get severely censured...and fined.

Some marketers believe that a voice marketing campaign can outperform a direct mail campaign in both response rate and average transaction. The good news is that the average cost of direct mail is in the 40? to 50? range while the average cost for voice marketing (for national customers) is in the 6? to 10? range. If you were a local customer those rates would likely be higher, I expect. But still, even if they were as high as 20 cents, imagine how much more money you would have to put into other media, such as newspaper advertising, radio, or online to support your campaign.

The National Do-Not-Call (DNC) registry, which includes 44 states at present, says that: "Voice marketing is 100 percent compliant with the federal and state [Do-Not-Call] requirements.” So you likely won’t get in trouble using this marketing technique. But don’t take just my word for it. To cover your backside, check with the registry to make sure you’re in compliance.

My understanding is that this form of voice mail broadcasting is legal and permitted if there is an established relationship between you and the person being called. Only your existing customers should be called in this program. It’s a bit like the “opt-in” email lists online. However, in this instance, only those who have agreed to be contacted by you or have an existing relationship with you are legal for you to contact.

To learn more about this different and unique way of communication with your existing clients, I suggest going to Ask.com or Google and type in the words: “voice marketing”. If you have gmail with Google, send yourself an email discussing the concept of “voice marketing” and see what pops up on the right hand side of the page. I obtained the following potential suppliers: voicepunch.com, MarketingMessages.com, evoice.com, vofx.com and eWoss.com. The choice is yours; I’m not an affiliate; ‘Just passing ‘em on.

©Copyright, Roy MacNaughton, 2006