Keeping it Simple!

Having a good on-hold message is a no brainer.  You have a client waiting to talk to you.  They are a captive audience, and have nothing to do but listen to what you're telling them!  Why not fill that time with messages relevant to them? 

It makes sense!

Turning dead-time into productive commercial time is a good business decision, and a good investment.  Especially considering the person you are speaking to, is specifically interested in your business.

But the fact that your customers can hear a relevant on-hold message is dwarfed by the importance of WHAT they're hearing!  A professionally voiced, relevant and (most importantly) interesting message will not only keep them interested, but keep them from hanging up!