They always say it is good to borrow perspectives from different fields as a means of perhaps learning something unanticipated about your day-to-day work. With that in mind, I’d like to use a perspective I learned some time back from someone in finance. This individual had an interesting view of financial statements:
“Financial statements are like bikinis, what they reveal is interesting, but what hide or don’t show is even more compelling.”
And that’s a great perspective to bring to voice mail.
There is no middle ground with voice mail, you either have those who leave no message, and at the other end are people who don’t just leave a message, but proceed to dump their brains out when leaving a voice mail.
Not leaving a message is just silly, why invest the time and effort in making the call, then listening to the target’s out going message (and most listen), only to hang up without a mark. Those who do leave a big fat message, tell me “well if I leave a compelling enough message, the prospect is bound to call me back”. Ya, because the world is such a rational place, let me guess, they probably call with a checkbook in hand asking “where do I sign?” Right.
If you listen to 90% of outgoing voice mail messages, they ask you to “please leave a detailed message”. And most sellers, wanting be liked and looking to form a relationship, comply. If you thought sales people can “spray and pray” live, they take it to an entirely different art form when it comes to voice mail messages they leave.
Why do these prospects want “a detailed message”? Because they want to protect their most precious resource, time. They want to know exactly why NOT to call you back. The more your message conforms to their request for detail, the more they know why they don’t need to call you back, and they can use that time and energy to deal with one of the other many things they are trying to cram in to their day.
Which is why you want your voice mail to be like a bikini, seductive yet not completely revealing. Seductive enough for you to say “OK, this interesting, show me more”.
Your goal or objective for voice mail is to get a call back and nothing else; a crucial point many miss. This is why we often get the Tolstoy equivalent of voice mail, rambling messages that provide every detail about the caller and the reason for the call. Detail leads to no call back. A lack of detail, where crucial elements are not revealed, think bikini, leads to more call backs, and more of the only measure of success with voice mail, a return call.
The human mind hates a mystery, and will take steps to resolve them, all relative to the context. Ever been talking about a movie with a group of people, and none of you can remember the name of the lead actor. It gnaws away until someone remembers the name, and there is a collective sense of relief.
The best voice mail are ones that create that same feel, a mix of compelling facts, and insufficient data. Info that is compelling enough, but insufficient enough to draw a conclusion. This will leave the recipient with the choice of putting the whole message out of their mind, or pick up the phone, dial the number left, in the hope of completing the picture.
For specific details of a quality voice mail, watch these videos: