Voice Broadcasting (dialing a huge number of automated phone calls and delivering a pre-recorded message to them) is a remarkably effective and affordable way to get your message to large numbers of customers.

Despite its powerfulness, before you spend one red cent on a voice blast, you surely ought to study this secret.  If you don’t consider this “secret”, you might just waste your money. So, what could this dangerous secret be? It’s really simple – Almost all people despise the interruption of telemarketing calls.

Yes, yes…, I know that’s really not a secret.  If you’re considering using an automatic broadcasting system and you fail to take into account this “secret” carefully, it can ruin your test.  Here’s why…

The great majority (90% or more) of people who get a recorded message simply hang up.  The next largest group (a few percent) of folks press “2″ (to be erased from the call list).  The smallest group, around 1-2%, press “1″ (to speak to a live person, or to listen to more recorded information, or to leave a voicemail).

You’re probably thinking…”Sure but I’m only being charged for the “press 1′s”, so what’s the problem?”  Here’s the problem.

Just because a prospect presses “1″, it does’t follow automatically that they’re interested in your offer.  Some of them only want to request removal from the call list.  Those responses are worthless to you.  But you still pay for them.  So you should carefully consider how to maximize the positively interested, qualified responses.

Now, whether you’re pitching credit card processing accounts to business prospects, or even selling raffle tickets for your charity event, you’ll hear some folks say “take my number off and don’t call again” (or worse)…No surprise there right?  And I promise, even if you’re asking for contributions for sick children, even if you’re calling a list of past donors, you will STILL receive some negative calls!

The iron-clad fact is this – out of 1000 people, there are possibly 2 or 3 who get so irritated when they receive a telemarketing call, they will press “1″ to complain.  To illustrate the outcome of response rate on the amount of bogus transfers received, consider two speculative broadcast campaigns.

Campaign #1 – pitching credit card processing accounts to businesses – response rate is below average, at 0.6%.  Campaign #2 – asking for contributions for sick children – using a donor list – response rate is above average, at 1.5%.

Now, assume that 3 out of 1000 (0.3%) of the list called are the kind who will “press 1 for no good reason”…  If you work through the numbers, the business campaign gets 50% negative calls, but even the charity campaign gets 20%!

The fact is, if you are connecting your calls to live answered phones, and taking live transfers, you {will never,simply cannot} evade negative calls, regardless of what your recording is about.  And the primary method to reduce them is to write a message with a higher response rate.

We’ve depicted how receiving worthless calls is a fact of life in this business, and how increasing the response rate will decrease the quantity of bogus calls.

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