If you’re a small business owner, you already know that your operation has its own unique set of challenges, advantages and disadvantages. You’re able to offer more customization, for example and maybe provide specific products for different groups. But you also have an uphill battle when facing bigger corporations in the same field in terms of budget and resources.

Your ‘on hold’ message may be a small issue in comparison, but it’s one angle that you can take advantage of.

That’s because your message is a time to subtly convey any message you want. Do you want to portray your company as an old mom and pop shop? Or how about as one that will provide attention-to-detail customer service? You can do that. People love underdogs. You can show that you’ll meet personal needs and that you offer the advantages that big companies let slip through the cracks. How do you do this on a prerecorded message though?

First, say it plainly. Your script can directly say that you are family run or you are a small crew. Find a way to mention when you were founded. If you’ve been a family run business, you should show that to your clients as well.

Second, there’s nothing wrong with boasting about the advantages of a small business. One effective message from a manuscript editing business always included in their messages that they never outsource and never use software, that they personally read through and check every page. This builds trust and it puts in your customer’s heads that you are more detailed than big companies. Now, of course there are plenty of big corporations that are detailed. This is not a suggestion to attack other businesses, but in a world where people associate small businesses with personal support, it’s perfectly acceptable to take advantage of the image.

Lastly, consider talking about local events in the community. This furthers the association with your brand and a family-like feel. It shows that you’re involved and just a regular citizen in your community.

The great thing about these tips is that it’s easy to stick in at the beginning or the end of an on hold message. It’s normal to state your business name (We’re so-and-so, a family run business since 1999) and local promotions in your script. So go for it. If you’re a small business, flex your big muscles this time around.