Do you remember the first time you saw a designer cupcake bakery? It was a novel concept. Breaking off from the traditional bakery to create a niche industry was genius. 

That seems like a long time ago.

These days, designer cupcake bakeries are everywhere. The market is heavily saturated, and it no longer seems like an innovative idea. With so many options, no bakery can count on customers choosing theirs.

However, business owners in voracious industries shouldn't fret. Heavy competition isn't an insurmountable challenge. In fact, it can be viewed as a positive, because it reminds them that they are working in a successful market. It gives them an opportunity to rise above their competitors, but the only way this can happen is through thought leadership.

Whether you're selling designer cupcakes, fixing cars or offering business advice, it's important to let your customers know that you are the best for the job. Consumers will side with organizations that they feel can offer top service for their dollar, and the best way to make this claim is by expressing thought leadership in marketing messages.

On hold marketing is a golden opportunity for businesses to show off their industry knowledge. Delivering thoughtful messages that speak to the trends and common problems their customers deal with on a daily basis can let them know that they called the right company.

It's important to construct compelling messaging that instantly grabs the caller's attention. Studies show that of the callers who hang up before speaking with a live representative, 50 percent won't call back. Additionally, 50 percent of those people will pick up their phone and call a competitor. 

Think of the designer cupcake. If a customer has a bad experience at one bakery but still wants a cupcake, they'll go to a competitor down the street. The same principle applies over the phone. In today's tight economy, companies cannot afford to lose out to the competition. Creating engaging hold messaging will keep callers on the phone, and allow companies to control their respective market.