Sign , sign everywhere a sign

19 06 2012

Blocking out the scenery , breaking my mind– Tesla (the band not the car)

One of the first things I do in working with small businesses is look at their signage. I apply this simple rule ” if I Tom your detail oriented business consultant can’t see or understand fully you sign how can you expect your customers to see you?” The problem with signs I experience is two fold. First people put up signs but then forget they are there. Things like dirt , lights going out, cracks, some type of growth in front of your signs(trees or brush etc)

I can here you now Tom that’s not me. I can bet you it is. First do you keep your street facing sign lit 24 hours a day? You absolutely should!!!! The people passing by your business when you are not open are just as important as when you are. As a matter of fact I say it’s more important because everybody has their sign on when they are open. As your potential client I’d say that chaos of competition for my attention is insane. Like I stated at the top”break my mind” When you closed and maybe just maybe your potential client drives by and you sign is lit and your competition is not. Our eyes pick out signs so much better at night than during the day having your sign lit WELL is a no brainer.
If you tell me that lame excuse I don’t want my lights when I not open I’d go through the roof. I am very much like Steve Jobs when it come to my passion about the little details.If your were one of my privileged clients I’d say do you shut down website when your closed? then keep the damn lights on. Note I didn’t say keep your open sign on. Sooner or later one client of yours is going to say these magic words and this always happens” I was driving by late and I thought I’d stop in and check you out. Next I’m going to save you some money….

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