Part One: How To Use Signage to Solve the Small Business Problem # 3: Getting the Word Out About Your Business


What People Think About Advertising

Ask people what they think of advertising and they will usually respond with adjectives like manipulative, pushy, and annoying.  In fact, James Randolph Adams, an ad man himself who went on to start his own advertising company and who wrote two books on the subject observed that, “The most common trouble with advertising is that it tries too hard to impress people.”  

We can sense that can’t we? The desperation a company reeks of when they aren’t afraid to inconvenience consumers with obnoxious phone calls, intrusive emails, and irritating online ads.

Why We Need Advertising

Nevertheless, most people are aware of the necessity of advertising.  Henry Ford, an American captain of industry, once remarked that, “Stopping advertising to save money is like stopping your watch to save time.” He’s right.  As much as we would all like to live in a world where advertising is not necessary, if we ever hope to get the word out about our business, some form of it cannot be avoided.

Common Marketing Options

In last week’s blog, we discussed one of the problems that most small businesses struggle with: getting the word out about their business.  Of course there are options out there, like online marketing, print advertising, and networking. But often times these are not viable because as a small business owner you are usually lacking in time, and all of these alternatives will require constant upkeep.  Furthermore, even if you hire an employee to do the work for you, they will still need training and monitoring. That is if you find the right employee.  

Why Common Marketing Does Not Work

Additionally, we took a look at why people are tired of being advertised to and that most marketing options bombard the consumer, giving the consumer no control over when and how they are advertised to.  This annoyance can lead to a resentment of the brand that chooses one of these marketing tactics which is the exact opposite of what businesses are trying to do.

A Better Marketing Solution: Signage

However, there is another marketing option that can get the word out about your business without taking up your time or annoying your potential consumers: signage.  Let’s take a closer look at the first reason why signage is the marketing solution for you and your small business.

Marketing Signage Solution #1: Signage Lets Your Customers Come to You

When was the last time a salesman got you to stay on the phone with him longer by being aggressive and pushy?  What about the sales clerk who followed you around the store feigning assistance when you knew the whole time they were just after that commission? Or how about the amount of times a text message announcing a ONE TIME ONLY SALE got any response from you other than STOP?  

Heck, this same behavior displayed by an ex-boyfriend would get him charged with a restraining order.  In a salesman, this forwardness might get them a quick sale because the customer just wants to be left alone.  But it will not lead to a repeat customer.

Why?  Well, as Dale Carnegie, author of How To Win Friends and Influence People wrote that “A man convinced against his will, is of the same opinion still.”  If we have to corner, trick, coerce, or force people to use our product or sample our service, don’t expect anything other than a one-time sale.  People do not want to be told that they need something. They want to feel that they have come to that conclusion on their own.

Signage is an excellent way to subtly send a message about your business and your services.  

Looking to tell a customer that you are classic and elegant? That is where Gold Leaf Signs come in handy.  

Gold Leaf Lobby Sign by Landmark Signs

Want your sign to say that you are here to stay?  A Monument Sign will do the trick.

Skyline Push Thru Graphic Monument Sign by Landmark Signs

Need something that shows you are an exciting, innovative company?  We’ve got just the Wall Sign for you.  

Couture-Salon (1)
Couture Wall Sign by Landmark Signs

There is truly a sign type for every business and with our help you can market your business in an unobtrusive way that allows consumers to feel like they have control.  Let your consumers come to you with a sign that sends the right message every time. Once they voluntarily enter your store, we know you will provide them with exactly what they are looking for.

Check back in next week to find out how else a Landmark Sign can solve your marketing problems.

Experience and innovation have been the backbone of Landmark Signs for more than 35 years.  Located in Orange and servicing all of California, our services include sign design, sign manufacturing, and sign installation.  Choose our specialized sign expertise to turn your ordinary sign into a Landmark!

© Landmark Signs 2018

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