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Get Graphic: 10 Tips for Creating a Sign That Works

Get Graphic: 10 Tips for Creating a Sign That Works
Creating a sign that has an impact is essential. / Credit: Door sign image via Shutterstock

Your in-store signs and graphics could mean the difference between making a sale and letting customers walk out the door without spending a dime.

Randy Scarborough, vice president of retail marketing for FedEx Services, Inc., said signs and graphics reach customers at the point they are making a buying decision. He added that promoting a small business with signs, banners or posters is one of the most economical ways to reach the greatest number of potential customers.

A new study by FedEx Office revealed small business owners see great value in their signs and graphics. Specifically, more than half of those surveyed find in-store signs and graphics effective in attracting customers to their businesses. To help small businesses design impactful signs and graphics, Scarborough offers 10 tips:

  • Potential customers will generally view a graphic for only 20 seconds, so be bold and concise.
  • The graphic should simply begin the selling process, not contain every tidbit of information. 
  • Pick three important features or benefits, and include only those.
  • Benefits should differentiate your product or service from the competition.
  • Don't waste space on an obvious attribute or a feature all of your competitors offer. 
  • Include a call to action … "find out how," "ask your representative," "limited time offer," "try a taste," "register to save," etc. 
  • Remember to monitor and track results so you can fine-tune future messages.
  • Train employees to ask, "How did you hear about us?" or "What brings you in today?" to test results.
  • Find an expert to help walk you through the signs and graphics process.
  • Bright colors and bold images, refreshed regularly, keep your business top of mind with customers.

Originally published on Business News Daily

Chad Brooks

Chad Brooks is a Chicago-based writer and editor with nearly 20 years in media. A 1998 journalism graduate of Indiana University, Chad began his career with Business News Daily in 2011 as a freelance writer. In 2014, he joined the staff full time as a senior writer. Before Business News Daily, Chad spent nearly a decade as a staff reporter for the Daily Herald in suburban Chicago, covering a wide array of topics including local and state government, crime, the legal system and education. Chad has also worked on the other side of the media industry, promoting small businesses throughout the United States for two years in a public relations role. His first book, How to Start a Home-Based App Development Business, was published in 2014. He lives with his wife and daughter in the Chicago suburbs.