I often come across signage, ads, and other marketing materials that lack the essential details needed to truly attract customers. It’s something that many overlook, but it’s crucial to always consider your advertising from the customer’s perspective. Clients don’t know everything about your business — what you stand for, what you’re offering, or why it’s important. It’s essential to make sure you cater to their needs by putting your main selling point or offer front and centre, alongside other valuable details. In this post, I’ll show you an example, how to improve it, and provide a 5-point checklist to consider before launching any marketing campaign. Remember, planning is key!
The Example
One afternoon, I saw a sign outside a pub that made me question: Is this sign enough to attract customers? It was simple, but not effective. It read: “Kitchen open.” While this seems harmless, it’s actually a common mistake that many don’t even realise. Technically, it’s not wrong, but it’s not enough either. The sign says the kitchen is open, which is great, but most pubs have kitchens, and anyone passing by at that time would already expect it to be open. So, as a consumer, I’m not learning anything new and certainly not compelled to walk through the door. While this example is specific to a pub, this type of vague advertising is widespread across all industries — too simple and ineffective.
How to Fix It
What if the pub owner added a special offer to the sign? For example, “Half-price steaks” or even better, “$20 porterhouse steaks.” Now, the owner isn’t just saying the kitchen is open, they’re promoting an attractive offer. By mentioning porterhouse steaks, they subtly highlight the quality of their kitchen — a higher-end cut of meat. The right words can make a huge difference. Using appealing language and a strong offer is an effective way to draw customers in. Make it easy for the customer to say “yes,” not “nah” and keep walking. A great offer can be your best tool when you have limited space — use it wisely.
5-Point Checklist
- Always Have an Offer: Don’t just share simple information that people can already guess. Make them an offer they can’t refuse and give them a reason to walk through your door.
- Use Clear and Simple Language: If your messaging is too complex or jargon-heavy, customers will likely tune out. Keep it easy to understand and quick to read.
- Be Specific About What You’re Selling: If you only sell Macs, say so. Consumers get frustrated when they expect one thing and get another. Being specific helps build your brand image and appeal to the right audience.
- Size Matters: If you have the space, use it. Larger signage or more prominent content is highly beneficial.
- Add Colour: Bright colours like red, yellow, and orange are great for attracting attention. Use contrasting colours to stand out against your backdrop. For example, a bright purple sign on a yellow wall will definitely catch the eye.
Summary
Using your signage effectively is one of the best ways to maximise your investment. A sign that’s attractive, clear, and packed with the right information ensures you’re not wasting your money. Keep it simple, make it eye-catching, and always have a compelling offer.
