Your Sign May Be Giving Your Customer the Wrong Message

While stopped at a red light the other day, I looked across the street and noticed a lighting store.  It was brightly lit and filled with lamps, track lighting and chandeliers and I made a mental note to visit the store at a later date.  

I also noticed a sign in the window informing potential customers they also fix lamps, lights and chandeliers suggesting they are more than a store but experts in the lighting business.  I thought that was clever and it set them apart from a box store that just sold lighting products.  

And then I saw it.  In less than 60 seconds. Above the store was a neon sign with the name of the store.  A few of the letters were out.  From the design and wear of the sign, I could tell the business had been around for a while ... a long while.  The store itself didn't look dated in the least but that neon sign gave it little curb appeal.  And since the store fixes lighting, a broken neon sign offers little points in the consumer confidence area.

Now I'll probably still go into the store mainly because the store itself looked bright and I like supporting small businesses.  However, this is a cautionary tale to anyone whose business is lacking in curb appeal.  Whether it's your sign, business card or website, it is your calling card.  It may be the only chance you have to communicate with a potential customer.  This goes for your logo, flier or brochure, too.  Ask yourself these questions to avoid giving customers the wrong message.  

1. Does your sign, logo, business card, website, flier or brochure make your customers want to come in and stay or run away?
2. Does it convey your message easily and neatly?
3. Is your sign, logo, business card, website, flier or brochure too wordy?
4. Are the colors inviting?
5. Are you using fonts that are hard to read?
6. Are you offering value to your product or service?
7. Do you express what sets you apart from others businesses in your area or field?
8. Are you regularly updating your marketing tools - sign, logo, business card, website, flier or brochure?
9. Do all of your marketing tools complement each other?
10. Do you feel your marketing tools are a true reflection of who you are and what your business offers?

If you've answered these questions positively, your message is on point.  However, if you are having trouble answering these questions, it's time to review your marketing tools.  You can ask a friend or family member to offer their opinion, gather a focus group or ask loyal customers for feedback in the form of a survey.  You may also want to consider hiring a marketing expert or business coach for help in improving your curb appeal and getting the right message across to your customers.