Start your signage with a benefit of your product or service – something that will catch their eye. For example "RAC the driving people." At this point, we have set the precedent for the visitor to read on – What do they offer? What can they do for me?
Now that we have gained the interest of our potential customer, we now must provide a sharp sentence or two describing the unique parts of our products and services that set us apart from others.
Your product or service is worth talking about, unfortunately, you will normally only have a limited amount of sign space or time in which to tell your prospective customer about it.
Tell your customer how you are better than your competitors or how your service will enhance their lives or business. Be brief and to the point. For example "Roadside assistance £29 a year" . It is irrelevant to inform the customer of endless sentences of signage , they simply will not read it and the campaign will become ineffective. Simple signage is quickly taken in.
A call to action is required at this crucial time. Can the customer click a link or make a telephone call with the information they have seen on the sign? They have your product in mind and they can see the benefits of it but do they know what to do next? Make sure this part is perfect or the customer simply walks away to another competitor.ie "Freephone 0800 111 222. For a limited time only."
It is imperative that the telephone number given or the website shown actually works! How many times have you clicked on a sign or logo and an error has come up? Or perhaps the telephone line was busy. A customer will not wait long, so advertising must deliver at the time it promises.Good signage delivers, bad signage is ignored.
Spelling, punctuation and grammar are all very important when it comes to writing signs of any type for your business – be it an interior,van or external sign. Lacking in any of these three areas gives a very poor impression of the level of professionalism employed within your business. Use a spell checker or have the article proof read before taking it to the signmaker. Good signage is always legible and accurate. Bad signage is a repellant to important and vital customers.