ust about 35% of consumers say they wouldn’t have discovered a business if it hadn’t been for that business’s sign. However, that doesn’t mean that every sign is a good sign. In fact, a bad sign can actually deter business. So whether you’re in charge of outdoor church signs or electric business signs, here are the 10 commandments of outdoor advertising.
No More Than Seven Words
If you can fit the seven deadly sins on your outdoor church signs, then you’re set. Don’t try to fit any more, or patrons and passersby will have trouble remembering what the sign says! Unless your parish is widely known for its witty signs, no more than seven words for your ad.
No Irrelevant Images!
As tempting as it may be to put a cute animal picture on your commercial business signs, it’s probably not relevant unless you’re running a pet rescue or a vet clinic. Your images should always be relevant to your campaign.
No Crazy Colors
As many as 68% of consumers say they frequently make shopping decisions in the car, but that doesn’t mean a bright red sign is going to help them make up their minds. Colors may momentarily grab attention, but a solid strategy and text are what’s going to pull customers in.
No More Than One Form of Contact
Whether you put an address, phone number, or email address on your sign, they should never appear together on the same advertisement. Provide only one form of contact for customers, to avoid confusion.
While flashy may seem like a good idea in theory, in reality it can make you look amateur and unprofessional. Stick to a solid, short message.
No System Fonts
Arial and Times New Roman may seem like great options, but they don’t make your sign stand out at all. To avoid looking generic and non-memorable, try using a stronger, more readable font.
You Don’t Always Need a Call to Action
Some of the funniest outdoor church signs don’t include a call to action. The simple messages and puns usually entertain and interest passersby more than a few buzzwords will.
Don’t Ignore Your Audience
Knowing your target audience is extremely important in any form of advertising. No matter if you’re creating municipal signs or scrolling marquee signs, make sure you’re using language that your intended audience will understand and relate to.
Don’t Be a Copycat
Simple slogans work for big companies because they’re original. Taking a big slogan and making it your own may be entertaining for a moment, but ultimately won’t help bring business to your door.
Break the Rules!
Once you’ve learned and mastered the ins and outs of advertising signs, feel free to break them on the condition that you have a strong, purposeful concept in mind. If your concept simply won’t work without breaking a rule, then you may be on to something great.
The value of an on-site advertising sign is worth about 24 full-page ads in a newspaper. So if you have a great concept and a big enough audience to advertise to, use these rules as a guideline to creating the next great advertising campaign for your business.