Jean L. Serio

If you're an off-line business of any kind, with a physical location, do you have one or more Silent Salespersons working for you 24/7?

Who are these loyal workers? Answer: your signs. Your "Silent Salespersons".

Unfortunately new retailers and service providers fail to take this important fact into account when setting up a business. On occasion, it's the oversight of a newly minted business owner. On the other hand, many experienced owners fail to understand not only the importance, but the value of having great sinage. Believing it's too expensive; or not worth it. Nothing could be more foolish or farther from the truth.

5 Important Reasons for Great Sinage:

- Create customer awareness. Let customers know who you are. - Show them you're open for business. - Remind old customers to stop in. - Stimulate sales by bringing in new customers. - Create referrals.

While there are probably a dozen other reasons for great sinage, these are the most important. Who doesn't want more customers, more sales, more referrals? Everyone, including you! Right?

Good sinage silently and determinedly works 24/7 for a one time fee. In time, it can also become your #1 salesperson. Not only stimulating thought but stimulating action. And good signage, which clearly tells a prospective customer who you are, and what your business does, will regularly bring interested, ready-to-buy customers through your business door. Eager to spend.

First things first:

Check with the community in which your business resides for laws regarding signage. You'd be surprised how many rules there can be regarding size and type, even where they can be mounted, for instance. Some communities require all businesses have the same type and height sign. Be aware, if there are rules, you can be sure there are serious fines for "failure to comply". And some cities won't wait for you to remove improper signage, they'll simply send someone over to tear it down. Then fine you.

Many communities also have rules regarding what's called "temporary signage". These "temporary signs" usually advertise a function, sale, or specific one-time event. Your community may prohibit placement of them on sidewalks or walkways, even if they aren't directly in the path of pedestrians or traffic. Prohibit posting them on leased property, or your own, without a permit. Permits usually lasting until the event ends.

Once you've reviewed local signage regulations, walk or drive around and check out other business signs. Then you'll quickly see not only what your community allows, but the type of signs others have so you're sinage isn't competing with others.

If you're leasing space and the building owner doesn't allow signage, be diligent -- even creative -- checking out all other options. Having your own signage is absolutely essential. So never, ever fail to put up signage to advertise your business.

Prices for good sinage:

While prices vary from one company to another, it's usually determined by the size and style of your sign, and whether the sign company develops and/or h a design for you. Or whether you already have a design, and just need it imprinted on the sign.

With the exception of simple corrections, or changes, everything will cost you. You'll also pay more for exotic wood or unusual metal signs. And signs which aren't the usual square or simple designs, instead have cutouts within the sign or are a unique shape. Do some research before ordering any signs. for instance how a sign will look once it has cut outs; how will it look once the entire sign is cut in a unique design; wood types and paint color. And get it clear, and down in writing, when ordering, just what's included.

Digital signs:

There was a time car washes and dealerships were the only ones using digital signs. Digital signs catch your attention with their red colorful scrolling words, with day, date, time, temperature or business message. And today other savvy business owners are also using them as a secondary way of getting a customer's attention. These quickly catch a customer's eye, are easily updated, messages changed, video added. Plus you can sell unused advertising space to other businesses. With motion, and sound, a digital sign stimulates action - like visiting a business or website, calling a phone number for info.

6 sign don'ts:

1. Never choose signage which can create safety hazards. 2. Don't choose complicated signs which don't clearly state who your business is. 3. Choose graphics which can confuse your business with the competition. 4. Don't try to mount your own large sign. Have it done by a professional. 5. Never skimp on materials necessary to build or hang your signage. 6. Don't buy cheap signage. Buy the best, or wait until you can. Putting your best sign forward:

A sign is a essential business investment. It should clearly, and concisely, tell a prospective customer or passer-by who you are and what you're selling. It's your five to ten second window-of-opportunity to make that first good impression. And very importantly, it's your permanent "Silent Salesperson". So take time deciding on the best style and type sign for your business. Then have it mounted and see how quickly your new loyal employee works, determinedly doing the job 24/7. How great is that!

Jean L. Serio, Copyright 2006. Are you one of the 1.2 million women tired of working the 9-5 grind, sick of worrying about making ends meet? As you know, starting your own business still remains one of the best strategies for providing you financial freedom. Discover how to start up your own business, today, with your own step-by-step Action Plan. Plus, to ensure you receive all the details FREE, and learn how to harness the power and resources you need to start, first sign up for your free Newsletter "Start Up a Business Today" and receive your free Bonus Report "5 Mistakes Women Make When Starting Up a Biz". Go to www.womensmarketingandbusinessnetwork.com "We help you make it happen!"

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