What do you want to see in a ‘Sign Design Tool’ on our website? I know what WE want, but that may not be what the customer wants! Many of you have suggested adding a this kind of feature. Other printing and sign companies have created things that are good, some very good. But there is always better. What do you think?
A few months ago, I picked up The E-Myth Revisited: Why Most Small Businesses Don’t Work and What to Do About It and quickly realized that there were areas within Super Cheap Signs that I could apply the E-Myth principles. The gist of the book is this: “Work ON your business, not IN your business.” The E in E-myth stands for Entrepreneur, not E-commerce or E-mail or anything online or computer related. Most people who start a business (Entrepreneurs) are usually widget makers within a company who think that they can make a better widget, or provide better widget service, or sell more widgets, etc.
And what usually happens is this: The widget maker starts a new business and makes the widgets himself, unconcerned (or unaware) that a business has to concern itself with more than just widget making. This includes marketing (sales & customer service), finance (collecting and spending money, and asking “Are we making money?”), and, last but not least, operations (everything between sales and delivery). An established business of any size must address these concerns daily.
The first mistake the new business owner usually makes is that he keeps making widgets himself and hires someone else to do the other stuff. The widget maker is still working IN his business. Not good according to the book’s author – and I agree.
Working ON the business means (1) deciding how to make a better widget, (2) contracting with others to implement your plans, and (3) making sure that all jobs are being attended to.
The end result is that the entrepreneur (no longer the widget maker!) has what is needed to create the company’s operations manual – a fundamental component of a well-run business. The operations manual serves many purposes, from being a reference for employees to an instructional guide for potential franchisees and new owners.
The beauty of working ON your business and not IN your business is that you do not have to be there to handle day to day operations. You can take a vacation without widget production coming to a screeching halt.
That doesn’t mean you have to give everything up at once. I work ON my business as CEO, making sure that everybody does what they’re supposed to, but I like the marketing aspect so much that I do that, too. Maybe someday I’ll have to give that job to someone else…when I do, the transition plan is in the manual.
I love working ON my business and not IN my business and E-myth is a great read if you enjoy that also.
Marketing with Signs 101 is a three-part series on how to effectively use signs to generate more business. This article is part one of the series.
The new business or branch office
When you are starting a new business or opening a new branch of an existing business, nothing will “butts in the seats” like signs. Rule of thumb: If at least half of your business will come from people who live or work within a 10-mile radius of your location, a sign strategy is essential to early success.
Signs do two important things: They give people information about your business and they direct people to your business location. Understanding these two main benefits, let’s get started.
Before the Grand Opening
With a new business or location, I suggest starting as early as possible. As soon as you sign the lease on your new space (or buy it), you should order your “coming soon” banner to place outside the new address (preferably on the busiest street that borders your establishment and a corner is even better). This custom banner should use your company logo and colors (if you have them) so people will begin to associate them with your business. This will help them locate your business easily, once you put up some type of permanent signage.
Yard signs can also be used to generate interest before your business opens. A few well-placed “opening soon at…” sign on busy intersections will repeat your message over and over (in advertising, repetition is the key to success and nothing gets repeat views like yard signs at a busy intersection).
When creating your signs, try to think like your potential customer. What will they need to know to make it to your address after you open? Make sure your business name, address and opening date are on there.
The Build Up
Once you know the date your establishment will open, swap out your “coming soon” banner with one that says “opening on…”. During this time, check on your yard signs and make sure to replace any that have been removed or damaged.
The Big Day
On opening day, you can replace your banner with one that says “Now Open” and put up new yard signs in the same locations as the old ones that also announce that you’re open for business.
Using signs to build up anticipation of your business opening is a proven method for getting new customers to your establishment. After that, your excellent products and service will hopefully help you keep them for a long time.
I work in a sign shop, so naturally, when I’m driving to and from work I notice yard signs (and vinyl banners, vehicle magnets, decals, etc.). In fact, my shop manager Gary and I usually have at least one sign-mocking session a week where we talk about the most unreadable, nasty-colored, incoherent signs we’ve seen recently. Maybe that’s not your idea of a good time, I don’t know.
However, before you start feeling sorry for me about the obvious lack of excitement in my life, you should think about going out on a sign drive-by. A lot of times looking at a yard sign or a custom vinyl banner on a computer screen is a lot different then seeing it in its natural habitat.
Start out with the type of sign or signs you’re thinking about creating for your business or event – yard signs, banners, vehicle magnets or fleet graphics. Next, hop in your car; turn up the radio (preferably something with a little bass) and go on a sign drive-by. Drive around some high-traffic areas near your neighborhood. Or, even better drive around some of the intersections where you plan to install your signs.
During one 30-minute trip you can get an idea of what your competition is doing and discover how people are using different types of signs effectively. You’ll also see what stands out from a color and copy standpoint. More times than not, the things that catch your eye will be the same thing that will grab the attention of your future customers. It’s a really easy way to improve your signs and sign strategy.
Now you can start feeling sorry for me about the lack of excitement in my life.
When it started, almost a year and a half ago, I had an idea – I wanted Super Cheap Signs to have the best web site in the sign industry. When we talked to our customers to ask what they wanted from our web site, well…they wanted a lot of stuff…however we heard “make it easy for me to…” almost every time.
So, I thought to myself, “making it easy…hmmm…that doesn’t sound too hard.” Well, I’m here to tell you that it’s not real easy. We’ve spent a lot of time and energy over the past 18 months creating an easy-to-use web site that’s the best in the business, and it looks like we’ve accomplished our goal.
Below some of the questions we got from our users and how we changed our site to address these challenges.
Can you make it easier for repeat customers?
Once we’ve earned a customer, we want to make it as easy as possible for that customer to keep doing business with us. Our customers can now log on to the site and see their purchase history online with the ability to reorder a previous purchase with one click. They can also proof orders online and track the shipping status of orders. Finally, we will be regularly sending out special discounts and promotions to our existing customers.
Can you make it easier to complete the entire ordering process online?
We’ve simplified the ordering process, enabling you to order custom signs and banners online without ever having to call or email us. Additionally, you’ll always know the exact price of your items and how certain attributes affect the overall cost. You can play around with almost any variable – size, quantity, colors, directional, etc. – and immediately see how it changes the price.
Can you make it easier to create and customize my signs online?
Now, you can easily upload a logo or custom art directly from your computer, add your own sign text, and include any special instructions as a standard part of your order. You can complete an entire process online with no need for extra emailing or calling.
Can you make it easier for me to check out quickly?
On the new site, we’ve drastically improved the check out process. Not only can you place your order quickly and easily, but now check out is a snap, too. You can use your billing information from previous orders or shop as a guest.
Can you make it easier for me to understand some of these sign terms?
Almost every sign-specific term on the site has an “information” icon next to it – it’s a yellow circle with an “I” in it. Click on that graphic any time you don’t understand a term and an explanation will pop up in a separate window.
Just because we’ve made it easier to complete your order or get your questions answered online, doesn’t mean we’re not still here. Please call us if you have any questions or want to speak to someone to make your order!
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