Grab More Customers

I went to see my auto repair shop client last week, and we were talking about focusing on the Spanish-speaking market. While discussing “Se habla español” signs for the building, we went outside and took a good look at the overall signage.

While the pricing on the windows was nice and big and easily seen, the signs on the building itself were small and hard to read from the street. The owner had already ordered new, much larger signs. Smart man. He also knew he needed something next to the street to grab attention, so he put a good-sized inflatable oil bottle as close to the street as he could.

I looked up and down the street, one of the more heavily traveled in the Denver area. A few businesses had signs near the street, but most of the signs were set so far back that you wouldn’t see them until you were right next to them. Many were also so small that drivers would miss them anyway.

But one stuck out like a sore thumb.

McDonald’s. Those golden arches can be seen several blocks away . . . and that’s no coincidence. You don’t need to be able to read anything — one glance is all you need. Every business should have a signature symbol like that, and most fast food restaurants have one. The Arby’s hat, the KFC bucket, and the Taco Bell bell are like beacons. Stop here and eat . . . stop here and eat . . .

If you have an offline business or you consult with offline businesses, drive by their location(s). Can you easily see their signs? Do you even know they’re there before you’re on top of them?

If the answer to either question is no, you know where to start. Make sure people driving by know the business is there.

What could you put near the street to publicize your business or your client’s business?