When was the last time you saw a handwritten sign at Nordstrom’s or Macy’s? Although it is true their customer might now be your customer the reason they do not use handwritten signs has nothing to do with demographics. Instead it is all about impression.
Handwritten signs or signs with tear-off sheets send a message to customers that you are not a serious business.
Handwritten signs project an unnecessary sloppiness and unprofessionalism in these days of inexpensive computers and printers. Take the time to create a professional sign to show attention to detail in all aspects of your store or restaurant.
A restaurant on Square Lake Road in Troy, Mich., had five handwritten signs on their front window. Each could have been replaced by a computer generated sign that would have had very low costs to produce.
Signs with tear-off slips are equally as bad. They typically are posted as a community outreach to show you are supporting the community. Maybe they are for another business that does lawn care or a customer trying to sell an old appliance or a church running a rummage sale. Regardless the reason these should not be the focal point of the front of your establishment.
Instead offer the neighborhood a place to exchange information by creating a community bulletin board. It should be located in a spot that is not a main focal point for the arriving customers. Regular customers will quickly learn where it is and will appreciate the business’s willingness to facilitate the communication vehicle.
This is excerpted from “Send customers a positive message”, part of the “How to” series at getmaximpact.com, a website based in Rochester Hills, Mich., dedicated to business and individual growth. Used by permission.
© Max Impact, used with permission.
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