Writing effective content for your marketing materials (promotional ads, business signage, etc.) can be a difficult task. Most businesses have a lot to say, but condensing all that information into a quick, memorable sign or ad requires finesse. It's important to know what to include in this message and what's not as important. Always focus on what the customer needs to know, not what you want to include. Here are the basic things to include when writing a marketing message:
Business name-95% of the time, your business name needs to be clearly-identified with the ad or sign. If you're hanging a vinyl banner directly over your storefront, or you're creating an ad that encourages customers to visit your website, then you might leave out the name to avoid redundancy. Most of the time, however, your name should be a part of the design so that customers know exactly which business the ad or sign is promoting.
A "hook"-Something about your sign's message needs to be attention-grabbing. This could be a low price, a bold title, or even a funny saying. So many businesses create generic signs that don't have a hook and consequently go unnoticed. Your signs and ads have to stand out from a very-crowded market, so an exciting, humorous or interesting hook will get lots of attention.
Something memorable-In addition to a hook, your sign needs to be memorable. Humor goes a long way here, but it's not the only effective strategy. When customers view your sign or advertisement, they may not need your business right then, but when the need does come along, you want them to remember your business. Use a catchy slogan, an unbeatable price deal, or a shocking message to stick in the mind of your customer.
A call to action-The goal of any advertising is to encourage customers to contact you, so include your contact information and encourage the reader to use it! List your address, your phone number, your website, etc.-make sure you have some way for customers to take action after viewing your sign or advertisement. Your storefront should always display your important contact information on the door or front window, using a product like vinyl lettering which can easily be read by customers.
Nothing else!-Beyond this, there's not much else that your sign needs, and it's important to remember that. Many signs are cluttered with unessential information, long lists of products and services, etc., which create a message that's unfocused. You don't have to reveal everything on your storefront or in your advertisements-the goal is to encourage customers to discover the rest for themselves on your website or in your store.
Michael Allen works as a Director of Marketing in Boston, Massachusetts. He has worked with both large companies and small local businesses for over 20 years. His vast experience in the field of marketing positions him as an expert in helping businesses expand by using marketing tactics.
As a seasoned expert in Marketing and Branding, Michael has a wealth of knowledge in the use of car signs and retail signs. In his articles, he covers tips and techniques for effective use of vinyl banners, vinyl decals, and window clings for small businesses.