One of the first and main benefits of having a great sign is that it creates consistent branding; every time someone drives by your business and sees your sign, you get remembered just a little more, a little more deeper. Not only that, but beyond branding, a good sign also generates impulse purchases by attracting new customers.

A recent survey of businesses who had installed the new sign looked at the source of new customers. 45% of those new customers said they came in to the business for the first time because of the sign.

So, how many people drive by your business every day? If you had a great sign, that's how many people would take note of your business on some level, and many might just need what you sell. You can nab your share of them, but only if you have a powerful sign.

You will notice that I keep saying you need a “great” or “powerful” or “bold” sign. The reason is that there are a lot of signs out there. Most are easily and quickly forgotten. Those are a waste of money. But every now and then you will see a sign that grabs your attention. That's the ticket.

What you want is a sign that will work day or night, that stands out, and that is not too busy. That last point is essential. As people drive down the road, there are obviously concerned about driving and not your business or its sign, as they should be. They don't have much time or interest in reading your sign. So you have to make it simple, clear, and direct. It has to relay the essential idea quickly.

Getting that valuable sign is the matter of locating and working with a good sign company. We will help you analyze your building and needs, understand the potential revenue you might generate, discuss legal and zoning issues, get the permits, and help design and then install the sign.

Obviously price is important in choosing a sign and sign company, but it should not be the driving consideration. The profit you can make should be. One last thing to consider: Sure a five-figure sign sounds like a lot, but how long will it last? Spending $20,000 on a sign that will last, say, 20 years sounds like it might just be a bargain.