wholesale channel letters

Increase Your Project Margin

Your client is opening a new business location that will require several types of signage. What is typically the last item to which they pay attention as they approach their grand opening?

You know the answer. Signage. It never seems to be high on their priority list. Even when you’ve mentioned that signage can take time, they want to do everything else first.

As a retailer, what can you do?

How To Use The Color Blue in Channel Letters

Is your client considering blue for their face color? Be sure to pass along these blue usage guidelines. This color may have challenges when specified for a channel letter sign.

Blue has many positive qualities as a sign and branding color. For example, trust, honesty and loyalty are associated with blue (“true blue”.) Banks and insurance companies sometimes have blue included in their branding colors due to these positive associations.

Free Direct Mail Copy for Your Signage Business

I’m tired of reading ongoing blog posts (including mine) about “how to do something.” Often when I read such posts I feel like saying “stop talking about it, just show an example.”

So let’s forget about “how to do something” this month and just show it. In this case, what is shown is the copy for a retail signage company direct mail piece. As a reader of this blog, it is yours to use as you see fit.

Save Time by Asking These Key Questions

One time saving sales step is to get all of the basic project information out on the table at your initial meeting with a potential new channel letter client.

What are the key questions to ask when you meet with a new prospect? Asking these questions should give you a good read on the basics of the project:

1. Is your new channel letter sign already designed?

2. (If no to question #1) Who will design the sign?

Sell More Signage with Emotional Appeal

You’ve probably heard the old axiom that people buy things emotionally, but then justify them logically. That applies to signage as well, including channel letters.

Which emotion would often be associated with a signage purchase? Pride. The emotion that often results from owning a successful business. The emotion of pride is closely linked to what this Harvard Business Review article calls “identity value.”

Use the FUD Concept to Sell More Signs

Remember your basics in signage sales. One of which is the “FUD” concept. It has been used successfully by salespeople for years, and you can use it too.

FUD stand for fear, uncertainty and doubt – something that every business owner has to a degree. You can plant FUD seeds periodically in your channel letter sales presentations. Just don’t overuse them.

What are some typical business owner fears? Here are a few:

* Fear of declining revenues

More Effective Signage in a Single Step

More Effective Signage in a Single Step

You know one of the standard problems with installing effective signage. It is “drown out”, or the tendency for a single sign to become inconspicuous in a competitive signage environment. How can you make your customer’s channel letter set stand out and be noticed?

Use this trick from the art world. Complementary colors. We’ve touched on this in a previous post and it is time to briefly revisit it. This idea works for daytime sign viewing – it will not help at night.