Signs are Critical to Success in Retailing

If you are opening a new business, you have probably heard that the secret to success is LOCATION, LOCATION, LOCATION.

This is true to a great extent. However, critical to your success is that you clearly identify your location.

Dr. R.J. Claus, who has dedicated many years to researching the impact of signage, has determined that visual communication component(the signage) of a retail location equals50% of the value of the location.

Signs are the most affordable means of advertising for many businesses. The United States Small Business Administration Bulletin Number 101 on signage for businesses says,"...signs are the most effective, yet least expensive form of advertising for the small business."

Signs can jump start your business by identifying your products or services days or weeks before you actually open. Word of mouth is a great form of advertising but is very slow. Most people do not have a deep pocket of money, so you need to get your business jump started into volumes that will ensure your being able to stay in business. Your sign is a visual magnet that attracts the attention of people passing your business.

Signs are always on the job, advertising for you 24 hours a day, 365 days a year. An attractive sign can be the inexpensive insurance you need for success.

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