Krissy is down in the Ft Worth, Texas, area. She rented one of those reader boards with a black background and yellow lights. She programmed it with “these really long messages about the benefits of massage” and set it out in front of her office. It was up for a couple weeks and did not generate one phone call. Around this time (here’s where the back-patting comes in) she read one of our articles about how simplicity in your message sells. She changed her sign to read “Neck and Shoulder Specialist” with her phone number. That’s it. She got two phone calls that morning. Nice going, Krissy. And thank you for telling us.
A person could make a case for how passing drivers don’t have time to read an entire sentence; so shorter is better in a roadside sign. My riposte is that the duration of a driver’s glance is the same amount of time someone initially spends glancing at your business card or postcard offer. If the message is for them, they’ll slow down and look again.
And there is the added bonus of having a targeted message: the people you are trying to target are the most likely to respond. You want only neck and shoulder clients? That’s what you put on your signs, cards, sky writing. Ya know.
So there you have it.
All my best, Eileen
[Originally published in the Natural Touch Marketing blog. Reposted here with permission and because it’s great advice.]