The Online Magazine For The Sign Trade
e-NewsLetter Volume 11 Issue 7
Thursday April 1, 2010

In this issue:


Story Time

    "The destiny of the world is determined less by the battles that are lost and won than by the stories it loves and believes in."
      --- Harold Goddard

Do you love stories? Do you ever get into a good book and find that everything else around you is blocked out? The story reels you in and you become a part of the plot, the action, and the outcome.

Using stories in business can have the same effect on your customers and your employees. In fact, storytelling is a great tool for all business leaders to use to bring others to your business as well as to how you view your business.

    "We can tell people abstract rules of thumb which we have derived from prior experiences, but it is very difficult for other people to learn from these. We have difficulty remembering such abstractions, but we can more easily remember a good story. Stories give life to past experience. Stories make the events in memory memorable to others and to ourselves. This is one of the reasons why people like to tell stories."
      --- Roger C. Shank

Storytelling has been used for thousands of years. It is an ideal way to explain something without lecturing or boring someone to death. For example, you can advise someone that the person who keeps going at a steady pace without giving up, wins. Or, you can read them the story about the tortoise and the hare, which has a much greater impact.

You can tell a customer that you offer great customer service, or you can tell them of a time when Joe Smith had a difficult time installing a sign purchased from you and you and two other guys drove 50 miles to his jobsite to help him.

    "I will tell you something about stories. They aren't just entertainment. Don't be fooled. They are all we have, you see. All we have to fight off illness and death."
      --- Leslie Marmon Silko

Keeping a file of your best business stories is a smart idea. These can be used in promotional items, at trade shows, on sales calls, or at employee barbeques. You don't have to rely on memory, but have a tickler file that helps your brain cells to kick into gear.

    "If you keep telling the same sad small story, you will keep living the same sad small life."
      --- Jean Houston

Unlike a good John Grisham novel, your stories need to be truthful and not fabricated in any way. They need to be real, involving real people and real circumstances. If you don't have any, then now is the time to begin jotting down real scenarios. Look for success stories in your business. Read the comments from customers. Ask your team members for help with this as well.

    "Stories are the creative conversion of life itself into a more powerful, clearer, more meaningful experience. They are the currency of human contact."
      --- Robert McKee

For help with building up your list of stories to tell, read case studies from other businesses. Look for ideas that apply to your business and see if the same things have happened in your business life as well. Pick up some business magazines such as Entrepreneur, Inc., and Forbes, and see if they help to switch any lights on.

Most of all make the stories fun and entertaining for your audience so that they leave a lasting impression.

Advertiser - The International Sign Association's International Sign Expo

It's Time to Make You Look!

The International Sign Association's International Sign Expo is quickly approaching! Come to Orlando, Florida, April 7-10, and join nearly 18,000 industry colleagues for the latest eye-opening sign trends and technologies driving the growth of the visual communications industry.

There's plenty to boost your bottom line at the largest sign show in the world:

  • 1,600+ eye-catching exhibits, including ISA's New Product Showcase and Green Product Showcase;
  • Expert education, presenting 60+ insightful ISA International Sign Academy sessions; and
  • Exciting special events, featuring a keynote address from Roger Shultz of NBC's The Biggest Loser.
Find it all at ISA International Sign Expo 2010.
Education and networking events: April 7-10
Trade show floor open: April 8-10

View our Official Conference Information brochure online now, register and book housing today!

For more information, contact ISA at (703) 836-4012 or

Feature Articles

Digital Technologies and the Apparel Decorator, Part II
By Johnny Shell

In Part II of this series, we're looking at laser transfers, dye sublimation, heat-applied vinyl, and print-and-cut media.
Read the article...

A Fresh Look at PSA Media: Tips to Streamline Your Signshop
By Jennifer Chagnon

As advances in inkjet technologies continue to move forward, so does the availability of new printers, media and inks. Stay on ahead of the curve by keeping in touch with the new products.
Read the article...

Looking for an article or trying to find an old one? Check out the article archive:
     View the archive now

Advertiser - Epson Stylus® Pro GS6000 solvent printer does it all!
Epson Stylus® Pro GS6000 solvent printer does it all!

The Epson Stylus® Pro GS6000 is ideal for printing everything from indoor/outdoor signage and tradeshow graphics to vehicle wraps, posters and fine art. Capable of printing up to 64" wide on virtually any solvent media, it comes fully loaded including a production-based RIP by ColorBurst®. Learn more.

Funny Signs

Church signs for the UK:

    "Adam blamed Eve, Eve blamed the Snake, and the Snake didn't have a leg to stand on"

    "Down in the Mouth? Come in for a Faith Lift"

    "As You Pass this Little Church, Be Sure to Plan a Visit, So at Last When You're Carried In, God Won't Ask, 'Who Is It?'"

We know those funny signs are out there. Take a moment and send them in to us and we'll share them with the world. Send all hysterical observations to:

Product Showcases

Get Your Free Trade Show Pass to the ISA International Sign Expo 2010
The International Sign Association’s International Sign Expo returns to Orlando, Florida, April 7–10, 2010, with the latest sign trends and technologies driving the growth of the visual communications industry.
Read on...

Expand and Improve your Product Line with Channel Letters from AI Innovations
Count on AI Innovations for Wholesale Only Channel Letters. At AI you can choose from, front lit, back lit, flat cut out aluminum, and stud mount acrylic letters. All letters are available in a variety of colors and styles. Whether you need something custom or standard, AI is the only source you need for wholesale only channel letters.
Read on...

Hem Your Printed Banners Fast and With Ease using the Banner Cyclone!
The Banner Cyclone installs double-sided banner tape into the hems fast, easily and automatically. You can now gain control over jobs in-house, do a great job for your customer and save money! The Cyclone will hem your banners consistently, neatly and in a perfectly straight line every time. See a video demo at, click above. Now on sale for a limited time for only $3695. Come get your hem on!
Read on...

Laser Etched Sign, Edge Lit with LEDs
1/2" Cast Acrylic Laser Etched with Custom graphics,and edge lit with LEDs
Read on...

Wide Format Laminators and Specialty Films from
Laminator.Com features a large selection of Wide Format Laminators, Cold and Liquid Laminators plus Specialty Laminating Films. users receive additional discounts up to 10% off of our already low prices. Order your Laminator and/or Specialty Laminating Films from today!
Read on...

Advertise a product showcase monthly for $100 or an entire year for just $1000. Get with the program and see what you've been missing!
Call or email for more details: 888-350-3357 ext. 201 or

Sign Industry News

Sign Industry Press Releases
What the heck is happening in our industry? Find out here...
Go Now --->

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Visit our friends and advertisiers that support this publication:

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  International Sign Association (ISA):
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- Wishing you much success,

  Sean Scott
  Managing Editor

If your company wishes to sponsor this newsletter, please contact Sean Scott at:
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