The Online Magazine For The Sign Trade
e-NewsLetter Volume 13 Issue 8
Monday April 16, 2012

In this issue:

Product Showcases

Create Amazing Window Effects with New 3M Film
3M offers customers versatility with Scotchcal brand Clear View Graphic Film IJ8150. This durable cast vinyl material features optical clarity so unprinted areas have a completely transparent view. Create sandblasted and etched glass effects using white ink, and perforated window film effects without the holes. Compatible with digital and screen printing systems. More creative ideas at
Read on...

Wholesale ADA Signage for the trade only.
Whether you require Magnesium, Zinc, Photopolymer, or Raster Braille you can count on Advance Corporation for superior quality at an effective cost. Contact us for a free sample and feel the quality. Backed by more than 70 years of experience, the Braille-Tac™ Division of Advance Corporation is the acknowledged leader in the specialized field of ADA products on a wholesale basis. We offer competitive prices, quality, and a quick production time.
Read on...

tesa tape: The Clear Choice for Signs
tesa tape, a global leader in adhesive tape technology, introduces a new line of constructive bonding tapes - tesa® ACXplus - for the signage market. These new products are designed for high performance, permanent bonding applications that require weather and UV light resistance. tesa products also include temporary masking and protection tapes. For a free sample: 1-877-309-0078 or 704-553-4740 or click above.
Read on...

Banner Hemming the Easy Way, the Banner Cyclone from US Banner
Quickly and easily installs double-sided banner tape into the hems automatically. Now gain full control over jobs in-house, while doing a great job for your customer and saving money! Hem your banners with a consistent, neat and in a perfectly straight line every time. Now on sale for only $3695. See a video demo at, by clicking above.
Read on...

The Newest Addition to 3M™ Scotchprint® Wrap Film Series 1080: Brushed Black Metallic
3M Commercial Graphics introduces a stunning new color/finish combination to its 3M™ Scotchprint® Wrap Film Series 1080 – Brushed Black Metallic. The unique film color was selected in the recent Wrap Battle: 1080 contest, which asked fans to vote on Facebook. More than 500 fans cast their votes, with Brushed Black Metallic emerging as the clear winner among the nine contenders.
Read on...

Pro Vehicle Outlines Launches 2012 Vehicle Template Collection and New North American Website
Over 9,000 vehicles and specialty templates specifically for the North American vehicle graphics specialist, including the original vehicle template library. 20 years of expertise in precision and accuracy. +300 page, hard copy vehicle template guide book. North American sales and support.
Read on...

Manual Laminators
Low cost and fast. A must have tool for any shop that works with vinyl.
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 more here...
Go Now --->

Your co-workers or friends may find this newsletter useful too...
Please forward this e-Newsletter along to them, or point them to subscribe at: This link. :)

Understanding Selling

    "Everyone lives by selling something."
      --- Robert Louis Stevenson

One of the most profitable, but intimidating tasks we have to do as business people is to sell. Some people are great at it and can sell ice to Eskimos, while others feel that they can't give a product or service away. The reasons vary, but one good reason is that selling to someone means that the seller will either make the sale or not. In other words, the seller will either get an answer in the affirmative or get slapped with rejection, and we all know that rejection hurts.

To sell something also means that there has to be some form of communication. Experts tell us that face-to-face selling is the best form of selling which means that the seller has to confront the buyer. This can cause extreme fear to well up in the seller. A thousand excuses and reasons for procrastination now comes into play and delays the selling process.

    "A best-seller was a book which somehow sold well because it was selling well."
      --- Daniel J. Boorstin

Of course, it helps to have a great product or service that people know about. This allows the product to practically sell itself. Coca-Cola, Clorox Bleach, McDonald's hamburgers, and BMW are a few examples. They have great marketing campaigns which help to take the sting out of face-to-face selling. These products sell themselves because of name recognition and word-of-mouth.

But what about a sign shop or a provider of sign building materials? It is not always easy to get good name recognition without doing some basic selling. There are three layers to keep in mind when trying to sell your wares.

    "A good basic selling idea, involvement and relevancy, of course, are as important as ever, but in the advertising din of today, unless you make yourself noticed and believed, you ain't got nothin'."
      --- Leo Burnett

The first layer is to understand that selling is simply conveying information. Obviously, selling is a little more than that, but this thought helps to calm natural fears of selling. If we have in our mind that we simply want to let our prospect know that we have a really great product or service that we believe they will like, then we construct our communication in such a way that is painless for us and beneficial for the prospect.

    "Half the battle is selling music, not singing it. It's the image, not what you sing."
      --- Rod Stewart

Next, we convey our information to the prospect in a fashion that will alleviate some pain they have; something that will provide a solution to their problem. It is not enough to just let them know that we offer a product or service. They have to see that what we offer will take away their headache and make their lives easier in some fashion. This is still part of our original communication of information message, just with added benefits.

    "Advertising is a valuable economic factor because it is the cheapest way of selling goods, particularly if the goods are worthless."
      --- Sinclair Lewis

Finally, we not only convey information, and we don't just convey information explaining how our stuff will provide a solution for them, but we must put this in a communication package that let's our prospect know the great terms we offer.

So, this is how the selling message should unfold layer upon layer: "Mr. Jones, we provide sign installation and maintenance packages so that you don't have to ever worry about people not seeing your sign or be concerned about it not doing what it is supposed to do. We offer this for just $XXX initially, and then $XX per month."

There are obviously ways to tweak this so that we begin our communication by expressing their concern for a solution first, but for now, this is basic selling.

    "I still work hard to know my business. I'm continuously looking for ways to improve all my companies, and I'm always selling. Always."
      --- Mark Cuban

Feature Articles

UV Protection For Graphics
By Marc Oosterhuis

Learn to judge for yourself whether your graphics are going to last as long as they are supposed to last. Read on...
Read the article...

Preparing Your Company for an Online Presence
By Barbra Bannon

A value proposition statement needs to be integrated throughout your company so that it is infused in the culture of all you do. Once created it must go on your email signature line, your Web site, your business cards, and in all of your marketing and promotional materials. Read on...
Read the article...

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

Funny Signs

As seen on an apartment trash compactor somewhere in TN:

    "Caution: This Machine Has No Brain. Use Your Own"

At a street crossing in Chicago:

    "Blind Persons Cross Here"

A sign from a zoo in San Francisco:

    "Do not sit, stand, or lean on zoo fences. If you fall, animals could eat you and that might make them sick. Thank you!"

We need those funny signs you've seen in your travels, come on, we know they're out there.
Send them to us at:

The Advertisers That Make Possible

Visit our friends and advertisiers that support this publication:

  3M Commercial Graphics:
  Advance Corp, Braille-Tac™ Div.:
  CADlink Technology:
  Clarke Systems:
  Cyrious Software:
  Estimate Software:
  Graphics One:
  International Sign Association (ISA):
  SignPro Systems:
  Supply 55:
  tesa tape, inc.:
  United States Sign Council (USSC):
  Woodland-Sign Letters/Metal Letters:

We want your feedback! Let us know what we can do to serve you better. Send us your comments to us at: or give us a call at 407-656-5892

- Wishing you much success,

  Sean Scott
  Managing Editor

If your company wishes to sponsor this newsletter, please contact Sean Scott at:
or call 888-350-3357 xt 201 to learn more about this and other great advertising opportunities within

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