The Online Magazine For The Sign Trade
e-NewsLetter Volume 8 Issue 17
Tuesday, September 4, 2007

In this issue:


Get the Word Out

    "Promise, large promise, is the soul of an advertisement."
      --- Samuel Johnson

Getting the word out about your products and services is not as complicated as some may think it is. The process is actually very simple and includes what I call "The Five D's of Advertising:" 1.) Define your target market; 2.) Discover advertising and marketing outlets that reach your target market; 3.) Develop a marketing and advertising budget; 4.) Design ads and a marketing plan; 5.) Decide to spend regularly reaching your market.

Of course, this is a simplification of a process that requires constant attention. You can't just leave your advertising and marketing plan alone. The selection of advertising avenues changes rapidly. New websites, trade magazines, trade shows, radio programs, baseball games, and a gazillion others become available on a regular basis. Keeping an eye out for them takes some time and effort, but well worth it all.

    "If you do build a great experience, customers tell each other about that. Word of mouth is very powerful."
      --- Jeff Bezos

As you may have discovered, a good reputation for quality services goes a very long way in promoting your business. But a bad name will destroy your business. While it pays over and over again to work with integrity and to honestly perform your best for a fair price, there will still be folks who don't know that you exist.

    "A market is never saturated with a good product, but it is very quickly saturated with a bad one."
      --- Henry Ford

Let people know about how great your business is. This is difficult for many sign professionals because most find it embarrassing to "brag" about their talents and products. The best advice you can get is to get over it! You have something that will benefit your prospects. Why hold back this information? See it as lending a hand to those in need. Tell them what you can do for them and how wonderful it will be when they visit you.

    "Give a man a fish and he will eat for a day. Teach a man to fish and he will eat for a lifetime. Teach a man to create an artificial shortage of fish and he will eat steak."
      --- Jay Leno

Honestly serve your customers. When you place an ad online or in print, word it so that if every customer brought your advertisement to you, your chest would puff up and you would proudly stand by every word and idea of the ad. If your ad includes prices, honor them at all costs.

If you are having trouble creating an ad, contact the company you are advertising with. Most will usually help design an ad for free or a small fee. Make the ad crisp, to the point, and brag a little about your work.

    "Next to doing the right thing, the most important thing is to let people know you are doing the right thing."
      --- John D. Rockefeller

Make it a goal in this second half of the year to refine your advertising and marketing practices. If you haven't been advertising, go back to the "5 Ds" and create an advertising plan. The truth is that if you build it, they might not come. Ah, but if you tell them…

Advertiser - SGIA '07
SGIA '07
The Specialty Printing & Imaging Technology Expo
Orange County Convention Center, Orlando Florida - October 24-27

Graphics and garments, fleet graphics and vehicle wraps, imaged fabrics and signs and soft signage. Technologies, connections and know-how. SGIA ’07 has everything a specialty imager could dream of.

You can’t miss the leading specialty imaging expo in the Americas, the one place you can see it all. SGIA ’07 is the event that takes you up-close and personal with the specialty imaging community in all its high-tech glory.

Find what you need to edge out the competition. SGIA ’07 is all about trendelicious applications, sunsational technologies and stupendous solutions. Hook up with your community at SGIA ’07, and take home a bag full of ideas for better business.

Feature Articles

Screen Preparation: A Cornerstone for Successful Screen Printing
By Denise Breard

Understanding the wide range of mesh preparation products, and when to use them, can be a challenge. This guide will clearly explain the product similarities and differences, as well as how to properly use mesh preparation as a part of your process improvement program.
Read the article...

Keeping Signage at the Top of Business Marketing...And Its Revenue
By Thomas James

The hard truth is that signage is not considered by most business development experts as marketing and the reason is clear - they are simply unaware of its value.
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

At a music store in Tennessee:

    "Out to lunch. Bach at 12:30. Offenbach sooner."

At an auto body shop somewhere near Tallahassee:

    "May we have the next dents?"

As seen in a safari park:

    "Elephants please stay in your car."

Have you seen any funny signs lately? Why not share them with the world? Send your comments, suggestions, and hysterical observations to:

Product Showcases

Vehicle Wrap Clipart and Templates at Extreme Discount Prices
Click above for these and other featured products from JSI Sign Systems
Read on...

Coro-Claw Corrugated PVC Flute Cutter
This handy flute cutter is something you absolutely need if you work with any kind of corrugated PVC such as Coroplast®. You can cut along the flutes or score along the flutes to make a stand or cover. Every shop needs at least one! Our cutter is about half the cost of other cutters and has an angled blade that makes it easier for cutting full sheets. Introductory price is $11.95
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...

ATG Electronics Inc.- HIGH QUALITY LED products for sign making
LED Flex Strips, LED Ribbon Strips, LED Rigid Strips and LED Waterproof Modules in red, yellow, blue, green, white, purple, pink, RGB...We can provide project solution including LEDs needed, driver system and control system...less than 7 days lead time, 24/7 full service at
Read on...

Rivet Sealer 3000: Finally the Solution to Rivets in Two Easy Steps
This amazing tool simply speeds up the process and changes the vinyl’s memory from when it was originally created to a bubble which retains its shape long after the vehicle has left the shop. Thus, no more do-overs and you’ll save time on every rivet you do.
Read on...

SGIA '07 - The Specialty Printing & Imaging Technology Expo
October 24-27, 2007 in Orlando, Florida. Walk the aisles, take in the buzz and see what’s new in specialty imaging hardware, consumables and market trends. You’ll return home with new ideas to boost your bottom line and take your business to that sought-after next level.
Read on...

Advertise a product showcase for 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 Marketplace Press Releases
See what's new and what's happening in our industry all in one place.
Go Now --->

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The Advertisers That Make Possible

Visit our friends and advertisiers that support this publication:

  Advance Corp, Braille-Tac™ Div.:
  Alcan Composites:
  Blackthorne Tools- Rivet Sealer 3000:
  CADlink Technology: Mesh Banners:
  Graphtec America:
  International Sign Association (ISA):
  Roland DGA:
  Saw Trax Mfg, Inc.:
  Sawgrass Technologies:
  Sheffield Plastics 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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