If a house shows clear signs of neglect, peeling paintwork, overgrown garden and broken driveway, you will not be surprised if on entering you find the furnishings threadbare, a home desperately in need of decorating and a family past caring. Chances are you wouldn't set foot inside it.
Why then do businesses turn a blind eye to shabby exteriors and signage; unpainted and often filthy premises and vehicles? Company stationery is a duplicate book with a rubber stamp heading. If printed at all it was probably done with a John Bull outfit. Cheap printing doesn't necessarily mean a cheap business but that is the impression it gives.
FAULT CORRECTION: Step back. Take a look at your business through the eyes of your customers and ask yourself if that is the impression you wish to give of your business? Would you do business with you? If not, sort it.
MUST DO
First impressions count. Freshen up your premises with a coat of paint or if it needs a wash run a hose over it. A scuffed badly maintained vehicle will destroy a firm's credibility. A clean smartly liveried van will generate respect and interest. Include a landline telephone number and an address, even if in small writing as it inspires confidence. Potential customers are wary of those who trade solely from a mobile.
SIGNAGE: With reasonably priced do-it-yourself signs available across the counter there is no excuse for poor signage. The visible exterior of your business is a direct reflection of your professionalism or lack of it. It is your company's business suit.
VINYL SELF ADHESIVE SIGNS: Sign makers offer self adhesive vinyl lettering in a wide variety of sizes, styles and colour. The cost is modest and repays itself many times over. They are easily applied to windows, paint work, vehicles, etc. Your supplier can fit them if you wish.
'A' BOARDS: Hinged pavement signs are worth their weight in gold because they catch the eye of those looking ahead rather than to their left and right. When after 4 years trading I placed an 'A' board outside my shop it attracted scores of new customers who had passed every day but had not previously noticed my business.
MAGNETIC SIGNS: Usually 2' x 1' magnetic signs fit to the sides of your car or van. They don't cost much but the effect is almost the same as having two extra shop windows running around town. Make your cars and van work for you. Magnetic signs can be slipped on and off and placed in the boot when socialising.
What would a superstore charge you for placing your 2' x 1' outside their store every day? I used to park my signed up car outside local supermarkets each day and walk to my business. Hundreds maybe thousands of passers-by saw my signs each day and it didn't cost me a penny.
SITE BOARDS Switched on tradesmen often erect their sign outside premises where they are working as these can generate many enquiries and are still in place after work has finished for the day.
SITE PLAQUES If you are doing outside work on homes or business premises your sign written van is there just a few hours each day. Why not get your customer‘s permission to have pinned to the wall for the duration of the work being done: ‘Landscaping by Green Fingers'. Telephone number. Perhaps you have provided gates or railings, a wall, a garden feature. Again a small metal plaque pinned discreetly to the work completed: ‘’Created by Garden Design. Tel. No.’
RAISED LETTERING Off the wall (or sign base) raised letters (they are called plug letters because they stand off the wall). These come in all shapes, sizes and colours and often reflect corporate image. These are semi-permanent and good examples of these can be seen on any high street. Just a little more expensive but plug lettering can create a superb image; it is not difficult to fit; a sign maker isn’t needed. Just a rule and the usual screws and screwdrivers.
SIGNWRITING There is a permanence and craftsmanship to signwriting. There are occasions when only traditional signwriting/lettering will provide the ambience that you are looking for. Such signwriting gives you artistry and flexibility in style, image and colouring.
TIP Never ever claim to be a member of a trade association if you are not. This could mean a sticker on a vehicle you have bought or on a premises you have taken over. Fines for misuse of trade association logos is taken very seriously by courts. Fines can be as high as £10,000. Plus the unwelcome publicity could put you out of business.
Mike Walsh is a professional business marketing copywriter. He will advise and if required give your website and business brochures a professional makeover. Sloppy content and poor spelling turns clients away clients. E-mail quite_write@yahoo.co.uk