Wasted Advertising

It gets hot really quickly here in the Coachella Valley, and it’s already pushing into the upper 90’s — and it’s still spring — but that doesn’t seem to deter the sign wavers. They’re out there, waving their signs, hot or cold.

You’ve seen those folks; the ones that stand at street corners and in front of shopping areas, waving a sign — often shaped like an arrow — that is supposed to entice you into their stores and restaurants.

I feel sorry for these people out in the elements trying to drum up some business because so many of the signs I see are pretty useless.

And by “useless” I mean they lack the one element that ALL marketing should contain and that is a call to action of some kind.

There’s one guy I see day after day, in the same location, reading a book while he waves his sign that simply says “DA Computers.” Okay, I get that there must be some kind of computer store down the road, but why would I want to stop there? Do they do repairs? Do they sell used computers? New?

That sign could be so much more effective if it made some call to action. For example: Free Diagnostics. Computer repair while you wait.

Perhaps around tax time you’ve seen the folks dressed up like the Statue of Liberty, waving a sign that says simply “income tax.” Of course, the implied call to action is that you could come in and get your income taxes done.

But wouldn’t it be more enticing if the sign actually made some kind of offer, like: Get Your Tax Refund in 10 Days (or less). Guaranteed. Or Free Tax Advice Today Only.

I’ve also seen some signs that I think probably pull quite well. Little Caesar’s Pizza is good at this: Hot, Fresh Pizza. $5. Ready Right Now.

And not far from my home is a guy who’s out there everyday before lunch with a sign that says: Lunch Tacos. $4.99. Fresh now. That one works every time (which I know first hand).

So what about your advertising and marketing materials? You may not be out on the street waving a sign, but how about your business card? Is it working to drive people to you website to get your irresistible free gift?

Do you have a brochure? What kind of call to action do you have in it? Something that will move the reader to visit your site or to call you?

Ezines? Blog posts? Ads? Do you have some sort of a call to action in each one?

All the best for your success,

P. S. Here’s your call to action for today: Email me your full postal mailing address (but only if you live in the United States or Canada) and I’ll send you my cool booklet, “How to Make Your Business Card Act Like a Billboard” by return mail along with some great samples of business cards so you can see how your business card should look.