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The Science of Customer Connections by Jim Karrh PhD

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7

NOT EVERY MESSENGER IS CREATED EQUAL (But Nearly All Can Be Effective)

“THE BOSS SAID TO CHANGE the sign, so I did.”

I once saw this message on the marquee outside of a local retailer. Actually, I have seen this same message many times over the years on the marquees of other retailers, fast-food restaurants, and convenience stores. It seemed clever the first time. Now I recognize such messages as wasted opportunities, considering the fact that thousands of drivers and passengers go by these businesses each day.

One Saturday afternoon, while performing my various husband and dad errands, I kept track of the content in the marquees I drove by (in a safe manner, of course). Here was my count:

  • Seventeen businesses used their signs to announce ...

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