Signs of the Times - November 2017 - 18
AT LARGE
DAREK
JOHNSON
"CLICK HERE FOR
A FREE ESTIMATE"
is ST's Editor-at-Large.
Email him at darek.johnson
@stmediagroup.com.
Be still my beating heart.
ERE'S what one signmaker's website says: "We
are a full-service sign and
graphics designer, fabricator and installer with 5-star service
worldwide." Next, the page offers a
"Click here for a free estimate" box
above a black-on-white navicon that
opens to a list of sign types. The
webpage is as unappealing as your
water bill.
Compare that image to the Overland Park, KS FastSigns' website that
opens with a vibrant FastSigns logo
above an easy-to-read telephone
number and outsized words that
to inspire a buyer.
This professionally prepared site
is graphically strong, easy to read,
asks for your "challenge" and twice
leads you to the telephone number.
Obviously, Overland Park FastSigns
wants telephone calls, not clicks,
because personal contact begins a
buyer-seller relationship.
How did they do this?
PHOTO BY DAREK JOHNSON
H
say, "Custom solutions for your business, what's your challenge?" This
invitation is superimposed over a
photograph of a uniformed model
who smilingly welcomes you to a
neatly decorated FastSigns store.
Eight brightly colored click boxes
span the lower page - Compliance,
Interactive-Digital, Installation,
Surveying and Permitting, Graphic
Design, Point of Purchase, Consulting
and Signs and Graphics. Two smaller
boxes allow you to obtain a quote
or open an idea book. There's more
- videos, articles, tips, facts, a newsroom, a blog and other enticements
Including people in your sign photos adds to a viewer's connection to the
picture. Human activity displays that the sign has value - it is welcoming,
attracts people and meets with their approval.
18
SIGNS OF THE TIMES
NOVEMBER 2017
RHETORIC
Rhetoric, simply defined, is the art
of effectively writing or speaking in a
way that influences people. Rhetoric
involves using words clearly, in a style
that most strongly presents your case.
All professional ads use rhetorical
devices: metaphor, allusion, amplification, antitheses, hyperbole and
more. Search Google and find more
than you can swing a cat at.
Or is that "At which one could
swing a cat?" The use depends on
the audience.
To be effective, rhetorical writing
must be directed at an audience. In
this case, it's your present and future
sign buyers. Don't use formal English,
but don't use slang either. Be conversational. Here's an example: "We
design and build first-class, highquality signs that bring buyers to your
door. Call us now - (888) 888-8888
- to start a conversation. Let's talk
about your design ideas, your budget
and your timeline. Most importantly,
let's talk about what you want to
accomplish with your new sign."
Table of Contents for the Digital Edition of Signs of the Times - November 2017
Signs of the Times - November 2017
Contents
From the Editor
St Update
At Large
Tech Review
Leds + Lighting
Vehicles + Vinyl
Shop Ops
Expand Your Shop
A Rising Tide
Strictly Wholesale: When in Rome
New Products
The Cutting Edge
A Known Quantity
Engraving New Products
Advertising Index
Last Look
Signs of the Times - November 2017 - Intro
Signs of the Times - November 2017 - BB1
Signs of the Times - November 2017 - BB2
Signs of the Times - November 2017 - Signs of the Times - November 2017
Signs of the Times - November 2017 - BD_L
Signs of the Times - November 2017 - BD
Signs of the Times - November 2017 - Cover2
Signs of the Times - November 2017 - 1
Signs of the Times - November 2017 - Contents
Signs of the Times - November 2017 - 3
Signs of the Times - November 2017 - 4
Signs of the Times - November 2017 - 5
Signs of the Times - November 2017 - 6
Signs of the Times - November 2017 - 7
Signs of the Times - November 2017 - From the Editor
Signs of the Times - November 2017 - 9
Signs of the Times - November 2017 - St Update
Signs of the Times - November 2017 - 11
Signs of the Times - November 2017 - 12
Signs of the Times - November 2017 - 13
Signs of the Times - November 2017 - 14
Signs of the Times - November 2017 - 15
Signs of the Times - November 2017 - 16
Signs of the Times - November 2017 - 17
Signs of the Times - November 2017 - At Large
Signs of the Times - November 2017 - 19
Signs of the Times - November 2017 - 20
Signs of the Times - November 2017 - 21
Signs of the Times - November 2017 - Tech Review
Signs of the Times - November 2017 - 23
Signs of the Times - November 2017 - Leds + Lighting
Signs of the Times - November 2017 - 25
Signs of the Times - November 2017 - Vehicles + Vinyl
Signs of the Times - November 2017 - 27
Signs of the Times - November 2017 - 28
Signs of the Times - November 2017 - 29
Signs of the Times - November 2017 - Shop Ops
Signs of the Times - November 2017 - 31
Signs of the Times - November 2017 - 32
Signs of the Times - November 2017 - 33
Signs of the Times - November 2017 - Expand Your Shop
Signs of the Times - November 2017 - 35
Signs of the Times - November 2017 - 36
Signs of the Times - November 2017 - 37
Signs of the Times - November 2017 - 38
Signs of the Times - November 2017 - 39
Signs of the Times - November 2017 - A Rising Tide
Signs of the Times - November 2017 - 41
Signs of the Times - November 2017 - 42
Signs of the Times - November 2017 - 43
Signs of the Times - November 2017 - Strictly Wholesale: When in Rome
Signs of the Times - November 2017 - 45
Signs of the Times - November 2017 - 46
Signs of the Times - November 2017 - 47
Signs of the Times - November 2017 - New Products
Signs of the Times - November 2017 - 49
Signs of the Times - November 2017 - 50
Signs of the Times - November 2017 - 51
Signs of the Times - November 2017 - 52
Signs of the Times - November 2017 - 53
Signs of the Times - November 2017 - 54
Signs of the Times - November 2017 - 55
Signs of the Times - November 2017 - 56
Signs of the Times - November 2017 - 57
Signs of the Times - November 2017 - The Cutting Edge
Signs of the Times - November 2017 - 59
Signs of the Times - November 2017 - 60
Signs of the Times - November 2017 - 61
Signs of the Times - November 2017 - 62
Signs of the Times - November 2017 - 63
Signs of the Times - November 2017 - 64
Signs of the Times - November 2017 - 65
Signs of the Times - November 2017 - A Known Quantity
Signs of the Times - November 2017 - 67
Signs of the Times - November 2017 - 68
Signs of the Times - November 2017 - 69
Signs of the Times - November 2017 - Engraving New Products
Signs of the Times - November 2017 - 71
Signs of the Times - November 2017 - 72
Signs of the Times - November 2017 - 73
Signs of the Times - November 2017 - 74
Signs of the Times - November 2017 - 75
Signs of the Times - November 2017 - 76
Signs of the Times - November 2017 - 77
Signs of the Times - November 2017 - 78
Signs of the Times - November 2017 - 79
Signs of the Times - November 2017 - 80
Signs of the Times - November 2017 - 81
Signs of the Times - November 2017 - 82
Signs of the Times - November 2017 - 83
Signs of the Times - November 2017 - 84
Signs of the Times - November 2017 - 85
Signs of the Times - November 2017 - 86
Signs of the Times - November 2017 - 87
Signs of the Times - November 2017 - 88
Signs of the Times - November 2017 - 89
Signs of the Times - November 2017 - 90
Signs of the Times - November 2017 - 91
Signs of the Times - November 2017 - 92
Signs of the Times - November 2017 - 93
Signs of the Times - November 2017 - 94
Signs of the Times - November 2017 - Advertising Index
Signs of the Times - November 2017 - Last Look
Signs of the Times - November 2017 - Cover3
Signs of the Times - November 2017 - Cover4
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