Hello, I am Burak, the founder, designer, and sometimes content writer of SignsAtelier. Lately, I have been striving for my business to establish a presence on social media. In this process, I realized that there is actually no difference between the sign in front of my shop and a social media post!.
We all see digital advertising rapidly advancing, and it seems as if traditional advertising (i.e., signs, posters) has been left behind. Actually, what is lagging is not traditional advertising itself, but the way you do your advertising.
A piece of metal or a stylish sign standing idly in front of your shop will not bring you customers. What draws the customer inside is your message. Just like an empty post on social media fails to get engagement.
So, what did we learn from the digital revolution? The answer is one word: “Hook”.
As people’s attention spans shorten, attracting interest becomes harder. A “Hook” means delivering your most compelling message to the viewer within the first 3 seconds to get a person hooked. Let’s see how we can hang these hooks on signs.
Previously, simply putting your logo on a huge billboard was enough. But now, the situation has changed.
New school advertising uses a more aggressive mechanism of curiosity to stop people while they are preoccupied with their phones and flashy videos. We can take the hooks that work in the digital realm and transfer them to your sign.
By adapting proven hook strategies from social media to traditional signs, we can make them easy to read and attention-grabbing:
People love learning secrets and seeing results. These hooks “open a loop” in the viewer’s mind and force them to keep reading to close it.
This simple technique ensures your target audience qualifies themselves by calling them out directly. This allows you to attract the right attention by filtering out the wrong customers (e.g., those looking at watermelon explosion for a skincare brand).
People do not want to be sold something; they want to find a piece of themselves, a solution, or an inspiration.
To prevent traditional advertising from completely fading away in the digital age, adding a website address to the bottom line of the sign is beneficial. This allows people who do not have time to enter immediately to virtually tour the store via the website.
Traditional advertising (signs, posters) has not died; it has merely started a new life by utilizing the psychological methods of the digital realm.
The equivalent of a visual that “stops the scroll” on social media is a striking visual that “stops the walk” on the street. Whether it is on a cell phone or the top of a building, the fundamental rule of advertising has never changed: You must capture people’s attention, offer them something relevant to themselves, and invite them inside. Only our technique has changed.
SignsAtelier is a sign shop that provides worldwide service and combines creativity with high quality.
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