The Silent Salesperson

Musing from Dennis #3: That humble Point of Sale signage in the store accompanying your product display. It can do wonders for you once you realise it’s your ‘silent salesperson’. Potential customers look at the messaging and needs to be drawn in immediately. You got 10 seconds to attract the attention with the offer, then another 10 seconds to drive him or her to make the purchasing decision (remember most purchases are impulse and unplanned and no brand loyalty exists at POS). Yet many signages fail on the get go. Too wordy, offer is not stated upfront but right at the end of the super long sentence, font too small, bad handwriting (type and print is the best) (seen those tiring shopping mall signages that mall marketeers just want to say everything and jam all the info into tiny fontsize copy to the reader?). Remember, 20 seconds – or you lose that customer.