If you run a local business, you’ve likely seen those bold black signs with changeable white, red, or yellow letters outside other shops. Maybe you’ve even rented one. They’re simple, direct, and they work.
But here’s the truth: these signs only work if you use them right. I’ve worked with hundreds of business owners renting signs for grand openings, flash sales, events you name it. And along the way, I’ve noticed some common mistakes that can completely undercut their impact.
So before you rent (or re-rent) one, here are a few key pitfalls to avoid and what to do instead.
- Putting the Sign in the Wrong Spot
I had a bakery client who placed their sign directly behind a parking lot pole. Great message, completely blocked. Not one person saw it.
Tip: Visibility is everything. The sign should face oncoming traffic, not get lost behind a tree or car. Ideal placement is close to the road, eye-level, and with a clear line of sight.
If you’re unsure, ask your sign provider for a quick location check we do this for free, and it makes a big difference.
- Trying to Say Too Much
One of the most common mistakes? Trying to cram every promotion into a single sign.
I once saw a sign that read:
“SUMMER SALE ON SHOES, SHIRTS, ACCESSORIES, BAGS & MORE – THIS WEEK ONLY – OPEN LATE – CALL NOW!”
No one’s reading that from a moving car.
Keep it simple:
“BOGO SHOES THIS WEEKEND”
Short, bold, and focused messages perform better every single time. You’ve got 3 seconds to grab attention. Make each word count.
- Leaving Messages Up for Too Long
One of the biggest mistakes business owners make is leaving the same message on a sign for weeks or even months without updating it. When a sign doesn’t change, people stop noticing it. It blends into the background.
Solution: Change your message regularly ideally once a week or every two weeks. This keeps your sign fresh, draws repeat attention from passersby, and shows that your business is active and engaged.
Not sure what to say next? A good rental provider can help you build a rotation of seasonal or promotional messages so you’re never stuck for ideas.
- Renting Without a Message Plan
This one sneaks up on people. They rent the sign, get it installed and then panic because they haven’t thought about what to say.
Don’t wing it. Even just having 3 – 4 message ideas before you rent helps you stay consistent and creative. Think about your peak traffic times, upcoming promotions, and even fun messages tied to holidays or local events.
Need ideas? We help with message planning too it’s part of the service.
Why These Signs Still Work
In an age of endless scrolling and ads, black signs with changeable letters are simple, direct, and personal. They don’t interrupt people they attract them.
One of my clients, a small pizza shop, put “$2 SLICES SATURDAY” on their sign and saw a 20% jump in weekend walk-ins. No social media. No fancy graphics. Just one line of text in the right place.
Let’s Get You Set Up Right
Avoiding these common mistakes is easy, especially when you’ve got help. We’ve been renting, installing, and managing black changeable letter signs for years, and we know how to make them work for your business.
Want to boost foot traffic, advertise a promo, or just get your business noticed?
Call us today for a free consult. We’ll help you pick the perfect message, place your sign, and make sure it actually gets seen.
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