I pass this sign every morning as I take my daughter to school.
Nice sentiment. But notice the date stamp in the lower right-hand corner.
I snapped this photo last Friday.
As of this morning, nothing had changed.
*sigh*
Just like a radio commercial, a print ad, a billboard, or a website, your sign is a marketing tool. It’s delivering a message on behalf of your business.
What message is this sign delivering?
“We’re lazy.”
See, the human brain is hardwired to connect the dots. And when we see that you’re too lazy to change your sign, we begin to assume you’re too lazy to carry out other important responsibilities.
“We’re too lazy to take the expired food off the shelves.” “We’re too lazy to change the grease in the fryer.” “We’re too lazy to wash the sheets on our beds.” “We’re too lazy to sanitize the toys in the waiting room.” “We’re too lazy to check the brakes of your rental car.” “We’re too lazy to wash our hands before we cook your food.” “We’re too lazy to sterilize our equipment between patients.” “We’re too lazy to wire that light fixture correctly.” “We’re too lazy to keep an eye on your kids all day.” “We’re too lazy to double-check every tax return before filing.” “We’re too lazy to clean up after we’re done.”
Donald Burr, former CEO of People Express Airlines, once said, “In the airline industry, if passengers see coffee stains on the food tray, they assume the engine maintenance isn’t done right.”
A sign says more than just words.
What is your sign saying?
*****
UPDATE: The business finally changed the sign … on April 4th.
Maybe it’s a commentary on the Chineese New Year?
Talk about timing… This morning I heard the faint whisper of my answering machine in the background saying “Happy New Year…” Yeah, time to change the message.