Maybe some kind of "Call To Action"... Ad guys rave about that! The guy needs a
sign, he is looking at the book (with you and all your competitors). Give him a reason to call YOU... don't just puke your brochure bullets (like all the rest of the ads are doing too)
"Call Now about EDU & MILITARY Discount"
"Mention this ad for 10% off"
"Ask about our monthly special"
"Blowout Sale!!"
"We'll beat any quote from Fast
Signs,
Sign*A*Rama (list 1 or 2 competitors)... Call for details!"
Or simple tag lines.
"Great Prices & Quality Work!"
"Home of the Peeing Calvin"
"A business with no
sign is a
sign of no business!"
Don't try to make the ad do too much. It's job is to make the phone ring, not make the sale. People are not going to read it like it was a catalog or brochure. Only put stuff in there that will make the phone ring.
"Business & Personal
Signs"?? Just like everyone else! What the heck does that mean? It doesn't contribute value to the ad. "Hey Martha... didn't you say you needed a personal
sign?? Look at this guy here.... he specializes in personal
signs."