The S in the I.S.E.E.E. Formula -- Sell Signs
Posted on Tue, Feb 07, 2012
The following is an excerpt from my book Signs Sell that will be released this April.
We classify signs into five categories:
I for Informative Signs – S for Sell Signs – E for Educational Signs – E for Entertaining Signs – E for signs that generate Emotion.
The largest chapter in the book is about Selling Signs. We believe that Selling Signs are just one of the types of signs that can be used, but they are without question one of the most important.
The common misconception is that interior signs are all Sell Signs. They are not. Signs come in three basic varieties:
1. Price only and price propositions
2. Sell words and phrases only without a price
3. A combination of price and sell words
Price signs come in many different varieties. The obvious common denominator is that a price appears in the sign. A Sell Sign is intended to sell merchandise. It is a combination of a great headline, strong copy, and the different styles/formats that we are about to share.
Price Only
The most basic of price signs has just a single price on the sign. It could be as simple as “$19.95” indicating that everything on that rack is $19.95. Having a single price on a rack communicates to the buyer that anything on that rack is that price. However, some people find the need to add “anything on this rack is $19.95.” That is not necessary.
Price Proposition
Price propositions are only limited to your imagination. They range from:
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2 for 1
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Buy one/Get one
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3 for $ set price, such as 3 for $5
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Buy two and Get a Bonus ___% off, such as 20% off entire store or department
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___% off on Markdowns Laundry list of merchandise and prices, such as listing all the various prices of sneakers
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Coupon offerings – such as buy this and get a $25 coupon
Color-coded Pricing
Color-coded pricing is when the color of the price tag indicates what the price proposition is, such as:
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Red is 20% off
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Blue is 30% off
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Purple is 40% off
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Orange is 50% off
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Green is 75% off
This can also be accomplished by using a magic marker of different colors.
Sell Words
Sell words can be just as effective to move merchandise as signs with prices. Sell words can be a word or a phrase that are helping to sell merchandise. They are your silent salespeople.
My Favorite Sell Words That Just Keep Working
Sell words are contained in a sign that just has words without prices, such as:
Sell Words – Benefit Focus
There’s an old sales training expression that says “features tell, benefits sell.” What will this product do for the customer? Is it going to make them taller, thinner, sexier, save time, save money, make them feel smart; make them feel rich, or something as simple as being appropriate? If we can show that type of benefit, price is secondary. Research shows that a benefit sign will stimulate 49% more sales than just a sign promoting price. When you combine price and a benefit, the sales increases are off the charts.
Price and Benefit
Here are some examples of good copy:
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Lawn mower $149 – self-propelled -- easy to use -- extra wide cutting area – saves time
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Silk jacket $99 – richly lined – slimming effect – perfect for any occasion
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Diamond engagement rings $999 – Looks more expensive – will generate lots of compliments
Testimonial Signs
We have all had the experience of a customer telling us how much they love our store. The next time that happens, thank the customer, ask permission to use that quote, ask to take their picture and ask them to repeat the compliment so that you can write it down. Then bring the picture to a copy shop, blow up the picture, put the quote beside it with the person’s name and display it in the store.
This is the best Selling Sign you can ever have.
Look for more excerpts from Signs Sell and put some of these ideas to work. You will be pleasantly surprised with your results. Drop me a note and share them with me.