Layout skills set your work apart
Your ability to do effective sign design gives you an edge over the competition
Posted on Wednesday, February 28th, 2018
Technology has made the process of making signs easier than it was back when you had to spend years as an apprentice learning the business. That has meant increased competition locally—plus from the local office supply store and the Internet. Because the computer has opened the sign business to people without the necessary design skills to create quality signs (or even the interest in learning those skills) we see a great deal of substandard sign work on the street.
I’ve said for years that it doesn’t matter how many people around me buy a printer and try to make signs. If they have little or no skill, it’s not going to affect my business much. It’s just the opposite, in fact. Now if the quality of work in my neighborhood goes up, I’ll take notice! But still I wouldn’t change my approach, because skilled competitors aren’t going to work for peanuts, either.
Why? Because quality work attracts quality customers and bigger dollars. There’s no need to worry about anything or anyone else. Sure accounts will come and go, but when you do well-designed, effective signs and charge accurately for your work, you’ll make it.