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Signs. Can't you read the signs?
Does anyone still read them?

"Sign Sign everywhere a sign, blocking out the scenery, breaking my mind, Do this, don't do that, can't you read the sign?"

Today all across America there are signs everywhere. Five Man Electrical Band noticed the signs popping up across America in 1970. As the economy progressed into the 1980's and 1990's, signs basically took over America. As the advertising industry boomed, billboards continued popping up everywhere. People were using signs to get their message out, regardless of the cost or effectiveness.

Advertising has to be effective to work. The first thing you have to know when running any business is who your target audience is. Obviously each business' target audience is different. Our fence company's target audience is homeowners and not people that live in apartments or condos. A Chinese restaurant's target audience is anyone that lives or works within a 15 mile radius of their location. A billboard advertising their restaurant 25 miles away from their location is probably not going to be effective at all.

 

Businesses are even using vehicles to advertise their business. Many businesses think that purchasing magnetic signs for advertising on their automobile is a good idea. Honestly, when I first started our fence business, I immediately got magnetic signs to put on my truck and yard signs to display at the properties where we were working at. After a year of having the magnetic signs on my truck, I only received two phone calls during that time, both of which were people complaining about my aggressive driving. I quickly realized that it was not an effective means of generating business. I see people with signs on vehicles all over the place. I have NEVER once called someone because I saw their advertisement on their vehicle. Have you?

The middle of the 1990's changed our economy forever. The Internet became the economic hot spot to get your message out. Not only did the Internet reduce the need for advertising signs, it also made it much easier for businesses to reach their target audience. In fact, when a website is optimized correctly, your target audience finds you, you no longer have to find them. This shift in the advertising industry market caused many businesses to go under because a website can be costly, however it can pay for itself in a matter of months when done correctly.

 

The average, professionally done website, for a small to medium sized business can cost between $1,500 and $15,000. This does NOT include paying someone to optimize the site to help it reach the top of search engines. This is just for the website design. Website designers are not usually skilled in the field of search engine optimization. Search engine optimization is a talent that few website designers posses. Many website designers will tell you that they have what it takes to get you into and on top of the search engines, but most do not have the knowledge and experience. The same holds true for the reverse situation. As a search engine optimizer, I can also build and design websites like this one. However, my skill set when it comes to web design is much more limited than someone that specializes in it.

The end result is that signs are no longer a means of effective advertising. Save your money to improve your website rather than putting signs all over America. Signs have become a thing of the past, just like bulletin board systems.