How To Program Your LED Signs For Maximum Effectiveness

I wanted to spend a few minutes writing about some of the principle of programming your Outdoor LED Signs effectively. Here is a short 5 point list that will keep you on the right track, if you follow all the points:

  1. Use ALL CAPS
  2. Avoid Confusing Abbreviations
  3. Make sure the message is up long enough for you to read it out loud, at your NORMAL reading rate
  4. Avoid reverse copy (this is when all the LEDs are lit except the ones which form the letters of the message)
  5. NEVER use a script font

In truth, all five of those points illustrate one of the cardinal rules of Outdoor LED Display Signs: MAXIMIZE READABILITY!

You want to make sure that a driver passing your Sign will be able to read your message at a glance. You do not want him/her to have to strain to read your message. If people can’t read your message at a glance they will stop trying, not just with that message but all future messages. Make it hard enough and you will train people to NOT read your sign and that is definately not what you want.

The absolute acid test for your messages is if people are pulling in to your business because of your sign. If you think something might be amiss our you want to be absolutely certain your message are programmed to maximize readability, hop in your car and drive up and down your street a few times and pretend you are a prospect.

Can you easily read your messages? Do the make sense? Will they be enticing to prospective customers? If you cannot answer “Yes!” to each of these questions you might need to rethink your messages.

Remember, there is no magic to LED Signs, there are only 2 things you need to do make them work:

  1. Maximize Readability
  2. Train People To Look At Your LED Sign

If you do those two things you will make money from your sign so write every message with those two things in mind. There are refinements and specific techniques for accomplishing those things. For some suggestions on the second one, read my article about making your LED Sign a community landmark or look at the Marketing with LED Signs category to the left for even more ideas.

Once you know how you need to program your messages, you need to learn what to program.  What will maximize the number of people coming in to your business? Well, ask yourself a few questions:

  • What specials am I offering?
  • What makes my business different than my competitors?
  • What are my prospective customers looking for?
  • What hidden products or services do I have that would interest people?
  • Are there alternatives to my business and if so how is my business better?

You can probably see where I am going with this, what is your Unique Selling Proposition? Were you voted the best <BLANK> in town? Do you offer free add-on services with every purchase? Do you have a price guarantee?

Tell them why they should pull in and if your reason is good enough, they will!

That is the “what” you should be programming.  Sales, Specials, Advantages. Sell YOUR sizzle and watch your profits soar.

P.S. For those who are interested, I have also set up a blog on my commercial website. So if you are looking for more information about LED Signs, check out my other blog. It will be similar to this one but I will try to make sure I do not write about the same topics in both blogs!

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s

%d bloggers like this: