We run a small road-side stall from our property selling plants, preserves and seasonal vegetables. A small sign on the lamp post outside was all that alerted potential customers to our stall's existed. And until recently buyers would trickle in in the smallest of numbers. However, two weeks ago we put up a sign that was much more visible, from further away, and detailed what we sell - with prices. The response has been enlightening!

I had assumed people could see my initial (expensive) sign. But not true - it turns out that many of our customers have never visited us before and didn't in fact even know we were here. Our new sign is a simple homemade affair - a blackboard - but for sheer effectiveness it's a winner.

I've long believed that a business with no sign is a sign of no business but I hadn't realised that poor signs are about as useful as having no signs.

The message herein, for me anyway, is that what we think is true and what is actually true for our customers may be two different things. Could your business' signage be improved - your literal signs, or your metaphoric signs such as your website, flyers and advertisements? Are you leaving money on the table, as I was, simply because you believe you have already done enough, that no more is required? Consider it from your clients' point of view: are you giving them enough information to stop what they're doing (in my case driving past), and have a look at what you're offering? They may not buy from you today but now that they know what you do they'll be back.