3 "Signs" of Hard-Working Copy
blog post
September 3, 2015
3 “Signs” of Hard-Working Copy
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By Heather Munro
Photos taken in the wild by Heather Munro
#1: A Fantastic Fast Food Restaurant Sign
I was out grabbing lunch and came across this simple—and brilliant—sign for Good Times Burgers & Frozen Custard. I was delighted. Not only did it communicate the new sandwich option, it did so in a way that said: “Come on in. We’re friendly.”
I wondered. Did the manager of this local establishment decide to have some fun that day? Was it a rogue employee’s idea? Or did (I hope, I hope) the Good Times marketing department send approved messages out to all of its restaurants with instructions to go forth and delight the burger-and-shake-loving masses?
If it was the latter, kudos to Good Times for recognizing one simple truth: Customers spend more money with companies they feel they have a relationship with. Low prices may increase sales temporarily. But relationship is what turns buyers into your best, repeat customers.
Best Bathroom Sign Ever!
#2: Sassy Concert Venue Bathroom Stall Sign
Perhaps the most poorly written signs are the ones hastily put up in public restrooms. You know the ones I mean. It’s clear they want to keep the pipes in working order, but they always seem a bit strange.
The example above, posted in the women’s room at the Chautauqua Concert Hall in Boulder, CO nails it. Not only does it clearly state what’s not to be flushed, it adds a bit of whimsy to its list, catching the reader’s attention and I imagine, making the patron more likely to comply.
So Boulder, Colorado
#3: Humorous Street Sign
Ah, traffic signs. Always so staid, so boring. This sign, found in a traffic circle in a Boulder, CO office park, could have taken the usual, complicated route.
Instead, four little words above a precise visual drives home the point perfectly. The driver knows where to go, and I’m guessing, drives around the circle with a smile on his or her face. It’s worth spending time—and money—on good copywriting.
Seen a great sign recently? I’d love to see it. Share it with me on Twitter at @HMCopy.
Why I Started a Travel Blog on Substack
When I started spending more time in Istria, Croatia, there were many reasons to begin writing my own travel blog. Not only could I showcase my writing chops, I could also return to writing for pleasure, capturing all of the big feelings that come with being a part-time expat.