Happy Saturday!
Look at this - two weeks in a row. Don’t call it a comeback 🤣.
I’m sitting here typing this having just got back from a morning walk with my daughter and our dog.
It had rained earlier this morning but it had cleared up by the time we headed out the door. On our way back as we’re about 10-15 min from home, I spot this rainstorm moving in fast. We picked up the pace a bit to hopefully make it home before we get dunked on. But ultimately we weren’t fast enough.
The rain just starts pouring down in sheets and buckets. It’s that Forrest Gump rain. It’s cold and we’re soaked in a matter of seconds. Now parent mode kicks in and I’m thinking about how this sucks and my how my kids stay sick and how she’s going to get sick again and how miserable this last 5-10 minutes is going to be walking home in the rain.
Then I hear this giggle. I look down at my daughter (she’s turning 6 in a few days) and she’s smiling from ear to ear. We’re getting hammered by this freezing rain and she’s having the time of her life. Well damn…I’m a grown ass man and my 5 year old is handling the situation better than I am. So instantly, I’m forced to change my own frame.
We take off running, we’re both laughing, having a great time, our tiny rat dog is barking. My sweatpants feel like they weigh 35lbs from all the water.
We finally make it home absolutely drenched – to my wife who’s waiting at the door concerned that we got caught in the rain. As we step through the door, my daughter looks at me says “That was so much fun Pop”.
Lovely, touching story Bryant – but how does this tie back to business and the sign industry?
I’m trying to bring it home – stick with me 😉.
If you feel stalled on the way to achieving your business goals or you’re struggling with burnout or you just can’t seem to figure out a certain problem or challenge – get some perspective.
Get outside your own head.
Sometimes you need help to reset your frame. Maybe connect with another shop owner inside our community. Or hire a coach like my buddy Peter. Talk with a friend that’s oblivious to the sign industry about what you’ve got going on. Ask your kid about what they would do in the situation.
Seems silly and common sense. And it is. But it works.
It’s near impossible to think your own way out of a problem you thought your way into.
Enjoy Super Bowl weekend and please be safe out there!
— Bryant
⏭️ AI workshop for sign and print shops
We'll deep dive into AI and LLM tools and how you can leverage tools like ChatGPT to move faster. Here's a few use cases we plan to cover:
- The cliff-notes version of what you need to know about AI and LLMs as a shop owner
- Generating SOPs, internal documents, job descriptions in minutes
- Using AI for design inspiration – sign concepts, logos, designs
- Creating and scaling production of website content, blog posts, and outreach
- Generating images for social media and your website
- Creating your own custom bots using ChatGPT
Deets:
- Thursday Feb 22nd and Friday Feb 23rd - Starting at 12:00pm EST
- Only
20 seats available(only 12 left) - 3 hr workshop (spread over 2 days)
- Cost is $347 one time
Mastering AI in your Sign and Print Shop
Learn more and register to attend.
Interested in the workshop and want to save $50?
I finally watched Fast 10 last night and because it was so over the top, the first 5 fastest signups can use the coupon code GOTFAMILY to get $50 off admission.
🎩 Top conversations from the community
How you setup and manage client artwork doesn’t seem like big deal until you sit down and start adding up all the time you spend looking for files throughout the week. See how others setup their artwork folders and compare your approach.
I’ve always considered pricing custom signage both an art and a science. Learn how others factor job complexity into their pricing.
🔥 Weekly hot take
You're not the hero. Your client is.
Here's a reality check: our websites and marketing might be a bit too self-absorbed. Sure, our shop's journey and accolades are important to us, but clients are on the hunt for solutions, not our autobiography. They land on our pages with a question, "What can you do for me?"
It's time to pivot our message. Let’s shift the spotlight from our shop's milestones to what really matters: solving our clients' problems. It’s about showing them, clearly and directly, how we can make their lives easier, their businesses better, and their signs more impactful.
Quick tip: Run through your website and promotional materials. If you find a sea of "we" and "our," consider this an invitation to refocus. Highlight the benefits clients gain by working with you, using straightforward language that speaks to their needs.
Remember, in the signage world, success isn't just about having a great story; it's about being a crucial part of your clients' stories.
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Love this take? Hate it? Don’t give a 💩? Reply back or hop into the community and let’s chat about it.
🪧 Project of the week
Sarah Degen rebranded her company – Distinct Signs – with the help of Dan Atonelli and his freaking amazing team of branding experts at Kickcharge last year. So I was super excited to see it come full circle with the completion of their new sign. Firm believer that as a sign shop – your own sign speaks volume about your work. Check out the rest of the pics and the cool work from other community members.
🥇 Community member of the week
Lots of folks know Devin. He’s kinda like the mayor in all the different sign shop FB groups. I’ve followed his journey (the ups and the downs) over the last couple years. So I was super stoked to see he now has an operations manager. Keep on truckin!
💡 Five ideas for…reducing friction to buy and improving customer experience.
I’m a customer / user experience nerd. To me, a lot of success is in how easy you make it for your customers (or potential customers) to buy from. Here’s a few strategies to improve your customer experience.
- Build an easy-to-use website: Ensure your website is fast and user-friendly, with clear navigation to services, portfolio, and contact information. A straightforward and visually appealing site encourages customers to explore and take action without confusion or delay.
- Communicate better: Proactively keep your customers informed with status updates, changes, and other key information. Consider incorporating text messaging/SMS as a convenient option for these communications, aligning with modern preferences for quick and direct interactions.
- Create sample packs and mockups: Provide material samples and digital project mock-ups to help clients visualize the end product. This tangible insight aids in quicker decision-making and enhances customer confidence.
- Educate your customers: Share concise, informative content on signage options and maintenance, helping clients make well-informed decisions quickly. Access to knowledge empowers customers and streamlines the purchase process.
- Don’t forget to followup: Ensure your customers feel valued with clear and accessible post-purchase support. Be responsive to any inquiries or issues. Regular follow-ups not only enhance customer satisfaction but also build lasting trust.
🤩 Newsletter sponsored by
GCI Digital Imaging
Your large / grand format trade printing partner
Learn more at https://gci-digital.com/
🍎 One cool tool to try
I’ve worked with many shops that use the same password for everything. Yup calling you out here. 🤣 Or they keep all their passwords for all their vendors, tools, and software in one Google spreadsheet that anybody on their team can access 🤦♂️. I shouldn’t have to tell you why this is bad. One bad apple on your team or one email phishing scam – and bank accounts get drained or you end up buying 12 MacBooks for someone across the country.
I’ve used 1 Password for many years to keep all my accounts safe. It creates secure passwords for all your different tools and services – while allowed you to set a single master password that you need to remember. You can setup different levels of access for different members of your team. Highly recommend it. Learn more on their website.
🔧 At your service
That’s all for this week, folks! When you signed up for this newsletter, my promise to you was to act as your helpful guide to succeeding in the sign industry.
What did you think of this week’s newsletter?
Reply to this email and let me know what you’d like to see more of.
And a big thank you to all 12 readers who responded to the last newsletter. You rock 🤘