Does your Marketing Piece look like POO?

On my way to work, I've noticed a sign that is planted in the median on a 4 lane highway. It's a small white sign approximately 11x17 with a wooden post. I was intrigued by the fact that it caught my attention nearly every day even though it was so small.

That's pretty good marketing, putting a sign in the median like that, I thought. What made the sign more interesting is that it said "POO ROOFING" in large block letters. "POO??" I kept wondering why anyone would call their contracting service by the name of "POO."

Late last week, I was stopped in the turn lane, waiting for traffic and I was able to get a better look at the tiny roofing sign. It actually said "PDQ ROOFING." I had to chuckle to myself because I had been wondering for months why anyone in their right mind would title their business after fecal matter.

Where is this story going you ask? Well this interesting little sign made me think about how quick we are to slap something on a sign and stick it out for the world to see when we we're in the business of finding more business. The general thought is, "something is better than nothing." But I'm here to remind you that the wrong "something" can lead to a whole lot more "nothing."

I challenge you, and my own company, to take a second look at your marketing pieces. Review each piece with the intended audience in mind, how the audience will interact with the piece, and under what conditions the piece will be viewed. And instead of being satisfied with "it's fine," instead ask yourself, what could be done to make this marketing piece the best that it can be?

It could make the difference between PROFITS and POO.