Cover photo: Taylor Chiropractic – Russ Mills

By signcraft

Posted on Sunday, May 26th, 2024

Not every customer can afford a 3D sign with gold leaf lettering, but most still would like a unique look. It’s possible to upsell many customers to a sign that has more impact if you can show them examples and explain that it’s a far better value than a cheaper, generic-looking sign. Russ Mills [Russ Mills Signs, Pineville, Kentucky] has been using this approach successfully for years.

Russ lives and works in a small town in a rural area, and few customers have the budget for a 3-D HDU sign. Most of his signs are flat panels. To work within his customers’ budgets, he uses panel shapes and colors to make the signs more effective.

This sign for Taylor Chiropractic is a good example, as is the Caywood Funeral Home below. You’ll find two dozen more in “Cut the panel to shape and upgrade your flat sign designs”—along with his thoughts on selling and making them.

“Most of my other work is flat signs,” says Russ, “but I want my signs to attract attention and draw new business for my customers. I don’t want to do boring work. At the same time, I have to work within people’s budgets.”