By signcraft
Posted on Sunday, October 26th, 2025
Customers often want a list of services that they offer on their sign, or worse yet, on their truck—which will be on busy roads, whizzing by most readers who have 3 seconds to read the entire message.
But if you have a roofing company and want “Commercial | Residential | Industrial” on your trucks, isn’t that what roofing companies do? And if someone called about putting a new roof on their barn, would you tell them you don’t work on farms?
In “Don’t let secondary copy steal the show”, Braun Bleamer [Jet Signs, Palmerton, Pennsylvania] shares how he keeps that pesky secondary copy under control so that he can keep the main message up front.
“I explain,” says Braun, “that it’s better to keep it simple and let people call you for the details. If people need something the business owner doesn’t do, he can just refer it away. If he still wants the details on there, I may put them inside of a stripe that ran down the back of the truck.
“Few people really ever read the secondary copy. Say you’ve got the logo, the name, the website, the phone number, then this long list of services. And you have about three seconds to read it all. It’s impossible. Your brain tries to take it all in but can’t, so you get none of it.”
