5 Ways to Make your Yard Signs Work as Hard as You Do
Published by Katy Doss, Script CEO | February 4, 2025
You’ve all got yard signs, but I bet not much thought went into them. If you’re just plunking down a small sign with your logo that looks more like a campaign sign than an advertisement for your business, this is the episode for you.
I’m going to share five ways to elevate those standard yard signs so they work harder for you—and make sure your next project turns heads AND gets the phone ringing.
Let’s be honest: those little 18×24 H-stake signs scream “budget job.” I get it – those signs are easy and inexpensive to order, and you just leave them with your client and let them worry about throwing them away when the job is done. But if you want to treat your brand like a luxury brand, you need to go in a different direction.
Let’s look at high-end real estate listings. Have you seen their signage? It’s sleek, substantial, and oozing quality—it’s clear those homes aren’t going for $250,000. That’s the vibe you need.
Gone are the days of hoping someone will remember your business name or scribble down your phone number. QR codes make it easy for people to take immediate action.
Steal this idea from real estate agents: a weatherproof box with professionally designed brochures or postcards. The goal is to provide more information in a tactile, memorable way.
Even the most beautiful sign won’t perform if it’s in the wrong spot. Think about where your sign will have the most impact.
Nothing makes people take action like exclusivity. Use your yard signs to promote a special offer that’s just for neighbors.
And there you have it—five ways to make your yard signs work as hard as you do:
If you’re using yard signs, give one—or all—of these strategies a try on your next project.
And don’t forget: everything you put out into the world represents your brand, so make sure it’s speaking the same luxury language as your services.
Let’s start with a quick history lesson.
Originally, marketing relied heavily on features. For instance, “This pool filter has a 10-year warranty.” But businesses eventually realized customers didn’t care about the specs—they cared about how the product would improve their lives. The conversation shifted to benefits: “Peace of mind for the next decade.”
Today, we need to take it a step further by addressing why the customer needs that peace of mind. Pain points focus on the specific problems, frustrations, or challenges your ideal customer faces—and how your product solves them.
For example:
Pain points make your message personal and relatable, showing empathy and a deep understanding of your customer’s needs.
Affluent buyers aren’t just buying products or services—they’re investing in their lifestyle. When you address their pain points, you’re showing that you “get them” and can make their life better.
Consider these examples:
By shifting your message from generic benefits to personalized solutions, you create an emotional connection that motivates buyers to act.
Ready to make the switch? Here’s how to start:
To address pain points, you need to know your customer inside and out. What drives them? What frustrates them? What do they dream about?
For example, a busy executive might crave a beautiful backyard but have no time to maintain it. Their pain points? Lack of time and a desire for a functional retreat.
Creating detailed customer personas based on real data can help you zero in on their challenges and desires.
Once you know your ideal customer, list their specific problems. Common pain points in the luxury outdoor sector include:
For instance, if you’re in the outdoor kitchen business, don’t just sell a grill. Solve the real problem: “We design outdoor kitchens that make hosting stress-free, so you can enjoy the party as much as your guests.”
Once you understand their pain points, communicate your solution in a way that sticks—through storytelling.
Stories evoke emotions, and emotions drive decisions. Instead of, “We install poolside cabanas,” try: “Imagine kids splashing in the pool while you relax under the shade, sipping lemonade. We’ll help you create the perfect summer hangout.”
This approach transforms your message from factual to aspirational. It helps customers picture themselves enjoying the lifestyle your product provides.
Selling benefits was a game-changer in marketing, but addressing pain points is what takes your strategy to the next level.
Here’s the process:
When you shift to solving pain points, you’re not just selling products or services—you’re offering solutions that make your customers’ lives better.
Need help crafting messaging that resonates? Contact us at Script Marketing, and let’s create a strategy that connects with your ideal clients.