How to Write Great Headlines for Signs, Brochures and Menus

Key Takeaways:

• Prioritize Clarity and Brevity: Great headlines are concise and easy to understand. Aim for short, impactful phrases that quickly convey the main idea without overwhelming the reader.
• Incorporate Attention-Grabbing Words: Use strong, action-oriented language or emotionally resonant words to capture attention immediately. Words like "exclusive," "new," or "limited" can pique interest.
• Align Headlines with Your Audience: Tailor your messaging to resonate with the specific needs and preferences of your target audience, whether it’s for menus, brochures, or signs.
• Focus on Benefits and Solutions: Headlines that highlight the value or benefits of your product or service tend to perform better. Use phrases that answer "What’s in it for me?" for your audience.
• Use Visual Appeal to Reinforce Impact: Pair your headline with complementary fonts, colors, and design elements to enhance readability and draw the viewer's eye. A strong visual hierarchy ensures the headline stands out.

Is your retail signage not achieving the positive effect on sales you’d hoped for? It’s far from uncommon for signage that seems perfect to fall flat, whether it’s due to an ineffective message or a color scheme that causes it to blend into the background.

One of the most common reasons for the failure of a corporate signage campaign is an ineffective, unengaging headline. The headline is the first part of your brochure, sign or menu that people will read, so it’s important to make sure it’s bulletproof.

From understanding your audience’s needs to clearly communicating the value of your product, service or offer, a great headline needs to achieve several things at once – something that many marketers struggle to do.

If you’re interested in improving the results of your retail signage or brochures, enhancing sales and revenue in your retail store and vastly increasing customer engagement, read on to learn how to write great direct marketing headlines.

Understand your target audience’s needs

One of the most common marketing mistakes is to focus on the features of an offer, product or service instead of its benefits. For signage, this means writing a headline that includes what you think is a selling point, not what actually is a selling point.

The best headlines directly relate to the needs of your customers. A headline for a tax preparation service relates to the customer’s need to file a tax return on time; retail signage for a discount sale related to people’s need for a specific product.

Does your headline directly address your target audience’s needs? Many headlines communicate value but don’t tap into needs and desires. Think about the key needs of your audience and make sure they’re incorporated into your headline.

Write for attention, not for an instant sale

Another common marketing mistake is to assume that your headline will “close the deal” and encourage customers to purchase something. Headlines don’t sell on their own – instead, they attract attention and encourage people to continue reading.

It’s your copy and call to action and produce sales, not your headline. In the A-I-D-A sales formula (Attention, Interest, Decision and Action), the headline’s goal is only to achieve the first step in the process: attention.

Your headline should immediately attract attention, then encourage people to keep reading. Use a short, simple message that attracts attention and let your copy focus on creating interest and desire, then closing the sale.

Clearly communicate your offer’s value

What value do you have to offer? Another common headline mistake is forgetting to mention the value that your product or service offers to its audience, particularly its value relative to other offerings from competitors.

How is your product or service better than offerings from competitors? If your offer is the best in its category, how can you communicate this fact in your headline? The key to attracting attention is often differentiating your offer from its competitors.

If your product or service is the best in its category, don’t be shy about saying it in your headline. Talk about how you’re the best, then use your copy to explain why you’re the best in your category to your target audience and build real interest.

Maximize Impact with Tabletop Displays

Tabletop sign holders are an excellent choice for displaying your marketing messages directly where your customers will engage with them most. These sign holders allow you to position your message at eye level, making it easier for shoppers to see and read. Whether placed at checkout counters, next to product displays, or at the entrance of your store, tabletop displays make your signage accessible and visible in high-traffic areas.

For business owners looking to boost conversions, tabletop sign holders are ideal for promoting limited-time offers, discounts, or new arrivals. Their portability makes them easy to move to various parts of your store, allowing you to strategically place them where they’ll be most effective. Imagine positioning a tabletop sign holder at the counter to highlight an exclusive deal or to promote new services. When customers encounter a well-placed, attention-grabbing message, they’re more likely to act on it, resulting in increased sales and customer interest.

Wall-Mounted Sign Holders: Visibility at Every Angle

Wall-mounted sign holders are another powerful way to display your signage where it won’t be missed. Placing signs at eye level on walls ensures maximum visibility for your customers, whether they are browsing through a store, walking down a hallway, or entering your shop. These versatile displays can be used for everything from directional signage to product promotions and event announcements. For businesses with limited counter space, wall-mounted sign holders are the perfect solution to keep your messaging visible without cluttering up your selling space.

For retail business owners, wall-mounted holders can be placed near entrances to draw attention to current offers or store features. Additionally, positioning wall-mounted displays near product sections can encourage upsells, such as placing a promotion next to a display of related products. A well-positioned wall-mounted sign holder ensures that your message is noticed, increasing the likelihood of additional purchases.

Why Acrylic Sign Holders Are a Must-Have

Acrylic sign holders are the perfect choice for any business owner looking for a sleek, professional way to display important information. Acrylic offers a modern, clean aesthetic that blends seamlessly with any retail or office environment. Its transparency ensures that your signage is clearly visible without any distractions, while its durability means your signage will remain in top condition for an extended period of time.

Whether you’re displaying promotional materials at a trade show or showcasing your best-selling products in a retail setting, acrylic sign holders add an element of sophistication and clarity. Their versatility makes them perfect for both tabletop displays and wall-mounted setups, giving you the flexibility to place your message wherever it will have the greatest impact. For businesses in industries like hospitality, healthcare, or retail, acrylic sign holders are a must-have for presenting menus, price lists, and key information in a polished and professional manner.

Create a Multi-Touchpoint Strategy

The most successful businesses understand the importance of visibility across multiple touchpoints. By combining tabletop displays, wall-mounted holders, and acrylic sign holders, you can create a comprehensive marketing strategy that targets your customers at every stage of their journey. From the moment they enter your store to the point of purchase, strategic placement of your signs ensures your message reaches them at the right time.

For example, use wall-mounted holders at entrances to capture attention as customers walk in. Position tabletop sign holders next to popular products or checkout counters to encourage impulse buys. And don’t forget to place acrylic sign holders on countertops, ensuring your key messages are visible and accessible from all angles. When you use all three types of sign holders in tandem, you’re ensuring that your message resonates with customers, driving higher engagement and boosting your overall sales.

Invest in High-Quality Sign Holders for Maximum Impact

Choosing high-quality sign holders is a smart investment for any business owner looking to enhance their signage strategy. The right displays not only help you communicate your message effectively but also reflect your brand’s professionalism and attention to detail. By selecting premium acrylic, tabletop, and wall-mounted holders, you can elevate your marketing efforts and create a lasting impression on your customers.

Incorporating first-rate sign holders into your store or office is more than just a way to hold signage—it’s a way to improve the customer experience and drive sales. Quality sign holders ensure that your signage remains intact and visually appealing over time, which in turn helps you maintain a polished, professional image. With the right placement and high-quality displays, your messaging will reach customers effectively, helping your business grow and succeed.

Keep it short, sweet and as simple as possible

For decades, direct marketers have stated – often without any substantial evidence – that long headlines are more effective than short ones. In many cases, the opposite is true – short headlines are often far more effective at attracting attention.

Remember that the goal of your headline isn’t to close the deal, but simply to keep people reading. The shorter and simpler your headline is, the easier it is for people to digest its message and move on to your marketing copy.

Keep your headline short, sweet and simple. Although it might take some editing to create the perfect headline for your retail sign or brochure, you should easily be able to communicate your message and attract attention in 10 words or less.

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