Trade Secret 36: Sell more than the truck lettering

Sell more than the truck lettering | Number 36

Most small businesses don't have a cohesive image. Yet often they have to compete with chains and franchises who do a great job of creating a strong image (i.e., brand) for themselves. Owner-operated businesses can look like sleepy mom-and-pop operations--instead of professionals.

Many sign shops who have developed their design skills have found a growing market by helping small businesses create a professional image. Rich Dombey, Rich Designs, Hillsborough, New Jersey, is a great example of how successful this approach can be.

Click here to see how Rich has combined those design skills with the need for small businesses to compete successfully, along with some great photos of his work.

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Rich's roots are in what many call Jersey-style truck lettering: A curious combination of state law (New Jersey requires that commercial vehicles be lettered) race car graphics and rock-and-roll album cover design happened there forty years ago.

If it wasn't created solely by Glen Weisgerber [GlenDesigns, Edison, NJ], this style was surely refined by him. He inspired a generation of sign people who honed it into their own styles. As they say, the rest is history.

Rich, rather than lettering a truck job then selling the client a logo based on that, now sells the design and a package of uses for it: trucks, stationery, yard signs, t-shirts, a website and whatever else they need to compete. Click here to see how.

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Tom McIltrot, Editor

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