The Gary Anderson Sign Theory

[joe]

I came across this Mike Jackson article about one of our favorite sign artist and thought it would appropriate to post here. This must have been published a few years ago but it's still appropriate.

Also let me say, Mike Jackson has been a major force with promoting and establishing the Original Letterhead movement which is close to non existent today. One of the Group was a the friendly, helpful fellow by the name of Gary Anderson.

Hope you enjoy and use his theory.

http://www.signcraft.com/Libraries/archive-docs/My-Gary-Anderson-Theory.pdf

Joe Crumley
www.normansignco.com

[bleeth]

Couldn't be said better Joe.
When I opened up my cabinet shop 7 years ago right when real estate was crashing everyone told me I was crazy. The company I had been working for was going under and shops were closing down all over. Now I'm downsizing, but not due to not being able to get business. In a nutshell, if you apply yourself to making a great product, and make sure that good marketing practices are always a part of your schedule, you can suceed anywhere.

[chiloquinruss]

The little bit of business things I have done have all come from out side sources. Sitting by the phone waiting for your next customer isn't exactly a good plan! :D As I have stated before my shop is for me as a hobby but I will do outside work and I know what the folks around here charge. I charge over that amount (apprx 125%). I will not discount. I have had customers say my prices are very high, and I say 'yep', when do you want me to start on your project?

I will never do the kinds of work that the letterhead folks do but I am proud of what I have been producing and the customers keep coming back. Now I mostly do model building which is what I love to do and those customers are used to paying premium dollars for custom stuff.

Joe, great article, thanks for sharing it. Russ

[joe]

Russ,

I'm glad to hear you've held to quality and kept your prices up. You bring up an interesting topic.

If you're making products like realty signs, banners, vehicle letters or anything that isn't expected to last a long time price cutting will always be a factor. However, under priced custom products aren't considered very valuable. Higher prices end up commanding more respect. Cheap prices diminish product value.

Please don't misunderstand what I'm saying. It's not that cheap vinyl signs don't make money. They do! Some of us like Russ, end up stuffing our pockets with pride and a few gold Rupees.

Joe Crumley
www.normansignco.com

[scottp55]

Joe, The perfect article to read with my coffee on a Sunday morning. I'm not into signs (or I haven't been) more the kind of person who rummages through my wood and stone until something "speaks' to me and tells me what it wants to be. Working opal taught me you can't do it over, nature only made it once. But if someone with the spirit of a James Krenov moved into town, half the cabinet makers in town would cringe- the other half would be trying to wangle a way into his shop to see what he was doing. Quality makes the difference.