Years ago in a previous life I was part of a project group designing a new marketing video. We started with a brainstorm session to come up with a top 10 list of the most common obstacles people had for attending our event. With people’s hesitations clearly defined we then designed the marketing video to specifically answer the objections in a creative and effective way.
In a similar way every small business owner needs to anticipate the critical questions potential clients will have and be prepared to answer them creatively and effectively. At Pinnacle Signs and Graphics we work with a lot of new businesses and try to help them anticipate some of those critical questions.
1. Who are you?
This is your brand identity, the name that you call yourself. Your name needs to be simple, memorable and in the case of on-premise signage; visible and readable. This is closely linked with the second question.
2. What do you do?
When potential customers drive by your place of business or see your vehicle with graphics they need to quickly connect who you are with what you do. “Joe’s Plumbing” is much more specific than “Joe’s”. The message of what you do can be amplified with vinyl graphics on window glass or service vehicles.
3. When are you open?
Posting your hours of operation allows potential customers to plan their visit to your business and can also direct them to a website or other information that will enhance your growing relationship.
4. Where are you located?
Wayfinding is the process of helping people get from point A to point B. For a small business helping potential customers find you is critical, especially if your location is confusing or you don’t have line-of-sight from the street. 
Street & suite numbers, your name on tenant signs and directional signs can help your customers find you quickly and safely.
Additional articles from the U.S. Small Business Administration
Importance of Signage for Your Business
What’s Your Signage; How signs can help your small business