It only takes half a second to know exactly what this restaurant specializes in. You already know what they’re about, even though you’ve never been inside. You’ve never seen an ad for the place. In fact, most of you have never even heard of this joint. But you can tell a whole lot from the sign.
Question of the day: do your prospective customers know what you do? what you’re about? How clear are they about what you have to offer?
What condition makes for a better customer: confusion or clarity?
(This picture was taken at a restaurant not too far from my home in Calumet City, IL.)