You’re breezing down the street and a sign catches your eye. Before you can read the small print or tell what the picture is, you’ve gone by. Maybe you will remember to slow down and read the sign next time. If you’re anything like me, fat chance.

Most businesses depend on grabbing people’s attention in order to bring them in. That goes for your roadside sign, or your web marketing. Attention is in short supply so don’t waste this time by confusing or obscuring your message. Give it the 60mph test. Ask yourself: What information do I get from this in 3-5 seconds? Better yet, ask someone who doesn’t know anything about your business what message they get from the sign or advertisement. Remember to only give them a few seconds to answer. If they give you the answer you were looking for pat yourself on the back. If they scratch their head then you need to do some work.

Avoid creating hesitation or confusion on the part of your prospective customers. The last thing you want is for a potential customer to pass by your company just because they didn’t understand your message.