Write an in-store message customers can act on

Write the task in plain language

Ask what the visitor should understand or do after seeing the message. 'Ask reception about weekday appointments' gives staff a clear enquiry to handle. 'Discover exciting possibilities' leaves the next step unclear.

Choose a single main action for the display. Put supporting information on a relevant page or keep it with the team. If the display needs several unrelated actions, split it into separate messages rather than adding more small text.

Make the offer specific

Name what is included and the price basis. If an offer applies only to selected products or appointment windows, say so near the main claim. Use actual dates instead of leaving an undated 'today only' message running.

Before approval, ask the person who handles billing to check the offer. The message should agree with the price at the counter. Do not invent urgency, customer reviews or results to make an ordinary offer sound stronger.

Use a before-and-after draft

Illustrative draft: 'Amazing festive deals. Hurry now.' A more useful version is: 'Gift wrapping available for selected gift boxes. Ask the counter about prices and collection times.' The second version tells visitors what to ask.

For a salon: 'Ask reception about available weekday afternoon appointments for [service]. [Confirmed price and inclusions].' Replace brackets with verified details. These examples are editable copy, not statements about your outlet.

Test the actual display

View the artwork from the normal queue, waiting chair or browsing position. Check whether the main message is readable at a glance. Improve contrast and remove extra wording before reducing text size.

A video should still communicate its main point without sound in a quiet space. A printed light box needs a physical proof because the backlight affects how artwork looks. Ask a colleague to explain the offer in their own words after seeing it.

Set an expiry and a replacement

Record the person responsible for removing the message. Prepare a neutral replacement, such as current service information, before the offer ends or stock runs out.

After a few shifts, ask staff which questions remained. Rewrite the confusing part and keep a dated copy of the previous version. You can learn from customer questions without claiming that every sale came from the display.

Your working sheet

Print this resource or choose Save as PDF in your browser. Write the details below before launch and review them with the person responsible.

1. Customer decision
2. Main message and next step
3. Confirmed offer terms
4. Viewing position used for the check
5. Approval owner
6. Expiry and replacement message