Building Your Impressions: Cackling to Build Impressions and Grow-Part Three

Helpful tips to tooting your own business's horn.

-Scott Franko

There’s a little anonymous poem that I use from time to time to help illustrate the importance and value of advertising to boost brand awareness, increase sales, and grow a business. It goes like this:

The codfish lays ten thousand eggs. The homely hen lays one.

The codfish never cackles to tell what she’s done.

And so we scorn the codfish, while the humble hen we prize.

Which only goes to show and prove that indeed it pays to advertise! 

You want to build impressions better than your competition? Then build the right kinds of impressions. Have a plan that includes branding and advertising, or cackling. Here are some ideas that come from my experience. Perhaps they will inspire some ideas for your cackling and for your business.


We all want and need clients. Our customers become conduits to ongoing projects and jobs. Not all clients are good ones, though. It helps when in the mood to capture more clients that you take time to figure out the type or specific client you want, then tailor your efforts so they are aimed right at them. At one time, I wanted some multi family housing accounts. By focusing time and resources, I found the means and processes that allowed us to enter into that particular industry, then get the work we wanted. 


Trade shows, events, seminars and conferences are great places to meet people and cultivate opportunities. It’s one thing to attend them. It’s another to sponsor them. But by exhibiting, you get to the heart of developing new relationships or strengthening them. Again, the practice of premeditating and planning can pay off by picking unique places to exhibit where you have less to no competition in the room. We repeatedly set up to showcase our company to school administrators and managers of facilities and properties, who all buy signs. 

Scott Franko is a solutions provider for business, brand and image through his firm, Franko Design Concepts and Consulting. He formerly owned and operated a multi-division sign, graphics and custom fabrication business. You can locate and contact him online at

To read Part One, click HERE

To read Part Two, click HERE

tony kindelspire oct21

Tony Kindelspire

Tony Kindelspire is the former digital content editor of Sign & Digital Graphics & WRAPS magazines.

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