If you're not using a signature in all of your posts to e-mail lists, you're missing a free opportunity to market your business!

What's a signature (often called a sig)? It's those lines of text at the end of your e-mail messages that basically tells who you are and what you do or what you sell. Most e-mail programs have a setting that allows you to automatically append your sig to each e-mail you send. If you're on AOL, you have to manually paste one in each time. It takes dedication, let me tell you!

Since you're getting free publicity for your business each time you contribute to a list discussion or send a personal e-mail, you might as well make it a *good* SIG, right? So how do you do that? Here are some tips:

1. Remember "What's in it for me" (WIIFM). Answer that question in your SIG!
2. Make it specific, not vague. In fact, that's a good rule for any marketing piece you write.
3. Give correct contact information--e-mail address, URL, phone number, ICQ number, however you want customers to reach you.
4. Proofread it to if you left any words out.  ;-)
5. Use a different SIG, depending upon your goals and the forums in which you post.
6. Use active, energetic words.

I have two victims, um...I mean *volunteers* who agreed to let me do a "before and after," a make-over if you will, on their sigs....

First, we have Sherri from The Creativity Zone. Once upon a time, her sigs said something like...

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You're just a keystroke away from
One-of-a-kind gift items that aren't available in your local mall!
THE CREATIVITY ZONE at http://www.creativityzone.com
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Since I know that Sherri has some really cool things in her store, I suggested she get more specific in her sigs...For instance, I'm a dog lover, and I know she has some precious dog pins...and cat ones, too.

Which is going to catch my attention better: "gifts" or "whimsical, colorful dog pins?"

Sherri's done a great job of mentioning her items more specifically. Here are excerpts from two SIGs she's using now:

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The Hummingbirds, The Southwestern, The Rooster, The Tulips, The
Nativity, The Star of David.  These are just some of our collapsible
baskets made from mahogany, wormy maple, or red oak.  Visit our
unusual collection of distinctive gifts and specialty items today!

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Stained glass candle holders, Judaica, porcelain pottery, and family
portraits in oil are just the beginning! Visit our unusual collection
of distinctive gifts and specialty items today!

And SIG redo number two is Janet Crosby of Paragraphics, who is currently SIG-less Janet does graphic design, web page development, banner creation, and web site hosting.

This is what she *could* put in her SIG (I wrote this...don't blame Janet!):
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Visit http://www.baxsie.com/ for great
banners, web design, graphics, and hosting.
Satisfaction guaranteed!
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Yawn....Can you say "blah?" I'd suggest that Janet choose just one of her services to feature in different versions of her sig. And be specific. How about:

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Increase web site traffic and multiply sales with
irresistible banner ads custom-made by Paragraphics.
Zip over to http://www.baxsie.com/ for all the details!
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Happy sigging!!