DEAR ABBY: As both a businessman and consumer, I find negative signs to be far more offensive than signs that carry positive messages. The attitude signs reflect is often indicative of the attitude of the business as a whole.
In my business, we concentrate on never saying "no" to a customer until all other options have been explored. I publish a telephone directory, and often encounter customers who want preferential treatment in the placement of their ads. I believe it's unfair to give preferential treatment to one customer who is buying the same ad space as someone else. So, we now offer "preferred placement" for a fee. If a customer asks for something as unreasonable as a free ad without reasonable cause, I reply, "I will give you a free ad if you pay for the next three issues in advance."
As a consumer, I am offended by "No shirt, no shoes, no service" signs, and will instead patronize a business with the positive sign, "Shirt and shoes required by state law." I appreciate businesses that say "We accept Visa" instead of "No American Express," or "30-day money-back guarantee with sales receipt" instead of "No returns without receipt."
I wish you had told "Sick of Signs" to put a positive spin on them when it's her turn to make signs. She could even replace the more tattered of the existing signs with positive messages. -- RIC TURLEY, BOULDER, COLO.
DEAR RIC: It's not surprising that your positive philosophy has made your business successful. In this increasingly competitive environment, companies would be wise to take a critical look at what their signs and customer service policies say about them. Both can be very revealing.