Any town’s Main Street. What looks interesting to you? It could be the big bright ice cream cone rising above the old diner. Or the pink and green blackboard outside the bakery that has deals written on it. Advertising in storefront window advertising isn’t some old-fashioned thing from the past. It’s like brain flashcards—a quick look at what a company has to offer, sent right to the place where choices are made.

A sandwich board or painting window that says, “Hey, fresh bagels inside!” does a lot more than those flashy online ads that you see on your phone. There is an honest truth there. What people can see, touch, and point to makes them trust it. People who shop in person don’t usually look for digital praise; they want to feel something real. That’s where funny window stickers, bright signs, or even art on the sidewalk come in. They yell louder than signs five zip codes away.

A piece of business lore goes like this: In my old area, there was a pizza place with LED lights outside that said “Best Za in Town!” The locals still talk about it, even though the puns aren’t as clever as their toppings. That month, people walking twice as much. It seems that kids used the sign as a place to take selfies on Friday nights. Storefront ads can do more than just sell things; they can also bring people together and pique their interest.

Keep it small and at eye level. People are moving quickly; don’t make them squint. Think bright colors, a style that’s easy to read, and, if you can, a little humor. Puns might make you groan, but trust me, they work.

Now, being consistent is important, but not so much that it kills innovation. Change what you see in the window with the seasons. Not what you wanted to sell last month, but what’s flying off the shelves right now. Being able to change sends the message, “We’re alive, and we’re listening to you.”

Take a quick look away. Imagine that a new neighbor is walking around the block. Google lookup? Perhaps. More than half of the people who stop in do so on a whim because they like what they see. Putting up signs and images in front of a store is like throwing a fishing line; you never know who will bite.

Smart signs can wake up even the most sleepy businesses. A used shop close to me started having a “Midnight Mystery Hour” with scary window graphics. Trivia nights brought in a lot of money. People in the area still laugh about the rickety cardboard body that they put up in December.

It’s less about shouting above the noise when you advertise in a storefront and more about joining the talk going on in the neighborhood. Putting your brand into everyday life is like getting a soft push to “pop in and see what’s new.” Take a break from computer fireworks for a moment. A white “hello” and a smiley face in the window can sometimes get the job done.