05/26/2026
Happy Tuesday! This is the latest article from our column in Sign Builder Illustrated
If you are an owner or in any leadership role at your shop, this is an important topic. It requires an investment in yourself, but the impact is HUGE!
Please let us know if you find it helpful, and comment below.
Note: the graphic is NOT ai. I made that mistake last month-🤣
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Love is the key!
Why Small Business Owners Need Public Speaking Skills
Public speaking is my friend. Go ahead and say that to yourself a few times like a mantra.
For most people, public speaking is a scary thing. In fact, it ranks as one of the biggest fears people have. I think if you ran a survey, you would find that many people would rather fly in a small single-engine plane filled with spiders and snakes than stand up and give a talk at a conference.
I understand that feeling.
I am your humble co-host of the Behind the Signs podcast and I am one of those people. Heart racing. Dry mouth. Losing my place. Feeling like I might pass out. My brain seems to flip into fight or flight mode. There is actually some interesting science behind it if you look it up.
Over time I have learned how to manage it. Every once in a while, it still shows up, but I get through it.
My co-host Liz would tell you she is not a big fan of public speaking either. Maybe even a little more than not a fan. But both of us have decided that helping others matters more than the fear of standing up and talking.
I think about the many sign shop owners I know. They are incredible at their craft and experts in what they do. But being great at the craft alone is not enough to grow a business.
To lead a team and grow your company, you have to learn how to communicate clearly and consistently. You have to be able to share ideas with your employees, explain value to customers, and represent your brand in your community.
The good news is this: Public speaking is a skill. Like any other skill in the sign industry, it can be learned with practice.
Why are clear communication skills so important?
Building Confidence and Leadership
Building confidence and leadership starts with strong communication. Your employees are looking for stability and direction. When you step into the role of mentor and clearly communicate expectations, people tend to do very well.
That means helping your team understand what success looks like. It means guiding them when they get off course and explaining the values that matter to you as a leader.
You do not have to be smooth or polished to do this well. Just be honest and real. Most of the time your team is walking the same path you walked not long ago. You probably learned many of your lessons the hard way. I know I did.
When your voice is sincere and helpful, your team will grow. Over time they will start to mirror the way you communicate. When they speak with customers, they will be clear, caring, and confident. That has a very positive impact on your company.
It all starts with simply getting comfortable talking with your team.
Effective Sales and Networking
Liz and I have gone back and forth on this topic of sales. Since I am writing the article this time, that means you, dear reader, are on Team Joe. As owners, we are all salespeople and networkers. There, Liz. I said it.
I remember going to a presentation once with another sign shop owner to help close a very large project. We walked into a conference room with about ten architects. At one point someone asked a simple question. “Why should we work with your firm?”
We had prepared design ideas, construction concepts, and budgets. But that question completely threw the owner off. He froze. His face turned white and he could not get the words out.
I was not much better, but I managed to start talking about some of the large projects we had completed and the capabilities of the shop. The room started to get interested. Once the conversation got going, the owner found his voice and the rest of the meeting went well.
It was uncomfortable though. Situations like that can feel intense. The key thing to remember is that you are not in danger. Your brain may think you are, but you are not.
That same owner also struggled with communicating with his employees. He was an absolute master of his craft, but he had a hard time communicating consistently.
That is why it is so important for owners to start simple. Start by getting comfortable talking with your team about what matters to you. Then practice those same conversations with customers, one at a time. If you attend a networking event, start small, and simply introduce yourself to a few people at a time.
Just have a conversation about what you love about what you do. Most people are genuinely interested when you talk about your craft or your business with sincerity and passion.
Over time, people will begin to see you as that business owner who genuinely cares about helping them succeed. As that happens, speaking to a networking group or presenting to a board starts to feel more natural.
Establishing Authority
The next step is a bigger leap. Speaking at industry events, joining podcasts, or presenting at local networking meetings begins to establish you as a trusted voice in your field. These opportunities build credibility much faster than traditional marketing. They influence how people see you, motivate them, and often lead them to seek out your company.
There are many ways to start building your brand this way. You can share your voice on social media, teach a webinar, join a panel discussion, or speak at an industry event. The same rule still applies. Be genuine and believable. In most cases, you would not be invited to speak if people did not already see you as a knowledgeable and caring business owner.
Talking to a larger audience is really no different than talking to a small group. It is still just a conversation. Take a deep breath, smile, and be yourself.
I once had the privilege of taking a workshop from a speaking coach who shared a simple formula that stuck with me. She said to always remember three things. Love your topic: signs. Love your audience: your customers & employees. Love yourself: your work & expertise. If you do those three things, your talks will almost always connect with people.
You do not have to be a polished public speaker to be an effective communicator. You simply need to be a believable and genuine human being who speaks with passion about helping others.
If you start there, your voice will carry further than you ever expected.
All the best,
Joe & Liz
