Better Sign Shop Podcast

Peter Kourounis, Michael Riley, and Bryant Gillespie
  • 4.8 (11)
  • ENTREPRENEURSHIP
  • UPDATED WEEKLY

Learn how to build a better sign and print shop from a few crusty sign guys who've made more mistakes than they care to admit. Conversations and advice on sales, marketing, pricing, growth, and more. Co-hosted by Peter Kourounis, Michael Riley, and Bryant Gillespie.

  1. Why 90% of Sign Shop Ads Fail (Ex-Googler Explains)

    07/07/2025

    Why 90% of Sign Shop Ads Fail (Ex-Googler Explains)

    Peter Guba spent 8 years working inside Google with over 1,000 different accounts before starting his own paid ads agency, Profit Mill. In this episode, he reveals why most sign shops are burning money on Google Ads and shares the simple strategy that actually works. ##-## Key Points Discussed: Why Google Ads fail: The real reasons 90% of sign shop advertising campaigns don't work (and it's not what you think)The $500 test: How to start Google Ads the right way without betting the farmUnit economics breakdown: The math every sign shop owner needs to know before spending a dollar on adsLocal vs. product ads: Which Google ad types actually work for sign shopsThe attribution problem: How to track if your ads are actually generating salesWebsite optimization: Why your Google Ads success depends more on what happens AFTER the clickClosing the loop: The simple question every sign shop should ask every customer##-## Links: Profit Mill: https://profitmill.io##-## Timestamps: 00:00 - Intro01:27 - Why Peter left Google after 8 years04:40 - The agency problem: Why 90% don't deliver09:12 - When sign shops should (and shouldn't) use Google Ads13:55 - The only ad strategy sign shops actually need22:12 - Local campaigns vs. search ads28:07 - Biggest mistakes sign shops make31:12 - Budget recommendations and unit economics38:18 - Tracking results and attribution43:20 - Website optimization for ad traffic52:30 - How to avoid getting burned by agencies57:05 - The future of Google Ads for sign shops##-## Are you a sign or print shop owner? Join the Better Sign Shop Community - our exclusive Facebook group for shop owners and managers. Connect and learn from peers at https://www.facebook.com/groups/bettersignshopmastermind.

    1h 23m
  2. The Rapid Evolution of AI Tools: AI Part 2

    03/25/2025

    The Rapid Evolution of AI Tools: AI Part 2

    In this episode, Bryant and Mike continue their deep dive into the ever-evolving world of AI, building on the discussion from the previous episode. They explore the rapid growth of AI models, highlighting both their incredible benefits and the challenges they pose within the sign industry. Beyond discussing the impact of AI, Bryant and Mike showcase some of their favorite AI-powered tools that they use daily, offering insights into how these innovations are reshaping workflows and creativity. Tune in for an engaging and thought-provoking conversation as we navigate the fast-paced changes AI is bringing to our world—and what the future might hold! ##-##In this episode... 00:00           Intro00:32            "AI" Models Rapid Growth07:48            Tools We Use 12:23            TypingMind18:53            AI for SEO25:43            Tools for Text Generation36:27            Current AI Situation 47:20            "AI" in Everyday life53:35            Deepseek58:00            "AI" Thinks01:00:25       Directus01:02:25       Replicate01:08:00       NotebookLM01:12:00       Clay01:14:15       Perplexity01:17:50       Loveable01:21:45       Replit01:28:50       Takeaways01:34:04      Outro ##-##Are you a sign or print shop owner?Join the Better Sign Shop Community - our exclusive Facebook group for shop owners and managers. Connect and learn from peers at https://www.facebook.com/groups/bettersignshopmastermind.

    1h 34m
  3. The "Ominous" AI Episode: AI Part 1

    03/17/2025

    The "Ominous" AI Episode: AI Part 1

    In this episode, Bryant and Michael take a deep dive into how AI is reshaping the sign and design industry. They explore its growing impact on the creative process, discussing whether AI is a helpful tool for designers or a force that could potentially harm the industry as a whole. From automating routine tasks to enabling innovative design solutions, AI offers exciting possibilities, but it also raises critical questions about originality, ethics, and the future role of human designers. To bring theory into practice, Bryant and Michael put one of Michael’s banner designs to the test, leveraging AI tools to see how they measure up against traditional methods. Join the conversation as they weigh the pros and cons of AI, debate its long-term implications, and consider how designers can adapt to thrive in an increasingly AI-driven landscape. ##-##In this episode... 00:00           Intro00:32           Catching Up08:05           Last year's learnings12:25            Creative but uninterested in the business side15:11             The Ominous AI16:25            Takes on AI21:00            AI on a daily basis25:40           AI Impact on Creativity36:18            Dangers of AI39:29           Dangers for Designers 42:20           Shift of designers 46:00           Using Claud to replicate Mike's design51:40            Tool For Creativity01:00:39       AI for younger generation01:05:03       Takeaways 01:07:00       Outro ##-##Are you a sign or print shop owner?Join the Better Sign Shop Community - our exclusive Facebook group for shop owners and managers. Connect and learn from peers at https://www.facebook.com/groups/bettersignshopmastermind.

    1h 7m
  4. The 10 Sign Shop Commandments - Part 2

    01/14/2025

    The 10 Sign Shop Commandments - Part 2

    In this engaging podcast Series, Peter shares his 10 Sign Shop Commandments—a comprehensive set of principles designed to drive your sign shop's financial success.  These commandments aren’t just generic advice; they are presented in a unique percentage-based format, offering clear and actionable insights to help you stabilize, optimize, and elevate your business operations. Bryant and Peter delve deep into each commandment, unpacking the strategies and steps necessary for implementation. They discuss how these rules can fix sign shop owners' challenges and difficulties.  Whether you're just starting out or looking to take your business to the next level, these ten commandments serve as your roadmap to success. ##-##In this episode... 00:00     Intro.00:50     Sign Shop Yoda.04:40     Recap of first five commandments.06:44     Advertising Budget Query 11:17     6th Commandment: Total Payroll 21:36     7th Commandment: Average Payroll26:08     8th Commandment: Lead Conversion33:37     9th Commandment: Hourly Rate44:39     10th Commandment: Quote to Sales Order53:58      Outro ##-##Are you a sign or print shop owner?Join the Better Sign Shop Community - our exclusive Facebook group for shop owners and managers. Connect and learn from peers at https://www.facebook.com/groups/bettersignshopmastermind.

    54 min
  5. The 10 Sign Shop Commandments - Part 1

    12/30/2024

    The 10 Sign Shop Commandments - Part 1

    In this engaging podcast Series, Peter shares his 10 Sign Shop Commandments—a comprehensive set of principles designed to drive your sign shop's financial success.  These commandments aren’t just generic advice; they are presented in a unique percentage-based format, offering clear and actionable insights to help you stabilize, optimize, and elevate your business operations. Bryant and Peter dive deep into each commandment, unpacking the strategies and steps necessary for implementation. They discuss how these rules can fix sign shop owners' challenges and difficulties.  Whether you're just starting out or looking to take your business to the next level, these ten commandments serve as your roadmap to success. ##-##In this episode... 00:00      Intro00:32      Catching Up06:20      Year-end and sign-shop09:05      10 Sign Shop commandments11:40      1st Commandment: Gross Profit Margins15:09      2nd Commandment: Direct labor percentage18:13      3rd Commandment: Material cost26:10      4th Commandment: Operating expenses32:35      5th Commandment: Advertising budget42:20      Jason’s Question on Marketing Vendor46:23      Ride the wave (ridethewave.info)48:18      For Introverts53:33      Social Sponge (socialsponge.biz)57:03      Recap58:32      Outro ##-##Are you a sign or print shop owner?Join the Better Sign Shop Community - our exclusive Facebook group for shop owners and managers. Connect and learn from peers at https://www.facebook.com/groups/bettersignshopmastermind.

    59 min
  6. Shop Software Spotlight

    11/12/2024

    Shop Software Spotlight

    Sign Up For Shop Software Spotlighthttps://lu.ma/shop-software-spotlight In this quick announcement episode, Bryant catches up with listeners after a brief hiatus and shares three exciting updates from the Better Sign Shop team. Key Announcements: - Podcast Update: The team is back after taking time to focus on work and family, with new episodes and guests lined up- Shop Software Spotlight Series: A comprehensive demo program featuring seven major sign shop management software vendors including Ordant, SignTracker, Onyx Align, SquareCoil, InkSoft, InkWorks, and CoreBridge- New Website Product: Preview of an upcoming website and marketing platform specifically built for sign shopsThe Shop Software Spotlight series runs from November 14th through December 10th, featuring guided demonstrations and Q&A sessions with each vendor. Free registration available at lu.ma/shop-software-spotlight. In this episode...00:00 Intro & Welcome Back01:15 Team Update03:15 Shop Software Spotlight Announcement13:30 Demo Series Schedule18:15 New Website Product Preview20:45 Closing Are you a sign shop owner interested in being featured on the podcast or joining the website platform beta? Email hey@bettersignshop.com.  For software vendors interested in participating in the spotlight series, reach out to hey@bettersignshop.com. Join the Better Sign Shop Community - our exclusive Facebook group for shop owners and managers at https://www.facebook.com/groups/bettersignshopmastermind.

    21 min
  7. Carving a Niche // Jim Dawson of Synergy Sign & Graphics

    04/30/2024

    Carving a Niche // Jim Dawson of Synergy Sign & Graphics

    Jim Dawson owns Synergy Sign & Graphics in Strasburg, OH. From humble beginnings in his basement 20 years ago, he has built a business that thrives on challenges and innovation. In this podcast, he shares his experiences with creative architectural signage. ##-##This episode is sponsored by: GCI Digital Imaging Your partner for large/grand format trade printing. Known for exceptional customer service, GCI Digital Imaging is the go-to for banners, coroplast signs, vehicle wraps, and other digitally printed graphics. Discover more in Episode #9 or visit https://gci-digital.com.Jaco Wholesale Sign ProductsLooking to enhance your clients' impact and boost your profits with flat-cut acrylic letters and logos? Jaco Wholesale Sign Products delivers laser-cut acrylic letters and signage with quick turnaround times and excellent communication. They offer a wide range of mounting options, Pantone matching, several acrylic thicknesses, and nationwide shipping. Visit https://sign.supply/bss/ for a quote and $50 off your first order. ##-##Links:Dan Sawatzky Episode: https://youtu.be/QHOBWzf-5QY Synergy Signs Instagram: https://www.instagram.com/synergy_signs/ ##-##Key Points Discussed: - Business and Personal life: Jim shares his business and personal life and how he and his wife manage it all together. - Jim's Journey: Jim shares his journey and how he ended up with signage from an animator and cabinet shop.  -Architecture Projects: Jim shares with us his amazing architecture Projects and shows us the workflow of working with architecture Projects. -Client Expectation: We dive deep into this conversation, discussing the importance of knowing and fulfilling clients' expectations and how to let clients know what we expect from them. - Pricing Methods: Jim discusses his pricing method and how he decides or adjusts his pricing and profit margins. - Changes in the industry: We discuss the positive and negative aspects of the industry's changes and how they will affect the market and the future of signage. -Jim's Workshop: Jim talks about his workshop, which they conduct a few times per year. Y http://www.synergysign.com/sign-alchemy-workshops/ -Sign Shop School: Jim and Peter discuss their future plan to open a sign shop school and give back to the industry. ##-##In this episode... 00:00            Intro 00:38            Sponsor 01:27             Catching Up 04:40            Winning a Lottery 09:12             About Jim 10:25             Working with Wife 13:55             From Animator to cabinet shop to signage 19:12              The Progression. 22:12             Storefront walk-in traffic 28:07             Inflection Point  31:12              Jim’s architecture projects    33:12              Fulfilling Client Expectations 36:25             90-day Terms 38:18              Equipments 43:20             Fire Prevention 46:02             Workflow with architecture Projects. 52:30             Pricing Method 57:05             Changes in the Industry 01:02:42        Jim’s Workshop 01:12:12          Sign Shop School ##-##Are you a sign or print shop owner?Join the Better Sign Shop Community - our exclusive Facebook group for shop owners and managers. Connect and learn from peers at https://www.facebook.com/groups/bettersignshopmastermind. Interested in being a guest on the show or have questions for our team? Reach out to us at hey@bettersignshop.com.

    1h 24m
  8. Chill The F$&k Out // Dan Yoder of Sign Art Studio

    04/19/2024

    Chill The F$&k Out // Dan Yoder of Sign Art Studio

    In this episode, we're joined by Dan Yoder - the owner of Sign Art Studio, a killer sign shop with 30 people near Madison, Wisconsin. Dan has been in the industry since 2005 and gives us valuable insights on various topics such as the business and art side of the industry, the importance of systems and processes, hiring and managing employees, and more. ##-##This episode is sponsored by:GCI Digital Imaging - Your partner for large/grand format trade printing. Known for their exceptional customer service, GCI Digital Imaging is the go-to for banners, coroplast signs, vehicle wraps, and other digitally printed graphics. Discover more in Episode #9 or visit https://gci-digital.com. ##-##Key Points Discussed: - Dan's Origin Story: Dan has always been interested in art and fell in love with this craft early in his life. Making mistakes, learning from them, and growing forward continuously. He started his own business in 2005 and now has a team of about 30. - Team Management: Dan discusses Sign Art Studio, how he started the business, and how he tackled all of its problems. He tells us the structure of his team and how it works. He also shares the importance of Teamwork and how he manages his team to gain efficiency. - Hiring Question: Dan answered one of the most asked questions about hiring. He shares his thoughts on hiring somebody with no experience or someone with some signage experience. - Business and Art: We dive deep into this discussion where we all share our thoughts on the "Business" and "Art" side of the industry, which one has more importance, and how both can be managed. - Processes and Systems: We discuss processes and systems, layers of processes, flexibility with systems, having processes to set or change processes, and much more. Dan shares the Sign Art Studios' way of working and how they have set up their workflow. - Right Type of Clients: Working with the right type of clients is a different experience, as it is much more collaborative and engaging and brings out the best in everyone. Dan gives solid advice to shop owners on finding the right type of clients and shares how they qualify and classify their clients.  - Dan's Podcast: Dan does his own Podcast, which you must listen to. https://www.youtube.com/watch?v=m41OxFQbSPo ##-##In this episode... 00:00       Intro00:38       Sponsor02:28       Welcoming Dan05:30       Dan’s Journey09:55       Sign Art Studio16:50       Team management and working21:30       Hiring People25:30       Last 10-20 years of the industry32:20       Process of onboarding a new employee    36:00       Business and art47:40       Focus on Entrepreneurial Operating Systems55:25         Motive         01:04:30    Processes and System       01:26:30    Future for Dan01:29:05    Working with the right type of client01:35:30    Dan’s Podcast01:41:50    Rapid fire takeaways01:46:20    Outro ##-##Are you a sign or print shop owner?Join the Better Sign Shop Community - our exclusive Facebook group for shop owners and managers. Connect and learn from peers at https://www.facebook.com/groups/bettersignshopmastermind.

    1h 47m
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4.8
out of 5
11 Ratings

About

Learn how to build a better sign and print shop from a few crusty sign guys who've made more mistakes than they care to admit. Conversations and advice on sales, marketing, pricing, growth, and more. Co-hosted by Peter Kourounis, Michael Riley, and Bryant Gillespie.

Information

  • Creator
    Peter Kourounis, Michael Riley, and Bryant Gillespie
  • Years Active
    2022 - 2025
  • Episodes
    35
  • Rating
    Explicit
  • Copyright
    © 2022 BetterSignShop.com
  • Show Website
    Better Sign Shop Podcast