Hey Reader,

It's community garage sale season! Nothing sparks joy quite like driving through fancy neighborhoods, spending money you don't have on things you don't need. Did I need that miniature Bluetooth keyboard? No! But it was $5 and I thought it was cool.

This year, I've noticed a new trend developing around the neighborhood sales: matching signs. Now that's certainly not a brand new trend. Anyone who has held a garage sale in a difficult-to-find location likely knows the benefits of consistent directional posters. But the new thing I've seen this year are yard signs that denote which homes are participating in a community sale, and that presents a pretty cool opportunity.

"Our budget is $300 a month."

When I posted a new freelance sketch on TikTok last week, that was one of the comments it received. The comment was made with sarcasm and lined up well with the joke of the video. As a freelancer, it's not uncommon to discuss budgets with small business owners, only to see the light leave their eyes. When you're trying to survive as a small business in an ever-worsening economy, marketing tends not to be a high-priority budget line. That's ok! $300 likely won't fund a fractional CMO, but you know what it will buy? Sixty five 12"x18" custom yard signs from Vista Print.

"But Matt, I need marketing help! What am I going to do with sixty five 12"x18" custom yard signs?" Great question, reader. I'm glad you asked.

Sponsor your community

Two of the three community rummage sales I perused this weekend had matching yard signs with a business sponsor. In both neighborhoods, every participating house was given a complimentary yard sign. In both neighborhoods, those signs were sponsored and paid for by a small business owner in the neighborhood. In both neighborhoods, those small business owners earned hundreds of impressions, all weekend long.

The design of those signs was split about 70/30. About 70% of the space on these signs was dedicated to "GARAGE SALE," as well as some details about times and locations. The other 30% featured sponsor info. Graphics, websites, basic info, you name it. I didn't take any pictures of the signs I saw this weekend, but I cranked out this mock-up in about 30 seconds on Canva.

All in the neighborhood

The obvious benefit to sponsoring an event like a neighborhood garage sale is the influx of eyes on your business info. The less obvious benefit is the support you're giving to the folks having these garage sales. As stated above, matching signs are helpful! As a garage sale goer, they make it much easier to identify garage sale havers. As a garage sale haver, they help you make money and it's one less thing you're responsible for. I'd go so far as to say that the benefit these signs is more for the havers than the goers, and that's important.

These people are your neighbors (if it's your neighborhood's garage sale) or, at very least, a community adjacent to your business. When you offer them support, it will stick with them. Perhaps, instead of searching the internet for a realtor/contractor/handyman/etc. when they're in need, they'll remember the support your business provided them. People like to see the impact of their spending, and they'll almost always prioritize keeping their money within the community. If you give them an excuse to spend with you, chances are they will.

-MC

p.s.

• I didn't buy anything useless this weekend. Please be proud of me.
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When you overhype, you underdeliver. A skill that Disney/Marvel gets a little better at every day. Watch the video

The FREELANCER bit returns! Why it's sometimes good to withhold some information. Watch the video

Big congratulations are in order for my friends at The Zak M Davis Memorial Foundation! They kicked off their "Zakfest 2026 Summer Tour" at their local farmer's market this week. Bad weather and seasonal construction cost the Foundation their usual venue for their annual event. We worked together to make their event mobile and find new opportunities for them to connect with their community. Their first event was a great experience and many lessons were learned!

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Let's celebrate your wins next. Ask me how!

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