The other day when I was at home in Augusta, GA, I saw several men in a local car dealership tying balloons to antennas in their lot. Not too far from them was a big 20ft inflatable gorilla that said "SALE". I don't know about you, but I have never stopped at a car dealership to buy a car just because the car had a balloon attached to it. I have also never been lured in by a big 20ft inflatable gorilla telling me that there is a sale going on. Mainly because I know that it is a gimmick. When I need a new vehicle I will take my time, research what I want, check the internet for the best price, and then go to the dealership.
I think often that as churches we try to be like car deanships with our cute sayings on our church signs. And often our church signs are as bad or worse than having a gorilla with the word sign. A lot of church signs have messages that speak in Christianeese or telling people to turn or burn. They can often be too witty. I wonder sometimes what non-Christians think when they see all the church signs on their way to work or on their errands.
When it comes down to it, I'm going to buy a new truck for my needs or from the suggestion of a friend. I think that is how we need to focus and teach our congregations. They are the best church signs by their daily living and experience in our church