Your Billboard Isn’t A Brochure

I am amazed at the amount of money wasted on ineffective billboards.  For the moment I’ll skip the problems with poor placement and visibility and focus on the tendency of some advertisers to clutter their boards to the point of ridiculousness.

I snapped this photo from about 150 away.  The picture isn’t very clear but neither was the billboard.  I couldn’t read it clearly standing still, there is no way anyone driving by at 40 miles an hour would catch it.

Here’s the problem.  Often the advertiser looks at the mock-up from a foot or two away. At that distance it’s more like a postcard a little cluttered but still legible.  A better test of readability is to stand 8 to 10 feet away and see if you can easily understand the message.

A driver can absorb about one photo and eight words unless of course the driver is stuck in a traffic jam.  Keep it simple.  Keep it catchy.  Keep it short

About wizardwalter

After more than 35-years refining the craft of ad writing I know a bad ad when I see or hear one. The majority of my time is split between consulting a select group of small businesses and creating effective ad campaigns for others. I look at the world first as a consumer, then as a marketer. Rather than bringing pre-conceived notions and snap answers to my clients, I bring a lifetime of experience based on trial and error as well as 20 years of successful sales management experience to the table. I have been an adjunct professor at the University of Wisconsin, has taught at the Wizard of Ads® Academy and speak to groups of business owners on ways to improve their advertising any chance I get. I look for business owners who have a burning desire to grow and a passion to make it happen. Then I help bring out their best. When I’m not working with clients, I’m usually researching, writing, recording commercials and viewing the world in a tree house down the road from Lake Michigan. I travel light and have easy access to Milwaukee Mitchell and Chicago O’Hare. If you’d be interested in discussing your situation let’s talk.
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