On an expressway, with speeding cars and high risks associated with taking eyes off the road, outdoor hoardings or billboards have their tasks cut to the bone. It’s getting more and more difficult to keep wayfarers interested in your ad and perhaps even make it work. To get the most off your billboards and outdoor advertising, you should consider implementing the following:

One idea/message per billboard: Too many businesses shoot themselves when they tend to have too much posted on that hoarding out there. Keeping it simple might be clichéd but that’s because it works. The radical new rule today is to have just one message or one single idea to be communicated to prospects through your billboard ad. Usually intriguing questions will be the safest bet in this regard.

White background colour and a dark colour text: Don’t bother with a great artist for a graphic designer (you will need a graphic designer, nonetheless). Get a white background with black/red/dark blue text in huge fonts. That gets your graphic ready. Period. The effectiveness of this combination has been proven time and again and there’s no need to get creative while it hurts your bottom line.

Shock and awe: Most entrepreneurs have messages that don’t impact. Most of the messages are either hyped or too timid. Find a way to “shock and awe” them. Say something intriguing, shocking, and controversy-cooking. Don’t doubt yourself and don’t sound unsure. Say what you want to in a way that holds your prospects’ attention.

Call to act: Most advertisements just say it and leave it. Even though it might be obvious that you expect your prospects to call or email you, say it. Put your call-to-action loud and attractive no matter how obvious it might be. While you are at it, focus on only one call for action. Don’t ask your prospects to do this and that and then this.

Did you ever put a hoarding, outdoor display or billboard up?

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