How to Write Effective Billboard Copy

A billboard is a fantastic way to get your brand noticed by thousands of viewers every day. Although billboards are most popular on highways, they can be found on buildings or even in the middle of nowhere.

Writing copy for billboards is a very tricky job. Not only are you trying to capture the viewer’s attention, but you need to do it when they are driving at high speeds.

In order to write effective copy, you need to follow these five rules:

Keep it simple: The most important part about billboard advertising copy is to keep the message simple. If drivers only have a split second to read the billboard, do not complicate matters by having long-winded copy that drones on about your product or service. Make sure your message gets to the point and is no more than three short sentences.

Write copy that fits: Before writing the copy for your billboard, find out exactly where the billboard is going to be located. For instance, do not say “For a greater burger turn left here”, when your restaurant is on the right-hand side of the road.

Test your message: The best way to test a message is on a neutral party. Give a friend, family member or work associate the message and see if they can make sense of it. The message needs to be simple, clear and precise. While you want it to be easy to read, you also want it so say exactly what you are offering.

Know the theme of your message: You cannot portray your message effectively if you do not know what the theme is for your billboard. In order to create the right theme, you need to take into account what you are selling and the viewer’s mindset at the time. Focus the copy on what is most likely going to have a direct impact on the driver. For instance, if you are advertising a hotel, focus your copy on portraying how going on this holiday will benefit viewers.

Take a drive for inspiration: The best way to find out what copy you should write, is by taking a drive and seeing how your competition and other industries use industrial signage. When reading billboards, ask yourself three questions: what stands out for you, why does it work and does it fit with the surroundings? By asking yourself these questions, you begin to look past your product and focus more on the type of copy that this advertising method requires.

When writing copy for a billboard, you need to follow these five rules. Be sure that you stick to the basics and provide easy-to-read copy that makes sense and has a clear call-to-action. You only have a few seconds to impress your viewers, so make them count.

Image source: Rob DiCaterino