Whether you’re a seasoned copywriter or just starting out, here are 10 tips from our outsourced digital marketing services team to help you write compelling copy for billboards that grabs attention and drives action.
Understand Your Audience
Before you start crafting your billboard copy, it’s crucial to understand who your audience is. Who are they? What are their needs, desires and pain points? What language and tone resonate with them?
Understanding your audience will help you tailor your message to speak directly to them, increasing the chances of capturing their attention and resonating with them.
For a billboard targeting busy commuters, the copy might read, “Beat the Traffic with Our Fast, Fresh Coffee!” This message resonates with the audience’s need for convenience and a quick pick-me-up during their morning commute.
Keep It Short and Simple (KISS)
In the world of billboards, brevity is key. You only have a few seconds to capture the attention of passing motorists or pedestrians, so your message needs to be short, simple and easy to understand at a glance. Stick to the KISS principle – Keep It Short and Simple. Aim for no more than six to eight words to ensure maximum impact.
A billboard promoting a local gym might simply state, “Get Fit Today!” This concise message quickly communicates the gym’s offering and encourages action without overwhelming the viewer with information
Prioritise Key Messages
With limited space on a billboard, you need to prioritise your key messages. What is the most important thing you want your audience to know or do? Focus on one primary message and support it with secondary messages if necessary. Keep in mind that less is often more when it comes to billboard copy; too much information can overwhelm and confuse your audience.
A billboard advertising a new smartphone might feature the headline, “Experience the Future Today,” with secondary messages highlighting key features such as “Ultra-Fast Processing” and “Crystal-Clear Display.”
Choose the Right Words and Tone
Every word counts when it comes to billboard copy. Choose words that are clear, concise and impactful. Use active verbs to convey action and energy. Consider the tone of your message—should it be playful, serious, or inspiring? Tailor your tone to resonate with your audience and reflect the brand’s personality.
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Leverage Powerful Visuals
While copy is important, visuals also play a crucial role in capturing attention and conveying your message on a billboard. Choose eye-catching images or graphics that complement your copy and help tell your story. Make sure your visuals are high-quality and relevant to your message.
Highlight Unique Selling Points (USPs)
What sets your product or service apart from the competition? Highlight your unique selling points prominently in your billboard copy. Whether it’s a special offer, a unique feature, or a competitive advantage, make sure it’s front and centre in your message.
Include a Clear Call to Action (CTA)
Every effective piece of advertising needs a clear call to action, and billboards are no exception. What do you want your audience to do after seeing your billboard? Whether it’s visiting a website, making a purchase, or contacting your business, make sure your CTA is clear, concise, and compelling.
Ensure Legibility and Visibility
No matter how great your copy is, it won’t matter if it’s not legible or visible from a distance. Choose fonts that are easy to read and size them appropriately for maximum visibility. Consider factors like colour contrast and background imagery to ensure your copy stands out against the backdrop of the billboard.
Test and Refine Your Copy
Like any form of advertising, billboard copy should be tested and refined to ensure maximum effectiveness. Before launching a campaign, test your copy with focus groups or through A/B testing to see which messages resonate most with your audience.
Monitor the performance of your billboard ads and be prepared to tweak your copy as needed based on real-world feedback.
Stay Consistent Across Campaigns
Consistency is key to building brand recognition and trust. Make sure your billboard copy aligns with your brand’s overall messaging and tone. Whether you’re running a single billboard or a multi-city campaign, keep your messaging consistent to reinforce your brand identity and strengthen your connection with your audience
Our professional copywriters and outsourced digital marketing services team can help you write copy for billboards, flyers, social media and much more . Take a look at our affordable copywriting services here.
