Mastering Billboard Copy: Prioritizing and Eliminating for Maximum Impact
Great billboard design isn’t just about eye-catching visuals—it’s about delivering a clear, powerful message in seconds. That’s why prioritizing copy and eliminating unnecessary words is a skill every billboard designer and account rep needs to master. The good news? It’s a skill that improves with practice, and following a few simple guidelines will help you get there faster.
What Does It Mean to Prioritize Copy?
Prioritizing copy means arranging text so that it’s read in a specific order, guiding the viewer’s eye through the ad effortlessly. With just a few seconds to capture attention, your design must ensure the most critical information stands out. Think of it like a movie trailer—it should hook the audience immediately and leave them with a clear message.
How to Prioritize Copy on a Billboard
- Headline (Largest Text): This should be the core message—what you want viewers to remember first.
- Example: Instead of “We Have the Best Deals on Tires in Town!”, go with “Best Tire Deals in Town!”
- Call to Action or Subheading (Slightly Smaller): This tells the viewer what to do next.
- Example: “Visit Us at Main St & 3rd Ave” or “Order Online – Free Delivery.”
- Contact Information (Smallest but Legible): A website, phone number, or location.
- Example: Instead of “Call Us Today at (555) 123-4567 for More Info,” go with “555-123-4567” or simply “JoeTires.com.” OR BETTER YET – NO PHONE OR ADDRESS AT ALL.
Eliminating Unnecessary Copy
Advertisers often provide too much information, thinking more details will help. But in billboard advertising, less is more. A cluttered design with too much text gets ignored because it’s unreadable at highway speeds.
Example 1: Restaurant Ad
Original (Too Long):
“Enjoy our delicious homemade burgers made fresh daily with 100% Angus beef, served with crispy fries and a free drink!”
Condensed Billboard Version:
“Fresh Angus Burgers & Fries – Free Drink!”
Example 2: Car Dealership
Original (Too Long):
“Visit our family-owned dealership for unbeatable deals on new and pre-owned vehicles!”
Condensed Billboard Version:
“New & Used Cars – Best Deals in Town!”
One of the best ways to trim down excessive copy is to print out what the advertiser provides—whether it’s an email, flyer, or webpage—and start marking out unnecessary words. The goal is to reduce the content to 1-2 key points.
Condensing Copy for Maximum Impact
Even after eliminating extra words, some phrases can still be tightened. Let’s say an advertiser, Bob’s Deli, wants this message on their billboard:
“At Bob’s Deli, we guarantee the freshest meats and vegetables, or we’ll give you your money back.”
That’s way too much to read at 70 mph! Instead, we simplify it to:
“Fresh Meat & Veggie Guarantee”
Here are more examples of condensing long sentences:
Dentist Office
- Original: “Get your teeth cleaned and whitened today at Smile Dental!”
- Billboard: “Smile Dental – Clean & White Today!”
Landscaping Service
- Original: “Call us for all your lawn care and landscaping needs, including mowing, trimming, and mulching!”
- Billboard: “Lawn Care & Landscaping – Call Now!”
Furniture Store
- Original: “Huge sale this weekend only! Buy any sofa and get 50% off any coffee table or chair.”
- Billboard: “Weekend Sale – Sofas & Chairs 50% Off!”
Abbreviations to Use on Billboards
Using abbreviations is a great way to save space while keeping the message clear. Below are common words that can be shortened for billboards:
Common Location & Address Abbreviations
- Street → St (123 Main St)
- Avenue → Ave (Sunset Ave)
- Boulevard → Blvd (Hollywood Blvd)
- Road → Rd (Oakwood Rd)
- Drive → Dr (Lakeside Dr)
- Lane → Ln (Meadow Ln)
- Highway → Hwy (Hwy 50)
- Building → Bldg (Suite 5, Bldg A)
Common Business & Service Abbreviations
- Department → Dept (Customer Service Dept)
- Appointment → Appt (Call for Appt)
- Company → Co (ABC Co.)
- Corporation → Corp (XYZ Corp)
- Limited → Ltd (Smith Ltd)
- Incorporated → Inc (Jones Inc)
Common Product & Feature Abbreviations
- Vegetables → Veggies (Fresh Veggies Daily)
- Refrigeration → Refrig (24/7 Refrig Repair)
- Air Conditioning → A/C (Fast A/C Service)
- Guaranteed → Guar (100% Guar Work)
Common Time & Offer Abbreviations
- Appointment → Appt (Call for Appt)
- Minutes → Min (10 Min Oil Change)
- Hours → Hrs (Open 24 Hrs)
- Maximum → Max (Max Speed 55)
- Years → Yrs (Serving 20+ Yrs)
- Square Feet → Sq Ft (2,000 Sq Ft Office)
Common Call-to-Action Abbreviations
- Phone Number → No Dashes or Parentheses (5551234567 instead of (555) 123-4567)
- Toll-Free Number → 800# (Call Our 800#)
- Website → Just the URL (JonesAuto.com, no “www.”)
- Limited Time Only → LTO (LTO: Buy 1, Get 1 Free)
Final Quick Tips for Shortening Billboard Copy
- Use abbreviations when possible, but make sure they’re easy to understand.
- Skip area codes if it’s a local business with a local audience.
- Eliminate filler words. Instead of “Stop by our shop today for great deals,” say “Great Deals – Visit Today!”
- Use power words to create impact. Words like “FREE,” “NEW,” “BEST,” and “NOW” grab attention.
At the end of the day, great billboard copy is all about clarity. Prioritize, eliminate, and condense, and you’ll create billboards that are not only beautiful but also incredibly effective. And remember—practice makes perfect!
