The Exit Five CMO Podcast (Hosted by Dave Gerhardt)

How to Capture Attention Instantly - The Billboard Test Explained: (Micro-Lesson)

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Dec 4, 2024

Learn how to captivate your audience instantly with the Billboard Test! Discover the key elements of concise messaging, eye-catching visuals, and unforgettable creativity that marketers need. Uncover the urgent necessity for faster lead response times in B2B sales, and how automation can enhance engagement. By mastering these strategies, your marketing efforts will stand out even in today's fast-paced digital landscape.

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ADVICE

Billboard Test for Marketing Copy

Use the "Billboard Test" to evaluate your marketing copy's effectiveness.
Ask yourself: Would it grab attention if someone saw it briefly, like a billboard on a highway?

ADVICE

Applying the Billboard Test

When creating marketing materials, consider the "Billboard Test."
Imagine someone driving by at full speed; would your message instantly grab their attention?

ADVICE

Concise Billboard Messaging

Craft clear, concise billboard messages.
Use minimal text (ideally under seven words) with a single, compelling idea or call to action.

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In this episode, we’re delivering another B2B marketing lesson in under 10 minutes.

Matthew Carnevale, Marketing Manager at Exit Five, introduces the "Billboard Test," a mental model to evaluate whether your marketing copy can grab attention in an instant. Inspired by how billboards must captivate drivers at full speed, this test helps you refine your ads, social posts, and emails for today’s audience.

Matthew shares three key elements of the Billboard Test—concise messaging, eye-catching visuals, and memorability through creativity—and explains how to apply them to make your marketing impossible to ignore. By the end, you’ll know how to capture attention and hold it, even in the busiest of feeds.

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***

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