The StoryBrand Podcast #54: Is Your Billboard a Complete Waste of Money?
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Jan 12, 2026 Many billboards waste money by being clever instead of clear. A hilarious review of real ads reveals that confusion doesn't convert. Duct tape ads work for known brands, while cute cleverness often backfires. Effective messaging is simple and direct, like succinct legal ads or straightforward event promotions. Humor can engage if it clarifies the message, but abstraction leads to failure. Ultimately, prioritizing clarity over wit is key to successful advertising.
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Billboards Fail Without Clear Offers
- Most billboards (around 90%) are a complete waste of money for non-household brands. Donald Miller says small businesses must avoid brand-only awareness and instead solve a problem or make an offer.
Use Zero Cognitive Load Messaging
- Do craft zero-cognitive-load messages that solve a problem in seven words or less. Avoid cleverness unless your brand is already a household name.
3M Duct Tape: Brand Awareness Works
- Donald Miller uses 3M's duct tape billboard as an example of effective brand/product awareness. He notes it works only because people already know 3M and duct tape.
