09/12/2026
Think drivers have 5 seconds, not 5 minutes. At 80 km/h on a busy road like Chesterville's, no one is reading your paragraph. They glance. They go.
After seeing thousands of ads on our screens, here's what actually works in those 5 seconds:
01. The 6-Word Rule:
If you can't read it in one breath, it's too long.
Examples:
Bad: "Visit our website for 20% off plumbing services this month!"
Good: "LEAK? WE FIX IT. FAST."
02. One Idea. One Verb.
Don't sell everything. Sell one thing and tell them what to do.
Use strong verbs: Call. Come. Taste. Book. Fix.
03. Talk To ONE Person, Not Everyone.
Toronto Drivers, Tired Of That Leak? Hits harder than "Best Plumbing Solutions For All Your Needs".
04. Your Design IS Your Copy.
Small text kills good copy. If your phone number is hard to read, please delete it.
Big contrast. Huge font. One focal point. Let the words breathe.
5. The Arm's Length Test.
Write your copy on paper, then hold it at arm's length. Can you still get it in 3 seconds? If not, cut another word.
The best billboard ads aren't clever. They're clear. We see this every day: the simplest message on a bright LED screen always wins the most eyes.