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The Best Billboard Ad in the World

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Seth Godin shares the most powerful billboard ad imaginable:

“Free coffee, next exit”.

That’s all you’ll need. Particularly (as Godin says) if your message is typeset correctly and the coffee is good.

Godin’s point is that, too many times, we over-explain. We doubt the power of our offer, and drizzle verbiage over it to assuage our doubt. Result: diluted messages.

Next time you work on marketing material (a billboard, an ad, your website), remember the lesson of “Free coffee, next exit”.

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Simplify. Boil away the fat. Keep only the essence. Don’t use a hundred words when five would do the job.

You probably won’t beat “Free coffee, next exit”. But you’ll boost the power of your marketing messages. Guaranteed.


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Wilkerson Testimonials

Retirement Made Easy with Wilkerson

The store was a landmark in Topeka, Kansas, but after 80 years in business, it was time for Briman’s Leading Jewelers to close up shop. Third generation jeweler and owner Rob Briman says the decision wasn’t easy, but the sale that followed was — all thanks to Wilkerson. Briman had decided a year prior to the summer 2020 sale that he wanted to retire. With a pandemic in full force, he had plenty of questions and concerns. “We had no real way to know if we were going to be successful or have a failure on our hands,” says Briman. “We didn’t know what to expect.” But with Wilkerson in charge, the experience was “fantastic” and now there’s plenty of time for relaxing and enjoying a more secure retirement. “I would recommend Wilkerson to any retailer considering a going-out-of-business sale,” says Briman. “They’ll help you reach your financial goal. Our experience was a tremendous success.”

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David Squires

The Best Billboard Ad in the World

Published

on

Seth Godin shares the most powerful billboard ad imaginable:

“Free coffee, next exit”.

That’s all you’ll need. Particularly (as Godin says) if your message is typeset correctly and the coffee is good.

Godin’s point is that, too many times, we over-explain. We doubt the power of our offer, and drizzle verbiage over it to assuage our doubt. Result: diluted messages.

Advertisement

Next time you work on marketing material (a billboard, an ad, your website), remember the lesson of “Free coffee, next exit”.

Simplify. Boil away the fat. Keep only the essence. Don’t use a hundred words when five would do the job.

You probably won’t beat “Free coffee, next exit”. But you’ll boost the power of your marketing messages. Guaranteed.


/* * * CONFIGURATION VARIABLES: EDIT BEFORE PASTING INTO YOUR WEBPAGE * * */
var disqus_shortname = ‘instoremag’; // required: replace example with your forum shortname

/* * * DON’T EDIT BELOW THIS LINE * * */
(function() {
var dsq = document.createElement(‘script’); dsq.type = ‘text/javascript’; dsq.async = true;
dsq.src = ‘http://’ + disqus_shortname + ‘.disqus.com/embed.js’;
(document.getElementsByTagName(‘head’)[0] || document.getElementsByTagName(‘body’)[0]).appendChild(dsq);
})();

Advertisement

Please enable JavaScript to view the comments powered by Disqus.
blog comments powered by Disqus

Continue Reading
Advertisement

SPONSORED VIDEO

Wilkerson Testimonials

Retirement Made Easy with Wilkerson

The store was a landmark in Topeka, Kansas, but after 80 years in business, it was time for Briman’s Leading Jewelers to close up shop. Third generation jeweler and owner Rob Briman says the decision wasn’t easy, but the sale that followed was — all thanks to Wilkerson. Briman had decided a year prior to the summer 2020 sale that he wanted to retire. With a pandemic in full force, he had plenty of questions and concerns. “We had no real way to know if we were going to be successful or have a failure on our hands,” says Briman. “We didn’t know what to expect.” But with Wilkerson in charge, the experience was “fantastic” and now there’s plenty of time for relaxing and enjoying a more secure retirement. “I would recommend Wilkerson to any retailer considering a going-out-of-business sale,” says Briman. “They’ll help you reach your financial goal. Our experience was a tremendous success.”

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Most Popular