Each week, Content will present “The Friday Fail”: examples of communication gone horribly wrong. This week’s Friday Fail is this well-intentioned billboard from the Quartzsite, Arizona Visitor’s Bureau. What makes it so bad, you ask? Well, how about:
– More than 50 words, even by a conservative estimate (a good billboard should have about six)
– Six bullet points. Six.
– Three different website addresses
– Not just any address, but “395 North Central Blvd. Suite A PMB 85” (try jotting that down at 75 miles an hour)
– So much clutter that the audience’s only takeaway is “something about a camel”
Want to ensure that your billboard isn’t featured on the Friday Fail? Here are some tips from my old blog that are worth repeating. And here’s a new one: in a world where all the answers are just a click away, think twice before adding a web address or phone number. Sometimes just registering an impression for your brand is enough. And when you do want to accomplish more than just an impression, focus on making your message concise and compelling, and the audience may take the time to find you. But if you try to have the whole conversation when they’re driving down the road, they won’t listen to a single word.