#54: Is Your Billboard a Complete Waste of Money?
Timestamps are as accurate as they can be but may be slightly off. We encourage you to listen to the full context.
Podcast Summary
In this visual episode, Donald Miller conducts a no-holds-barred review of billboards from across the country, analyzing what makes marketing messaging work and what makes it fail spectacularly. (00:33) Miller examines everything from 3M's duct tape campaign to Buc-ee's travel center strategy, revealing why 90% of billboards are complete wastes of money. (01:29) The episode serves as a masterclass in clear messaging, demonstrating how "cute and clever" almost always kills clarity and ROI. (10:40) Miller breaks down the fundamental difference between brand awareness campaigns (which only work for household names) and direct response advertising (which small businesses must use to survive). Throughout the analysis, he emphasizes the critical importance of zero cognitive load messaging and provides actionable insights for crafting effective marketing copy across all mediums. • Main themes include the dangers of clever messaging, the power of simplicity, and the stark difference between what works for major brands versus small businesses
Speakers
Donald Miller
Donald Miller is the founder and CEO of StoryBrand, a marketing framework used by thousands of companies to clarify their messaging. He's the bestselling author of "Building a StoryBrand 2.0" and has helped countless businesses transform their marketing through clear, customer-focused messaging. Miller's expertise in soundbite messaging and marketing strategy has made him a sought-after speaker and consultant for businesses ranging from startups to Fortune 500 companies.
Key Takeaways
Avoid "Cute and Clever" at the Expense of Clarity
Miller repeatedly demonstrates how businesses sacrifice effectiveness for creativity. (10:40) He explains that "you get cute and you get clever, and it will almost always cost you clarity." The Fallsview Casino billboard with giant ears exemplifies this problem - while visually attention-grabbing, it requires too much mental processing for drivers to understand the message. Miller argues that a simple "There's so much to do at Fallsview Casino, you'll smile ear to ear" would be far more effective than the cryptic ear visual that took him multiple viewings to decode.
Understand the Double Standard Between Big Brands and Small Businesses
Miller reveals a crucial marketing truth: what works for household names will kill small businesses. (04:34) He explains that companies like 3M can spend millions on pure brand awareness because people already know what duct tape is, but small businesses must make clear offers that solve specific problems. For example, if you're launching a new duct tape company, you can't just show duct tape - you must communicate your unique value proposition like "Does your duct tape leave residue? Ours doesn't."
Embrace Zero Cognitive Load Messaging
Effective billboards require zero mental effort to understand. (21:49) Miller praises Total Wine's billboard as a perfect example: "Total wine, spirits, beer, and more Exit 74 B to Brentwood Place Shopping Center." This works because it uses only eleven words to clearly communicate what they sell and exactly where to find them. The message requires no interpretation, solving the customer's problem (where to buy alcohol) with maximum clarity and minimum mental processing.
Focus on Problem-Solution Messaging Over Branding
Small businesses must lead with the problems they solve rather than trying to build brand awareness. Miller explains that Buc-ee's succeeds because they solve three clear problems: clean restrooms, convenient gas station layout, and satisfying food cravings. (05:35) Their core value proposition centers on "clean restrooms" - a specific problem every traveler faces. This approach works better than vague branding because it immediately connects with customer pain points and drives action.
Repeat Simple Messages for Maximum Impact
Miller reveals that Buc-ee's billboard effectiveness comes from volume and consistency rather than clever copy. (07:15) He notes they place "24 signs within a hundred, two hundred miles of every Buc-ee's" using the same black background, yellow lettering, short messages, and mileage markers. This repetition strategy works because it builds familiarity through consistent visual branding and simple, repeated messaging that gradually builds awareness and drives traffic to their locations.
Statistics & Facts
- Miller claims that 90% of billboards are complete wastes of money, with only 5% of small business billboards actually working and another 5% being effective for household name brands doing brand awareness. (01:29)
- He estimates that 3M probably spends "$10 to $25 million a year just reminding people that duct tape exists" for pure product awareness campaigns. (03:50)
- Miller jokes that Nashville has "278,000" venues with "a lady singing," highlighting how generic some billboard messaging can be when it fails to differentiate businesses in crowded markets. (24:14)
