Six Words or Less, with A Twist!

It’s an advertising truism.  For best results, keep the number of words to an absolute minimum, with six words or less being ideal.

A recent billboard by Lowes illustrates this point beautifully, and it does it with an unexpected twist to boot!

The six words Lowes chose in this care are:  Unfinished Projects?

And then at the bottom, you’ll see “Everyday low prices Guaranteed – Lowes”

That’s it, and by itself, those six words might not provide the foundation for a memorable ad.  The element that brings the magic in this case is the fact that the billboard itself is unfinished.  Although a reader can clearly read the “Unfinished Projects” portion at the top, the tops of the letters are cut off and the billboard scaffolding is visible on the top third of the billboard.

It’s a brilliant example of showing, rather than telling and it drives the point home beautifully.  It’s an inspired ad that caught the attention of legions of people on social media and worked to increase sales at Lowes, making it a win-win.

The best part about this kind of approach is that you certainly don’t have to own a hardware store to make use of it.  There are all sorts of ways one can “show rather than tell” where your brand or product are concerned.  All it takes to make that real is a bit of applied creativity.

We can help with that.  Our advertising professionals have decades of combined experience and our team is very good at thinking and designing out of the box.

All that to say that if you’re struggling to come up with a memorable hook, just give us a call at 1-866-257-6025, or visit us on the web.  We can hardly wait to sit down and talk with you about the possibilities.

#OutdoorAdvertising #BillboardAdvertising