Genre: Instruction

Billboard rules of the road We 've pulled out all the stops to advertise the launch of our very own Ascend's Golden Guide . One of the ways we 've decided to advertise the publication and website is through four strategically placed billboards located next to highways throughout the Kansas City metro . Creating a successful billboard is actually more challenging than long-form content . Despite the large space , you have to get your message across instantaneously . Drivers often have fewer than 10 seconds to view . Here are six fundamental rules : Writing for billboards – or bus signs , meeting banners and other large signs meant to be seen from far away – is all about the short and sweet hook . Twitter's 140-character limit is a good introduction to writing concise content , but actually , the most eye-catching billboards are ones that feature seven words or less . It should be catchy and have an immediate effect on the reader . The best billboards hit a nerve with readers . Signs that elicit an emotional response are more memorable . Try the humorous approach , pull on their heartstrings or intrigue or surprise your readers . " Good advertising is storytelling , " according to the Outdoor Advertising Association of America ( OAAA ) . " Dramatic tension or suspense influences viewer interest [ that ] can be expressed on three different cognitive levels : rational , emotional and cultural . " Rely on imagery over words , if possible . For our billboard campaign , we chose to use a picture of the Ascend's Golden Guide cover for recognition , as the publication is now available in magazine racks at various locations , such as libraries , CVS pharmacies , doctor's offices and more , across the city . Think outside the billboard . Check with your billboard vendor to see if you can take your message or graphic past the frame . " Extensions or other 3-D embellishments and environmental applications will enhance an overall design by producing greater impact , " according to the OAAA . Fonts must be easy to read from variable distances . Make the text large and legible , paying close attention to the spacing between letters . For our billboard , which we wanted drivers to be able to read from the highway , we used Myriad , a sans-serif font .