Say This, Not That: Billboard Sales Edition
Sales, whether you work in out-of-home advertising or any other industry, often comes down to a few key factors: emotion, relationships, trust, solving problems, and creating urgency. People rarely buy solely because of facts and statistics. They buy because they believe your product can improve their situation. The words and phrases we use either strengthen those feelings or weaken them.
The right words can make a prospect feel understood, confident, and excited about moving forward. The wrong words can make your sales pitch feel cold, transactional, or even confrontational. While no magic phrase guarantees a sale, certain words consistently perform better because they tap into how people naturally make decisions.
YOU
One of the most powerful words in sales is YOU.
Your advertiser wants to know what your billboards can do for their business. They are not nearly as interested in your company history, your digital conversion project, or how many locations you own. They care about more customers, more sales, and more visibility.
Instead of saying:
“We have premium digital inventory with excellent visibility.”
Try:
“You can put your message in front of thousands of potential customers every single day.”
Notice the difference. The spotlight is on the advertiser and the benefit they receive. Whenever possible, use the prospect’s business name and even their personal name in the conversation. People naturally pay more attention when they hear or read their own name.
BECAUSE
Another highly effective sales word is BECAUSE.
People want reasons. “Because” provides justification and makes your recommendation feel logical and thoughtful rather than pushy.
For example:
“I think this location would work well for you because it reaches commuters traveling directly toward your dealership.”
Or:
“I recommend digital billboards because you can update your promotions instantly and run multiple messages throughout the day.”
Giving prospects a reason helps them justify the decision not only to themselves, but often to business partners, managers, or ownership groups.
VALUE
Price is important, but advertisers are usually more concerned with value.
A billboard that generates new customers can be inexpensive even if the monthly investment is substantial. On the other hand, cheap advertising that produces no results is actually expensive.
When discussing pricing, shift the conversation toward value:
- Value of daily exposure
- Value of reaching thousands of local consumers
- Value of brand recognition
- Value of staying top-of-mind with customers
If prospects clearly understand the value, price becomes much easier to justify.
FREE
The word FREE remains one of the strongest attention-grabbing words in marketing and sales.
People love receiving additional benefits without additional cost. In the billboard industry, “free” does not always mean giving away advertising. It can mean:
- Free ad design (You can wrap this into the monthly cost)
- Free ad revisions
- Free campaign consultation
- Free market recommendations
- Free bonus time on available digital boards
Even a small free add-on can significantly increase the perceived value of the opportunity.
RESULTS AND BENEFITS
Advertisers are not buying vinyl, steel, LEDs, or impressions. They are buying results.
They want more phone calls. More customers. More website visits. More foot traffic. More awareness.
That means your presentation should focus on benefits instead of features.
Feature:
“This billboard receives 50,000 daily impressions.”
Benefit:
“Your business can be seen by approximately 50,000 potential customers every day.”
Feature:
“Our digital billboard rotates eight advertisers.”
Benefit:
“You can run multiple promotions throughout the month without paying for production each time.”
Always ask yourself: What does this feature actually do for the advertiser? That’s the benefit.
UNIQUE AND EXCLUSIVE
People are naturally drawn to things that feel special or limited.
Words like unique, exclusive, premium, and limited availability help reinforce that billboard advertising is different from other media.
Your billboard locations are not unlimited. A digital slot can only hold so many advertisers. A static billboard can only have one advertiser at a time. Once it’s sold, it’s unavailable.
Scarcity creates urgency.
Examples:
- “This is one of our most exclusive locations in the market.”
- “Only one advertiser can occupy this board at a time.”
- “We have limited digital availability during the holiday season.”
- “This opportunity rarely becomes available.”
Scarcity should always be genuine. Real urgency builds trust. Artificial urgency destroys it.
TRUST WORDS
Trust is one of the biggest factors in any sales decision. Advertisers need confidence that you’ll deliver what you promise.
Words that build trust include:
- Proven
- Trusted
- Reliable
- Established
- Experienced
- Recommended
- Local
- Guaranteed (when appropriate)
- Successful
Case studies, testimonials, photos, and real-world examples can make these words even more powerful.
POSITIVE LANGUAGE MATTERS
Sometimes it’s not about the words you use. It’s about the words you avoid.
Negative language can unintentionally create resistance. Positive alternatives often sound more professional and customer-friendly.
Instead of:
- “The back side of the billboard”
Say:
- “The north-facing side” (or whichever direction applies)
Instead of:
- “Contract”
Say:
- “Agreement”
Instead of:
- “Deal”
Say:
- “Opportunity”
Instead of:
- “Problem”
Say:
- “Challenge”
Instead of:
- “Appointment”
Say:
- “Visit”
Instead of:
- “Sign”
Say:
- “Endorse”
You can also consider:
Instead of:
- “Cost”
Say:
- “Investment”
Instead of:
- “Buy”
Say:
- “Get started”
Instead of:
- “Obligation”
Say:
- “Option”
Words Don’t Replace Relationships
Power words are helpful, but they are not a substitute for relationships, honesty, and genuine concern for the advertiser’s success.
The best salespeople are not necessarily the ones with the slickest pitch. They are the ones who listen, understand their prospect’s challenges, offer meaningful solutions, and communicate those solutions clearly.
Words matter because words shape emotions. And emotions often drive decisions.
