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There's a simple rule to effective outdoor advertising: less is more. Try to stick to one benefit or promise. Unless you're speaking to a target audience that is stuck in traffic, assume they have only a few seconds to read your message. Simply put, If you try to say everything, you'll communicate nothing.
Normally, the copy on an outdoor board should never be this long, but since it ran on the back of a bus during rush hour, it seemed appropriate. It also made a good case for riding the bus, where you could be reading a book or a newspaper or anything better than this sign.
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