How to Capture Attention Instantly - The Billboard Test Explained: (Micro-Lesson)

B2B Marketing with Dave Gerhardt

In this episode, we’re delivering another B2B marketing lesson in under 10 minutes.

Matthew Carnevale, Marketing Manager at Exit Five, introduces the "Billboard Test," a mental model to evaluate whether your marketing copy can grab attention in an instant. Inspired by how billboards must captivate drivers at full speed, this test helps you refine your ads, social posts, and emails for today’s audience.

Matthew shares three key elements of the Billboard Test—concise messaging, eye-catching visuals, and memorability through creativity—and explains how to apply them to make your marketing impossible to ignore. By the end, you’ll know how to capture attention and hold it, even in the busiest of feeds.

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Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.

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