How to Capture Attention Instantly - The Billboard Test Explained: (Micro-Lesson)
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. Send guest pitches and ideas to hi@exitfive.comJoin the Exit Five Newsletter here: https://www.exitfive.com/newsletterCheck out the Exit Five job board: https://jobs.exitfive.com/Become an Exit Five member: https://community.exitfive.com/checkout/exit-five-membership***Today's episode is brought to you by Customer.io.You know that feeling when you open your inbox, and it’s just… noise? Bad marketing. Spam. Most companies are out here just talking at customers, not talking to them.Marketing messages should do more than just land in an inbox – they should create impact and drive real engagement.Customer.io helps companies send smarter, more personalized messages using first-party data. Their platform enables brands to reach customers at the right time, in the right place, on the right channel—whether that’s email, SMS, push notifications, or beyond.And the best part is that it’s all automated, so you’re not just blasting campaigns and hoping for the best. You’re running a machine that delivers real, human engagement at scale.7,000+ brands already trust Customer.io to make their marketing feel less like noise and more like connection. Join them by visiting Customer.io to get started. ***Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.They give you unlimited podcast editing and strategy for your B2B podcast.Get unlimited podcast editing and on-demand strategy for one low monthly cost. Just upload your episode, and they take care of the rest.Visit hatch.fm to learn more