Cont’d: Get to the point, brother.

Quick one for ya:

Found another amazing billboard in LA.

It’s by Spanx.

Why’s it amazing? Its message can be understood in an instant.

White typography on a firetruck-red background, the billboard reads:

The Most Worn Designer on the Red Carpet for 25 Years

I’ve no idea whether this is true, but it sounds true.

In my view, the closer you get to the truth, the easier the message is to understand.

There are two more foundational tactics this billboard uses—mainly in the copy—that give it more chutzpah.

Time / Legacy

Anyone who does anything for 25 years—whether being the best or used the most—doesn’t get there by accident.

Nobody fails for 25 years and stays in business.

Time is always on your side when it comes to building, creating, and so forth.

It’s why you see “Established since…” or “Founded in…” on nearly everything.

This is the first tactic. Second:

Status / Exclusivity

There are thousands of designer brands.

You probably own some. You probably have opinions about those who own them.

One thing’s for certain: they all point back to status and exclusivity.

You can look like a clown, but if there’s that special monogram or those signature initials on it—and most can’t afford or access it—you’re superior to others.

Where do those who are superior, in the context of LA and Hollywood, make appearances?

The red carpet.

Don’t you want to be like those on the red carpet?

Wearing what they wear, looking how they look?

Anyway, perfect ad.

A simple, understandable sentence that conveys both status and legacy.

— George (but somewhat, almost mostly, Spanx)