Editors Note

Welcome to this issue of Digital Display Insider! In this issue, we will be giving you valuable information as you navigate the Mobile Digital Billboard (M.D.B.) startup process.

One of the biggest mistakes I see MDB operators make is competing on price instead of value. When you lower your price just to win a deal, you’re taking money straight out of your own pocket—all while your costs continue to rise. It’s a race to the bottom, and in the end, nobody wins.

But what if I told you that you should actually be the most expensive in your market? Not because you want to price yourself out of jobs, but because when your offer is structured correctly, your clients will gladly pay you more—and feel like they’re getting the best deal possible.

In this issue, I’ll walk you through how I broke free from the commodity trap, stopped competing on price, and started charging premium rates while giving my clients more value than they could get anywhere else. This shift completely transformed my business—and it can do the same for you.

If you’ve ever struggled with pricing your services, handling objections, or feeling pressure to discount, you need to read this one. Let’s dive in.

M.D.B. Startup Focus

Let’s talk about a huge problem in the Mobile Digital Billboard industry.

Most operators are pricing their services the same way everyone else does—flat daily rates of $1,000–$1,200 per day or $150 per hour, whether it’s a one-day campaign, a week-long activation, or a live event. It’s just a flat rate.

But here’s the issue:

👉 The more operators enter the market, the more downward pressure there is on pricing.
👉 You still have rising costs—fuel, maintenance, driver wages, hotel stays, food for multi-day jobs.
👉 Eventually, you get a job that barely breaks even and carries all the risk.

And this is exactly why most operators struggle. They’re stuck in the commodity trap—a cycle where the only way to compete is by lowering their price. And once you start doing that, it’s hard to stop.

But what if I told you that you should actually be aiming to be the most expensive operator in your market?

Not because you want to price yourself out of jobs—but because when you structure your offer correctly, you’ll be the most valuable option, and clients will gladly pay your higher price.

This is the exact strategy I’ve used to charge more than my competitors—while making my customers feel like they’re getting the best deal possible.

And it all comes down to Offer Stacking.

How I Stopped Competing on Price & Started Controlling It

I didn’t always price my services this way. In fact, I used to think pricing lower meant getting more jobs.

But then I went to a marketing conference put on by Russell Brunson. During one of his keynotes, he shared a quote from Dan Kennedy that completely changed my thinking:

“The company that can spend the most to acquire a customer wins every time.”

That hit me hard.

If you want to win in business, you have to be able to afford to acquire customers at a higher cost than your competitors. And to do that, you have to charge more than they do.

But charging more only works if your customers feel like they’re getting way more value than they’re paying for.

That’s when I had my biggest realization:

👉 The Exclusive Model (what most operators run) is a commodity service.
👉 Agencies put jobs out for bids and choose the lowest offer.
👉 The only way to break free? Make your service incomparable.

That’s when I developed the Total360 Model—a system that removes agencies from the equation and allows operators to sell directly to local business owners.

How to Build an Offer Stack That Lets You Charge More

So, how do you go from competing on price to charging a premium?

The first step is knowing what your core service is that you want to charge a premium for.

For me, in the Total360 Model, it was the top-tier route package.

Once you have that core service, you need to increase the perceived value by adding in high-value, low-fulfillment-cost bonuses.

✔ Things that make your service better for the client
✔ Things that are easy for you to provide without extra expense
✔ Things that make it feel like the client is getting a full package, not just “truck time”

Here’s what I added to my offer stack to make my pricing a no-brainer:

✅ Two 2-hour exclusive deployments per month (only available on a 3+ month contract)
✅ Ad design (because most businesses don’t have one ready). This can be done with a Canva account
✅ Professional photos of their ad running on the truck every month
✅ Social media promotion on our pages featuring their brand
✅ Priority booking for major special event packages (College World Series, Husker Football, etc.)
✅ 20% discount on additional exclusive services outside of their daily route

Now, here’s where this gets powerful:

I can charge significantly more than my competitors, but my clients don’t care about that—because my offer feels like a steal.

They’re getting way more than just “truck time”—they’re getting a marketing package that no one else in my market is offering.

How to Overcome Price Objections Like a Pro

If a potential client pushes back on price, I don’t argue with them.

Instead, I walk them through the actual value of what they’re getting.

I have pricing for all of these services individually that we sell outside of this offer package—so when I add it all up, they can see the full price breakdown.

For example:

📌 We sell 2-hour exclusives for $800. To fulfill our offer of giving a client two 2-hour exclusives each month, our hard cost is only about $120. That’s a far better alternative than simply discounting our core price by 10% every month, and the client gets significantly more value in return. Plus, this single add-on has been the biggest driver in getting clients to commit to a 3-month or longer contract for our top-tier route package.

📌 I’m an amateur photographer with the equipment and skills to capture professional-grade photos of our clients’ ads on our trucks. In our offer, we include professional-quality photographs as part of the package. If a client were to hire a photographer separately to shoot and edit these images on-site, they’d easily pay hundreds of dollars for the same service. Beyond just high-quality images, these photos are a powerful asset for their social media marketing, increasing the reach and value of their campaign even further.

📌 The social media promotion gets their ad seen by even more people. Most billboard operators don’t even offer this, but I package it in.

Instead of feeling like they’re overpaying, they walk away feeling like they got an amazing deal.

And that’s how you charge a premium—while still making your customers excited to pay you.

Final Thoughts: The Power of Offer Stacking

Most MDB operators are stuck in a pricing war they can’t win.

But the best businesses—the ones that scale, that grow profitably, that never have to worry about being undercut—are the ones that position themselves as premium providers.

And they do that by making their offer so valuable that price stops being the deciding factor.

So, if you’re tired of competing on price, here’s what to do next:

👉 Figure out your core service that you want to charge a premium for.
👉 List out 3–5 things you can offer that add massive value but are low-cost for you.
👉 Package it together into an offer that makes your service stand out from everyone else’s.

When you do this, you’re no longer in the race to the bottom.

Instead, you control your pricing. You control your market. And you control your business.

Now go build an offer that makes price irrelevant. 🚀

LED Truck Financing Options

Financing Options: Lease Your LED Truck with Currency

I’m excited to announce that Legion LED Trucks has partnered with Currency to offer flexible financing and lease options for both new and used LED trucks! Whether you’re looking to start or grow your MDB business, these leasing plans provide an affordable way to get on the road with minimal upfront investment.

Leasing is an excellent option for operators who want to keep cash flow steady while upgrading their equipment regularly. With 36-, 48-, and 60-month turnback leases available, you can keep your fleet up to date without the commitment of long-term ownership. For example:

• Lease a $150,000 truck for $4,665/month on a 36-month term or $3,626/month on a 48-month term.

• A $200,000 truck can be leased for $6,221/month on a 36-month term, $4,835/month on a 48-month term, or $4,007/month on a 60-month term.

• Payments can be customized based on your needs, with turnback options at the end of the lease.

To qualify, applicants need a minimum 670+ credit score and three months of bank statements. Additional requirements may apply. Financing is subject to credit approval, and terms may vary based on creditworthiness and truck selection.

This partnership is designed to make it easier than ever to grow your business without tying up capital. For more information or to explore your leasing options, contact us today!

Pro Tip: Photographing LED Trucks For Maximum Effect

Getting great photos of your LED truck is a skill that will serve you over and over again in this business. If you want to attract more advertisers, build credibility, and showcase the effectiveness of your service, your photography matters more than you might think.

Over the years, as we’ve hired drivers, this has been one of my biggest frustrations. It’s incredibly difficult to get even decent photos from drivers, much less great ones. That struggle is actually what led me down the road of learning photography myself. I never set out to be a photographer, but after constantly being disappointed with the photos coming in, I realized I needed to take control of the quality. That is when I started investing it good camera equipment and learning the skill photography.

A great photograph tells a story, and in this business, the right shot can be the difference between closing a deal or losing one. The best images don’t just show a truck on the street—they show people noticing it, engaging with it, reacting to it. If you can capture the moment someone turns their head to look at the screen, that tells a more powerful story than any marketing pitch ever could.

I also pay attention to what’s in the frame beyond just the truck itself. If I’m downtown, I want the tall buildings in the background. If I’m at an event, I try to get a wide shot that includes the venue. If I’m at a busy intersection, I make sure there are cars and people in the shot, reinforcing that the ad is getting seen by real eyeballs.

Another trick I’ve learned is framing the truck as the focal point without necessarily making it take up the entire frame. A well-composed shot naturally draws the eye to the ad, whether through leading lines, people in the frame, or smart positioning. And if I can capture someone showing real facial emotion, even better—because people connect with emotion. Curiosity, excitement, surprise, a simple smile—those little details matter.

To put this in perspective, I want to show you two different photographs. The first is a typical driver-submitted photo—functional, sure, but nothing special. The second is an example of what I take when I’m out with my camera. The difference? One tells a story, the other just documents a moment.

And here’s the thing—these photos aren’t just for your client. I use them on our website, in marketing materials, on social media, and anywhere else that helps us show the impact of what we do. A single great shot of an LED truck in action is far more effective than a hundred average ones.

If you take the time to develop this skill and invest in some quality equipment, it will pay off in ways you don’t even realize yet. Photography isn’t just about taking pictures—it’s about showing proof. And in this business, proof sells.

So the next time you’re out capturing photos of your truck, think beyond just snapping a picture—capture a moment, tell a story, and make sure the shot does justice to the power of your screen.

Bonus Content

In this bonus video, I’m sharing advanced strategies that go beyond the newsletter, showing you how to charge premium prices while making your clients feel like they’re getting an amazing deal. You’ll learn the hidden long-term costs of discounting, how to position your offer for maximum value, and why premium pricing actually attracts better clients. If you’re ready to stop racing to the bottom and start making real money in your MDB business, watch now!

Equipment For Sale

The start of this year has been incredibly busy, and as a result, this is the last used LED truck I have in my inventory. If you’ve been waiting for a high-quality, well-maintained used truck at a great price, now is the time to act. Once this one is gone, I don’t know when I’ll have another available—so if you’re serious about getting into the business or adding to your fleet, don’t wait. Reach out today before it’s gone!

Click the picture to see the listing: