Welcome back to Digital Display Insider! If you're new here, this newsletter is built for current and future Mobile Digital Billboard operators who want to build a real business—not just a truck with a screen.

Over the last decade, I’ve talked with hundreds of operators—from people who just got their first truck to those running multiple units in multiple markets. And while everyone’s story is different, I can tell you one thing that’s always the same: the first year is where most of the biggest mistakes happen.

Some of them are painful but fixable. Others are nearly impossible to recover from. And the worst part? Almost all of them are totally avoidable if someone would just tell you the truth up front.

That’s what I’m doing this week.

In this issue, I’m laying out the five most common—and most costly—mistakes I’ve seen Mobile Digital Billboard owners make in their first year. From buying the wrong truck to following the wrong advice, these are the decisions that quietly kill momentum and drain bank accounts. But I’m not just pointing out the problems—I’m showing you how to avoid each one by building your business on the Four Cornerstones of MDB Success.

If you’re just getting started, this is the roadmap I wish I had when I bought my first truck. And if you’ve already been at it a while, this might be the checklist that helps you course-correct before it’s too late.

​Let’s dig in.

When someone buys a truck from me, I usually ask the same question:
“Do you want to build a real business—or just try this out and see what happens?”

Because the truth is, this industry is still so new—and the barriers to entry are so low—that it attracts people who are excited about the opportunity, but completely unprepared to build it right.

They’ve seen the videos, maybe even followed some of my content, and they think, “It’s just a truck with a screen. How hard can it be?”

But what they don’t realize is that Mobile Digital Billboards aren’t just about the screen. They’re about building an entire sales, media, and operations system—and most first-year operators make the same 5 mistakes that either keep them from growing or run them out of the business completely.

​And every one of those mistakes ties back to what I’ve taught in nearly every issue of this newsletter:

Here’s where new operators go wrong… and how to make sure you don’t follow the same path.

🧱 Cornerstone: The Truck

This is the mistake that costs more than just money—it costs momentum, credibility, and trust. It’s one of the hardest to recover from, and sadly, one of the most common.

A new operator sees a truck listed for $75–$150K—well below the price of a premium build. The pictures look solid. The seller promises national brand work will be sent their way. And it all sounds like the shortcut they’ve been looking for.

​But here's what usually happens six months later:

And now, they’re stuck. No support. No pipeline. No stability. Every repair is a scramble, and worse—clients start questioning whether they’re a real company or just a side hustle.

I’ll say it again: You don’t save money by buying cheap. You delay the expense—and make it harder to earn anything while you wait.

​Your truck is the foundation. If the foundation is unstable, the whole business cracks under pressure.

🧱 Cornerstone: The Model

This is the equivalent of walking onto a construction site with no blueprint and saying, “I’ll figure it out.”

Just because you’ve seen a house doesn’t mean you know how to build one. Same goes for MDB.

I’ve watched countless operators buy a truck without:

They try to do a little of everything—events one week, exclusive jobs the next, maybe a route here and there—and it becomes a reactive mess.

Real momentum only comes when you pick a model and run with it for a minimum of 6–12 months. That’s what we did when we stopped pivoting and started building—and that’s when everything started to change.

​You can’t evaluate or improve a business you never actually committed to.

🧱 Cornerstone: The Sales System

“If you’re for everyone, you’re for no one.”

And in this business, trying to market to everyone means you’ll close no one.

Too many operators waste months chasing random leads, sending generic pitches, and trying to convince people to care about mobile billboards—when instead, they should be laser-focused on who they’re for.

Your first step is identifying the types of businesses already spending money on marketing and looking for more visibility in your city. Start with your Dream 100:

Retail. Restaurants. Local service businesses. Higher ed. Event venues. Real estate groups. Medical practices.

Then go build your route around where they are. Create a pricing strategy and offer tailored to them. Speak to their pain points and goals—not just what your truck can do.

​When you build for someone specific, you don’t just get more leads—you start closing better clients with longer contracts.

🧱 Cornerstone: The Salesperson (You)

This is where most operators leave hundreds of thousands of dollars on the table every year.

They sell the truck like a utility. “It’s $150/hour. We’ll run your ad 10x an hour.” They’re selling time on a screen instead of an outcome for the client.

That’s like Tesla trying to sell you a car based on how many hours it can run.

Your job as the owner/operator is to build offers—packages that deliver specific results to your ideal client. Offers that solve their pain point, position their brand with dominance, and make your service the obvious choice.

​Think beyond the truck. Your offer might include:

🧱 Every Cornerstone is Affected

This is the mistake that quietly crushes dreams.

Most first-year operators go into the business thinking they have a plan. They’ve watched a few videos, followed some operators on social, maybe even talked to a guy selling trucks who seems to know what he’s talking about. They piece together a strategy based on instinct, surface-level research, or advice from someone who has something to sell.

But here’s the problem: that’s not a blueprint. That’s guessing.

​It’s like building a skyscraper because you once rented an apartment. You might know what it’s supposed to look like, but you have no idea how to design the foundation, wire the electricity, or pass inspection. And in this business, that kind of guesswork is expensive.

Wise builders count the cost before they start building. And they don’t try to wing it—they follow a proven plan.

Every successful operator I’ve coached made the same decision early on: I don’t want to learn everything the hard way. They found a system, got support, and stayed accountable to something outside of their own gut instincts.

​You don’t get extra points for doing it solo. You get stuck.

Every one of these mistakes is avoidable. But they’re only avoided when you choose to build this business like a business—not a side hustle.

​So here’s what I’ll leave you with:

If you're serious about building a Mobile Digital Billboard business that lasts, these aren’t suggestions—they’re non-negotiables. Skip them, and you’ll be back at square one in six months, wondering where it all went wrong. Stick to them, and you’ll have something that doesn’t just survive—but grows.

There’s no prize for doing it the hard way. Get the blueprint. Follow the system. Build it right the first time.

​Your future self—and your bottom line—will thank you.

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:

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!

If you're thinking about buying a used LED truck—or wondering what really makes one build better than another—you need to see this. In this quick side-by-side comparison, I show two 7-year-old LED trucks with similar hours, but drastically different screen conditions and resale value.

​Click to watch: What you’ll see could save you tens of thousands in the future.