Every word can have a positive or negative impact on your marketing efforts, especially at trade shows… whether you are creating large graphics, sales material, pre-show marketing campaigns, or talking directly with a prospect.
Since exhibitors have less than 6 seconds to attract attendees to their booth, consistently choosing the “right” words becomes very important.
Below are a few proven marketing words to help you communicate more effectively and accomplish your goals at your next trade show.
This is one of the most important words. Using the word “you” makes it easier to connect to your target audience and draw a direct line from your products/services to how they can provide a solution to your potential clients.
Selling is never about products or services. It’s about the benefits that are meaningful to your target audience.
Whether you are dealing with money, health, personal well-being, technology or manufacturing, touting the safety of your product or service is important.
Potential clients do not want to take high risks to address challenges or needs with which they are already dealing. They want a trustworthy, easy solution so they can stop worrying.
It is important for prospects to connect your product or service with the results they are hoping to achieve.
Prospective buyers are looking for one thing: Results. You must communicate the results your products/services provide in all aspects of trade show marketing.
Although these three words are simple on their own, by adding them to a well-constructed message on your display graphics, in your pre and post show marketing communication, on your sell sheets, and in verbal interaction with attendees, conversion rate and ROI will definitely improve.
Written by Francine Brooks, President of FB Displays & Designs, Inc.