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Think of your booth as the cover of a popular magazine. A cover's job is to grab people's attention long enough for them to read the headline. The headline's job is get enough of a reaction from people that they are compelled to read the subheadings. Their job is to make people want what's inside badly enough that they're willing to pay for the information. The same system applies to trade show booths. Your booth needs a great headline. Its purpose is NOT to identify your company but rather to catch the eye of the passersby and attract them to approach your booth. As they get closer, the secondary signage should pre-qualify your visitors and pull the appropriate visitors INSIDE your booth. The remaining signage should provide qualified visitors with enough information about your company so that the purpose of your booth is fulfilled — if necessary, WITHOUT the involvement of sale staff members. Above all, the copy on the signage MUST pay attention to tension. Words are a form of BAIT - and you need the right bait to catch the ideal prospect. For example, let's say you're Dynamic Staffing Services - an employment contractor. To catch the visitors' attention, an effective headline might be, "How Many DYNAMIC People Could YOU Use?" It hints at the industry you're in, but leaves enough mystery to boost tension. As the visitor gets closer, several secondary signs become visible. These signs pre-qualify the visitors by targeting the source of their tension, such as "Dynamic Reductions in Recruiting Costs" and "Dynamic Employment Tax Control." Visitors with no interest in reducing recruiting costs or controlling employment taxes will de-select themselves and continue on their way - while those who enter your booth are much more likely to be the prospect you're looking for. The bottom line of the fifth lesson in the "Secrets of Trade Show Selling" series is to use compelling copy on your signs! Pique the curiosity of the customers with your main signage and the qualified customers will come in because of your secondary signage. In the next lesson, we will take a look at "showing yourself in the best light."
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T. Falcon Napier has helped thousands of salespeople build, manage and grow successful businesses. To learn more about the MasterStream Method and read all 10 lessons of the Secrets of Trade Show Selling series for FREE. Just visit MasterStream.com.
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