KEY MESSAGING TIPS FOR EXHIBITORS – WHY THE WORDS YOU USE MAKE A DIFFERENCE
In this article we’ll be exploring the importance of exhibition messaging.
Trade shows are busy environments and as highlighted in a previous article, visitors will decide if they are going to stop at your booth within 4 seconds!
Therefore, it’s vital to understand how the words chosen for a graphic, banner or even a show invite are integral to attracting customers to your booth. Exhibitors should ensure to select words that are perceived to be powerful and that get customers excited.
Here is a list of words that have been proven to stimulate consumer interest.
Right Words + Right Structure = The Right Results
- Free
- You/Your
- Now
- Result
- Health
- Safety
- Urgent
- Proven
- Discovery
- Save
- Money
12. New
13. Easy
14. Guarantee
15. Perfect
16. Customize/
Personalize
17. Exclusive
18. Only
19. Limited
20. Deserve
THE AIDA MODEL
Equally as important as the words we choose, is how we structure them and a great place to begin is by considering the AIDA model.
INSERT IMAGE.
A = ATTENTION
To attract your ideal customer, you firstly need to get their attention. The attention line will set the tone and expectation for what’s to come. This is direct messaging. What will your product or service do for the customer –
be specific.
“We will get you 10 New inbound enquiries in one week’’
I = INTEREST
You got their interest so now you want to keep it, follow on from your opening line.
“…for free, if we don’t, we guarantee to give you £20, no questions asked.”
D = DESIRE
Further explain how they would benefit from being a customer. Articulate how easy it is to work with you. A good way to do this is by incorporating a client testimonial.
A = ACTION
The last step of the AIDA journey should be simple. Provide one line with a clear call to action.
“Visit our booth today (booth no).”
All too often we use words for words-sake, but a little bit of thought can deliver a far stronger
sales message that will really resonate with our clients.
