Trade show news: Tips for writing tradeshow copy that sells
From banner headlines and display signs, to brochures and workshop descriptions, copywriting is an important part of trade show preparation. Text has to walk the line between eye-catching and brief to informative and convincing in order to capture the attention of the trade show-goer. We’ve compiled a few tips for writing copy that works to convert that potential customer…

  1. Match copy to a photo or illustration
    Virtually all of us look before we read. If prospects see an interesting photograph, you’ve caught their eye long enough to at least coax them toward a corresponding headline or subhead. The message in your headline should always be the most important, preferably the key benefit of your product or service.
  2. Display your strongest message prominently
    Prioritizing your messages may be one of the most challenging aspects of writing copy in any setting. But especially in a trade show setting where you literally have seconds to compete with hundreds of other messages in the eyes of attendees, it’s a must.
  3. Remember that “white space” (empty space) makes your message stand out
    It’s a mistake to cram all sorts of information in your banner or brochure just because “there’s room.” Actually, there’s not room. If a tradeshow goer’s eyes are overwhelmed by large amounts of copy with nowhere to rest, nothing in the message will be comprehended, let alone recalled. Use valuable banner space and tabletop displays to communicate key messages, and small giveaways, like business card magnets, pens or business card holders to convey contact information and Web addresses.
  4. Add a strong call to action, at least twice
    Be clear in how customers should contact you and always give your website address if you have one. In addition to including these calls to action in promotional literature and sales pitches, have these phrases imprinted on staff members’ polo shirts or name badges.
  5. Focus on benefits, not just features
    It might be a cliché, but it’s true: People buy the sizzle, not the steak. Features are only a means to an end. What do the features of your product mean to the lives of your consumers? Will they be happier? Will their jobs be easier? Will they spend less money on services or products?
  6. Be brief
    Keep your sentences short and your style breezy, so your writing is easy to read and skim. When it comes to advertising copy, less is usually more. If you still have lots to say, or your product or service is complicated and requires detail, skip out on including detailed information on display boards and instead send prospects home with discs or USB drives.

Paired with strong personal sales tactics and compelling products and services, well-written trade show copy can convince and convert. Review your materials today to ensure they’re most effective!

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