I was just reading a blog post from Vickie Mullins at www.mullinscreative.blogspot Vickie owns a graphic design company and has a talented team of designers on staff. I use Vickie’s services and love her creative ideas, attention to detail and reasonable prices. Anyway, the post talks about crafting great copy and using headlines that give people what they want. She offers a terrific list of what people want. It includes many of the benefits people desire and how addressing those customer needs will capture attention and get their business. This principal applies to exhibit marketing as well. When conceptualizing your marketing messages on the graphics you will display on your exhibit, consider the needs and desires of your target audience. Give them what they want to hear. Don’t dwell on the features of your product or service. How great you think you are, how you do what you do or how many things you do. People don’t care how you do it as long as you give them results. Give people what they want. Check out Vickie’s blog for the compete list, but here are a few ideas: People want, value, to look better, be healthier, prettier, save money, be safer, make money, gain prestige. Next time you plan your marketing strategy or sales pitch don’t forget to emphasize What’s in it for them, the customer, first.
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