September 20, 2007
Tip of the Week: Make sure promotional copy focuses on benefits to the audience
Too often show organizers focus on the features of their event and not on why the audience will benefit from participating. Remember, features are what the event has; benefits are what attendees get. Distinguish features from benefits by asking "So what?" and drilling down until you can't go further. For example: There will be 3,000 exhibitors. So what? Those exhibitors will display more than 25,000 new products. So what? You'll find the newest and the most innovative items for your store. So what? You'll get new customers and increase your business. Attendee value statements begin with "You will..." To learn more about how to improve your attendee promotions, read: Cheat Sheet: Writing and Designing Attendee Promotions in the September issue of
