Core Messaging

What is your core message and why is it so important? Your trade show display, company literature, web site and employees should all communicate that message. My guest today is messaging expert Rita Coco. Here's what she had to share with us today.

It is time again to get ready for your next trade show - 6 months down the road. You are just beginning to plan. And like every previous year, your competitors plan to be at this trade show, too.

Somehow you all seem to look and sound alike – no matter how many changes you personally make.

Can you really do something different this year to separate your company and stand out from all the other competitors at the show? Yes, you can!

As the owner of a marketing message company, I know you can separate yourself from your competitors. How? By creating a compelling message that no other competitor has. Message development is not about creative writing – taking another stab at new copy. That is just hashing the “same old” all over again.

Your message must be unique. It must contain value that only YOU offer. It must position you to stand out from your “perceived” competitors.

Lower price, higher quality, outstanding customer service are not compelling messages – they are the same old – same old.

When your customers walk down the trade show aisle, they are not “shopping to buy” – they are looking to choose. Your booth must display that message of choice. But what is that message? What will make you unique and stand out from the crowd?

Always remember: what position do you hold over your competition? The more compelling your message, the more qualified leads will land at your booth.

Do you really want the same results as last year? We didn’t think so!

Identify your core message to make your trade show more effective. It is easier to train your staff, create your trade show display, attract the right prospects (generate leads), qualify attendees and close the sale.

What differentiates you?