Sometimes I walk a tradeshow floor and wonder ‘When did we forget that the primary purpose of business communications is to speak clearly and directly to the audience?’ Listening to the presentations in some exhibits, you might think that we’re trying to avoid face-to-face communication altogether.
How did it get this way?
More often than not, it’s because no one did the hard work of defining a single, overriding message. When you don’t know what you want to say, you end up talking a little bit about everything. It’s called babbling. The end result is almost always that you’ve said nothing.
If you want your exhibit and your story to be remembered, then identify one, and only one, message for your audience to take away. Then work that message, using creative repetition and flair to make it stick.