William Shakespeare didn’t have trade show presentations in mind when wrote “Brevity is the soul of wit,” but he sure could have.
Trade show presenters and demonstrators should be able to write their key message on the back of a business card. Three lines, maximum. That’s it. The rest of the presentation, which should last no longer than five minutes, should be a matter of expanding that idea with just enough supporting material, examples and proof points that the key message takes hold.
The point of a trade show presentation is never to tell the audience everything you know. The point is to engage the mind to want to know more. In this case, brevity is not only the soul of wit, it’s also the key to moving audience members into the booth for one-on-one conversations with the sales staff.
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