The Little Handout That Could (part 2)

Let's return to our chaotic conference. Rows of booths. Lots of noise. A limited amount of time. In this scenario, an attendee isn't looking to hear more about other companies. They want to know specifically how any of these products or services relate to them.

A handout that starts with why your company is awesome will fall on deaf ears. Your opener should clearly state what problem you can solve for someone else. If your audience has that problem, they may read on. So the first question you'll need to answer is:

1. Who is this for? Even if you have multiple audiences, who is most likely to be attending this event? 
2. What do they value? Put yourself in their shoes, and try to figure out what problems they have, and how your product or service might solve those problems. Try to identify their top 1 - 3 challenges.
3. Measure what they value. Look at those 1 - 3 challenges. Any idea how much your audience would benefit if you could solve them? 

Once you have your answers to Questions 1-3, use them to formulate an opening value statement that will speak to your audience. 

Tomorrow: You have your opener. Now what?