1. If the only way you can sell your value proposition is with a white paper, you don't have a value proposition.
2. You do not earn my attention by giving me a pen. You earn it by solving a problem I can't solve without you.
3. The more your booth looks like everyone else's the more I think your product does what everyone else’s does, too.
4. Don’t get offended if I don’t believe your product will do what you promise. I’ve been burned before by people who sounded and looked a lot like you.
5. Everyone working your booth should have a 7 word answer to the question “What do you do?” The first three words of that answer should be “We help you…”
6. The number of words on your booth is inversely proportional to the likelihood I’ll read any of them.
7. These five words should NEVER appear on your booth: Trusted, Leading, Innovative, Premier, and Unique. If they do, you probably aren’t.
8. Dump the booth babes. If I can’t trust you to make good decisions about your marketing, how can I trust you to make good decisions about serving me?
9. Your product’s benefits are not as different from your competitors’ as you believe them to be. Instead of selling me “unique” features, sell me outstanding service.
10. Capture my attention before you capture my contact information. A one-dollar USB drive in exchange for a year of emails and telephone calls is not a fair trade.
You can view the rest of Matt's "10 Rules" Posts here.