#1: Who Are You? Sometimes when you're designing your tradeshow booth, the most important and obvious aspects of your business get lost. This happens, because we have such a strong connection with our business and brand, that the things that are most obvious to us are most likely not recognized by potential customers at all. Allow the booth to address the most basic aspects of  your business and people will be more inclined to ask the booth staff questions about the more complex details. #2: What Is the Problem You're Helping Your Customer Solve? Reaching customers at an emotional level is key to winning their business. All services and products in the market today are designed to fill a need or fix a problem. Find a way to incoporate the problem that your product or service intends to solve and the emotional connection will come into play. #3: What Makes Your Brand Unique? We have all walked through a tradeshow at one point or another and we know that often times, we simply stroll by the majority of the booths...Unless there is something unique that is catching our attention! In today's technology driven world, businesses are finding it harder to truly differentiate from their competition. Taking into consideration that there will most likely be several booths offering a similar product or service as you are, be sure that your booth shows how you are different. #4: What Are the Next Steps? Unfortunately, your booth staff won't always be able to talk to everyone that stops by your booth. Often times, while you're talking with one person, another will come, look around, and continue on their way. For this very reason, you want to make sure that your booth answers all of the basic questions, particularly, if they are interested in your product or service, what should they do next? Whether you want them to call, visit the website or take advantage of an exclusive tradeshow offer, be sure to include your call-to-action in your booth.