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The “hook” is the headline at the top of your display that must be “disruptive” and compelling enough to “stop them in their tracks.” It should ask a question or suggest a solution to a problem common to the industry. Your headline text (hook) should say what you can do for the visitor and your headline should say it in 3 to 5 seconds to ensure you don’t lose a prospect before you have a chance to deliver your story. Your hook should appeal to the viewer’s self-interest, i.e., answer the question “what can you do for me?” Your lead-in headline should be a “brain sticker” – a verbal hook that compels the aisle walker to stop and stare. This “hook” will lead the viewer into your graphics and text message which should convey your company’s Unique Selling Proposition (USP) while not giving your full story due to the limited space.
Position your hook at the top of your display graphic panel in “War Declared!” size text. The name and logo of your company should be secondary but located near the hook headline.
Note: Even if the visitor doesn’t stop immediately you want your company name, along with the “hook” statement, posted in the attendee’s mind and associated with the headline hook for future subliminal reference.