Make sure the graphics in your trade show booth are interesting, even life-size or larger than life, to really grab attention. Keep copy to an absolute minimum, despite what the boss wants! Very few visitors take the time to read in the hustle and bustle of a trade show environment. Pictures paint a thousand words. However, if the boss insists on having some copy in your trade show exhibit, make sure that it focuses on the buyer, stresses one benefit only, is concise, and uses action words. Remember to use your company logo to establish brand identity.