The same goes for your "primary product message". Try to boil your product or service down into one or two words that you can focus on. This could be a product logo, especially if it is well known and easily identifiable. But it could also be a two or three word phrase — much like "keywords" used in web pages. If you can't think of anything creative, then just take your primary product and stick an adjective in front of it (or a short phrase behind it) that gives it some "zing"...like this...

Hair Cuts with Class Sausages with Sizzle Beautiful Old World Gardens

The objective is to keep it near top of your display, on one, or at most, two lines, where it will get maximum exposure.

So that takes care of top 1/3 or so of your display. The rest should be devoted to enhancing or illustrating "primary product message". Forget about using lots of copy to actually tell people about your product. If show is successful, you will spend most of your time blocking view of your display, and prospects won't be able to see it anyway.

Use some creativity when designing your popup display or trade show booth. Usually you want to find one or two large striking images and integrate them into a colorful background. The best designs often use just one large image. In our design section we offer some suggestions and show you some possible layouts.

The important thing to remember is that people are not going to walk up to your display and start reading information on it. That is why a "graphic" approach is much more realistic than an informational approach. If you are considering sticking a bunch of information-intensive graphics on your display because you think that will give you more communication bang for your buck, forget it. It won't. The situation, environment, and motivation are just not right for this to happen. Your PopUp is a very specific kind of "billboard", and it should be treated that way.

For more information see TradeShow-Display-Experts.com, America-Banners.com or .

Simplify Integration of Processes

A wide range of manuals for entire company all from a single source save time integrating procedures needed.

Speed Policy Development

Standard usability formats, process design methodology and numerous examples for every department reduces employee confusion and improves usability speeding up policy development by less experienced personnel.

Ease Document Editing Tasks

Common MS-Word features provide faster editing, easier changes and simpler document updates to such things as table of contents compared to RTF, PDF or hardcopy formats.

Get Quick Answers to Procedures Questions

Companies can be prepared with answers to policy and procedures questions. They can use table-of-contents, keyword index feature, or provided hardcopy manual to get fast searchable answers to their process questions.

Many might not be very excited about spending hundreds of man hours on your procedures project, and they don't have to. Instead, they can save time for themselves and for their business.