Talking about WHY, not WHAT or HOW

In preparation for my presentations at the 2014 SLA Annual Conference & INFO-EXPO (that’s a mouthful), I went through the online directory of exhibitors to get some good examples of vendors describing themselves by value rather than by lists of features. I was dismayed to see that virtually all of them simply described the company (“we’ve been in business for X years”, “a global leader in information blah blah”) and mentioned what services they offer.

Very few exhibitors took the time to tell exhibit hall attendees why their product or service would be meaningful or would enable the attendees to accomplish their goals. Only a handful talked about the value they provide to this group of professionals. Given the cost to exhibit, I would expect a little more energy invested in figuring out and articulating their value proposition.