As you move forward looking to attract more business, there is one question that will be on the minds of your prospects that you need to be able to answer: "What's in it for me?"
When approaching or seeking to attract a new client, customer, sponsor or donor, you have to be able to clearly articulate "what's in it for them"
If you can't articulate this, then I suggest that you either revisit your approach until you have developed a compelling answer to this question or re consider whether you should approach the prospect at all
Why is this important?
You have a brief window of opportunity to make an impact with a prospect. Your approach can either fill their "more clutter" basket or create interest for further dialogue
Creating interest
To create interest, focus on the outcomes that they can receive as a result of involvement with you. Talk less about what you do and more about what they will get from you. Focus on the needs of your prospect rather than on your business.
Positives/Negat
Think about the positive things that you can give them more of e.g. increased awareness, retention, loyalty, sales, relationships, enhanced image, etc and the negative things you can help them get less of e.g. employee turnover, costs, waiting time etc
Quantify
Quantify where possible to give the prospect a real sense of the outcomes that they can expect for example "As a result of last year's event, company X developed two new clients that contributed $100,000 in revenue" or "Businesses who participated in the program experienced a 20% reduction in employee turnover over a two year period. A specific example is company Z whose Managing Director said etc....."
"And this is what it will look like"
Use images to show how it will be for them, for example, an image of your prospect's target audience swarming around their exhibition stand might send a strong message of what's in it for a potential exhibitor or sponsor
Good luck with your approaching and attracting!