From the Inappropriate / Awkward Headlines File: “The Iraq War: How good was it for business?” Yes, this was actually the headline of a blog featured on a prominent industry web site – taken from a blog featured on the web site of a prominent major-city newspaper. The lesson here is that it’s not WHAT you say, but HOW you say it.

Every moron who can string together three phrases seems to be writing a blog. I begrudge no one the opportunity to share his / her views and opinions. However, we should be aware that when speaking to a wider audience, the chances of offending someone, being misunderstood, sparking outrage, and being criticized increases exponentially. I was immediately irritated when I read this headline; in fact, I didn’t even read the blog right away; the topic didn’t appeal to me.

Remembering that this little snippet from someone’s mind was fed to me by a trade publication, I did read the blog. The topic is a rant about the fact that military suppliers make lots of money during times of war (duh), a gem of an idea derived from the blogger’s exploration of the Association of the United States Army’s annual military hardware trade show. That’s fine and dandy. The headline, however, foretold of a detached, jaded look at the Iraq War and its positive effect on the economy (minus the human factor, sans sensitivity).

This is why we have headline writers, people. News outlets hire real-live writers just just to pen the headlines, so that they actually hint at the content and convey the tone contained within the article. Get it? Rambling in a blog doesn’t make you a writer any more than installing PhotoShop makes you a graphic designer. It’s why we call them “blogs” and not “learned white papers” or “scholarly essays.”

Writing is more than the ability to spew sentences with wicked keyboarding skills. At its pinnacle, it’s an art form; at its most base, it’s a means of communication. The latter is all most blogs can manage. Leave the writing to the writers but – since we all know you cannot – please try to keep your headlines on topic to your blogs.

You can find writers and designers at Tradeshows And Displays Inc.

Recently read (and I quote): “…Chicago is now the most customer-friendly trade show destination in the country,” proclaims Jim Reilly, Metropolitan Pier and Exhibition Authority (MPEA) trustee.*

Really? Lofty claim! But can they live up to it?

This legislation was recently enacted by the Illinois General Assembly. Governor Pat Quinn’s signature is on the legislation, and U.S. District Court Judge Ronald Guzman is willing to lift the injunction blocking the reforms. (You may remember the big whooptedoo earlier in the year about how the reforms were supposedly rushed through to try to bandage the hemorrhage of exhibitors leaving McCormick over skyrocketing costs. This judge then blocked the legislation.) Mayor Rahm Emanuel also reportedly gives his seal of approval.

In order for “McPier” to be the most customer-friendly trade show destination in the country, they have to reduce labor costs, make it easier for exhibitors to get their displays to and from their booth space, empower exhibitors to do some of their own set-up, offer competitive hotel and meal options… well, we’ve all heard the litany of complaints. Some even claim that the city and state need to give MPEA more money so they can offer rates more on par with other convention giants, such as Las Vegas.

Just keep it simple, everyone. Make it easier for companies to exhibit. Anyone who has had to coordinate his company’s tradeshow presence knows how many details go into it – and how the costs escalate. You seriously have to pay a union electrician to plug in your lights – like you don’t to this yourself every day! Like it’s somehow dangerous to you, and the venue’s liability insurance will drop them if you insert a plug into an outlet! Don’t forget about drayage fees. I have to pay someone union fees to haul my display from the dock to my booth space despite the fact it has wheels and I can shove it onto the car all by myself. C’mon.

If it’s not incredibly painful and it doesn’t break the bank, maybe more companies would exhibit, or the ones that do would do so more often. That’s what our company’s all about. A broad selection of user-friendly displays at different pricing levels. Just tell us how you want to use the displays, and we’ll show you some that suit your needs. Simple. Straightforward. Effective.

*As quoted in Exhibitors Daily, December 5, 2011.