Agree, start with simplicity, avoid business-speak jargon.
I also recall the first trade show I worked (CES). At the end of the first day, we were exhausted of course. But we had a lot of traffic and felt good- momentarily.
Walking away from the booth we decided to take a picture of the set-up. Only then did we realize there was a misspelled word in the banner.
No one the entire day noticed, (or never mentioned it).
That’s when I questioned the significance of the message on the banner. The average person was so overwhelmed with thousands of messages all day long — it was all a blur.
Ours was the cheapest DIY booth money could buy and we were competing with large companies that spent hundreds of thousands of dollars constructing multi-story mega-booths.
We had plenty of traffic because one of us was always in front of the booth engaging in a conversation with anyone that even stopped to look for half-a-second.
Striking up a conversation is a great way to compensate for a limited budget.