One-Sheet Says It All
By Karen Saunders
They’re the workhorses of
any marketing program. They hit the streets for you, and they’ve
got muscle. Everything you want someone to know about your
expertise and services – all in one place. So if you don’t have
one, you’ve got to get one!
Picture this: You take
the time to get involved in various networking groups – or maybe you
do some cold calling – or maybe you happen to meet someone who may
have a genuine need for a person just like you. So now what? Well,
there’s a simple and effective way to share your expertise. And
it’s called a one-sheet.
Here are seven questions
that a typical decision-maker would ask you in person at a first
meeting,so get ready to answer:
How would you
describe your area of expertise?
Who are your
presentations designed for, or what type of people do you work
If we hire you, what
are the benefits for the leaders of the organization? For the
participants in the ranks? For organizational progress?
What have you done
that makes you such an expert?
Which groups have you
worked with before?
What did participants
think of you?
How can we reach you
for more information?
Now that you know what
questions they will ask, there’s a clever formula to including all
of these elements in your one-sheet. You’ll cover all the bases if
you include the following points:
Who you target
Benefits (put them
right in the headlines)
A client list
(list it all – phone, fax, email, website)
And don’t forget the
secret ingredient – you. Even if you have all of these other
elements in place, the icing on the cake will be your own
Let me give you an
example. My client, Doug Butler, is a speaker whose message is
“Cowboy Wisdom”. I’ve built his one-sheet around the western cowboy
theme, and it’s now part of his brand. We included lots of cowboy
graphics, an action shot of him with a lasso, and a portrait shot of
him wearing a cowboy hat with his guitar. His one-sheet reflects
his personality, and it’s what participants want from him.
You’ll add credibility if
you can include logos to show your affiliation with any industry or
professional organizations that will be recognized by your target
market. Be sure to include your own logo along with a clever tag
line. Doug uses this tag line: “Forge a firm foundation with
Doug’s tried-and-true Cowboy Code.”
But these techniques
don’t stop with the one-sheet. You can carry them over to all your
other marketing materials! With these must-have elements in your
one-sheet, you can turn your prospects into sales, and watch your
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about Karen Saunders.
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