Why One-Sheets are Must-Have
By Karen Saunders
Suppose you meet someone
who could hire you for your expertise and services. In the spirit of
getting to know you, that decision-maker asks, "What do you speak
about?" or "How do you help organizations?" or "Which groups have
you worked with?"
These questions become
your opening to convey how you assist people and why you're the one
experienced to do so. That's exactly what a marketing one-sheet
does, too. To convey that you're a must-have expert, your one-sheet
needs to be written and designed effectively.
Answers Key Questions:
Your one-sheet, in effect, succinctly answers these seven questions
that decision makers would ask you in person at a first meeting:
1. How would you describe
your area of expertise?
2. Whom do you work with
and give presentations to?
3. What are the benefits
of hiring you
for the leaders
of the organization?
participants in the ranks?
4. What have you done
that makes you an expert?
5. Which groups have you
worked with before?
6. What did participants
think of your contribution?
7. How can you be reached
for more information?
Well-crafted words on
your one-sheet answer these questions in the form of seven
corresponding must-have elements:
2. Target Audience
3. Benefits (especially
5. Client List
7. Contact Information
Even if you
have all of these elements in place, what turns it into a stronger
must-have piece that represents you? In a word: Personality.
For example my client,
Doug Butler, is a speaker whose message is "Cowboy Wisdom." I've
built his one-sheet around the western cowboy theme. This is all
part of his brand. His one-sheet features cowboy graphics with lots
of showmanship. I've included a color photo of him in action with a
lasso and a portrait shot of him wearing a cowboy hat with his
guitar. Other graphics include these cowboy symbols: a horse, a
badge, a cowboy figure wearing a hat, bandana, and chaps-even a
spurred cowboy boot. Its overall look reflects the personality that
participants want from him, achieving that appeal through these
special graphic effects.
Put Your Benefits in
On Doug's one-sheet I
have this headline: "Cowboy wisdom into the 21st century." Be sure
to make your headlines bold and compelling.
Add Credibility with
Doug's case, I included his company logo and the NSA logo to show
affiliation with a group recognized by decision makers. Be sure to
include your logo and tag line. Doug uses this tag line: "Forge a
firm foundation with Doug's tried-and-true Cowboy Code."
Through his words,
themes, and graphics, Doug extends his warm personality to
additional marketing pieces -- his website, business card, handout
materials, and so on. Together, they create a must-have look that
appeals to decision makers in organizations he wants to reach. By
applying these techniques to your one-sheet and other marketing
materials, you can turn your prospects into sales, and watch your
Read other articles and learn more
about Karen Saunders.
[Contact the author for permission to republish or reuse this article.]