If somebody requested you what your corporation does, would you be capable of describe it precisely in a concise, compelling method?
Higher but: would your description encourage a possible buyer to need to be taught extra about what it’s important to supply?
Even additional, suppose a number of folks wished that description in writing—gross sales staff members, potential clients, present clients who wish to refer you?
That state of affairs is an issue for many organizations. Who you’re, what you present, why you’re so superior—it’s all instantly and perfefctly clear in your head, however how do you create that snapshot in another person’s head? Thankfully, there’s a answer. I’m speaking concerning the trusty advertising and marketing one-pager (aka a one-sheet or promote sheet). On this submit, I’m going to cowl
- What a one-pager is (and what it’s not), and why it’s important for advertising and marketing.
- The core components you want when writing a one-sheet (with copy recommendations).
- Actual examples of selling one-pagers that will help you visualize and acquire some inspiration.
I’ll additionally present some instruments and assets that may assist you deliver an awesome one-pager to life for your corporation. So let’s get began.
What’s a advertising and marketing one-pager?
As you will have deduced, it’s a single web page that distills down what your organization does and for whom. (It will also be a single web page about what a product or service does for particular goal markets.)
Consider the one-sheet as what’s generally referred to as an elevator speech or pitch. The identify means that your advertising and marketing message must be delivered within the time span of an elevator journey. Its normal function is to intrigue the listener sufficient to wish to hear your entire value proposition within the close to future.
Its normal function is to intrigue the listener sufficient to wish to hear your entire proposition within the close to future.
The noticeable distinction with a advertising and marketing one-sheet is that it’s in written format and is moveable: it may be emailed, shared on social media, downloaded, printed out and mailed, and so forth.
So whereas your homepage may need quite a lot of the core details about your corporation, it’s designed to ship guests out to its different pages, the place they’ll get a holistic view of your corporation. With a one-pager, you current a full snapshot of your corporation in, properly, one web page.
An efficient advertising and marketing one-pager rapidly orients the reader to the value of your business, whether or not the reader is a buyer, investor, potential accomplice, and many others. Its overarching profit is that it supplies the clear, concise, benefits-driven communication that folks want when studying a couple of enterprise.
The overarching good thing about a one-sheeter: It forces clear, concise, benefits-driven communication.
Do I want a advertising and marketing one pager?
Apart from the state of affairs above, the one-pager is turning into a necessity in firms’ and people’ advertising and marketing toolkits. In truth, concise content material is #4 in Marketing Insider Group’s record of 12 content marketing trends now and for the foreseeable future
So, the one-sheet, as soon as the factor firms stacked on ready room tables and the go-to “depart behind” of gross sales reps on face-to-face visits, is coming again into vogue. And it’s doing so exactly due to its brevity. Furthermore, it has tangible advertising and marketing worth: It narrows your prospect’s focus (amid all of the distractions of right this moment), which bolsters your engagement possibilities.
So the reply to the above query? Sure, you want a advertising and marketing one-pager, to:
Learn how to construct your advertising and marketing one-pager
When assembling your one-sheet, be selective about what you embrace. The format and design are paramount. The one-sheeter have to be visually interesting and welcoming to learn—with out making it seem like quite a lot of work to get by way of. In the end, your reader should know it rapidly and soak up the fabric in a helpful manner. The important thing right here, and as is the case with any copywriting, you need the reader to take motion.
Under I’ll present the important components your one-pager ought to have (word: a number of real-world examples comply with under). The items comply with the everyday prime, center, and backside movement for written materials. (For extra copywriting assist, these formulas is perhaps of curiosity to you).
Are there exceptions to the format and components? In fact! That is advertising and marketing, and gray areas abound. However these components ought to usually outweigh any creative, outside-the-lines thinking.
Components to have on the prime of your one-pager
Listed below are the weather you’ll need on the prime of your one-sheet.
Firm identify and emblem: Form of a no brainer right here, proper? You wish to let the reader know who the content material is from. Be conscious of the actual fact you’ve got restricted area—it’s one sheet in any case.
Ache factors: Name out what your audience suffers from or wants assist with. Be as particular as attainable. Bear in mind: you may’t be every little thing to everyone. Check this ingredient of the one-sheeter repeatedly till you discover the most effective performer. In essence, your pain point is your headline on your one-sheeter. So it has to seize consideration.
For instance, as an alternative of claiming one thing like “The Bay Space’s Quantity One HVAC Firm” – bland, boring – it may very well be “Had Sufficient of Your Outdated Furnace Giving You the Chilly Shoulder at Night time?”
The underside line is, you’re hoping the reader is nodding her head “sure” when studying the ache level(s) of your one-sheet.
Answer: That is the pivotal level of the one-sheeter. It’s the place you give your reader what they need greater than something, and that’s HOPE—hope that you would be able to clear up their issues. So should you’re our HVAC buddy, then lay it out for the reader.
“We’ve helped Bay Space of us keep cozy at night time since 1948. They love our 5-Star Service and Higher Enterprise Bureau A+ score. Our secret is staying technologically superior whereas nonetheless servicing each make and mannequin ever made. Significantly!”
See the under mockup of a one-sheet. Your headline must be one thing a bit extra compelling, however it will assist you to visualise the data you’re making an attempt to convey.
One pager instance tailored from Extensio
Components to incorporate in the course of your one-pager
The center of the one-sheet is the place you may get into the specifics: the why and the way of your corporation.
Options: Listing out a handful of your private, firm’s, or product/service’s options. These are the bells and whistles that you just deliver to the desk:
- 24/7 service
- Superior coaching and strategies
- Free estimates
- The brand new-and-improved model
- Free session
- Licensed in XYZ talent
- Downloadable on all gadgets
Advantages: Reply the query “So what?” about your options. Insert “What this implies to you is (reply)” after each characteristic you record.
Insert a “what this implies to you” profit after each characteristic you record in your one-sheet.
For instance, for “licensed in XYZ talent,” the profit could also be “What this implies to you is you’ll relaxation straightforward figuring out our staff has full coaching and hands-on expertise along with your gear. We all know we’ll repair it and make it good as new.”
Different advantages embrace:
- Save time
- Get monetary savings
- Produces the most effective outcomes accessible, similar to “improve leads by 10x.”
The underside line with advantages: How particularly will the options make the prospect’s life higher? When producing any marketing content, it is best to at all times put your self in your readers’ sneakers and browse it with their “what’s in it for me” mindset.
The underside line with advantages: How particularly will the options make the prospect’s life higher?
For this part of your organization one-sheet, these finer points of features and benefits offers you a greater really feel for what they’re and the right way to use them.
Components for the underside of your one-pager
That is the place you encourage and equip your reader to take motion.
Name to Motion (CTA): What ought to the reader, after having been totally satisfied YOU are the reply to their prayers, do subsequent?
- “Begin saving right this moment!”
- “Contact me for a free session”
- “Be taught extra about XYX widget right here”
There are a number of methods to include CTAs into your one-sheeter. This ingredient, too, can and must be examined continuously. The CTA might be essentially the most missed ingredient—however speak about an vital one! We provide an in-depth look at CTAs to bolster your one-sheeter’s efficiency.
Contact data: Embrace every little thing about you or your organization to make it straightforward for folks to search out you. Embrace your bodily handle (if relevant), social channels, electronic mail handle, telephone numbers—every little thing you’re feeling snug sharing.
*Non-compulsory add-on for the one-sheeter: Embrace a short testimonial or customer review. If area is at an actual premium, solely embrace a sentence or two of that stellar testimonial you’ve acquired mendacity round.
The takeaway right here is that your organization one-sheet is concerning the buyer. You’ve a lot to supply and wish to inform all of it, however in terms of your one-sheet, resiste the urge to make all of it about your organization. Make it about how your organization is aware of and is the answer to your buyer’s issues.
The one-sheeter is concerning the buyer. Resist the urge to make all of it about you or your organization. As an alternative, make it about how you’re the answer they want.
Examples of nice one-sheeters
Let’s have a look at some particular examples of firm one-sheets for context and inspiration. You’ll word there isn’t a explicit system or format. And sure, some are multiple web page. Some important components are often omitted, relying on the model. In fact, huge manufacturers can get away with lacking particulars as a result of they’re well-known entities.
1. HVAC one-sheeter
This one is definitely two pages on-line. Burleson Plumbing & Heating does an awesome job of specializing in a selected providing with this one-sheeter. It’s all about their upkeep program and why it’s a good suggestion.
Social media marketing consultant & speaker one-sheeter
This one can also be two pages on-line. Jasmine Sandler has loads to supply. She clearly outlines what she does and who she does it for, together with offering a number of contact factors. Final, she builds her credibility with earlier press and speaker appearances listed.
Startup incubator one-sheeter
An awesome instance of a decent one-sheeter that covers each important ingredient and makes use of the area and graphics completely:
A widely known model that makes use of emotions and visualization. It’s all advantages, nothing about options or ache factors. However hey, it’s Mercedes-Benz. They don’t need to do a lot promoting.
Tech Company one-sheeter
Improbable one-sheeter that makes use of area and graphics to seize every little thing they do in a single sheet. The headline is intriguing and grabs your consideration.
What a one-sheeter is NOT (normally)
- It’s not a spec sheet. These are separate paperwork for use further down the funnel to assist the decision-making course of. Nevertheless, a spec sheet or knowledge sheet could also be what your trade refers to it as. For instance, in software program, a prospect would possibly request a knowledge sheet that features the usual issues a advertising and marketing one-sheeter would.
- It’s not an organization historical past, about us, or private bio web page. That data goes on a separate net web page. Nevertheless, you completely desire a transient snippet about who you are as a company or individual.
- It’s not a complete knowledge dump. You don’t wish to overload the reader with extraneous data as a result of TMI will trigger “reader overwhelm.” Keep transient and to the purpose. You need the reader to have sufficient data to take the following step, i.e., click the CTA button.
- It’s not a case examine. That’s a separate, longer piece of content material. The one-sheeter can point out a vital level or testimonial of a case examine and even supply a hyperlink to the case examine.
Instruments to create your organization’s one-sheeter
Upon getting the template nailed on your one-sheeter, you’re able to go. In truth, why not create a number of one-sheeters for a number of audiences? Swap out the data to make them for your whole services. You may even apply the identical format on your firm one-pager to your product, service, or program one-pagers.
Listed below are a number of useful assets to kick-start your one-sheet library:
- Jennifer Beever, a Licensed Advertising Advisor, gives some wonderful “Do’s and Don’ts” of marketing one-sheets here.
- Visme has a number of kinds of templates, together with a product sell sheet.
- Xtensio payments itself as “the simplest manner for groups to create, handle and share stunning residing paperwork,” including one-pagers.
Get began in your firm one-pager(s) now
A compact but informative web page (or two) that distills your corporation down into its core worth—what it supplies, why it supplies it, and the way it advantages or solves ache factors—is a strong piece of content material that you need to use time and time once more. Get began in your firm one-sheet right this moment and also you’ll be shocked at what number of occasions it turns out to be useful—and what number of occasions it may be repurposed, too.