If someone asked you what your business does, would you be able to describe it accurately in a concise, compelling nature?
Better yet: would your description spur a possible purchaser to want to learn more about what you have to offer?
Even further, suppose numerou people wanted that description in writing–sales crew members, possible purchasers, existing customers who want to refer you?
That scenario is a problem for lots of organizations. Who you are, what the hell are you accommodate, why you're so awesome–it's all immediately and perfefctly clear in your principal, but how do you compose that snapshot in someone else's head? Fortunately, there is a solution. I’m talking about the trusty market one-pager( aka a one-sheet or sell sheet ). In this announce, I'm going to cover
What a one-pager is( and what it is not ), and why it is essential for marketing. The basic element it is necessary to when writing a one-sheet( with forgery suggestions ). Real examples of marketing one-pagers to help you visualize and gain some muse.
I'll too stipulate some tools and resources that can help you drawing a great one-pager to life for your business. So let's get started.
What is a marketing one-pager?
As you may have deduced, it’s a single sheet that distills down what your company does and for whom.( It can also be a single sheet about what a product or service does for specific target sells .)
Think of the one-sheet as what’s commonly called an elevator speech or lurch. The figure suggests that your commerce content should be delivered in the time span of an elevator journey. Its general determination is to intrigue the listener enough to want to hear the entire value proposition in the near future.
Its general intent is to intrigue the listener enough to want to hear the part hypothesi in the near future.
The observable gap with a marketing one-sheet is that it's in written format and is portable: it can be emailed, shared on social media, downloaded, printed out and forwarded, and so forth.
So while your homepage might have a lot of the core information about your business, it's designed to send guests out to its other pages, where they can get a holistic judgment of your business. With a one-pager, you are submitting a full snapshot of your business in, well, one page.
An effective commerce one-pager abruptly familiarizes the reader to the value of your business, whether the book is a customer, investor, potential collaborator, etc. Its overarching benefit is that it provides the clear, concise, benefits-driven communication that beings want when understand better a business.
The overarching benefit of a one-sheeter: It impels clear, concise, benefits-driven communication.
Do I need a marketing one pager?
Aside from the situation above, the one-pager is becoming a necessity in companies’ and individuals’ marketing toolkits. In fact, concise content is# 4 in Marketing Insider Group's roster of 12 content marketing trends now and for the foreseeable future
So, the one-sheet, formerly the thing business stacked on waiting area tables and the go-to “leave behind” of sales reps on face-to-face stays, coming back here into fad. And it’s doing so precisely because of its brevity. Furthermore, it has tangible commerce appraise: It shrinks your prospect’s focus( amid all the distractions of today ), which bolsters your involvement chances.
So the answer to the above question? Yes, you need a marketing one-pager, to 😛 TAGEND
Provide a clearly defined snapshot of your business in a loud and content-saturated world. Align with current consumer actions and attending spans. Inrease the chances of further engagement by expectations. Transmit your compay's ethic.
How to build your marketing one-pager
When assembling your one-sheet, be select about what you include. The scheme and motif are paramount. The one-sheeter must be visually requesting and inviting to read–without representing it look like a lot of work to get through. Ultimately, your book must catch it quickly and absorb the material in a helpful action. The key here, and as is the case with any copywriting, you require the reader to take action.
Below I will provide the essential elements your one-pager “shouldve been”( memo: various real-world examples follow below ). The sections follow the normal top, middle, and bottom spring for written material.( For more copywriting improve, these formulas might be of interest to you ).
Are there exceptions to the layout and components? Of track! This is marketing, and grey areas abound. But these elements should commonly outweigh any creative, outside-the-lines thinking.
Elements to have at the top of your one-pager
Here are the elements you'll want at the top of your one-sheet.
Company name and logo: Kind of a no-brainer now, right? You want to let the book know who the content is from. Be mindful of the fact you have restriction space–it is one sheet after all.
Pain degrees: Call out what your target audience suffers from or needs assist with. Be as specific as possible. Remember: you can't be everything to everybody. Evaluation this element of the one-sheeter frequently until you find the best performer. In essence, your pain point is your headline for your one-sheeter. So it “re going to have to” seizure attention.
For example, instead of saying something like “The Bay Area’s Number One HVAC Company”- bland, suffering- it could be “Had Enough of Your Outdated Furnace Giving You the Cold Shoulder at Night? ”
The bottom line is, you’re hoping the book is nodding her ability “yes” when reading the hurting moment( s) of your one-sheet.
Solution: This is the pivotal point of the one-sheeter. It's where you give your reader what they want more than anything, and that's HOPE–hope that you can solve their problems. So if you’re our HVAC friend, then lay it out for the reader.
For example 😛 TAGEND
“We’ve cured Bay Area kinfolks abide cozy at night since 1948. They enjoy our Five-Star Service and Better Business Bureau A+ rating. Our secret is staying technologically advanced while still servicing every make and model ever started. Dangerously! ”
See the below mockup of a one-sheet. Your headline should be something a bit more compelling, but this will help you to visualize the information you're trying to convey.
One pager example adapted from Extensio
Elements to include in the middle of your one-pager
The middle of the one-sheet is where you can get into the specifics: the why and how of your business.
Features: List out a handful of your personal, company’s, or product/ service’s boasts. These are the bells and whistles that you bring to the table 😛 TAGEND
24/7 service Advanced training and techniques Free approximates The new-and-improved version Free consultation Licensed in XYZ skill Downloadable on all manoeuvres
Benefits: Answer the issues to” So what ?” about your aspects. Insert” What this means to you is( react )” after every piece you list.
Insert a” what this are meant to you” benefit after every boast you list in your one-sheet.
For example, for “licensed in XYZ skill, ” the benefit may be “What this means to you is you’ll rest easy knowing our unit has full training and hands-on experience with your gear. We know we’ll fix it and make it good as new.”
Other benefits include 😛 TAGEND
Save time Save money Produces the best reactions accessible, such as “increase precedes by 10 x.”
The bottom line with benefits: How specifically will the features stir the prospect’s life better? When producing any marketing content, you should always put yourself in your books' shoes and read it with their” what's in it for me” mindset.
The bottom line with benefits: How precisely will the features manufacture the prospect’s life better?
For this section of your company one-sheet, these finer pitches of features and benefits will give you a better feel for what they are and how to use them.
Part for the bottom of your one-pager
This is where you inspire and furnish your book to take action.
Call to Action( CTA ): What should the reader, after having been fully convinced YOU are the answer to their devotions, do next?
“Start saving today! ” “Contact me for a free consultation” “Learn more about XYX widget here”
There are multiple ways to incorporate CTAs into your one-sheeter. This element, too, can and should be tested routinely. The CTA is probably the most forgot element–but talk about an important one! We render an in-depth look at CTAs to bolster your one-sheeter’s performance.
Contact information: Include everything about you or your company to make it easy for people to find you. Include your physical address( if applicable ), social paths, email address, phone numbers–everything you feel comfy sharing.
* Optional add-on for the one-sheeter: Include a brief testimonial or customer review. If space is at a real premium, merely include a sentence or two of that stellar testimonial you’ve get lying around.
The takeaway here is that your company one-sheet is about the customer. You have so much to offer and want to tell it all, but when it comes to your one-sheet, resiste the urge to make it all about your corporation. Make it about how your fellowship knows and is the solution to your customer's problems.
The one-sheeter is about the customer. Resist the exhort to make it all about you or your firm. Instead, make it about how you are the solution they need.
Precedent of great one-sheeters
Let’s look at some specific examples of company one-sheets for framework and insight. You'll memo there is no particular formula or layout. And yes, some are more than one sheet. Some essential component are seldom skipped, depending on the symbol. Of route, large-scale labels can get away with missing details because they're well-known entities.
1. HVAC one-sheeter
This one is actually two sheets online. Burleson Plumbing& Heating does a great job of focusing on a specific offering with this one-sheeter. It’s all about their maintenance platform and why it’s a good idea.
Social media consultant& loudspeaker one-sheeter
This one is also two pages online. Jasmine Sandler has a lot to offer. She clearly outlines what she does and who she does it for, along with providing multiple points of contact. Last-place, she constructs her credibility with previous press and orator figures listed.
Startup incubator one-sheeter
A immense pattern of a tight one-sheeter that treats every essential element and uses the space and graphics perfectly 😛 TAGEND
A well-known brand that uses emotions and visualization. It’s all benefits , nothing about aspects or pain tops. But hey, it’s Mercedes-Benz. They don’t have to do much selling.
Tech Agency one-sheeter
Fantastic one-sheeter that implements room and graphics to captivate everything they do in a single sheet. The headline is intriguing and grabs your attention.
What a one-sheeter is NOT( usually)
It’s not a spec sheet. Those are separate documents to be used further down the funnelto support the decision-making process. However, a spec membrane or data sheet may be what your industry refers to it as. For sample, in application, a prospect might solicit a data sheet that includes the standard things a marketing one-sheeter would. It’s not a company history, about us, or personal bio sheet. That datum goes on a separate web page. However, you perfectly require a brief snippet about who you are as a company or individual. It's not a total data drop. You don't want to overload the reader with incidental info because TMI will induce” book overtake .” Stay brief and to the point. You crave the book to have enough information to take the next step, i.e ., click the CTA button. It's not a case study. That's a separate, longer bit of the information contained. The one-sheeter can mention a key point or testimonial of a case study and even offer a link to the case study.
Tools to create your company's one-sheeter
Once you have the template hammered for your one-sheeter, you’re ready to go. In fact, why not form multiple one-sheeters for variou gatherings? Swap out the information to do them for all of your products and services. You could even relate the same format for your company one-pager to your product, service, or program one-pagers.
Here are a few supportive resources to kick-start your one-sheet library 😛 TAGEND
Jennifer Beever, a Certified Marketing Consultant, offers some excellent “Do’s and Don’ts” of marketing one-sheets here. Visme has several types of templates, including a product sell sheet. Xtensio greenbacks itself as “the easiest way for squads to create, manage and share beautiful living documents, ” including one-pagers.
Get started on your company one-pager( s) now
A compact hitherto instructive sheet( or two) that distills your business down into its core value–what it caters, why it provisions it, and how it benefits or solves pain points–is a potent part of the information contained that you can use time and time again. Get started on your company one-sheet today and you'll be surprised at how many times it comes in handy–and how many times it can be repurposed, too.
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