If somebody requested you what what you are promoting does, would you have the ability to describe it as it should be in a concise, compelling means?
Higher but: would your description encourage a possible client to need to be told extra about what it’s important to be offering?
Even additional, think more than one other people sought after that description in writing—gross sales workforce contributors, doable consumers, present consumers who need to refer you?
That state of affairs is an issue for a lot of organizations. Who you’re, what you supply, why you might be so superior—it is all straight away and completely transparent in your head, however how do you create that snapshot in somebody else’s head? Thankfully, there’s a answer. I’m speaking in regards to the trusty advertising one-pager (aka a one-sheet or promote sheet). On this put up, I’ll duvet
- What a one-pager is (and what it’s not), and why it is very important for advertising.
- The core parts you wish to have when writing a one-sheet (with replica tips).
- Actual examples of promoting one-pagers that can assist you visualize and achieve some inspiration.
I’m going to additionally supply some equipment and sources that assist you to convey an excellent one-pager to lifestyles for what you are promoting. So let’s get began.
What’s a advertising one-pager?
As you could have deduced, it’s a unmarried web page that distills down what your corporate does and for whom. (It may also be a unmarried web page about what a product or carrier does for explicit goal markets.)
Call to mind the one-sheet as what’s recurrently referred to as an elevator speech or pitch. The identify means that your advertising message will have to be delivered within the time span of an elevator journey. Its normal objective is to intrigue the listener sufficient to need to pay attention all of the worth proposition within the close to long run.
Its normal objective is to intrigue the listener sufficient to need to pay attention all of the proposition within the close to long run.
The noticeable distinction with a advertising one-sheet is that it is in written layout and is transportable: it may be emailed, shared on social media, downloaded, revealed out and mailed, and so on.
So whilst your homepage would possibly have a large number of the core details about what you are promoting, it is designed to ship guests out to its different pages, the place they may be able to get a holistic view of what you are promoting. With a one-pager, you provide a complete snapshot of what you are promoting in, neatly, one web page.
An efficient advertising one-pager temporarily orients the reader to the worth of what you are promoting, whether or not the reader is a buyer, investor, doable spouse, and many others. Its overarching receive advantages is that it supplies the transparent, concise, benefits-driven communique that folks need when finding out a couple of industry.
The overarching advantage of a one-sheeter: It forces transparent, concise, benefits-driven communique.
Do I desire a advertising one-pager?
Except for the state of affairs above, the one-pager is changing into a need in corporations’ and folks’ advertising toolkits. If truth be told, concise content material is #four in Advertising Insider Workforce’s checklist of 12 content material advertising traits now and for the foreseeable long run
So, the one-sheet, as soon as the article corporations stacked on ready room tables and the go-to “depart in the back of” of gross sales reps on face-to-face visits, is coming again into style. And it’s doing so exactly as a result of its brevity. Additionally, it has tangible advertising worth: It narrows your prospect’s center of attention (amid the entire distractions of these days), which bolsters your engagement probabilities.
So the solution to the above query? Sure, you wish to have a advertising one-pager, to:
Easy methods to construct your advertising one-pager
When assembling your one-sheet, be selective about what you come with. The structure and design are paramount. The only-sheeter will have to be visually interesting and alluring to learn—with out making it seem like a large number of paintings to get thru. In the end, your reader will have to realize it temporarily and soak up the fabric in an invaluable means. The important thing right here, and as is the case with any copywriting, you need the reader to take motion.
Underneath I will be able to give you the very important parts your one-pager will have to have (notice: a number of real-world examples practice beneath). The items practice the everyday most sensible, center, and backside go with the flow for written subject material. (For extra copywriting assist, those formulation could be of passion to you).
Are there exceptions to the structure and parts? In fact! That is advertising, and gray spaces abound. However those parts will have to usually outweigh any inventive, outside-the-lines considering.
Parts to have on the most sensible of your one-pager
Listed here are the weather you can need on the most sensible of your one-sheet.
Corporate identify and emblem: More or less a no brainer right here, proper? You need to let the reader know who the content material is from. Take note of the truth you’ve gotten restricted area—it’s one sheet in the end.
Ache issues: Name out what your target market suffers from or wishes assist with. Be as explicit as conceivable. Bear in mind: you’ll’t be the entirety to everyone. Take a look at this component of the one-sheeter many times till you in finding the most productive performer. In essence, your ache level is your headline to your one-sheeter. So it has to take hold of consideration.
For instance, as a substitute of claiming one thing like “The Bay House’s Quantity One HVAC Corporate” – bland, uninteresting – it may well be “Had Sufficient of Your Old-fashioned Furnace Giving You the Chilly Shoulder at Evening?”
The secret is, you’re hoping the reader is nodding her head “sure” when studying the ache level(s) of your one-sheet.
Resolution: That is the pivotal level of the one-sheeter. It is the place you give your reader what they would like greater than anything else, and that’s the reason HOPE—hope that you’ll clear up their issues. So when you’re our HVAC good friend, then lay it out for the reader.
“We’ve helped Bay House other people keep comfortable at night time since 1948. They love our 5-Superstar Carrier and Higher Trade Bureau A+ ranking. Our secret’s staying technologically complicated whilst nonetheless servicing each and every make and type ever made. Critically!”
See the beneath mockup of a one-sheet. Your headline will have to be one thing slightly extra compelling, however this may occasionally can help you to visualise the ideas you might be seeking to put across.
One pager instance tailored from Extensio
Parts to incorporate in the center of your one-pager
The center of the one-sheet is the place you’ll get into the specifics: the why and the way of what you are promoting.
Options: Checklist out a handful of your own, corporate’s, or product/carrier’s options. Those are the bells and whistles that you simply convey to the desk:
- 24/7 carrier
- Complex coaching and methods
- Unfastened estimates
- The brand new-and-improved model
- Unfastened session
- Authorized in XYZ ability
- Downloadable on all units
Advantages: Solution the query “So what?” about your options. Insert “What this implies to you is (solution)” after each and every characteristic you checklist.
Insert a “what this implies to you” receive advantages after each and every characteristic you checklist on your one-sheet.
For instance, for “authorized in XYZ ability,” the ease is also “What this implies to you is you’ll leisure simple realizing our workforce has complete coaching and hands-on enjoy together with your apparatus. We all know we’ll repair it and make it just right as new.”
Different advantages come with:
- Save time
- Save cash
- Produces the most productive effects to be had, corresponding to “building up leads via 10x.”
The base line with advantages: How particularly will the options make the possibility’s lifestyles higher? When generating any advertising content material, you will have to all the time put your self on your readers’ sneakers and browse it with their “what is in it for me” mindset.
The base line with advantages: How particularly will the options make the possibility’s lifestyles higher?
For this phase of your corporate one-sheet, those finer issues of options and advantages offers you a greater really feel for what they’re and easy methods to use them.
Parts for the ground of your one-pager
That is the place you encourage and equip your reader to do so.
Name to Motion (CTA): What will have to the reader, after having been absolutely satisfied YOU are the solution to their prayers, do subsequent?
- “Get started saving these days!”
- “Touch me for a unfastened session”
- “Be told extra about XYX widget right here”
There are more than one tactics to include CTAs into your one-sheeter. This component, too, can and will have to be examined continuously. The CTA is some of the lost sight of component—however discuss a very powerful one! We provide an in-depth take a look at CTAs to strengthen your one-sheeter’s efficiency.
Touch data: Come with the entirety about you or your corporate to make it simple for other people to search out you. Come with your bodily deal with (if appropriate), social channels, e-mail deal with, telephone numbers—the entirety you are feeling at ease sharing.
*Not obligatory add-on for the one-sheeter: Come with a temporary testimonial or buyer assessment. If area is at an actual top class, simplest come with a sentence or two of that stellar testimonial you’ve were given mendacity round.
The takeaway here’s that your corporate one-sheet is in regards to the buyer. You’ve got such a lot to provide and need to inform all of it, however on the subject of your one-sheet, face up to the urge to make all of it about your corporate. Make it about how your corporate is aware of and is the answer in your buyer’s issues.
The only-sheeter is in regards to the buyer. Withstand the urge to make all of it about you or your corporate. As an alternative, make it about how you’re the answer they want.
Examples of serious one-sheeters
Let’s take a look at some explicit examples of corporate one-sheets for context and inspiration. You’ll be able to notice there’s no specific formulation or structure. And sure, some are a couple of web page. Some very important parts are every now and then left out, relying at the logo. In fact, large manufacturers can escape with lacking main points as a result of they are well known entities.
1. HVAC one-sheeter
This one is in fact two pages on-line. Burleson Plumbing & Heating does an excellent process of that specialize in a selected providing with this one-sheeter. It’s all about their upkeep program and why it’s a good suggestion.
Social media advisor & speaker one-sheeter
This one may be two pages on-line. Jasmine Sandler has so much to provide. She obviously outlines what she does and who she does it for, in conjunction with offering more than one touch issues. Final, she builds her credibility with earlier press and speaker appearances indexed.
Startup incubator one-sheeter
A perfect instance of a good one-sheeter that covers each and every very important component and makes use of the gap and graphics completely:
A well known logo that makes use of feelings and visualization. It’s all advantages, not anything about options or ache issues. However howdy, it’s Mercedes-Benz. They don’t must do a lot promoting.
Tech Company one-sheeter
Incredible one-sheeter that makes use of area and graphics to seize the entirety they do in one sheet. The headline is intriguing and grabs your consideration.
What a one-sheeter is NOT (typically)
- It’s now not a spec sheet. The ones are separate paperwork for use additional down the funnel to reinforce the decision-making procedure. Then again, a spec sheet or knowledge sheet is also what your business refers to it as. For instance, in tool, a prospect would possibly request an information sheet that comes with the usual issues a advertising one-sheeter would.
- It’s now not an organization historical past, about us, or non-public bio web page. That data is going on a separate internet web page. Then again, you completely desire a transient snippet about who you’re as an organization or particular person.
- It isn’t a complete knowledge sell off. You do not want to overload the reader with extraneous data as a result of TMI will motive “reader crush.” Keep transient and to the purpose. You need the reader to have sufficient data to take the next move, i.e., click on the CTA button.
- It isn’t a case learn about. That is a separate, longer piece of content material. The only-sheeter can point out a a very powerful level or testimonial of a case learn about or even be offering a hyperlink to the case learn about.
Equipment to create your corporate’s one-sheeter
Upon getting the template nailed to your one-sheeter, you’re able to move. If truth be told, why now not create more than one one-sheeters for more than one audiences? Switch out the ideas to lead them to for all your services and products. It is advisable even observe the similar layout to your corporate one-pager in your product, carrier, or program one-pagers.
Listed here are a couple of useful sources to kick-start your one-sheet library:
- Jennifer Beever, a Qualified Advertising Marketing consultant, provides some superb “Do’s and Don’ts” of advertising one-sheets right here.
- Visme has more than one varieties of templates, together with a product promote sheet.
- Xtensio expenses itself as “the best way for groups to create, arrange and proportion stunning dwelling paperwork,” together with one-pagers.
Get began in your corporate one-pager(s) now
A compact but informative web page (or two) that distills what you are promoting down into its core worth—what it supplies, why it supplies it, and the way it advantages or solves ache issues—is an impressive piece of content material that you’ll use time and time once more. Get began in your corporate one-sheet these days and you can be stunned at how time and again it is useful—and the way time and again it may be repurposed, too.