In this digital age, there are so many different ways people can learn about your product or service. Social media pages, a website, articles are some of the methods of introducing your business to potential customers and in some cases, investors. While all these are great channels and platforms, there is still one promotion material that can’t be defeated - a one-sheet. The truth is our attention span is getting smaller and smaller, and we want to receive maximum information in minimum time. One-sheets are created for this purpose. And if you are planning your next networking meeting or perhaps an expo, then you should certainly learn more about one-sheets and make one for your business.
What is a one-sheet?
A one-sheet is as the name suggests, a document that consists of only one page and it tells about your products/service, its features, and key benefits. It’s essentially an elevator pitch put into words and summarizes the best aspects of your business, whatever you want your audience to know and take away.
If your business offers multiple products and services, a one-sheet won’t cover all of them. You have to create a one-sheet for each and every product/service. It is already quite limited space, so you need to make the best out of it. A one-sheet has to communicate a clear message, be as specific and brief as you can.
I know this sounds very hard and perhaps mission impossible but don’t give up so easily. Keep reading and let’s find out together how you can create a great one-sheet to promote your business.
What are the elements of a one-sheet?
Writing a one-sheet is not rocket science but there is one similarity. Just like in rocket science, there are certain elements and steps that you need to know and follow in order to create a one-sheet. We’ve broken it down for you, so without further ado, here are six important elements that your one-sheet must-have.
#1 A precise aim
A one-sheet has to have a purpose, it’s not merely a description of the product/service. Before starting to write your one-sheet, be sure to identify what it’s going to be used for, it needs to be designed around a certain action (we’ll get to call to actions). Perhaps you want to showcase your newest feature or you are just looking for more customers. Make sure that your content is designed around a goal, and each word used in the one-sheet directs to an action.
#2 Effective titles
A one-sheet is very similar to website pages in the sense that the headlines and subheadings need to be catchy and descriptive. It’s what the reader is going to see first and it needs to capture attention and communicate a strong message. When you’re writing a title, keep in mind what kind of audience that is going to read it. The good thing about one-sheets is that you create it for a specific event and/or a special group of people, so you know your audience. Some headlines pose “painful” questions, some offer solutions - it’s really different and is up to you to choose an approach.
#3 Informative and engaging content
There is a lot of content out there both on the web and in the real world, so if you want yours to be read, it really needs to be engaging and of course, informative. Once you know your goal, you can start thinking about the messaging of it. Do some research to see what your competitors are saying, what kind of content do successful one-sheets have, what is the overall tone being used. You shouldn’t be copy-pasting but drawing inspiration from the others is a great place to start. Find the balance between information and engagement. Do tell about your business, demonstrate your strengths and reliability but in the meantime, remain human. Depending on your audience, maybe use a joke or a pun.
#4 Include testimonials
Don’t get carried away on this part. It shouldn’t be 90% testimonials and 10% other content but the opposite. Say what you want to say and back up your words with testimonials from your former clients. If there are big names among them, use those. Keep in mind that testimonials are content too and they should be used if they support the overall goal of your one-sheet. Choose testimonials that are specific and highlight your key features rather than say: “They are great, we loved working with them.”
#5 Design
We live in the age of Canva, where it takes only five minutes to design something. Canva, of course, is a great tool but we recommend going for a professional design for your one-sheet. It is only a page, so it should not be a big hit on your wallet.
The design of your one-sheet should match your brand and other marketing materials that may be accompanying the one sheet. Fonts, colors, layout - all these things make a difference and they certainly add a level of trust and sophistication to the content of the one-sheet.
#6 A clearly identified call to action
We talked about this briefly while talking about the goal. A call to action is essentially your goal put into more action-y words. You need to be clear about what you want your customer to do. Don’t shy away but don’t be too on-the-face either. If you want them to visit your website - give them a link or a QR code, if you need them to purchase something, tell them where they can find it. Remember that it’s only a page and you don’t have to have a call to action after every paragraph.
Work with your designer to make sure that the call to action stands out visually on the one-sheet and in the context of the rest of the content.
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