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From Karen Saunders

Your Branding, Marketing & Self-Publishing Coach

Learn How to Write a Speaker One-sheet

New speakers often ask me how to write a speaker one-sheet. This is a good question since the speaker one-sheet is an important component of a marketing toolkit. One of the most valuable members of my team is editor Barbara McNichol, who is a whiz at writing and editing speaker one-sheets. Long ago she shared with me the crucial questions you must answer before composing the content and headlines for your speaker one-sheet.

Answers to the following questions will help you write a speaker one-sheet introductory paragraph and hook:

  1. What are the key problems you can solve?
  2. Exactly what do you do? (One sentence only – this is your elevator speech.)
  3. Why did you choose this line of work?
  4. What gets you excited about your business?
  5. What makes you different from others who do similar work?

Now create a compelling statement or question that will prompt your prospect to read more. This will be your “hook,” and it will be the first headline they will read on your one-sheet.

Answers to the following questions will help direct your message to the 3 major stakeholders:

  1. What is the single most important question you can answer for the meeting planner?
  2. What benefits do you deliver to this stakeholder? Turn it into a headline.
  3. What is the single most important question you can answer for the audience members?
  4. What benefits do you deliver to this stakeholder? Turn it into a headline.
  5. What is the single most important question you can answer for the executives of the company?
  6. What benefits do you deliver to this stakeholder? Turn it into a headline.

Succinctly describe your programs/keynotes/workshops:

  1. Describe your services and programs while also including the benefits the participants will receive.
  2. Draft one short paragraph for each program/keynote/workshop.
  3. Now, create an attention-grabbing, benefit-laden title for each of your presentations, keynotes or workshops.

Write a short biography:

  1. Make a separate list of your credentials and qualifications.
  2. Write a one-paragraph eye-catching biography.

The following items will complete the necessary details:

  1. Gather testimonials from satisfied clients. Ask your clients to be specific and possibly provide measureable results. You will need between 3 and 5, covering different aspects of your presentations. These will be sprinkled throughout the one-sheet. You may ask busy clients to approve a pre-written testimonial.
  2. Do you belong to trade organizations (such as NSA)? If so, request permission to use their logos.
  3. Put together a list of past clients. (This will change and evolve as you progress in your speaking career.)
  4. What is your call to action? (What do you want your prospect to do after reading your one-sheet?)
  5. What is your contact information? (Website, email, toll-free phone number, etc.)

Remember, Your One-sheet is All About THEM, Not You!

Compose your copy in your prospects’ perspective. Write your first draft and let it sit for a couple of days. Then go back to polish, edit, and cut. It all needs to fit on two sides of an 8.5 x 11 sheet along with all the elements of your visual brand (logo, photos, graphics, book covers, etc.). So that means you need to cut your copy to 700 words or less. Hire an editor to polish your content and present a clear, compelling message.

Present a Professional Package

Your one-sheet design is a reflection of you and your business. Be sure it is sophisticated and complete. Consider hiring a professional graphic designer to create this important marketing tool. Here are a few of the one-sheets our team has created. To see more, go to our speaker one-sheet portfolio page.

Jim-Davidson-write-a-speaker-one-sheet-FRONT

Jim-Davidson-write-a-speaker-one-sheet-BACK

Rich-Lucia-write-a-speaker-one-sheet-front

Rich-Lucia-write-a-speaker-one-sheet-BACK

Michael-Spremulli-write-a-speaker-one-sheet-FRONT

Michael-Spremulli-write-a-speaker-one-sheet-BACK

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