Suppose you meet someone who could hire you for your expertise and services. In the spirit of getting to know you, that decision-maker asks, “What do you speak about?” or “How do you help organizations?” or “Which groups have you worked with?”
These questions become your opening to convey how you assist people and why you’re the one experienced to do so. That’s exactly what a marketing one-sheet does, too. To convey that you’re a “must-have” expert, your one-sheet needs to be written and designed effectively.
Answers Key Questions
Your one-sheet, in effect, succinctly answers these seven questions that decision-makers would ask you in person at a first meeting:
1. How would you describe your area of expertise?
2. Whom do you work with and give presentations to?
3. What are the benefits of hiring you—
• for the leaders of the organization?
• for the participants in the ranks?
• for organizational progress?
4. What have you done that makes you an expert?
5. Which groups have you worked with before?
6. What did participants think of your contribution?
7. How can you be reached for more information?
Well-crafted words on your one-sheet answer these questions in the form of seven corresponding “must-have” elements:
1. Topics/Programs
2. Target Audience
3. Benefits
(especially in headlines)
4. Biography
5. Client List
6. Testimonials
7. Contact Information
Adding Personality
Even if you have all of these elements in place, what turns it into a stronger “must-have” piece that represents you? In a word: Personality.
For example, Doug Butler’s marketing one-sheet features these basics with lots of showmanship. Its overall look reflects the “personality” that participants want from him, achieving that appeal through these special graphic effects:
• 4-color photos of Doug portraying his Cowboy Wisdom theme.
• Graphics of cowboy symbols: a guitar, a horse, a lasso, a badge, a cowboy figure wearing a hat, bandana, and chaps—even a spurred cowboy boot.
• Cowboy Code message that stands out on the page.
• Benefits in the headlines: e.g., Bringing cowboy wisdom into the 21st century.
• Bio framed by a color photo that adds credibility for his message.
• List of target audiences, a sampling of clients, and comments from them.
• Well-designed company logo and easy-to-find contact info.
• NSA logo to show affiliation with a group recognized by decision-makers.
• Tag line: “Forge a firm foundation with Doug’s tried-and-true Cowboy Code.”
Through these words, themes, and graphics, Doug extends his warm personality to additional marketing pieces—his website, business card, handout materials, and so on. Together, they create a “must-have” look that appeals to decision-makers in organizations he wants to reach.
You Missed the SpeakerNet News TELESEMINAR on May 23rd:
Create a ‘Get-Hired’ One-Sheet: Design and Writing Tips to Give You ‘Buy’ Appeal
If you are a speaker, author, trainer or consultant, you may want to order the CD or MP3 recording of this valuable teleseminar. Here’s a description of the teleseminar recording:
Do you need help designing and writing a one-sheet for your speaking or consulting business? You want your one-sheet to convey your services and talents with maximum appeal. How do you accomplish that in a single page or two? Writer/editor Barbara McNichol and I will share our techniques so you can better craft a one-sheet that gets you noticed.
This is what you’ll learn:
* Who your messages should be directed to
* What written and graphic elements to include
* How to make your one-sheet ‘float’ above the rest
* Three ways to avoid the most common mistakes
* How to ‘get over yourself’ and start crafting a
powerful one-sheet
This includes a 15-page full-color handout packed with tips and graphic samples.
To order the CD or MP3 from this teleseminar, click on this link: http://tinyurl.com/zj2zy or copy and paste it into your browser window address field.