How to Create a Strong One Sheet for Yourself or Your Business
Do you use a one sheet when promoting yourself or your services? If not, perhaps you should add it to your self promoting kit. Teamed up with your resume and cover letter, a shiny one sheet could be the missing piece in your personal branding puzzle.
I received a tweet the other day. A Twitter friend needed some help to find useful information about how to create a one sheet for a marketing agency. She couldn’t find much about the art itself online.
I love to help when I can, and after doing some research I could provide her with some knowledge she found useful.
To you who are faced with the same struggles as my fellow twitterer above, here’s my curated guide to writing a strong one sheet for yourself or a business.
What’s a One Sheet and Who Needs One?
A one sheet is a promotional piece where you present yourself in a way that will get people’s attention, will get them interested in you, and will get them to act on your call to action.
Originally, it was used in the music industry promoting a new artist or record album to the public. The name “one sheet” comes from the fact that most of these sheets are one page in length.
Today, other persons than artists creates one sheets for themselves. If you’re a speaker, a SEO expert, a blogger or even a lawer, you probably have the need to promote yourself and your services in a way that attracts new clients. Here’s where a shiny one sheet comes in very handy.
What To Include in Your One Sheet
1. Add personality
A one sheet without personality is waste of time and money. A one sheet is all about personality. It’s all about you and it’s all about letting your voice through. The purpose of creating a one sheet for yourself or your business is to stand out from the crowd and to tell people why you are different from all the other lawyers, bloggers or graphic designers out there and why they should hire you instead.
2. A catchy yet informative headline
Who are you? Since people read less than you think, you need to catch their eye and interest right at the beginning.
- Master Chef Aiming for 2 Stars in Guide Michelin
- Divorce Lawyer With the Ability to End Any Marriage
- Hairdresser Who Spreads the Rumour of Your Choice
- Hunter With a License to Kill
Pick one that suits your profession and personality.
3. Customer praise or testimonials
People who consider hiring you want to make sure somebody else appreciated your services too. Ask a former employer, client or co-worker for a reference and include it on your one sheet.
If you take a look at the top of the middle column of this blog, I have included a section called “Nice things readers say”. That’s my bragging area. Create one for yourself!
4. A Call to Action
We often make the mistake of assuming that other people are mind readers. Few persons are. Therefore, if you want something – ask for it!
The possibility that you get what you want increases dramatically when you ask for it. If you want people to pick up the phone for a free consultation, visit your website or subscribe to your newsletter – ask them to do it. Explain that it’ll be worth their effort and treat them like royalties if they do.
5. Don’t forget the personal information
When you’ve got a potential client’s attention with your one sheet, he or she must be able to contact you. Here’s the standard information you need to include:
- a good photo of yourself or your company logo
- contact information
- your bio or elevator pitch
- education, awards or other relevant achievments
When To Use Your One Sheet
According to my research there are numbers of ways people use their one sheets. Marketing specialist Jennifer Beever lists quite a few on her blog newincite.com:
- Take your one sheet to trade shows, conferences, and presentations.
- Include it with proposals and invoices.
- Make it a downloadable PDF from your website.
- Send the one-sheet as an attachment via email or provide a link to the online PDF prior to meeting with someone.
- Leave your one-sheet with referral sources or prospects after the initial meeting as a leave-behind.
- Mail your one-sheet to clients to remind them of your services, especially if you create a new version.
- Email or mail your one sheet to the media to showcase your expertise.
- Include your one-sheet with proposals and reports.
- Place your one-sheets in the back of the room during your presentations.
Scroll down to see some examples!
Wanna see some more? Click here for the shiniest one sheets you’ve ever seen!
Do you use a one sheet when promoting yourself or your business? Please tell in the comment box below or tweet me @CoSkills.