Ever wondered what an elevator pitch looks like on paper?
It goes by the name of one sheet, or sometimes one-pager, and it’s a visually appealing single page of marketing content that introduces your brand and sells your product or service in the most distilled down, straight-to-the-point way possible.
Made for ever-decreasing attention spans, marketing one sheets provide a clear snapshot of your business and pique audience interest so they’re compelled to find out more.
Keep reading for more on why you need this asset in your marketing toolbox, how to write your own and marketing one sheet examples to spark your inspiration.
Why Should You Create Marketing One Sheets?
Your marketing plan should include one sheets because they grab attention with the most important selling points and pique interest so viewers are likely to reach out for more information.
Think of it like an easy-to-digest appetizer that starts to convince your audience of your brand’s value before they even make it to the main course. By narrowing the focus to a few main points, marketing one sheets provide clear overviews that increase your engagement chances and move customers along the sales journey.
What’s more, one-pagers can be shared in both digital and printed formats depending on how, when and where you interact with your audience.
The visual and concise content can also be easily repurposed for emails, landing pages, social media and other digital marketing assets so you get a lot of bang for the time spent on creating one sheets.
Tips for Writing A Great Marketing One Sheet
The best one sheets outline your company, product or service in a visually compelling way. Readers should feel well-informed after seeing the one sheet, while also being intrigued to find out more and take the next step in their journey to becoming a customer.
As with any marketing content, key branding tools like your positioning statement, company mission, core values and differentiators will help you create content that stands out from the competition and leads to conversions.
Be Selective About What To Include
Don’t try to say everything in a one-pager. Much like an elevator pitch, this is your chance to make a strong first impression so you want to put your best players on the field.
Some common marketing one sheet components include:
- Company name and logo.
- Product description.
- Standout benefits and features.
- Impact statistics.
- Product or service results.
- Brand differentiators.
- Customer testimonials and reviews.
- Bulleted lists.
- Icons and data visualizations.
- Callout boxes.
- Contact information.
Of course, you don’t have to include all of the above for your one-pager to be effective. Focus on getting your audience’s attention and including the content that will convince them to take the desired action.
Be Clear and Concise
Edit, edit, edit! The tighter the copy, the better. You’ll want to distill your message down to the most important elements, which means avoiding redundancies, unnecessary details and long blocks of text.
Establish your brand as a solution to your audience’s pain points as soon as possible and break up the content using sections, headings, lists and short sentences so that it’s as easy to digest as possible.
When you have a working draft, test your content by skimming the one-pager to see if even the quickest scanner walks away with a memorable message.
Make It Look Good
Along with clear, concise and compelling copy, a good marketing one sheet is visually appealing. This helps grab attention at first glance and makes the information even more digestible, which helps create the characteristic brevity of this marketing asset.
Plus, your one sheet should reflect your brand personality and boost brand recognition by using your colors, logos and other key design elements.
Finally, always remember that white space is a one-pager’s best friend! Be sure to include enough breathing room between the marketing one sheet components so that the finished result is easy on the eyes.
The Content Marketer
Get weekly insights, advice and opinions about all things digital marketing.
Thanks for subscribing! Keep an eye out for a Welcome email from us shortly. If you don’t see it come through, check your spam folder and mark the email as “not spam.”
6 Marketing One Sheet Examples For Inspiration
While there are some key elements of marketing one sheets, there isn’t a strict formula or layout that you need to stick to. These examples will give you a taste of the variation in company one-pagers and, hopefully, help you start imagining what your own one sheets will look like.
1. Membership Example
This marketing one sheet example checks all the boxes: company logo, catchy headline, brief yet telling descriptions, proof in the form of a customer testimonial and featured logos, bite-sized benefits and contact information in the footer to wrap it all up. Even with all that, the design includes enough white space to ensure viewers aren’t turned away by a crowded page.
2. College Major Example
While this one sheet packs a lot in, it focuses on the exact information that a target audience of potential business students will want to know. By providing an introduction to the specific degree and covering requirements, job opportunities and other outcomes of the program, Rawls College of Business covers the most frequent questions that prospective students consider when weighing different colleges and degree options.
3. Beverage Example
Well-branded with an emphasis on the drinking experience, this Central Waters Brewing one sheet is an example of how to focus on one specific product or service. A product like beer also needs less explanation and has an audience that’s likely to respond to memorable art direction, which makes this one sheet so visually appealing that it could double as a poster.
4. Nonprofit Example
The power of this marketing one sheet is how clear and concise it is. It takes mere seconds to understand who The Trevor Project is, what the organization does and how people can access the nonprofit’s targeted services. Plus, the simple design makes the important information as easy for viewers to digest and reference as possible.
5. Media Partnership Example
With a strategic combination of targeted copy, visual lists and a featured testimonial, Chicago Tribune Media Group communicates several reasons why a business should reach out to them for more information. And because they’re counting on at least one of those reasons piquing enough interest, they have contact information in the sell sheet footer to give viewers a clear next step.
6. Marketing Service Example
Here at Brafton, we provide several content marketing services and product offerings. We have a catalog that details all of them, and then we also created this one sheet template for honing in on specific services. We cover all the basic information you need to know about the service so that it’s easy for our customers to understand exactly what to expect from our team and why Brafton stands out from their other marketing agency options.
Bonus Inspiration: One Sheet Templates
If you don’t have the time or design talent on staff to make your one sheet dreams come true, don’t sweat it! There are plenty of templates out there to give you a hand. Our top treasure troves for one-pager templates that jumpstart the creativity are Adobe, Canva, Venngage and Pinterest.
It’s also worth noting that if you do design your one sheets from scratch, you can lock in your own template that you can then replicate for various one sheet needs. Not only will this save your future self lots of time, but it will also guarantee brand consistency.
How to Make One Sheets Part of Your Marketing Strategy
When you consider one sheets in the context of your marketing strategy, think about how they can support your goals.
Does your core offering need a boost in sales? Equip your sales team with a marketing one sheet that can support their outreach and serve as an eye-catching touchpoint to start conversations. Do you want to grow your online community? Create a one sheet that pitches the experience to your target audience.
Essentially, marketing one sheets are another asset to add to your toolbox and utilize along your customer’s journey.
If you’re new to the one-pager game, start with a one sheet that covers your core offering and basic information about your company. From there, you can explore one sheets that focus on specific products, partnership opportunities or other elements of your business plan that you want to communicate externally.
Still unsure what belongs on your marketing one sheet? Try answering questions like these:
- How do your product or service features solve a problem for potential customers?
- Why is your company better than your competition?
- What steps do your customers take before converting?
- Are there common topics or questions that come up in conversations with your audience?
- Do you have any email outreach plans that could benefit from a visually appealing attachment?
Hopefully, you’re now headed down a path to the type of marketing one sheets you should create first.
Create One Sheets That Meet Marketing Goals
Before you get started on your company one-pagers, we’ll leave you with one last reminder: Audience comes first. Yes, your one sheet should describe your brand, but the focus should be on your reader. What do they get out of your product and why should they choose your brand? Answer those questions, make it look good and watch the responses roll in.