Create a Compelling One-Pager: 5-Step Method

I’ve been asked to write many one-pagers in my career as a marketer. If you’re like me, you might be wondering: “Can’t we just direct prospects to our website?” “Do we really need to design a one-pager?”

But the truth is, they have a time and place. And, when done right they can serve as a very compelling way to move prospects down the funnel. 

So, in this post, we’re going to review everything you need to know to nail your next one-pager—how to make one, when to use one, design tips, good one-pager examples, and more. 

Let’s dive in!

What is a One-Pager?

A one-pager is a single-page document that presents key information and insights to aid in swift decision-making. When executives, stakeholders, or team members need to quickly assess the value and feasibility of an idea or proposal, a one-pager provides essential details without overwhelming them.

When to Use a One-Pager

“The information is on our website. Why not just send prospects there?” 

A one-pager, or a one-sheet eliminates the need for prospects to navigate through various pages on the website to find what’s most relevant to them. It distills key information into a concise format, making it easy for prospects to grasp the most critical points at a glance.

Also, different prospects usually have different needs. A one-pager allows us to tailor our message to specific audiences, addressing their unique pain points and demonstrating how we can provide solutions in a focused manner. 

Here are some specific situations in which you might want to use a one-pager:

Highly Targeted Pitches

For prospects with specific pain points, tailoring a one-pager to address those pain points directly demonstrates a personalized approach.

Competitive Information

One-sheets allow companies to provide strategic information related to pricing, product roadmaps, and clients in a controlled manner. By sharing this information directly via a one-pager, they can avoid disclosing sensitive details to the public, preserving their competitive edge in the market.

Follow-Up after Webinar or Presentation

Send a one-pager summarizing the main takeaways after a webinar or presentation to reinforce key points and keep your message fresh in their minds.

Networking Events

At conferences, trade shows, or networking events, a one-pager provides a quick and memorable way to introduce your company and offerings without relying on internet connectivity.

In-Person Meetings

During face-to-face meetings, handing over a one-pager helps guide the conversation and provides a tangible takeaway that prospects can refer to later.

Cold Outreach

When reaching out to prospects who may not be familiar with your brand, a one-pager provides a concise snapshot of your value proposition, making it easier to capture their interest.

Pitch Meetings

In high-stakes presentations, a well-designed one-pager highlights key points that align with your pitch, making your message more impactful and focused.

Executive Briefings

When presenting to senior executives or decision-makers who have limited time, a one-pager quickly communicates the benefits and ROI of your solution.

Direct Mail Campaigns

Include a one-pager in direct mail campaigns to capture attention and generate interest before prospects even visit your website.

Introducing New Features or Products

A one-pager is an effective way to announce new features or products, ensuring that important information is highlighted and easy to understand.

Rapid Decision-Making

In time-sensitive situations, a one-pager delivers crucial information swiftly, allowing prospects to make informed decisions quickly.

How to Create a One-Pager in 5 Simple Steps

1. Create a Mini Project Brief 📜

Good one-pagers have clear and specific goals. As such, you’ll want to understand the objectives, use case, target audience, and how you’ll measure success. Below is an example of a mini project brief for a marketing one-sheet.

Objective: Create a concise and impactful one-pager that effectively communicates the benefits of the XYZ product to potential ecommerce customers.

Use Case: This marketing one-pager will serve as a focused resource for our Sales Development Representatives (SDRs) to use during their initial outreach to prospects in the ecommerce industry.

Target Audience: Potential ecommerce customers who are interested in improving their online store's performance and efficiency.‍

Measurement of Success: The success of the one-pager will be measured based on the engagement rate with prospects, the number of demos scheduled, and the overall positive feedback from SDRs about the effectiveness of the resource in their outreach efforts.

2. Identify the Pain Points 😣

Before you start writing, identify the specific pain points your solution addresses. Understand the challenges your potential customers are facing and how you can provide a solution.

Here’s a simple formula that I like to use:

[Your product or service] helps [your target audience] [solve a problem or achieve a goal] by [your unique benefit or feature].

This is should be a more specific version of your Unique Selling Proposition (USP). 

3. Write a One-Pager Title ✏️

Next, let’s write a benefit-oriented title. Here’s another formula to make this easy.

[Action Verb] + [Outcome/Benefit] with [Solution] = Impactful Title

Example Templates:

• Transform [Outcome] with [Solution]
• Achieve [Benefit] Faster Through [Solution]
• [Action Verb] [Benefit] with [Solution]
• Unleash [Outcome] Using [Solution]
• [Solution] for [Benefit] in [Time Frame]

Application:

• Transform Operational Efficiency with AI-Driven Insights
• Achieve Higher Revenue through Streamlined Automation
• Enhance Customer Satisfaction with Swift Resolution
• Unleash Innovation with Cross-Functional Collaboration
• Maximize Growth Potential in 90 Days with a Data-Backed Strategy

4. Add the Meat 🥩

Below are some elements that are typically included in a one-pager:

Introduction: A brief introduction that grabs the reader's attention and provides context for the rest of the content.

Problem Statement: Clearly define the pain points or challenges that your product addresses. This helps your audience relate to the issues you're solving.

Solution Overview: Concisely explain how your product or solution solves the identified problems. Focus on key features and benefits that provide value.

Value Proposition: Highlight the unique value your product offers compared to alternatives. What sets it apart and makes it a compelling choice?

Customer Success Stories: Brief case studies, testimonials, or quotes from satisfied customers can build credibility and demonstrate real-world results.

Use Cases: Describe specific scenarios or use cases where your product excels. This helps the reader envision how your solution can fit into their workflow.

Benefits: Summarize the main benefits and outcomes that customers can expect from using your product. Focus on how it positively impacts their business or life.

Key Metrics or Stats: Incorporate relevant statistics or metrics that highlight the impact of your solution.

Testimonials or Social Proof: Showcase endorsements from industry experts, influencers, or recognized brands to build trust.

Call-to-Action: Clearly state the next steps you want the reader to take, such as scheduling a demo, signing up for a trial, or contacting your sales team.

Objection Handling: Include a short section addressing common objections that prospects might have about your product or service.

Competitive Differentiation: Highlight how your product compares to competitors and why it's the superior choice.

Price or Pricing Range: If appropriate, provide pricing information or a pricing range. This can help potential customers quickly gauge whether your solution fits their budget.

Call-to-Action: Clearly state the next steps you want the reader to take, such as scheduling a demo, signing up for a trial, or contacting your sales team.

By including these elements in your one-pager, you can effectively communicate the value of your product, address customer pain points, and encourage prospects to take action.

Pro Tip: After you're finished writing your one-pager, ask yourself, "would I bet my own money on the success of this effort?" "What other information would I need to be confident enough to bet on this solution?" This thought experiment is helpful as it helps address objections and add clarity. 

5. Time to Design 🎨

Now that you've got the copy down, it's time to tackle the one-pager design. Below are a few tips for success:

a) Use Visuals Strategically

Visuals play a crucial role in enhancing the effectiveness of a one-pager by providing a quick and clear way to convey information.

Visual elements like diagrams, infographics, or product images can help convey complex information quickly. Use visuals to enhance understanding and break up the text.

b) Simplify Complex Ideas

Break down complicated concepts with visuals for better understanding. For example, infographics can be used to present data and statistics in a visually appealing way.

c) Avoid Visual Overload

Because a one-pager is just one page, it can be tempting to try to pack a lot of information into it. But remember, less is more. 

Negative space (empty areas) can be just as important as the content itself. It helps draw attention to the important elements and prevents visual overload.

d) Keep Branding Consistent 

Incorporate your company's branding elements, such as logo, colors, and typography, to maintain consistency and reinforce brand identity.

e) Create a Clear Visual Hierarchy 

Use a clear hierarchy in your design to guide the reader's eye. Make sure important headings, key points, and calls to action stand out.

Final thoughts

Remember, a marketing one-pager is not an attempt to cover every detail of your product or solution. It’s an invitation to learn more, or a tool to capture interest at specific stages of the sales funnel.

If you need help creating your next one-pager, Outlier Creative is happy to help. Contact Us to get started today.