5 essentials of a super-powerful marketing tool: the ‘One-Sheet’
November 28, 2016 by Kevin Oubridge
What is a ‘one-sheet’ and why do you need one?
The simple answer is two sides of a sheet of paper to help with your marketing.
A fuller response is everything your potential clients will want to know about your executive coaching explained briefly, concisely and in easy to read format, to be used in multiple ways to help with marketing your coaching.
I’m guessing a couple of difficulties have crept in for you here, given that explaining all about your coaching is extremely difficult and you don’t like marketing anyway.
Which is exactly why you need a one-sheet.
Because, if you can’t explain the value and features of your coaching in a way that executives can understand quickly and easily, you are going to struggle to sell it to them. Plus, if you’re not keen on marketing and selling and all that sort of stuff, well, a one-sheet makes life a lot easier for you.
For example, when you’re at a networking event, instead of gibbering incoherently when asked what you do, you can confidently and briefly say who you work with and the difference it makes – of course, you can only do this because you nailed that information down when you wrote your one-sheet.
Or following a conversation with a potential client, you can leave her a hard copy of your one-sheet or ask for her email so you can send her a pdf version.
You could post your one-sheet to your website, have it as a download at the end of blog posts, spread it around via social media, have it as a giveaway after presentations, include it in work proposals, take potential clients through it as part of the sales conversation, send connections a copy after an online conversation and always have one on you for chance encounters.
If you think there’s value in any of the above, here are a few pointers to help you nail down your one-sheet:
1 Content is King
I’ve already said a one-sheet should contain everything your potential clients will want to know about your executive coaching so that’s what you have to deliver. Stuff like:
- The value of your coaching – if you don’t tell potential clients the difference your coaching will make for them why would they buy it?
- A case study of how you helped a previous client – if you tell potential clients the difference your coaching makes, prove it with a success story.
- A description of how you deliver your coaching – potential clients will want to know whether you meet face-to-face, over the phone or both, and how often. They’ll also want to know if you agree outcomes at the start, measure results at the end, involve the line manager, provide coaching notes, in fact, all the features of your coaching.
- A client testimonial – rather like the client case study a testimonial proves the value of your coaching.
- Contact information – you should have your email and/or phone number on everything, such as your website, business emails, social media accounts, business cards and your one-sheet. Why wouldn’t you?
- A call-to-action – if potential clients have taken the time to read your one-sheet you need to give them a next step to find out more. At Accelerated Success we offer potential clients a free 90 minute Strategy Session. You could offer something similar, provide a link to a video, encourage readers to give you a call, all sorts, just don’t leave them hanging.
2 Headlines are good
You can simply have the headline ’About our services’ and, if that works for you and your potential clients, that’s fine. However, if for example, you offer your coaching by the programme, make that clear in the headline, such as ‘Accelerated Success executive programme’.
Also, think about where else you can use sub-headers to break up the text and make it easier for readers to navigate the information, such as: How do participants benefit? What does a programme involve? What level of commitment does it require?
It’s not rocket science, just good sign-posting.
3 Images are interesting
I know they take up valuable space, which could be used for useful information, but images add a bit of colour and interest to your one-sheet. They can also help build your brand and even assist in communicating the message if relevant to the content.
4 Diagrams are helpful
Diagrams are a sort of halfway house between images and text and make it easier for people to understand your message, particularly if you’re trying to describe a process or timeline. So, break down your coaching into a logical process or timeline and put it in a diagram format.
Diagrams break up the text and make it easier for readers to get a feel for your coaching.
5 Format is important
If I’m tired, being confronted with a page of unbroken text can make me vocally grumpy – just ask my family! What makes the author think I can be bothered to embark on this grey wall of words. So I don’t read whatever it is, which undermines the value of writing it in the first place.
However, something with colour, columns, boxes and different fonts of different sizes works a treat for me. I don’t think I’m unusual in this either, given the popularity of this type of format with everyone from tax collectors to IT mega giants.
When putting together your one-sheet think how you present the information in a way that fits your audience, invites the reader to explore further and that is easy to understand
It’s simple really!
Get down on paper the stuff about your coaching that it’s important for your potential clients to know.
In doing this, you will gain a deeper understanding of your coaching and the difference it makes, and will make it easier for potential clients to understand too.
This in turn will help you sell your services.
Give it a go!