A “ one-pager” is a single document, or any single piece of collateral, that you use to quickly convince your target audience why they should do business with you and how they can go about doing so. It doesn’t have to be an actual page, that's just a term. It can be a video, a landing page on your website, or a printable document. If someone asks you to send them information about your business, you’ll have something to send that clearly and easily explains what you’re all about.
What it is not: It is not a lengthy booklet, a website, long-form video, or anything else that people are going to have to take a lot of time to go through. It should be attention grabbing, convincing, and clearly state your value to them.
What to Include on Your One-Pager
- Identify who you're talking to. You don’t need to come right out and say, “Our product is for pregnant moms in their 40s,” or anything like that. But you can clearly identify your target audience through the descriptions and examples you use on the page. Sometimes, you can address your audience in the headline, and that's perfectly fine. Your one-pager should help people identify without question, “Yes, this is for me.” They should be able to see themselves in your examples, descriptions, and headlines.
- Identify the customer’s problem. Oftentimes, people seek out certain products or services because they have a specific problem or need. Sometimes, however, people don't know they have a problem. The key is to figure out the problem you’re solving with your products/services, and then identify or create that problem in the customer’s mind. Maybe they don’t know they need a new skin cream until you tell them all the reasons that they do. Maybe they don’t realize that they need gutter covers installed on their home until you point out how dangerous and inconvenient it can be to clean out their own gutters every year.
- Show that you have the solution. Clearly identify exactly how you can help people solve their problem with your products/services. Summarize your offerings. Keep it brief so that you don’t lose your audience’s attention.
- Share the specifics in a list. List out exactly what the customer will be getting in a list format. Try to be as specific as possible and don't use too much hype here. They need to categorize your offering in their mind. Don't trip them up by trying to get them to understand that an "ornately decorated, single-occupancy lavatory" is simply a "private bathroom."
- Include a comparative statement or illustration comparing your solution to other solutions out there. Show your audience what their options are if they don't use your solution. Then show them how your solution is better.
- Include reviews about your products/services. Testimonials and reviews give you credibility and validation. Whether you use a video, a web page, or a printable document, it is extremely beneficial to include reviews from actual people who have used your products/services or attended your event. You could even write up the feedback story yourself, recounting a story of a satisfied customer using your products/services and what problem you were able to solve for them.
- Give the next step(s). Finally, your one-pager should tell people what you want them to do with your information. Do you want them to call, click, fill out a simple contact form with their email address, or visit your business in person? Tell them exactly what you want them to do. You also want to give them a sense of urgency. Tell them that there are “only so many in stock” or that it's “for a limited time only.” Creating a sense of urgency will encourage them to take action.
Every Business Needs a One-Pager
A sales page, a media kit, a brochure - all these things count as a "one-pager" and succinctly promote your offering to the customer, making it easy for them to make a decision. Creating a one-pager forces you to summarize your business onto a single page and focus on its most important aspects. It helps you clarify your thoughts and understand your business better. It also saves customers the time it would take to read through your entire website or lengthy brochure to gather all the pertinent information and come to a conclusion. By compiling a one-pager, you do the work for them and help them make their decision.
You can...do it!
The key is not in spending time, but in investing it.
Stephen R. Covey