If an elevator pitch is the distillation of a presentation, a one-pager is the same, but for your library of product marketing materials. 

A good one-pager:

• Gives potential clients a sharp reminder of two or three pain points
• Presents compelling features of your business that directly address those pain points
• Gives readers a quick, straightforward call to action

Simplicity and focus are the keys to an effective one-pager, but they can’t be achieved without a disciplined content strategy. People are constantly being bombarded with content, so you need your one-pager to cut through that noise in order to maximize conversions and expand your reach. 

A one-pager is an invitation to learn more, not an attempt to cover every possible angle. It may take time to sort out exactly what will be most engaging to your prospects and customers, but it is worth doing it right.

Spending time and energy in producing a great one-pager is a long-term investment in evergreen content, as it can both generate interest and effectively drive traffic to your website. The same can be said about great one pager templates, which can be used to standardize and streamline the process further.

A one-pager with a direct, engaging style can be used in outreach emails, social media, as a download or link from business association pages, as a follow up from an initial conversation, and more. 

That means it’s going to be used by marketing team members, AEs, SDRs, and even customer success managers across the entire buyer’s journey.

Your business will require a unique strategy tailored to your objectives, products, and services, but the essential one-pager elements are the same for all successful businesses. Some of the most important factors are listed below:

One pager feature list:

• Persona / buyer profile
• Value proposition
• Focused on one thing
• Short background
• Demonstate excellence
• Proof
• Next steps / CTA
• Great design

Plan and deliver your one pager

Once you have checked off the list above, you are on the path to creating a great one-pager for sales. Be sure that whatever choices you make are backed up by solid insights into what drives conversions among your potential clients.

One pager means one-page!

Your content absolutely MUST fit on one page. This will likely require some sacrifices in terms of the content you include, but remember that this is an invitation to learn more; you want it to be appealing, engaging, and drive potential customers to take the next step.

Have outstanding design

You have fractions of a second to capture a person’s attention. You need great visual design to do that. 

Remember that a perfect design is the one that sells your product. A modern, appealing visual is important, and interactive design elements are terrific, but your focus should be on converting attention into action. 

Deliver a clear value proposition and have a goal of your own

What makes your offer unique? Your potential customers are busy people. What will they gain from accepting this invitation to learn more? Articulate pain points plainly and offer easy-to-grasp solutions as the answer to those pain points.

Another way to think about it; what will you gain if they accept the invitation? What are your goals for the outcome of this one-pager? Knowing the answer will help you perfect your content by keeping it concise and compelling to your readers!

The answer to these questions may be found in your Sales Content Strategy.

Never forget the call-to-action

Think about where and how your audience will be viewing this one-pager and how you can build the action directly into the page. Make it as easy as possible for people to take action so that you achieve your goal.

Consult Your Team – feedback makes it better

Involving your teammates, and possibly even current customers, in the design and editing process will help you to further refine your sell sheet. Unexpected and hidden insights can be extremely valuable, and they may also point out things you missed.

Use Consistent Branding and Themes

Not every business has a style guide, but every business has a style. Know what yours is: colors, fonts, logos, graphics, etc. 

Make sure your work feels like a natural extension of your company’s existing visual presence and persona.

Track Your Progress

Once you’ve put your beautiful one pager out there, you will want to know how effective it is. That means focusing on improving your conversion rates. DAM software can help monitor and report on content performance with engagement analytics. 

Before you build that winning one pager:

A solid one-pager can be a very effective way to drive sales and to help create brand impressions for your business, but getting there takes a bit of time.

The best one pagers are the fruit of the collective efforts of marketing and sales departments. You will need to go through multiple sales content audits to create different iterations, and then monitor their impact to get the most effective version. The process can be resource intensive and time-consuming, but it will ultimately be worth it once you have those assets available.