A positive, enthusiastic response to your speaker one sheet would be fabulous. You want the content and design of this marketing piece to reflect the uniqueness, value, and style of your actual presentation. You’d love to hear “Wow!”
But to make this initial impression last and bring in business, targeted readers need to know and understand what benefits you offer them. Does your description of your offer contribute to their agenda? Have you shown you can address their problems? And do the solutions you describe come across clearly?
To get those results, a well written one sheet needs to include:
• problems you can solve for the meeting planner, audience members, and organizational leaders
• services, subject(s), and programs you provide
• credentials that indicate you’re qualified to deliver (bio)
• evidence that similar people or groups have benefited from your talents and information (testimonials)
• actions to take once targeted readers are enticed to hire you (call to action)
These elements are easy to list but difficult to deliver. So as you sit down to write your one sheet, warm up your heart, mind, and writing muscles by answering the following questions:
1. Exactly what do you do? (one sentence only – your elevator speech)
2. Why did you choose this line of work?
3. What gets you excited about your business/subject?
4. What makes you different from others who do similar work?
5. What needs are you filling?
6. What is the single most important question you can answer for the (a) meeting planner, (b) audience members, and (c) leaders of the organization?
7. What is your call to action? It could be a simple as stating: Contact me today. (Make sure to include your website URL, e mail address, and phone number/s.)
Do this exercise before you start writing your one sheet so you can leave the exact impression you want. Make the case that you know your topic and can help fill specific needs and/or solve certain problems. Aim to get across your personal style and a sense of your unique delivery.
After you’ve crafted compelling content, ask an editor to give your magnum opus the once over. You don’t want grammar gremlins, misspellings, punctuation errors, and wrong word use to sully your image. Writing and editing involve different skills than speaking. Even if you’re good at both, solicit someone else’s feedback who’s objective and experienced in writing one sheets or marketing materials.
In addition to your content, make sure your design is smashing. You may want to add a graphic designer to your team. You want your marketing efforts to be perfect and professional.
Graphic elements that can enhance your one sheet include:
• your unique colors and design that coordinate with your website and other marketing materials to create your brand identity
• artwork or clipart that portrays the theme of your presentation
• an attention grabbing photo
• your business logo
• logos of relevant group affiliations (e.g., membership in the National Speakers Association)
With the perfect blend of passion and purpose, content and design, your finely tuned one sheet will hit its mark with your targeted audience. You can then expect the “Wow” you want—and much more!
Author Resource:-
Barbara McNichol helps nonfiction authors through expert editing and her searchable e-guide, Word Trippers: The Ultimate Source for Choosing the Perfect Word When It Really Matters, available at http://www.BarbaraMcNichol.com.
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