So that you’ve been tasked with writing a one-pager. You already know it’s a chunk of promotional materials, and also you might need been given a couple of key factors to incorporate. However until you’re accustomed to one-pagers and their goal, writing a one-pager off the cuff isn’t straightforward.
Right here, we’ll have a look at the construction of a one-pager and be taught what to incorporate, so you may write one with ease.
What’s a one-pager?
A one-pager is a concise doc, typically round 250 phrases, that summarizes data like a suggestion, course of, idea, or coverage. Usually, a one-pager’s goal is to have interaction readers and drive them to hunt extra data. Nevertheless, this may fluctuate—some one-pagers are strictly instructional.
After they’re used for advertising and marketing functions, consider a one-pager like a touchdown web page. Similar to a touchdown web page, a one-pager is concentrated on a particular supply and written in a direct tone that goals to make the reader wish to make the most of the supply. This might be scheduling a name with the group or visiting their web site to be taught extra. Instructional one-pagers are sometimes written in an identical tone, with the aim of rapidly sharing temporary items of knowledge.
One-pagers typically mix graphics with textual content to visually have interaction readers and preserve their curiosity. Graphics, resembling an infographic or illustration, information readers’ eyes by the textual content and assist them retain the data on the web page.
Sorts of one-pagers
Typically, one-pagers are enterprise proposals and promotional items written for exterior audiences. They’re typically shared through e mail, disbursed by junk mail, and given out at client and business occasions. These are typically known as advertising and marketing one-pagers.
Typically, corporations create inner one-pagers. These are brief paperwork that designate key insurance policies, initiatives, or processes to staff. They can be used as inner memos to maintain group members conscious of upcoming occasions. When a one-pager is written for an inner viewers, it’s usually an academic doc moderately than a promotional one. In spite of everything, there’s hardly ever a purpose an organization must promote to its staff—however when there’s data to share rapidly, a one-pager is a simple approach to do it.
When do it’s good to write a one-pager
There are a couple of totally different situations wherein you would possibly write a one-pager. As talked about above, they’re typically written to promote services and products. They’re additionally an efficient approach to share firm updates, reinforce data shared throughout worker coaching classes, and make firm insurance policies clear and simply accessible. One-pagers are additionally used to pitch ideas to potential buyers and to summarize prolonged enterprise reviews.
One other identify for a prolonged enterprise report is a white paper. White papers and one-pagers complement one another as a result of they play an identical position: to be a written useful resource about a company and its product, service, course of, or supply. However whereas a one-pager is a quick, single-page govt abstract that gives a high-level overview, a white paper is an extended, typically six- to eight-page doc that gives a complete clarification.
7 issues a one-pager ought to embody
Typically, a one-pager ought to embody the next:
1
Firm emblem
Embrace your organization emblem in a distinguished spot on the web page, resembling in one of many prime corners. This makes it a branded piece of content material and ensures that the reader is aware of who printed it.
2
About
Embrace a quick abstract of your organization. This part doesn’t should be lengthy—it merely must state who you might be and any key details about the corporate, resembling its distinctive place available in the market.
3
Downside assertion
A one-pager wants to deal with the issues it later solves. For a gross sales one-pager, this part ought to acknowledge the ache factors clients face. In a one-pager geared toward buyers, it wants to elucidate the challenges the corporate solves and the area of interest it fills. An inner one-pager would possibly skip this part or briefly state the difficulty that the remainder of the textual content explains or updates.
4
Options/advantages
That is often the most important part of a one-pager. That is the half that explains why the supply or firm is the best alternative for the reader. It can be the half that explains the idea or coverage the one-pager covers.
5
Social proof
This part helps the options/advantages part by displaying how and why the claims it makes are true. Relying on the character and objectives of the one-pager, this part might embody testimonials from previous shoppers or related statistics.
6
Name to motion
Towards the underside of the one-pager, the decision to motion tells the reader what to do subsequent. Often, it consists of language like:
- Name now
- Go to our web site to be taught extra
7
Contact data
Don’t overlook to incorporate your contact data. In case your one-pager did its job, the reader needs to get in contact with you and make the most of your irresistible supply. Embrace all related contact data on the backside of the sheet, resembling your e mail deal with, cellphone quantity, web site, and social media handles.
Remember that your one-pager would possibly want a barely totally different setup. For instance, it’d embody an infographic that illustrates your course of as a substitute of presenting a bullet checklist of advantages. You’re nonetheless speaking your supply’s advantages this fashion, however you’re doing it extra not directly by displaying the reader what they’ll anticipate from working with you moderately than telling them what they’ll get.
Bear in mind, a one-pager is a chunk of promotional materials. Each part works collectively to realize your aim of changing readers.
One-pager format
Header
The highest part of a one-pager, the header, is the place you embody your emblem and About part.
Physique
The physique part of a one-pager accommodates many of the data. It may be visually damaged into a number of smaller sections, and intelligent graphic design can information the reader by them within the order you deem simplest. This part consists of the issue assertion, advantages/options, and social proof.
Footer
Make your name to motion stand out by making it the footer’s focus. Along with the decision to motion, embody your contact data within the footer.
Suggestions for writing a one-pager
Write within the energetic voice
Typically, the energetic voice is a more sensible choice for a one-pager than the passive voice. Listed here are a pair the explanation why:
- It retains the copy shorter. A great one-pager is skimmable, and brief copy makes it straightforward to skim.
- It units the tone for motion, which is what you need the reader to do: Take motion and maintain participating along with your model.
Maintain it easy
Don’t get too detailed or technical in your one-pager. You wish to hook the reader, stoke their curiosity, and drive them to succeed in out for extra data. That’s it. Keep on with the large image and your distinctive promoting factors and save the extra detailed dialog for later.
Keep on-brand
Every thing your group publishes is a part of its model. Your group’s model is its total persona, which consists of name id components resembling its emblem, shade palette, and the tone of voice utilized in model copy. While you’re writing a one-pager, discuss with the copy part of your group’s model information to get a way of the acceptable voice to make use of.
One-pager instance
[Logo]
For the previous 100 years, Ink On Demand has been the top-selling ink distributor within the Northeast.
In case you’re like most of us, you don’t understand you’re out of ink till your pages begin printing out clean. And while you’ve received to make 100 copies of your newest brochure for that convention that’s beginning in an hour, it’s too late to order extra.
So let your printer order extra ink when it begins feeling empty.
Give it some thought: Your printer is in your workplace’s community. It’s on the web, similar to you might be. And with our new software program, Inkbot, ordering ink turns into automated.
[graphic showing a printer enabled with Inkbot ordering more ink]
“It’s like replenishing my E-ZPass. I don’t have to consider it; I simply all the time have what I would like.” —Jacki Moynahan, COO of Greenbrook Financial institution
By no means run out of ink once more. Get Inkbot at the moment. Go to our web site to schedule your free product demo at the moment.
Ink on Demand
[contact info]
One-pager FAQs
What’s a one-pager?
A one-pager is an roughly 250-word doc that shares high-level, key data with its reader. It’s typically used for promotional, planning, and academic functions.
What’s the goal of a one-pager?
A one-pager can be utilized to share data, like a brand new product, a proposed undertaking, or well timed firm updates.
What’s included in a one-pager?
- Emblem
- About us
- Downside assertion
- Options/advantages
- Social proof
- Name to motion
- Contact data
