So that you’ve been tasked with writing a one-pager. it’s a bit of promotional materials, and also you might need been given just a few key factors to incorporate. However except you’re accustomed to one-pagers and their objective, writing a one-pager off the cuff isn’t simple.
Right here, we’ll have a look at the construction of a one-pager and be taught what to incorporate, so you’ll be able to 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 objective is to interact readers and drive them to hunt extra data. Nonetheless, this will range—some one-pagers are strictly academic.
After they’re used for advertising functions, consider a one-pager like a touchdown web page. Identical to a touchdown web page, a one-pager is targeted on a selected provide and written in a direct tone that goals to make the reader need to benefit from the provide. This could possibly be scheduling a name with the group or visiting their web site to be taught extra. Instructional one-pagers are sometimes written in the same tone, with the aim of rapidly sharing temporary items of data.
One-pagers typically mix graphics with textual content to visually have interaction readers and preserve their curiosity. Graphics, comparable to an infographic or illustration, information readers’ eyes via the textual content and assist them retain the data on the web page.
Sorts of one-pagers
Usually, one-pagers are enterprise proposals and promotional items written for exterior audiences. They’re typically shared through e mail, disbursed via junk mail, and given out at shopper and business occasions. These are typically referred to as advertising one-pagers.
Generally, corporations create inside one-pagers. These are quick paperwork that specify key insurance policies, initiatives, or processes to workers. They may also be used as inside memos to maintain staff members conscious of upcoming occasions. When a one-pager is written for an inside viewers, it’s usually an academic doc relatively than a promotional one. In spite of everything, there’s hardly ever a purpose an organization must promote to its workers—however when there’s data to share rapidly, a one-pager is a straightforward option to do it.
When do you could write a one-pager
There are just a few completely different eventualities by which 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 option 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 studies.
One other title for a prolonged enterprise report is a white paper. White papers and one-pagers complement one another as a result of they play the same position: to be a written useful resource about a corporation and its product, service, course of, or provide. However whereas a one-pager is a short, 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 rationalization.
7 issues a one-pager ought to embody
Usually, a one-pager ought to embody the next:
Embody your organization emblem in a outstanding spot on the web page, comparable to 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.
Embody a short abstract of your organization. This part doesn’t need to be lengthy—it merely must state who you’re and any key details about the corporate, comparable to its distinctive place out there.
A one-pager wants to handle the issues it later solves. For a gross sales one-pager, this part ought to acknowledge the ache factors prospects 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 inside one-pager would possibly skip this part or briefly state the problem that the remainder of the textual content explains or updates.
That is normally the most important part of a one-pager. That is the half that explains why the provide or firm is the best selection for the reader. It may also be the half that explains the idea or coverage the one-pager covers.
This part helps the options/advantages part by displaying how and why the claims it makes are true. Relying on the character and targets of the one-pager, this part may embody testimonials from previous shoppers or related statistics.
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
Don’t overlook to incorporate your contact data. In case your one-pager did its job, the reader desires to get in contact with you and benefit from your irresistible provide. Embody all related contact data on the backside of the sheet, comparable to your e mail handle, telephone quantity, web site, and social media handles.
Remember that your one-pager would possibly want a barely completely different setup. For instance, it’d embody an infographic that illustrates your course of as a substitute of presenting a bullet listing of advantages. You’re nonetheless speaking your provide’s advantages this manner, however you’re doing it extra not directly by displaying the reader what they will count on from working with you relatively than telling them what they’ll get.
Keep in mind, a one-pager is a bit of promotional materials. Each part works collectively to attain your aim of changing readers.
The highest part of a one-pager, the header, is the place you embody your emblem and About part.
The physique part of a one-pager comprises a lot of the data. It may be visually damaged into a number of smaller sections, and intelligent graphic design can information the reader via them within the order you deem simplest. This part consists of the issue assertion, advantages/options, and social proof.
Make your name to motion stand out by making it the footer’s point of interest. Along with the decision to motion, embody your contact data within the footer.
Ideas for writing a one-pager
Write within the energetic voice
Most often, the energetic voice is a better option for a one-pager than the passive voice. Listed below are a pair the reason why:
- It retains the copy shorter. An excellent one-pager is skimmable, and quick copy makes it simple to skim.
- It units the tone for motion, which is what you need the reader to do: Take motion and preserve partaking together with your model.
Maintain it easy
Don’t get too detailed or technical in your one-pager. You need to hook the reader, stoke their curiosity, and drive them to succeed in out for extra data. That’s it. Stick with the massive image and your distinctive promoting factors and save the extra detailed dialog for later.
Every little thing your group publishes is a part of its model. Your group’s model is its total persona, which consists of brand name id components comparable to its emblem, shade palette, and the tone of voice utilized in model copy. Whenever you’re writing a one-pager, discuss with the copy part of your group’s model information to get a way of the applicable voice to make use of.
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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 objective of a one-pager?
A one-pager can be utilized to share data, like a brand new product, a proposed mission, or well timed firm updates.
What’s included in a one-pager?
- About us
- Downside assertion
- Social proof
- Name to motion
- Contact data