| Suppose you meet someone who could hire you | | | | with lots of showmanship. I've included a color |
| for your expertise and services. In the spirit of | | | | photo of him in action with a lasso and a portrait |
| getting to know you, that decision-maker asks, | | | | shot of him wearing a cowboy hat with his guitar. |
| "What do you speak about?" or "How do you help | | | | Other graphics include these cowboy symbols: a |
| organizations?" or "Which groups have you | | | | horse, a badge, a cowboy figure wearing a hat, |
| worked with?"These questions become your | | | | bandana, and chaps-even a spurred cowboy boot. |
| opening to convey how you assist people and | | | | Its overall look reflects the personality that |
| why you're the one experienced to do so. That's | | | | participants want from him, achieving that appeal |
| exactly what a marketing one-sheet does, too.To | | | | through these special graphic effects.Put Your |
| convey that you're a must-have expert, your | | | | Benefits in the HeadlinesOn Doug's one-sheet I |
| one-sheet needs to be written and designed | | | | have this headline: "Cowboy wisdom into the 21st |
| effectively.Answers Key QuestionsYour | | | | century." Be sure to make your headlines bold and |
| one-sheet, in effect, succinctly answers these | | | | compelling.Add Credibility with LogosIn Doug's |
| seven questions that decision makers would ask | | | | case, I included his company logo and the NSA |
| you in person at a first meeting:1. How would you | | | | logo to show affiliation with a group recognized by |
| describe your area of expertise?2. Whom do you | | | | decision makers. Be sure to include your logo and |
| work with and give presentations to?3. What are | | | | tag line. Doug uses this tag line: "Forge a firm |
| the benefits of hiring you-- for the leaders of the | | | | foundation with Doug's tried-and-true Cowboy |
| organization?-- for the participants in the ranks?-- | | | | Code."Through his words, themes, and graphics, |
| for organizational progress?4. What have you | | | | Doug extends his warm personality to additional |
| done that makes you an expert?5. Which groups | | | | marketing pieces -- his website, business card, |
| have you worked with before?6. What did | | | | handout materials, and so on. Together, they |
| participants think of your contribution?7. How can | | | | create a must-have look that appeals to decision |
| you be reached for more information?Well-crafted | | | | makers in organizations he wants to reach. By |
| words on your one-sheet answer these questions | | | | applying these techniques to your one-sheet and |
| in the form of seven corresponding must-have | | | | other marketing materials, you can turn your |
| elements:1. Topics/Programs2. Target Audience3. | | | | prospects into sales, and watch your revenue |
| Benefits (especially in headlines)4. Biography5. | | | | grow.Copyright 2006 Karen SaundersKaren |
| Client List6. Testimonials7. Contact | | | | Saunders is the author of "Turn Eye Appeal into |
| InformationAdding PersonalityEven if you have all | | | | Buy Appeal: How to easily transform your |
| of these elements in place, what turns it into a | | | | marketing pieces into dazzling, persuasive sales |
| stronger must-have piece that represents you? In | | | | tools!" Learn more about this essential guidebook |
| a word: Personality.For example my client, Doug | | | | at hundreds of business owners have used her |
| Butler, is a speaker whose message is "Cowboy | | | | simple do-it-yourself design system to create |
| Wisdom." I've built his one-sheet around the | | | | stunning marketing materials that really SELL their |
| western cowboy theme. This is all part of his | | | | products and services! |
| brand. His one-sheet features cowboy graphics | | | | |