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