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Create a Sales One-Pager (Writing Tips, Examples & Templates)

See sales one-pager examples that sell, learn how to write a sales one-pager and what to include in your one-pager to take it from boring to irresistible.

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Short answer

What is a sales one-pager

A sales one-pager is a short single-page document that provides a concise overview of your company, product, or service. Its main purpose is to hook your potential customers with a snapshot of how you can solve their pain points and convince them to interact with you further down the sales funnel.

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Writing a simple sales one-pager is complicated. 15 seconds… that’s how long it takes for prospects to decide whether they want to read your pitch. Giving them a poorly planned sales one-pager can turn people off before they’ve had a chance to actually read what you have to say.

You gotta make every second count. I’ll teach you all there is to know about creating a captivating sales one-pager that lassos in deals.

I’ll also give you our best sales one-pager examples so you can get down to work the moment you finish reading and make your boss happy.

Let’s get you where you need to go!

How to write a sales one-pager people love reading

The first step in delivering a compelling sales one-pager is knowing what you should include and what you can skip on the first touchpoint. Once you have that information, it needs to be structured in a way that is clear to navigate and follow.

Let me show you how to neatly package all the core elements of a sales one-pager to grab people’s attention and guide them down the funnel.

What should a sales one-pager include

Regardless of the specifics of your industry, a typical sales one-pager should include 7 basic sections.

7 elements a sales one-pager should include:

Cover
Introduction
About us
Problem
Solution
Details
Next steps

Cover

Introduction

About us

Problem

Solution

Details

Next steps

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Cover slide

The title of your sales one-pager, along with a company logo and a catchy tagline. It should hook your readers, for example by including an industry-related video or personalizing it for your prospects.

Introduction slide

It sets the readers’ expectations by providing an overview of your one-pager, particularly who your solution is for, what the main benefits are, and what sets your company apart.

About us slide

The part where you establish trust with your readers by talking about your goals, values, and expertise.

Problem slide

Identify the main pain points plaguing your target customers.

Solution slide

Show you can solve the problems you mentioned earlier better than your competitors and back it up with hard data.

Details slide

The part where you go in-depth into the features and benefits of your solution (that are particularly relevant to the target audience).

Next steps

An easy, clear, and compelling action that your prospect can take after viewing your one-pager (for instance, signing up for a free trial or booking a meeting).

How to structure a sales one-pager

A high-performing sales one-pager should be structured in the form of a narrative. It should organize your content along a chronological story arch that covers the 5 main content blocks of (1) problem, (2) solution, (3) vision of a better future, (4) roadmap, and (5) resolution.

Dave Schools, VP Multiproduct Growth at Hopin says it best:

“When Sales asks Marketing for a one-pager, they’re not just asking for a prettier document or information they already have. It’s a request to connect the dots between customers’ pain points and the company’s solutions/plans.”

The best way to connect all the dots is to wrap your sales one-pager up in a compelling narrative that guides readers through all the pieces of information and tells them what to focus on at any given moment.

Think of it this way - your prospect is Dorothy swept by storm to uncertainty (pain point), then having to follow the yellow brick road (your solution and guidance), meeting the wizard, and finally getting back home as a better version of herself (getting results).

How to end a sales one-pager

Once you have the correct sales one-pager structure in place, one of the worst mistakes you can make is slapping some half-assed ending on it and calling it a day. Here are 3 tips on how to end a sales one-pager:

I) Don’t use a “thank you” slide

It may be polite but ending any sales collateral with a “thank you” slide is basically admitting that the value flowed from your prospects onto you - when it should be the other way around. If your solution is relieving them of acute pain, they should be thanking you, shouldn’t they?

More fundamentally, a “thank you” slide essentially closes off communication with your prospects. The end goal isn’t getting people to read the damn thing, it’s getting them to commit to the next step down the funnel.

II) Use a CTA with a small commitment (advance)

Instead of thanking your reader, offer them a way to further interact with you. Whether you want prospects to sign up for a free trial or book that next meeting, make it clear why they should and why now.

III) Embed the CTA directly in your sales one-pager

Convincing your reader of why they should take action now is one part of a 2-step dance. The other part is making it as easy as possible for them to take immediate action.

You can include an external link or, better yet, embed your calendar directly in your sales one-pager. The second option is only available with Storydoc’s sales deck creator. Now getting to that next step has never been easier.

Bad practices for designing sales one-pagers

Many sales and marketing professionals still attempt to cram a complete and detailed narrative into a literal one-pager. This practice is an engagement killer.

The attempts to cram all the information onto a single dense page means that most sales one-pagers end up looking nightmarish like this (can you hear the Hitchcock violins screech in the background?):

Nobody’s going to read something like this. It does not help your readers and it does not help you. If you’re still making sales one-pagers like this - please stop, I am asking on behalf of your prospects and your boss.

So, what’s the solution?

How to design sales one-pagers for engagement and conversion

Almost half of all outreach decks are opened on mobile devices, so giving your prospects a mobile-first experience is a must. If you don’t, this basically means losing half of your leads.

Static sales one-pagers are a real pain to read. People have to constantly pinch in and out to access the contents of your deck which causes them to disengage, drop off, and curse the sender (that’s you).

In case you’ve never read a PDF on mobile yourself, this is what it looks like (can you feel the frustration?):

static one pager in PDF format is hard to read

Designing static vs. interactive sales one-pagers

Interactive web-based sales one-pagers don’t have the constraints of regular PDF decks. As they’re scroll-based, the contents of your sales one-pager do not have to be confined to a single PDF sheet.

This means you can organize your content visually into bite-size sections with lots of white space in between. You can deliver interactive, multimedia experiences where the reader is in control of how to consume your content and how deep they want to go.

You can tuck in additional information into accordions under a “read more” button, or separate content for different decision-makers under tabs.