Learn how to create a one-pager that grabs attention and gets results. Find out what to include in a one-pager, get best practices, and grab a template.
Short answer
An effective one-pager is hyper-focused on demonstrating value fast. It is concise, focused on what matters most to your audience, personalized, and includes a clear call to action. Effective one-pager design is mobile-friendly and includes ample white space, short texts, videos, and data visualization.
Read on to see how it's done ⤵
NOTE: If you’re looking for inspiration rather than a practical guide go check out out one-pager examples.
I) Use a cover video
We’ve all heard the saying that “a picture is worth a thousand words'' countless times. And, although it may sound cliché, it’s scientifically-backed.
In this case, how many words is a video worth?
According to research by Dr. James McQuivey, a staggering 1.8 million words! And it’s dated 2008, before the most popular video-streaming services took off, so it may as well be double the number now.
We ran our own research, laser-focused on sales and marketing presentations.
By analyzing over 100,000 user sessions, we found that having a video in the cover slide boosts interaction by 32%.
It’s also the perfect way of showcasing your product or solution without overloading your readers with raw facts.
II) Deliver a refined Unique Value Proposition
Your Unique Value Proposition (UVP) is a clear and concise sentence that explains what you provide, who you serve, and why you’re the best choice.
Use both your cover title and tagline to deliver your UVP.
If you don’t have a UVP, you should take time to compose one.
III) Personalize for person, company, and need
Another important predictor of success is personalization.
We all like to feel special, and knowing that someone took a few minutes out of their busy day to deliver a tailor-made presentation can really go a long way.
This may sound complicated but it's not. With Storydoc it only takes seconds to fill in your prospect’s name and send personalized one-pagers at scale.
IV) Set the reader’s expectations
Have you ever wondered why more and more articles have information on the average reading time?
That’s because this small blurb is enough to get 25% more people to read your one-pager.
TIP: Showing readers their potential loss by not making the change will work better than showing them what they can gain by making the change. That’s because people are more motivated by loss aversion than by promise of gain.
NOTE: This part will cover dramatically different things for different types of one-pagers. A product one-pager does not offer the same deliverables or experiences as a marketing services one-pager, or an event one-pager.
Change takes time and effort. Change is scary.
Because of the risk involved in change, many people would rather take no action at all, even if the current situation leaves them deeply unsatisfied.
I) Be specific and concrete when describing your benefits
Give specific numbers, timelines, and deliverables. Being concrete removes uncertainty but also shows that you are committed and accountable.
For example, “We offer 24/7 service and maintenance. You can take comfort in knowing that our highly trained and experienced group of experts is always ready to assist you with any technical issues. For the first 3 years, we will cover any cost of repair not caused by misuse of the product.”
II) Make “no change” scarier than change
In order to make the argument for change, your reader must come to the conclusion that NOT making a change presents a greater risk than making it.
Give prospects a clear overview of the losses they’re going to incur by not making the switch.
Quantify the approximate opportunity cost of taking no action to make them arrive at the conclusion that change is necessary.
I) Don’t conclude, and don’t say “thank you”
Ending your one-pager or presentation with a “thank you”, or a “conclusion” slide will kill your efforts to maintain a relationship with your reader. It creates a hard stop right when they're most primed for action.
If you don’t end your one-pager with a clear and easily accessible call-to-action, all the effort you’ve put in so far will be lost.
II) Don’t be shy - put up call-to-action for all to see
Getting your reader to act the whole point of your one-pager ain’t it? Don’t be shy about it.
Make your next steps button perfectly visible, and make your call to action clear and simple.
III) Don’t be pushy - ask for a small concession
Aim for a small but meaningful concession on the part of your reader. This is what Neil Rackham, the author of Spin Selling, calls the advance.
The principle is that as long as you get a commitment from your reader for further interaction, you’re still in the game, and in a better position to provide them with more value and ultimately make a deal.
Stop losing opportunities to ineffective one-pagers
Amotz Harari, Head of Marketing
