by Barbara McNichol
For nonfiction authors and speakers to market themselves—online and in print—a one-page (often two-sided) description helps persuade decision-makers to hire them for presentations.
Ideally, the information will contribute to the problem-solving already occurring in the decision-makers’ minds.
Specifically, a one-sheet should communicate:
- Key problems you can solve for targeted clients (benefits)
- Services and products you offer them (programs)
- Successes, credentials, and qualifications (bio/products)
- Proven results in the eyes of others (testimonials, desired client list)
- Call to action and contact information (how to reach you)
The elements on the page can vary in order, but the outline shown here has proven effective.
Overall Benefit is Highlighted in Top Headline—Often, the headline is an awareness statement that comes out of a needs-inquiry conversation or an “aha” from a previous presentation participant. For example, a woman who attended one speaker’s workshop said: “The most beneficial part of the workshop was learning to break down my goals into small goals and, no matter what, take action.” That feedback could turn into a headline like this:
Big Goals Freeze the Action; Small Ones Move Your Life Forward.
Take Action, No Matter What
Three Presentations Offered—No matter how many presentations you have, if you list more than three, it gets overwhelming for any decision-maker. Any variations, additions, and adaptations to those you list can be discussed in one-on-one communications. Make sure the description of each one zeros in on what problems need to be addressed and which solutions will make a difference.
Brief Bio—Key points in your background substantiate why you’re qualified to deliver the benefits promised based on your experience, education, authorship, etc. Be sure to include names of books and other products related to the presentations you offer.
How Others Receive Presentations—This can take the form of short, strong testimonials and a list of preferred clients similar to those you want to work with in the future. For example, if you want association decision-makers to bring you in for a conference keynote, list similar association-related achievements and leave out others (like church groups).
Call to Action—A good call to action brings in the theme or tagline from the top headline while stating what action the reader should take next. To tie in our headline example, you might write:
Take action and move forward today.
Call xxx-xxx-xxxx for more details.
Below the Call to Action, you’d include icons for FaceBook, LinkedIn, Twitter, etc. and list affiliated organizations that are meaningful to those in your target audience.
Follow this outline and, voila, you’ve conveyed the elements that can sell your presentation.