If you love your business intent through every qualifying call, cold email, landing page, business card, bathroom stall scribble, psychotic break, and onboarding meeting then we have good news for you! How does one more sound? Not so bad, we hope.
It is tempting to want to dump everything you have at a potential client’s feet. Why wouldn’t it be? You know how successful you are, you understand the value of your work, and you have seen past successes through to completion following from similar contexts that the client is connecting with you over. But the journey from pain to solution is rarely one made by sales representatives threading the gap—it involves a deliberate and empathetic process of discovery, disentanglement, and collaborative imagination.
Rather than telling a client how effective your solutions are, why don’t you try showing them? To do so, nothing is more concise than an attractive and purposeful one-pager.
A one-pager is simultaneously harder and easier to write than almost all of these formats because it relies on brevity and visual communication. When you are finished, however, you will be left with an exacting tool with key points that you can then expand on in future communications. Furthermore, creating a suite of one-pagers will allow you to quickly send off relevant content immediately after identifying a gap through your lead generation, reducing the amount of contact needed before displaying the value in your proposal.
Below are a few considerations that we looked at when designing one-pagers for Megan Killion Consulting services. We hope they help you in your own content creation and creative process!
Example #1 — “My Content Isn’t Converting”
For this example, we first examined our own model. Our home-page services contain a promise on what we do: create converting content. By creating a one-pager, we can quickly get to the heart of what that means, what problem it solves, how we solve it, and what clients can expect if they undertake the project with us.
To do so, we first take cues from demand generation strategies and establish a problem:
Consider all of the efforts that go into social posts. What do you do when that effort doesn’t reflect growth?
Any business owner who has overcommitted to ineffective strategies or envisioned better outcomes from their projects can relate to this question. Through this introduction, we have established reliability.
A lack of conversion could be happening for any number of reasons.
Heading into short-form solutions establishes knowledgeability in the field we are writing in. We demonstrate an understanding of solutions and how they tie back to the initial pain.
With Megan Killion Consulting, you receive a full audit of your content, sales funnel, and overall strategies.
Not only are we providing future value, but we are learning about the business and refining existing techniques—all long-term savings opportunities.
These three headlines are a sales journey in under fifty words—from discovery to the proposition. Being deliberate allows us to focus on the value and not spill over into additional services (which may be helpful to discuss later) but perhaps unrelated to the present problem/solution ecosystem established through cohesion.
Example #2 — You Want to Scale Revenue
This one-pager targets business owners from a slightly different angle—the desire for grown strategies.
Everything seems to be going well until the growth curve slows.
This one-pager was designed to help guide business owners to our scaling services. This concept catches their eye if they can relate to the boom/bust cycles of seasons and product releases.
Let’s look at a few reasons why scaling presents such a difficult challenge for business owners:
Similar to Example #1, this gives credibility and empathy to our pitch. It gives the reader pause to think about their strategies through only a few short bullet points.
The CTA that follows answers for these problems by providing an alternative where they can scale effectively and enjoy improved revenue to match. This alternative is offered through a less-is-more system with brevity and simple headlines.
There is no offensive push, no false need being generated—simply helpful considerations that may give the owner greater insight into their practices.
One-Pagers are fantastic tools to have in your arsenal for outreach. They can be sent quickly as attachments or value-ads to pitches and aesthetically laid out to give cohesion to your brand identity before a client even signs on or researches you further. They should be professional, easy-to-read, helpful, and persuasive.
When you want to get started with your branding materials, you should work with the best. A strong marketing team is only as strong as the vision they evoke. Megan Killion Consulting is here to help to elucidate and grow that vision. Book a meeting today to get started on your next great marketing strategy.