“What’s in a name? That which we call a rose By any other name would smell as sweet.” – William Shakespeare
No offense to Shakespeare, but I disagree.
The name matters and looks are important….when it comes to your marketing material. Marketing material should be polished and professional. Often, you only have seconds to capture a potential clients interest. If the title of your presentation is boring or your marketing materials aren’t polished…..time’s up.
Let’s take a closer look at one sheets. Most professional speakers and trainers have a one sheet. This is a summation of your expertise, topics, and experience in an attractive and easy to email package. Every good one sheet should have the following 7 elements.
1. Source file of head shot or other photo
You need a professional head shot. There are economical options available. This is the first thing most people see so it should be a good representation of who you are. Do you want to speak to large groups? Include a photo of you in front of a large crowd.
2. Source file of logo
Does your logo work? Can someone glance at it and understand what you do? If the answer is no, then it might be time to update your logo.
3. List of topics – no more than 5
You want to establish expertise and you can’t be the expert on 20 different topics. Try to limit the topics listed to 5. If you have more, then you might consider consolidating.
4. Short description of each topic
You should include a short description of each topic. Try to avoid jargon or complicated language. If your client doesn’t understand the description, they probably won’t select the topic (or you).
5. Testimonials – 3-5
Every speaker has been told they are great so try to include specifics for your testimonials. Any ROI statement or action item is ideal. “You are the greatest speaker ever” will do in a pinch but nothing beats, “after hearing ___, I implemented ____ and got ____. Best money I spent. Ever”.
6. List of previous clients
This is a good way to let your potential clients know you have some experience. Just getting started? Skip it until you have a decent list or start volunteering.
7. Bio and experience
The most common mistake speakers make is the bio. Most people make it all about themselves. What? Isn’t a bio supposed to be about you? Nope. The bio should give information about you but is really about what’s in it for the client. Focus on your end user and you’ll get it.
I love the graphic designer I work with. Kimb does amazing work and has one sheet experience.
Still not convinced? Take a look at the difference a good one sheet can make. The one sheets included in this blog include the same information. Which one would you want to represent you?
Sorry Shakespeare, but I’ll take the rose.