One-Sheet Tips and Trends for Professional Speakers
A speaker one-sheet (aka: core offering, marketing piece) is typically one piece of paper, front and back, 4-color, consisting of a condensed version of why someone should hire you to speak at their event.
How are One-Sheets Delivered?
A one-sheet can be supplied in-person or through the mail in printed form, but most one-sheets are posted on the speaker’s website for downloading or are sent by email as a PDF.
Be aware that some people do not like to receive attachments by email. So, consider uploading your one-sheet to your website so that you can include a URL for people to visit that will bring up your one-sheet instead.
Are One-Sheets Worth the Trouble?
Consider your speaker one-sheet as that one marketing piece about you that can be easily shared from person to person. They do take a bit of effort to write and construct. But, with the help of Lois Creamer and various discussion on her Make Money Speaking club on Clubhouse, you can use these tips and trends to create your one-sheet in less time.
Notes from June 28, 2021, Make Money Speaking on Clubhouse with Lois Creamer.
What to Do with Your New or Revised One-Sheet
- Get it out to people you already know and work with.
- Send it to your friends and family. They might know someone who knows someone who needs you or that they should introduce you to. Ask, “If you ever come across a lead or someone I should know, I would appreciate it.”
- Send it to people you’ve worked with before
- Send it to selected social media contacts
What to Say in an Email Using Your One-Sheet
- Start with a good subject line: “I Wanted to Let You Know…”
- Email body: “I wanted to touch base. It’s been a while since we talked (or worked together). I just wanted to get my updated marketing piece to you and I’d love to know if I might fit into your future plans. I’ll be following up by phone in the next few days to see if there’s anything I can help you with. If so, please let me know.”
- Follow-up (by phone) within 48 hours. “This is Marty. I wanted to follow-up. I sent my latest marketing piece and wanted to follow-up to see if there’s anything I can do for you.”
- Leave a voicemail as if it’s your audition! Say the person’s name you’re leaving a voicemail for and give them specific instructions what you want them to do (contact you of course).
- In reference by voicemail, phone or email, always say, “Thank you for your interest in my business. I wanted to give you a snapshot of everything I do and wanted to find out if I might be included in your future plans.
Components to Include in Your Speaker One-Sheet
Lois offered one-sheet design components including:
- Picture, name and positioning statement.
- Talk about the various outcomes people will receive in working with you, statements that begin with verbs:
- Add a few testimonials.
- Supply two to three sentences (a blurb) that repeats your positioning reminding people again of what you do.
- Avoid adding your successes. Instead, what will change as a result of bringing you in as a speaker and you working with the potential client? People who hire speakers want to know what you will do for their audience.
- Keep one or two sided.
- Include book titles and contact information all on one side.
- On the back, include social media, book cover, testimonials about book.
- Add 10 questions, which can be questions you might be asked in interviews.