Blue Elevator Blog

The One Sheet

If you are a veteran Member of The Blue Elevator™ Group, you are probably familiar with the term “One Sheet.”

If you are new to the group or are a little hazy on the term, then this article is for you.

And, let’s give credit where credit is due.  This term came from our friends at Akins Parker, a renown creative firm.  Blue Elevator™ is grateful for their involvement early on in our existence.  Akins Parker developed the brand, identity, and logo for Blue Elevator™.  We thank God for what has become the Blue Elevator™ brand.  And, we thank God for the team at Akins Parker.

Now, on with business, as they say.

The One Sheet – What Is It?

In principle, an organization has to distill the essence of its offering(s) into something that is easily digested.  And, it is here where we carry on the term “One Sheet.”  We recommend to our clients that product or service offerings get summarized onto a One Sheet.

You may recall the Rules of Seven.  We invite you to click on the link to read the article if you don’t have the Rules of Seven memorized yet. 🙂

The One Sheet – Function

The function of the One Sheet is to clearly and effectively communicate your organization’s value proposition.

The point is that your prospects, clients, customers, etc. “get it” quickly.

1. The One Sheet has to resonate with the reader in 7 seconds.
2. The One Sheet has to clearly communicate what you are offering.
3. And, by itself, the One Sheet has to equip the reader to make a decision.

The One Sheet – Goal

Here is a great quote by management expert Peter F. Drucker …

“The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.”

Hence, the goal of the One Sheet is to do just that.  To summarize the product or service so well that someone who reads it – sees that it fits them perfectly.  To be exactly what they are looking for.

The One Sheet – Form

There is no distinct formula for creating your particular One Sheet.   Every organization and each of its offerings are unique and different.  It could take many forms:

• A narrative.
• A card with a single price on it.
• A postcard-sized piece with a compelling graphic.
• A three column price sheet.
• Etc.

The form will vary.  It could be hard copy card stock.  It could be in electronic form.  It could even be a landing page.  It is whatever makes sense for you and your target demographic.

And it is here where the rubber meets the road.  Not only do the fundamentals of what you are offering have to make sense, but the piece (e.g., form) has to be a knock out.

It has to look sharp and catch the eye.  After all, you only have seven seconds to grab someone’s attention.  If you don’t have an internal graphic design team, most organizations would be best-served by hiring a design or creative firm to help them create their brand identity.  Do it!  It will be dollars well spent.

One Sheet – Substance AND Form

You’ve probably heard the phrase “Substance over form.”

When it comes to creating a One Sheet, this won’t fly.  The One Sheet is all about “substance AND form.”

God-willing, we love working with our Member clients helping them come up with “what” (e.g., the substance) should go on their One Sheets.  But, the “how” (e.g., the form) is just as important.

You need both substance and form for an effective One Sheet.  Like a pair of scissors requires two sharp edges, the One Sheet has to look and work great.

• What you are offering has to make sense (e.g., plans, prices, products, etc.).
• How it is displayed or communicated has to be stellar.
• And, the combination of the two must provide a clear Why for you and your organization.

One Sheet – The Field Test

Once you have your One Sheet, we recommend “field testing” it.  Take it to the streets.  Sure, show it to your friends and family.  But, they don’t count.

Take it to your target demographic – and try for a minimum of 10 people.

Here’s what you are looking for: “Wow, this looks sharp – and I totally get it!  Can I sign up today?”

If your One Sheet doesn’t do that, then you aren’t done yet.  Keep working on it until the majority of the people you show it to get it.  And, each time, show it to new target customers.  The original people you asked who said “I don’t get it” might feel sorry for you and change their response.

Summary

Do you have a One Sheet?  Are people signing up with you when they see it?

If you’d like some feedback, help, or want to see some great examples of One Sheets, contact us!