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How to Make a Compelling Speaker One-Sheet

What is a speaker one-sheet, should you have one, and how do you create one?

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November 5, 2012 9 comments

How to Make a Compelling Speaker One-Sheet

Should all public speakers have a “Speaker One-Sheet?” And what is a Speaker One-Sheet? The Speaker One-Sheet contains all of the compelling (and concise) reasons people should want you to speak to their group. It’s one of the most important pieces of your marketing that you need as a professional speaker.

What if you aren’t necessarily a professional speaker, and you in a marketing or sales capacity for a company? Should you have a Speaker One-Sheet? The way to determine if you should have one or not is if you want people to bring you in as a speaker even if you do not charge for your presentations.

The point of your Speaker One-Sheet is to position you as an expert in a compelling way. It’s also a great marketing piece to leave behind or have as a handout at display tables. This marketing piece reflects your distinctiveness, importance, and style. A Speaker One-Sheet is a portrait of your expertise, services, clients, testimonials and background. It’s called a one-sheet because it fits on one sheet of paper, and can include the front and back. This is much easier to create than a website and a great first marketing tool for a speaker. And, the information on your one-sheet should align with what is on your website.

The Warm Up

As you create your Speaker One-Sheet, keep in mind that this sheet is directed to meeting planners, training directors, event planners, and any one that hires speakers or invites speakers to their group. Before you start writing your Speaker One-Sheet, answer these questions:

  1. In what field are you an expert?
  2. Why did you choose this kind of work?
  3. What gets you excited about your presentation?
  4. What makes you different from others who do similar work?
  5. What problems do you solve or pain do you remove?
  6. What does your audience feel when you speak – what are their emotions?
  7. How can you be reached for more information?

The Components

Whatever variety of ways you create your own Speaker One-Sheet, important components should be visible on it. Here are the “must haves” for your profile:

  • About You:  A brief bio about you and your experience positioning you as an authority in your field. Concisely explain the problems you solve, and that you are the right person. Include an attention-grabbing photo that shows your personality.
  • Testimonials:  Include statements from previous from previous clients. If you don’t have these yet, start collecting them every time you speak. Simply add them to your profile as you collect them. 
  • List of your Clients:   Include a list of clients that are recognizable to your target market. If the people you are targeting have no idea who these clients are, it’s probably best to omit this list until you have some “known” clients.  
  • List of Topics:  List your presentation topics, and, if possible, provide a compelling description on each topic. Your topics and descriptions should be compelling, identifying a problem and your solution.
  • Contact Information:  This may seem obvious, but you want to make it very easy for a prospect to reach you. Be sure to include phone number, e-mail address, website URL, and a mailing address.  Add your social media sites that align with your presentations such as Twitter, Facebook, LinkedIn, Google+ and Pinterest.
  • A clear marketing message:  A short but powerful description of your presentation that can grab attention. This is where you tout the benefits of your presentations.  Your marketing message should answer this questions:  Why should someone hire you and invite you to come speak?
  • Visual Branding:  What is your brand?  Are you the “go to” person for something? What is your catch phrase? Your visual branding can include your phrase, color, logo, social media icons, other logos of relevant group affiliations, images, and even fonts.   

Proofreading

After you have compiled and finished your one-sheet, ask someone (preferably an editor) to proof read your work. Another set of eyes can help you avoid grammar issues, misspellings, punctuation errors, wrong word use, etc. Even if you’re good at both writing and speaking, it’s easy to miss mistakes. A professional Speaker One-Sheet will not have any grammatical errors or misspellings. If you have any of these mistakes, your one-sheet is simply not professional looking. It does happen, so don’t fret too much about it. Just commit to doing the very best you can.

Additional Tips

To maximize your marketing success, here a few additional tips:

  • Add your one-sheet as a downloadable document from your website.
  • Print out colored copies for networking events, trade shows, and other opportunities.
  • Use a good printer or have it professionally printed to really shine.
  • Print small batches at first because you are likely to update it as you get started.
  • Speak from your clients’ perspective when compiling your one-sheet.
  • Avoid over-using “I” or speaking directly from your point of view.
  • Lastly, your one-sheet should be consistent with your marketing materials (e.g. website).

Creating your Speaker One-Sheet pulls your speaker strategy together all in one place. Creating it is a great exercise as it really makes you think about who you are, the difference you are making for people and what your strategy is.

You will learn how to make an initial impression last and bring more success to your business. It’s amazing how a Speaker One-Sheet will boost not only your sales, but also your confidence. With the perfect blend of passion and purpose, content and design, your Speaker One-Sheet can hit its mark with your targeted audience and make your speaking career a success.

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Pam Terry

Pam Terry is a public speaker coach and marketing strategist who has helped hundreds of people become compelling speakers and get business from speaking. Her straightforward style empowers experts to experience joyful self-expression. And, her talent for creating structure and systems enables her clients to accelerate their success! For more tips and resources, join The In Demand Speaker Official Group on Facebook at www.facebook.com/groups/theindemandspeaker.com.
Pam Terry
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9 Comments
  1. SHELLEY says:

    Do you create one sheets for speakers like me and if so, what do you charge, sroth@shelleyroth.com thanks

    1. Pam Terry says:

      Hi Shelley – thanks for asking. Yes I do help speakers create their one-sheets. I’ll send you an email.

  2. Michael Jacque says:

    Excellent points – nice, clean but artistic appearance for your blog, too!
    Have a great day!
    Mike

    1. Pam Terry says:

      Thank you Michael!

  3. Susan Kramer-Pope says:

    Fabulous, Pam. Thanks so much.

  4. Suzanne says:

    I have a one sheet and would love to direction on nailing on the content. Can you send me an email on your quotes please? Thank you.

    1. Pamela H Terry says:

      Hey there Suzanne, I would love to assist you. You have a really great website by the way. Please send me your email – you can email me at pam@pamterry.com.

  5. Kali says:

    Great information Pam! Thank you!

    1. Pam Terry says:

      My pleasure Kali – so glad that it helped you.

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These are the EXACT same steps I used to position myself as an expert and profit from speaking in less than 6 months.

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