Sales One-Sheeters

Most sales collateral fails in the same way. It describes the product to someone who has already agreed to a meeting, and says nothing a rep can lead with. A one-sheeter has one job: to survive being forwarded to somebody who was not on the call.

• One sheet, one argument. Product, sales and customer variants, each built around a single claim rather than a feature list.
• Written before it is designed, so the layout serves the argument instead of the argument being cut to fit the layout.
• Built to be handed off. Legible on a phone, sensible without the rep standing next to it.