This is an article all about One Pagers. You might be asking:
“What is a One Pager?”
A One Pager is simple one page document that gives a high-level overview of a product, service, or business. They are great for promoting your business location, or giving a synopsis or a product to the person in charge of purchasing. It’s like the 2016 version of a brochure.
There’s lots of different uses for One Pagers:
- Using them to advertise your local business in other surrounding businesses.
- Using as flyers.
- Show an overview of a product/service to your boss or purchasing manager.
- Let people print out a one-page synopsis of your product to show other people.
- Government officials use them as handouts to get support for bills & causes.
4 things a good One Pager should do:
1.) A good one pager should give an overall snapshot of the product in the headline.
Ex: “Get unlimited car washes for just $25/month!”
Ex: “The only authentic pho restaurant in South Detroit!”
Ex: “When you need a divorce, the Roland & Shlansky Lawfirm can help.”
2.) It should give some testimonials or success stories.
Ex: “Julie’s Cafe is my go-to place for a bagel and coffee every morning for the last 12 years!”
Ex: “200 people a day trust us to wash and detail their car every day!”
Ex: “The Ron King Salon is the only salon I trust to style my curly hair!”
3.) It should give a few great reasons to buy.
Ex: “The Austin Samba Festival is the largest Brazilian celebration outside of Brazil!”
Ex: “We have hosted more than 750 beautiful weddings in the Raleigh area!”
Ex: “If you have Aetna or Blue Cross, your dental cleaning is 100% free!”
4.) It should tell how to buy the product (Phone? Website? Physical Location? Carrier Pigeon?).
Ex: “Order today. Just call Jenny at 713.301.1546 and describe your dream wedding cake.”
Ex: “Get IBM Analytics today. Fill out the form at IBM.com/analytics and we’ll get in touch.”
Ex: “We are located on the corner of Sebastian and 53rd St, next to the CVS Pharmacy.”
Physical Rules of a One Pager:
I would say these aren’t hard-and-fast “rules” so much as “simple guidelines.”
- Everything should fit on one page. Duh!
- Should be able to print it out on an ordinary desktop printer. Always test your One Pager on a printer.
- Standard sheet of paper measurements: 8.5″ wide, 11″ tall. -or- 21.5cm wide, 28 cm tall.
- Can be in either portrait or landscape mode. It’ just a visual preference.
- “Hey Boss, look at this service we could use!” :::drop the One Pager on her desk:::
Making a One Pager is reasonably simple, check it out:
Here’s a generic one-pager that can advertise anything. It’s really only a few blocks of text slapped on a page and maybe some small pictures or logos. When you watch it being built from scratch, you can see how simple it really is:
So how do you make a One Pager? Here’s some tools:
There’s literally a trazillion graphics tools you CAN build a One Pager with, but I very much prefer simplicity. These 5 tools are my recommendations, starting from easiest to hardest.
Tool #1.) Google Docs
Keep it simple and just use Google Docs. You can easily drag & drop elements around the page, and print it out.
Tool #2.) Google Drawings
A little know tool is Google Drawings which is an uber-simple graphics editor. Fantastic for dragging and dropping boxes/text/images for your One Pager.
Tool #3.) Adobe Photoshop
Photoshop is the most powerful visual editor out there, but it has a bit of a learning curve. It’s almost TOO powerful for small jobs like a One Pager. Stick with the recommendations above if you don’t know how to use it well.
Tool #4.) Microsoft Word
A classic tool found in almost every office. Since One Pager’s are mainly just text and maybe some images, Word is good enough for making them.
Tool #5.) Microsoft PowerPoint
I think PowerPoint is just pretty easy for dragging and dropping text and images around the screen, so it can make a decent editor for a One Pager (or in this case….a “slide” that you can use as a One Pager).
What to put on a One Pager:
There’s physically not that much space on a One Pager, so there’s only a few things you can put at a time. If it’s your goal to get people to visit a specific location, perhaps location information and a map is important. If it’s your goal to get them to visit a website link, then obviously including that information will be important. Here’s a list of things you can put on your own One Pager.
- Map or description of your location. “Behind the Target on I-35.”
- Irresistible offer. “$1.15 dry cleaning for life!”
- Coupon for a discount. “Bring in this flyer for a 25% discount on your first ice cream sundae!”
- Picture of the service. A carwash might have a picture of a clean car. A veterinarian might have pictures of dogs & cats.
- Awards or accolades. “Voted best car dealership in 2014, 2015, AND 2016!”
- Testimonials. “I’ve tried every bagel in this town, and Julie’s Cafe is the best!”
- Logos of famous customers. “Trusted by: KPMG, Deloitte, McKinsey, and General Electric.”
- Explain why the product is needed. “Pets are happier when there’s a doggy door that lets them outside.”
Example One Pagers:
Example One Pager for a Carwash advertising unlimited carwashes for a flat price. This would be a great flyer to leave at the surrounding businesses:
Carwash service One Pager example (only 6 elements on the page, very simple & effective).
Made in: Adobe Photoshop.
Download the Template:[Link]
Purpose: To make people aware of the unlimited car washes deal at Bob’s Carwash. It shows the offer, the price, some benefits of the deal, and the location you can get it:
Veterinarian One Pager Example.
Made in: Google Drawings
Download the Template:[Link]
Purpose: Make people aware of this vet clinic. The picture of the dog & cat immediately implies this is some animal-related service, there’s some pricing, then there’s contact information including the address:
HustleCon All-Text One Pager or Email (aka “Boss Permission Slip”)
Link to Original: [Link]
Purpose: A simple one-page document you can print (or email) your boss so they’ll let you attend HustleCon, and possibly pay for you and some team members. It quickly describes what HustleCon is, some skills the attendees will learn, and the price/location:
Seth Godin’s AltMBA One Pager.
Link to Original PDF:[Link]
Purpose: A one page print out you can give to an employer, colleague, or friend who’d be interested in the AltMBA they are offering. It gives a “10,000 foot view” of the program in general, and encourages people to ask their employer about tuition reimbursement:
Custom One Pager Template based on the Seth Godin AltMBA One Pager:
Made in: Adobe Photoshop.
Download the Template:[Link]
Purpose: This is a template we at KopywritingKourse designed based off the Seth Godin AltMBA One Pager above.
Self-Storage One Pager Flyer Example
Made in: Google Drawings
Download The Template:[Link]
Purpose: This is a One Pager that advertises self-storage to students. It’s super simple and to the point. Special shoutout to Saumil (@sms113king) for designing this template (and the one below) for himself and for letting others use.
2nd Self-Storage One-Pager Flyer
Made in: Google Drawings
Download The Template:[Link]
Purpose: This flyer directly targets college students leaving for home who might need to store a bunch of stuff while in apartment or dorm transition. Thanks again to Saumil (@sms113king) for designing this template. The thing I like about One Pagers is that they’re so easy to design, and cheap to distribute, that you can target specific events in time (such as a mass exodus from a college campus during moving season).
Government One Pager Example: NASDA
Purpose: One Pagers are quite a common handout in politics. If you’re schmoozing at a political party, want some support for a bill/movement/cause….you slip the person a One Pager for them to review later. This One Pager is advocating a group called NASDA. Like most things in politics, it’s vague AF:
Download this One Pager Guide as a PDF (and all the editable templates):
–Downloads this whole post as a shareable PDF–
–Downloads all the editable templates–
–Easily share with colleagues–
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We didn’t have a lot of money growing up, so my parents got pretty creative with the food we ate. If you ate a meal at our crowded family table you were treated to:
- Powdered milk. Just add water to the powder and stir. Don’t forget to smush the lumps.
- Lettuce Rolls: Spread Miracle Whip on Iceberg Lettuce and roll them up.
- Pasta sauce made with Campbell’s Tomato Soup
- Chicken gizzards, livers, necks, before they were cool, we ate the stuff others threw away
- White bread covered with brown sugar and “milk” served as dessert. Or molasses sopped up with bread, if we were lucky.
Now don’t get me wrong, we had plenty of good meals, mostly home-cooked, (we rarely ate out) but one of our favorites was Taco Night. (Hopefully followed the next day by Taco Salad) Taco Night was our favorite because you got to create your own meal exactly how you like it. Don’t like tomatoes? Leave em out. Love cheese or onions? Pack em on. You get to experience the same thing when you go to almost any decent hole-in-the-wall Mexican restaurant today.
One of my favorite techniques for creating Taco Night in the classroom is the 1-Pager. You can use 1-Pagers with Social Studies, English, a Science unit etc… It’s a great tool because:
- It allows choice and a place for students to find their own space in their learning
- It creates an opportunity for art: art is incredibly engaging for students
- It creates a chance for students to work on their communication and presentation skills
- It encourages students to find a question or idea that is critical to understanding the topic
- It provides an opportunity for students to work on organizing their ideas
- It requires that students consider their audience
- It can serve as a jumping off point for a deeper dive into the topic (a piece of writing or research)
What does a 1-pager look like? Here are two examples:
The Arts teach children to exercise that most exquisite of capacities, the ability to make judgments in the absence of rules. The rules that the arts obey are located in our children’s emotional interior; children come to feel a rightness of fit among the qualities with which they work. . . .they must exercise judgments by looking inside themselves. -Elliot W. Eisner, Stanford University
The arts teach children that problems can have more than one solution. This, too, is at odds with the use in our schools of multiple choice tests in which there are no multiple correct answers. The tacit lesson is that there is almost always, a single correct answer. It’s seldom that way in life. -Elliot W. Eisner, Stanford University
So how do you use a 1-Pager, what are the steps?
FIRST: Introduce a Topic, Task, Theme, or Target for students to focus on.
This can be a novel, poem, play, time period, battle, scientific unit or concept, a school of art, an artist, a cultural event, a culture etc… students can take notes keeping track of important ideas, themes or even questions. I used the Question Formulaic Technique as an active reading strategy for All Quiet On The Western Front and The Catcher In The Rye. The last time Sean did this with his students he used the M.U.N.I. sheet as an active reading strategy that fed the 1-pager.
SECOND: Ask Questions
You can either literally ask questions by using the QFT or ask questions like: What matters most to me in what I just learned? What matters most to others in what I just learned? What is the prompt or task asking me to do? How can I get this done in a way that matters to me?
So for this round of reading my students read a novel and I had them keep a question log using the QFT. Then when we were done they needed to find a single question that was an essential question for them, their friends, or others. Once they did that I showed them the Google Presentation Slides consisting of 1-Pager examples from previous years.
Then I handed out the one pager direction sheet and went over the instructions. If you want to see where Sean Ziebarth and I got the original idea for the 1 pager directions, you should check out Gabrielle Rico’s original directions for a 1-Pager that can be found on this blog post by the prodigious creator and sharer Alexa Garviolle.
THIRD: Create Critical Communication Creatively
Oh wait, did I just include all four Cs of the 21st century learning models? Wait, you’re telling me that I’m missing one? Collaboration? Yeah, let’s straighten that misconception up. You don’t have to MAKE things with other people to collaborate. Collaboration means working together. All creators collaborate with their audience or “client.” Far too often I see people racing to put students in groups in order to collaborate. You can collaborate by peer review, by giving feedback, by sharing your work before it’s finished, by asking others what they think, through a dialogue that exists in your mind: metacognition.
Speaking of collaboration, one time I had students create a creative, visual rubric for the one pagers. They had to create the rubric using images, then explain how one of the one pagers from their classmates creations would score on their rubric. I still laugh looking at this one pager rubric based on potatoes.
FOURTH: Own Your Originality:
How is this creation uniquely yours? What part of you and how you see and notice is apparent? How did you Re/Mix the topic/task/target/theme into something new? How did you combine your “toppings” to make it your own?
How will you share this with your audience? How can you make something worth sharing?
Speaking of sharing, here are some more examples followed by a final note:
so cool, you can spin the carousel to see other quotes
“GE hires a lot of engineers. We want young people who can do more than add up a string of numbers and write a coherent sentence. They must be able to solve problems, communicate ideas and be sensitive to the world around them. Participation in the arts is one of the best ways to develop these abilities.”– Clifford V. Smith, President of the General Electric Foundation
the quotes slide out from the back, otherwise you don’t see them
The arts also teach that neither words nor numbers define the limits of our cognition; we know more than we can tell. There are many experiences and a multitude of occasions in which we need art forms to say what we cannot say. . . . Reflect on 9-11. . . The arts can provide forms of communication that convey to others what is ineffable. -Elliot W. Eisner
“Creativity is just connecting things. When you ask creative people how they did something, they feel a little guilty because they didn’t really do it, they just saw something. It seemed obvious to them after a while. That’s because they were able to connect experiences they’ve had and synthesize new things. And the reason they were able to do that was that they’ve had more experiences or they have thought more about their experiences than other people. Unfortunately, that’s too rare a commodity.” –Steve Jobs
So don’t forget: the tortilla is the medium, the protein is the material being addressed, the toppings are student choice. Prepare your Taco Bar and have Taco Night regularly in your classroom and your students will always remember your family table fondly.
Image by Cairo Ziebarth: follow ArtByCairo on Twitter. Cool art for your projects.
A: Ask Questions
C:Create Critical Communication, Creatively.
O: Own your Originality
I re/mixed some artwork by Cairo Ziebarth to create this image. Click his name to see and order some original artwork of your own.
“Geometry is the language of man… he has discovered rhythms, rhythms apparent to the eye and clear in the relations with one another. And these rhythms are at the very root of human activities. They resound in man by an organic inevitability, the same fine inevitability which causes the tracing out of the Golden Section by children, old men, savages, and the learned.” – Le Corbusier (1931, Towards A New Architecture)
If my parents ever read this post, here are a few things I loved eating as a kid:
- Pancakes for dinner
- Ritz Crackers with blue cheese dressing and stewed tomatoes for an appetizer.
- My dad’s Army Stew
- Chicken and gravy sandwiches
- BBQ chicken made in the oven with Kraft bbq sauce (my sister and I would eat off all the skin after my parents went to bed)
- Toad in the Hole
- Fried Bologna
- Bologna and ketchup sandwiches
- Deviled Ham on toast