Marketing

A good One-Page Marketing Brief?

Matt Schaar

January 9th, 2014

Hi All,

I'm working with a client on a recruiting platform that we'd like to market to other startups, VC portfolios, developer schools, and universities. What would be helpful for us, in reaching out to organizations, is a one-page brief on our approach and a call to action.

A few questions I have:

1) Do you have any particular resources or examples of these one-pagers that would be helpful?
2) Are there resources or others that are really adept at building these out effectively that you could recommend?

Thanks in advance!
Matt

Cheryl Tom CEO, Founder at Vain Pursuits

January 9th, 2014

Have a look at HubSpot. They've got a ton of free resources for exactly this. 

Grant Hosford Co-Founder & CEO at codeSpark, Inc

January 16th, 2014

Matt,
Some quick food for thought:
  1. Who is your customer?  is that person ALSO the decision maker?
  2. Has the person told you their budget for this type of expense?
  3. What is your brand promise?
  4. How do the core features support your brand promise?
  5. How does your messaging make potential customers aware of your core features and brand promise?
  6. What are some rational reasons to believe in your product?
  7. What are some emotional reasons to believe in your product?
Answering these questions will give you a good framework and draft for your 1-pager.
Best,
Grant

Vijay MD Founder Chefalytics, Co-owner Bite Catering Couture, Independent consultant (ex-McKinsey)

January 9th, 2014

Matt,
I've seen this done in multiple ways -- a lot of people default to a few powerpoint slides, but something like a infographic can be much more compelling or InDesign can make the 1-2 page brief look more like a brochure, especially when published onto glossy paper.

Format tends to be highly variable based on the target market -- if you're using it for a biz dev piece, InDesign with a mix of charts, call out sections, and photos can really tell a great story (I've attached a draft of something I was working on a while back for a book...more than 1 page, but you can get the idea) - http://www.innovationinthecrowd.com/examples/Haiti-mobile-money-initiative.pdf

If you're interested in outsourcing the production instead of doing it yourself in Adobe, I've got a group of people that can help you put something together (it's a service targeted largely at former consultants (ex-McKinsey/ BCG/ Bain/ Accenture/ Deloitte) )...feel free to email vijay.goel@outsourcedppt.com for more info

Edward Sullivan Founder and Executive Coach

January 9th, 2014

Hi Matt, I'm currently working on my own company, but I've done this kind of messaging strategy for a number of friends' companies over the years. Give me a holler if you want to discuss. Edward Edwardlsullivan@gmail.com

Vijen Patel Co-Founder | CEO at Pressbox

January 9th, 2014

matt, can share our one pager -- depends on the audience, but i recommend brevity and getting a designer to help.

email me at vijen@usepressbox.com