Persuade with One Page
Our Formula for Persuasive One Pagers
When was the last time a one pager persuaded you?
What distinguishes a persuasive one pager that gets people on-board from the ones that waste everyone’s time?
A persuasive one pager ensures everyone gets it.
Over the last decade, we’ve created over 500 one pagers for our clients.
From this experience, we’ve developed our two-phase formula for persuasive one pagers. It’s simple, yet incredibly effective.
The Persuade with One Page Formula
Step 1 — Write for How People Read
Step 2 — Design for How People Think
Let’s start with the first step.
STEP 1. Write for How People Read.
Most one pagers aren’t designed for how people actually read in real life. No one is dutifully sitting down with your one pager and reading it start to finish (except maybe you).
You can’t predict the environment that people will encounter your one-pager.
Perhaps they’re distracted, tired or just having a rushed morning. In any case, they won’t be giving their full attention or time to your one pager.
This is why your message must come across no matter how long they read it.
Working with our clients on persuasive one pagers over the past decade, we’ve found people read in one of three ways depending on the circumstances: Scan, Skim and Study.
SCAN
When it happens: People skim when they’re in a hurry or uninterested in the topic. They take 15 seconds to look at your piece — they just scan it to get the gist and highlights. Basically, they just read headlines and quickly look at images or graphs.
Getting buy-in: Use a few key visuals and clear headlines to engage and inform.
Where they focus: MAIN HEADLINES – This answers the why or what.
What they see:
When they SCAN they read:
- Persuade with One Page
- Step 1: Write for how people read
— Scan, Skim, Study - Step 2: Design for how people think
— Engage the reader
— Keep it high level - [Look at graph for 4 seconds and understand it]
- Bottom line: Whether they scan, skim or study, they should be able to get it.
SKIM
When it happens: People skim when they have some time, are casually interested in the topic, or feel social pressure to review. They read for about 30 seconds.
Getting buy-in: Use the main headlines to provide a high-level explanation.
Where they focus: HEADLINES + SUB-HEADLINES – This answers the why with a high-level explanation.
What they see:
When they SKIM they read:
- Persuade with One Page
- Step 1. Write for how people read
— Scan : 15 Seconds
— Skim : 30 Seconds
— Study : 2 Minutes - Step 2. Design for how people think
— Engage the reader : Pass the Pick up Test. Keep it Simple. Keep it Conversational.
— Keep it High Level: Keep it Crisp. Don’t Nerd Out.
— Impact with Numbers: Leverage Your Data. Simplify the Math. - [Look at graph for 4 seconds and understand it]
- Bottom line: Whether they scan, skim or study, they should be able to get it.
STUDY
When it happens: People study a one-pager when they have plenty of time to review and are very interested/invested in the topic. It takes about 2 minutes to comprehensively read through a single sheet. This is beautiful rare bird of readers, since you have their full attention to maximize getting them on-board with your topic.
Getting buy-in: Persuasively and logically lay out your argument to get them fully on-board. This reader should be your advocate by the time they finish.
Where they focus: HEADLINES + SUBHEADLINES + ALL SUPPORTING TEXT – This answers the question how and provides greater detail.
When they STUDY they read: everything or nearly everything
What they see:
STEP 2. Design for how people actually think.
Engage the Reader
No one wants to read a textbook. Stop having you’re one pager look like it was ripped out of one.
People are busy. Their brains are tired. A one pager should engage the reader immediately, be easy read, and makes them feel informed at the end.
A persuasive one pager will:
- Pass the Pick-up Test –People want to pick your one-pager up when it’s on a table.
- Keep it Simple — Clear, organized content with a few clean graphics is all you need. Don’t get too fancy.
- Keep it Conversational — Make your copy easy to read. Read it out loud. It should sound like how you talk. If it doesn’t, re-write and simplify. You want readers’ heads nodding in agreement. NOT nodding off.
Keep it High Level
One idea = One page. The only purpose of a one-pager is to get people onboard with a single idea. Don’t try to solve all the world’s problems. Pick one point or idea and lay out your argument in a compelling, concise way.
A persuasive one pager will:
- Keep it Crisp — Your content should be tight. Every word should support the “why” of your piece.
- Avoid Nerding Out — Don’t use jargon or technical language. You shouldn’t have to be an expert on the topic to understand your point.
Impact with Numbers
People’s eyes glaze over when they look at a bunch of charts or data. Don’t try to be an infographic. Just don’t. A few key stats that support your argument is all you need when you communicate them simply and effectively.
A persuasive one pager will:
- Leverage Your Data — Know how to frame your data for maximum effect. “10% support” vs “9 out of 10 oppose” is a big difference.
- Simplify the Math — If it takes more than 7 seconds to understand a graph or chart , either simplify or scrap it.
Conclusion
Now that you know the formula for a persuasive one pager — Write for how people read, design for how people think.
Now it’s your turn to persuade with one page.
BONUS: Here’s a few Pro Tips to Take Your Persuasive One Pager to the Next Level?
1. Color code each reader level when you write the copy
This way you can visually keep track and reconcile the narrative as you write and revise your content.
2. Use the Gettysburg Rule for word count — only 272 words max.
If Lincoln could give one of the most remembered speeches in history in 272 words, you can probably summarize your topic with 272 words.
3. Scan, Skim, Study is a great tool for figuring out what’s wrong with a one pager.
When you encounter a one pager that’s not compelling, use the Scan, Skim, Study Test to quickly determine what’s not working for the reader. (Try it on the one pager pictured below)
Scan — Type the headlines in a Word doc. Does it make sense? Does the narrative flow? Does it concisely make the main point?
Skim — Add in a few of the bullet points or graphs. Does it reinforce the main points? Does the narrative still work? Is it clear what the main point is?
Study — Does the supporting text hold up to close scrutiny and critical thought? Does it answer the top questions that arise in the reader’s mind as they read it?
