Ask An Expert: Angela Sun On Creating Effective One Pagers
Feb 17, 2023
One pagers can be a great selling tool, but what does it take to make an effective one pager? What even is a one pager?
We sat down with Angela Sun, who created a B2B Sales 2-Pager Template to get her advice. She not only shared what she thinks makes a good one pager, but helped us evaluate and grade One pagers from various companies. While layout and look are important, Angela says that the copy is what makes a prospect want to learn more.
Click Here for Angela's Template
Name: Angela Sun
Position: Freelance Marketing Consultant & Copywriter
What’s Your Background? I’ve spent the last decade in various marketing roles at B2B tech companies ranging from Seed stage to Series B. A guiding principle I’ve always lived by when it comes to my work is: How can I be most helpful? This has landed me in a few roles “accidentally”, based on what needs there were on the marketing team at the time. It’s the reason I started out in Marketing Operations and how I found myself in Product Marketing roles most recently.
Now, I consult on a full-time basis for B2B tech startups because I love solving those early startup marketing challenges and working closely with founders.
Fun fact about yourself: During the pandemic, I got really into writing songs! I found out that one of my friends was learning music production at the same time, so we joined forces and recorded a couple songs that we put up on YouTube.
First off, what in your mind makes a good one pager?
A good one pager has to check a few boxes from a design and copy standpoint.
Your design and look-and-feel are the first impression you give off. A well-designed one-pager has:
- Clean layout
- Even margins
- Good use of color (not too many, otherwise it’s distracting)
- Consistent use of font (again, not too many different fonts)
- Product imagery that’s clear to understand and also big enough to see
Your copy is what gets your reader interested and hooked on learning more. A great one-pager has:
- A clear, concise value proposition and benefits
- Word(s) that describe the thing you sell (e.g. software, dashboard, platform, membership plans, etc.)
- Social proof in the form of a quote or customer logos
- Call-to-action
- BONUS: If you can speak to why the status quo is no good or why other solutions fall short, and explain how your product is better.
To Put Angela To The Test, We Decided To Have An Informal ‘Grading’ Of One Pagers
First up, a One Pager from the Product Marketing Alliance:
Angela: Right away, I love the layout and the colors. There's a quote first, and the logo after, which does a good job of giving social proof.
Final Grade: A-
Next up - a One Pager from our library, describing our product Enablix Learn:
Angela: I like the overall layout, I feel like it's clean. I would just want to know what this looks like and how my reps would interact with it. Final Grade: B/B+
Lastly, a One Pager from ayeQ:
Angela: I like the color gradient they use here and the overall layout design. However, I’m struggling to understand who this is really for. Final Grade: B/B-