© 2014 Karen Saunders & Associates • www.KarenSaundersAssoc.com • 303-680-2330 • Karen@KarenSaundersAssoc.com 1

An Essential Worksheet: Here’s How to Write Compelling Content for Your Speaker One SheetThank you for downloading this free worksheet. The following four pages will help you pull together the all the information that goes on your one sheet. Your one sheet, in effect, succinctly answers these seven questions that decision-makers would ask you in person at a first meeting:

1. How would you describe your area of expertise?

2. Whom do you work with and give presentations to?

3. What are the benefits of hiring you—

• for the leaders of the organization?

• for the participants in the ranks?

• for organizational progress?

4. What have you done that makes you an expert?

5. Which groups have you worked with before?

6. What did participants think of your contribution?

7. How can you be reached for more information?

Well-crafted words on your one sheet answer these questions in the form of seven corresponding “must-have” elements:

1. Topics/Programs

2. Target Audience

3. Benefits (especially in headlines)

4. Biography

5. Client List

6. Testimonials

7. Contact Information

Karen Saunders, BFAProject Manager & Creative Director

Saunders& Associates

Karen

at MacGraphics

Your Branding, Marketing & Self-Publishing Team™

© 2014 Karen Saunders & Associates • www.KarenSaundersAssoc.com • 303-680-2330 • Karen@KarenSaundersAssoc.com 2

An Essential Worksheet: Here’s How to Write Compelling Content for Your Speaker One Sheet

Once you have completed this worksheet you’ve got a great start on the important content. You’ll compose your first draft. Then you’ll polish, edit and cut the content down to 600-700 words. I strongly urge you to hire a professional to design the layout. If you need help with writing, editing and/or design, just give us a call: 303-680-2330.

Answers to the following questions will help you write your introductory paragraphs and hook:

1. What are the key problems you can solve? ________________________________________________

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2. Exactly what do you do? (One sentence only – this is your elevator speech) _______________________

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3. Why did you choose this line of work? ___________________________________________________

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4. What gets you excited about your business? _______________________________________________

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5. What makes you different from others who do similar work? __________________________________

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6. What is your title? __________________________________________________________________

© 2014 Karen Saunders & Associates • www.KarenSaundersAssoc.com • 303-680-2330 • Karen@KarenSaundersAssoc.com 3

7. Now create a compelling statement or question that will prompt your prospect to read more. This will be your “hook,” and it will be the first headline they will read on your one sheet.

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Answers to the following questions will help direct your message to the 3 major stakeholders:

1. What is the single most important question you can answer for the meeting planner ?

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2. What benefits do you deliver to this stakeholder? Turn it into a headline:

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3. What is the single most important question you can answer for the audience members ?

_________________________________________________________________________________

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4. What benefits do you deliver to this stakeholder? Turn it into a headline:

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5. What is the single most important question you can answer for the executives of the company ?

_________________________________________________________________________________

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6. What benefits do you deliver to this stakeholder? Turn it into a headline:

_________________________________________________________________________________

Answers to the following questions will help succinctly describe your programs/keynotes/workshops:

1. Describe your services and programs while also including the benefits the participants will receive. Draft one short paragraph for each program/keynote/workshop.

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© 2014 Karen Saunders & Associates • www.KarenSaundersAssoc.com • 303-680-2330 • Karen@KarenSaundersAssoc.com 4

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2. Now, create an attention-grabbing, benefit-laden title for each of your presentations, keynotes or workshops:

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Answers to the following questions will help you write a short biography:

1. List your credentials and qualifications:

_______________________________________ _______________________________________

_______________________________________ _______________________________________

_______________________________________ _______________________________________

_______________________________________ _______________________________________

_______________________________________ _______________________________________

2. Now write a one-paragraph biography:

_________________________________________________________________________________

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© 2014 Karen Saunders & Associates • www.KarenSaundersAssoc.com • 303-680-2330 • Karen@KarenSaundersAssoc.com 5

The following items will complete the necessary details:

1. Gather testimonials from satisfied clients. Ask your clients to be specific and possibly provide measureable results. You will need between 3 and 5, covering different aspects of your presentations. These will be sprinkled throughout the one sheet. In some cases you may decide to ask busy clients to approve a pre-written testimonial.

2. Do you belong to trade organizations (such as NSA)? If so, request permission to use their logos.

3. Put together a list of past clients. (This will change and evolve as you progress in your speaking career).

_______________________________________ _______________________________________

_______________________________________ _______________________________________

_______________________________________ _______________________________________

_______________________________________ _______________________________________

_______________________________________ _______________________________________

4. What is your call to action? (What do you want your prospect to do after reading your one sheet?)

_________________________________________________________________________________

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5. What is your contact information? (Website, email, toll-free phone number, etc.)

_______________________________________ _______________________________________

_______________________________________ _______________________________________

_______________________________________ _______________________________________

Remember, your one-sheet is all about THEM, not you! Compose your copy in your prospects’ perspective. Write your first draft and let it sit for a couple of days. Then go back to polish, edit and cut. It all needs to fit on two sides of an 8.5 x 11 sheet along with your elements of your visual brand (logo, photos, graphics, book covers, etc).

Contact us if you need help with the writing, design or production of any of these items. My group of associates and I have many years of experience working with speakers and authors. We’re here to serve you.