See Frank in the photo there. He is in product marketing and just got asked for another one pager. “We need a one-pager for this.” Is that something you hear a lot? (Feeds and Speeds)

If so, it’s really important to get back to basics and understand why people are asking for this. Is it that you haven’t given them a compelling story to tell? Is it that your story isn’t that compelling in the first place?

Start with the basics and make sure your sales reps are able to speak to these questions:

  1. Why do anything?
  2. Why now?
  3. Why you (and not the alternatives)?

If you start there, making the one-pager will be easier for you as you have a story framework to start from BEFORE you get into the feeds and speeds.