August 2022

Creating a Compelling Author “One-Sheet”

Recently we were talking to an author with an “emergency” on her hands. She had written a book about preventing heat stroke and when temperatures in her city soared to record breaking heights, she knew she was the perfect media guest to address the issue. 

Sounds great, but what was the emergency? Well, the news was breaking so fast, she had to get in front of TV, radio, and podcast producers immediately. But she didn’t know where to begin.

What she needed was a One-Sheet. And she needed it NOW. 

A One-Sheet can be a powerful tool for helping you promote your book – but many authors overlook this simple strategy, or put off creating one until it’s too late.

So this month, we’d like to explain what a One-Sheet is and share our advice on how to create a version that’s compelling and effective. Our goal is to make this so easy that you’ll do it now, and have it handy when opportunity knocks. 

Creating a Compelling Author “One-Sheet” 

A one-sheet is a quick “snapshot” of you, your book, and what you have to offer. It fits on a single sheet of paper (though it’s usually delivered electronically), and provides a clear pitch for having you as a media guest or speaker. 

Producers, interviewers, podcasters, reporters, booking agents, etc., are all super busy and you are one of many. Your One-Sheet might only get a quick glance, so you want to make their job as easy as possible by presenting a handful of key facts and the answers they need to do their job! 

Here are a few things to include when creating your One-Sheet. 

A Catchy Headline or Hook 

A great headline or hook will immediately get the attention of the media and draw them in. 

Remember that the media’s job is to inform and entertain their audience – not promote your book! So make sure your headline focuses on the problem you solve or the solution you offer.

Clear And Easy to Read Copy 

Your one-sheet should be very intentional and concise. You want to use short sentences and as few words as possible, while still sounding interesting enough to captivate their attention. 

Remember, the goal of the One-Sheet is to get them to contact you! 

Professional Looking and Positions You As An “Expert” 

Keep your design simple and uncluttered. The easier it is to skim, the more likely the recipient will consider what you have to say. The design can certainly complement your brand, but the idea is for the design to make your copy stand out and be super easy to read quickly. 

Be sure to answer the question: “why you?” This can be accomplished with a simple sentence that explains your qualifications to speak with authority on your core subject or issue. 

Call to Action 

At the end of your One-Sheet, make sure it is clear what you want the recipient to do next. Visit your website? Text you? Contact your scheduler? Whatever it is, say so! Make sure your contact information (phone and email) is clearly identifiable and all your social media is listed so no matter how they want to contact you, the information is at their fingertips!

A Handy One-Sheet Checklist 

✓ An effective author one-sheet typically contains the following elements 

✓ Your name (prominently displayed) 

✓ A professional photo of yourself 

✓ A short bio 

✓ Title/Subtitle of your book 

✓ An image of your book cover 

✓ Brief description of your book and who it’s for 

✓ Hook -- This is your pitch that will compel people to keep reading. It should be no longer than two to three short sentences. 

✓ Subjects you can discuss based on your expertise 

✓ Key questions you can address during an interview 

✓ Any recognizable endorsements 

✓ Links to your website and your social media business accounts 

✓ Contact info: An email AND a phone number where you can be easily reached

Our friend and Media Coach for Authors, Mary O’Donohue, has created some Podcast One Sheet Templates designed to be used when pitching a podcast. But really, they can be used for any type of pitch. In her PDF she includes 3 templates so you can easily customize it for you and your book. Feel free to check out this complimentary resource! 

We hope you found this information about One-Sheets helpful. 

Remember, our goal is to help you sell more books, make more money, and have more influence and impact! 

Together, we can help you unleash the power of your book! 

Our best to you, 

Marji and Karen

P.S.   In next month's newsletter, we'll send you our secret for a surprisingly simple way to leverage your book's content for more revenue.  Remember - it's never too late to unleash the power of your book!