In this episode, we revisit the power of the one-pager as a persuasion tool. No matter how much things change, the person with a piece of paper usually wins.

We walk through the core elements of an effective one-pager:

• Start with the bottom line. Write one sentence to summarize and one to state the action you want.
• Define the problem from your audience’s perspective.
• Lay out your solution using the 3-2-1 approach: three steps, two contrasts, or one big thing.
• Add data with two or three points that strengthen your case without overcomplicating it.
• Include a short story, ideally with a picture, to make it memorable.
• Use a clear visual to draw readers in.

We also cover three templates you can adapt for any situation:

1. The One Point – one point, one story, one call to action.
2. The Lawmaker Special – problem, facts, story, solution.
3. The Reverse Mullet – design and highlights up front with dense detail on the back.

Your one-pager does not need to say everything. It should reinforce your message and make your ask clear. The next time you prepare for a persuasive talk or meeting, remember: the person with paper wins.

For more tips on creating you one-pager, refer to the accompanying one-page PDF.

Winning Edge gives you the tools you need to lead and influence in the political and policy arenas. Every other week, Winning Edge releases short (approximately 5-minute) spots—or “snacks”—focused on one of four areas: fundraising, media, policy, or persuasion.
For more, visit our website: www.thecommonwealthpartners.com.