Over the last few months, I’ve been making the rounds, coast to coast, speaking to ProVisors groups about something deceptively simple: the One Pager.
And every time, I see the same thing happen.
People realize they’ve been showing up as… interchangeable.
There are a lot of financial advisors.
A lot of insurance brokers.
A lot of executive coaches, consultants, attorneys, sales trainers.
Some of you are part of large firms or franchises with polished marketing materials, and that’s great. But let’s be honest: when everyone is handed the same deck, the same positioning, the same language… you start to sound the same.
So the question becomes:
Why you? Why now? Why not someone else with the exact same credentials?
That’s the problem I spend my career solving.
In my professional practice, I help companies decommoditize—to carve out space in the ecosystem where they are not just better, but fundamentally different. Not the best option… the only option.
And here’s the truth most people miss:
“If someone can easily compare you, they can easily replace you.”
— Laura Sauter
It’s no different for solopreneurs.
Or for those of us sitting around networking tables, trying to “get referrals.”
We say we want to know, like, and trust each other—but what we’re really asking is:
👉 Can I clearly explain what you do to someone else?
👉 Do I understand when to refer you?
👉 Do I believe in how you do your work—not just what you do?
That’s where the One Pager comes in.
Not as a brochure.
Not as a résumé.
But as a referral tool.
What the One Pager Actually Does
In the talk, I break it down into a few core components:
- Scope of Services (in plain English)
Not your title—your impact. - Ideal Client
Specific enough that someone in your network can say, “I know exactly who needs this.” - Referral Trigger Phrases
The real gold. What should we be listening for in conversation? - Your “Bedside Manner”
How you show up. How you think. Why working with you feels different. - Results & Outcomes
What changes after someone hires you? - A Simple Referral Script
Give people the words. Don’t make them guess.
What I’m Hearing From the Room
The best part of this talk isn’t the framework—it’s what people do with it.
Here are a few things participants have said (and done) after the session:
“I’ve been in ProVisors for 5 years and no one could really explain what I do. Now they can.”
“I sent my One Pager to a client, and they forwarded it to two people before I even followed up.”
“I realized I’ve been hiding the most interesting part of my business at the bottom of my bio.”
“Wait… am I actually a commodity?”
That last one usually lands with a mix of laughter and mild panic.
Good. That’s where the work begins.
This Is Bigger Than a Piece of Paper
The One Pager is just the artifact.
What we’re really doing is forcing clarity:
- What do you actually do?
- Who do you really want to work with?
- And why does it matter?
Because once that’s clear, everything changes:
- Your conversations get sharper
- Your referrals get better
- Your confidence goes up
- And your positioning gets harder to replicate
If You’re Tired of Sounding Like Everyone Else…
I’d love to bring this talk to your group.
I’ve been delivering this session to ProVisors groups across the country, and it works just as well for corporate teams—especially in wealth management, insurance, banking, and professional services where differentiation is… let’s say, overdue.
If you want to:
- Make your members easier to refer
- Help your team stand out in a crowded market
- Or finally articulate what makes you you
Let’s talk. 👉 Book a conversation