In Beautiful Evidence, Edward Tufte says, “If you’re running a business, figure out how to pack a huge amount of information onto a single 11×17” sheet of paper and print it out on a laserprinter, then give it to decision makers. With that one sheet of paper, they will have as much information as 15 computer screenfuls or 300 PowerPoint slides.”
So why don’t more web sites do this? Occasionally you’ll see a dedicated one-page takeaway sheet (Left: Regonline offers a “One-Page Brochure” PDF in the sidebar). But usually a crappy print job is the best a visitor can do. That just doesn’t pack the same punch.
There’s an underlying issue here: Site builders often assume the person visiting a site is the one who actually makes the call on purchasing decisions. In real world business settings, that’s not always the way it works. The person who signs the checks often isn’t the most web savvy person or is too busy/apathetic to really dig into nitty gritty site details.
One-sheeters like Regonline’s can be left on the boss’ desk. In a lot of places, that can be the difference between being ignored and getting in the game.
FJ
on 23 Oct 06Great idea! Another option, which we often go for when working with our clients, is to create a special print style sheet that makes your very site that “single page”. Of course, this works best for product pages or, our personal favorite, one-page sites, but it can prove very effective. It also guarantees the “PDF” will get updated when the site is, which is often not the case of separate downloads.
Chris
on 23 Oct 06You need a 1 sheeter for Basecamp. Although your web site is kind of a one sheeter.
Jack
on 23 Oct 06I agree that it is a good idea, but that one-sheet by Regonline would dominate my printer. It would be more economical to just forward the link.
Of course you could always make the one-sheet a little more printer-friendly.
Mike McDerment
on 23 Oct 06Matt – you make a great point…people who visit are often not the decision maker so it behoves you to have something they can take away for future reference (printing is a great example).
I know I’m guilty of thinking along these lines…I think most people are guilty of serving one format well (i.e. web) and squandering others (video, audio, print, word, PowerPoint, etc).
This is a great reminder. Thanks.
Copywriter Underground
on 23 Oct 06It seems as if almost every successful corporate pitch I’ve worked have come to fruition because I had a “champion” on the corporate side, and I’d never think of pitching without a leave behind.
Naturally, I’d never given an online leave behind a second thought, though I’m a big believer in “white papers.”
Great idea.
Ian
on 23 Oct 06So where are 37signals’ product one-sheets? I’ve been trying to convince our account services director to let us dive into Basecamp, but printing out several screen pages (or pages from your product walkthrough) isn’t effective. Help!
Danny Hope
on 24 Oct 06Example of squeezing several screen’s worth of data onto 1 A4 sheet.
Fred
on 24 Oct 06Good reminder Matt, thanks !
Just dispointed to see that the one-page brochure is not compatible with FireFox …
adrien cater
on 24 Oct 06amusingly enough, I was just proposing this to a client in a basecamp project writeboard doc yesterday… hmmm. :)
So, what PDF generation systems are people using? Suggestions, resources?
Walter Reade
on 24 Oct 06I also like how this conference has a “convince your boss to attend this year’s conference” link:
http://wcqi.asq.org/2006/convince-your-boss.html
Make it simple for the decision maker . . .
davesailer
on 25 Oct 06Ow! Ow! For something sweet and yet crunchy, for something dealing with complicated issues in a small space, check out Idiagram, specifically “The art of complex problem solving” http://www.idiagram.com/CP/cpprocess.html Bliss!
Al Gore
on 25 Oct 06Printing paper is bad for the environment. Print on plastic saran-wrap and then recycle it.
Al
This discussion is closed.