What Should I Include On A Sell Sheet?
When presenting a product to a distributor, retail buyer or at a trade show you will be expected to be able to present upon request a document called a sell sheet. A sell sheet is applicable for any supplier trying to sell a product to a buyer that will need to see facts about that product to make a decision and not relevant when dealing directly with a retail customer.
Sales sheets are a great way to brag in as few words as possible. Someone should be able to look at it, scan it and learn the most important key points about your product in one minute. Below are the 5 must-have features of a sell sheet to make it successfully perform on it’s own without a sales person around.
1) Funnel Your Client’s Focus
The most important goal of your sell sheet is to captivate your viewer. Compelling design is able to attract attention, set a mood and tone while conveying the most important information about your product within one minute of reading. Use creativity to design to funnel your client’s focus to the most important aspects of your product.
Often the most important information on a sell sheet is your sales data or if you have a product your nutritional information. It’s a good idea to wait until you have the finalized data before creating the image and text copy for the sell sheet. Knowing what you want your client’s to focus on before organizing your information will give your sheet direction and a flow that others may not.
2) Use Bold Images and Headlines
Striking images and captivating headlines attract attention. Once you have decided what the focus of your sell sheet is going to be, using your creativity and product knowledge to create a captivating headline that a client will want to read and a striking image to accompany it will be the second step to creating a compelling sell sheet. Using a captivating image placed vertically on one side of your sheet is a great way to create vertical eye flow and focus your clients view directly to your goal.
For example: If you are selling an energy drink, the most important aspect of your beverage is your brand and the demographic that is going to be purchasing it. By highlighting that demographic having fun, whether that be 15 year old skater kids or 30 something girls in bikinis on a boat selecting a striking image that will quickly convey the audience to understand your brand should be the first goal in selecting your creative for the sell sheet.
3) Bullet-Point Key Information
To help your clients understand the important aspects of your product quickly, select three items to highlight using bullet points, check boxes or another creative focus point. These quick fact delivery methods are essential to convey the right information about your products and allow you to tell the reasons for purchasing without making the client read too much. Don’t use too many colors or typefaces, keep this section very short and simple or your’ll distract from the goal of funneling your client’s eyes to your key piece of information.
4) Use Columns to Separate Ideas
If you have a technical product and need to convey a large amount of information, use columns to separate your ideas. Using a 2 or 3 column layout will allow you to include the information you need. Breaking up the flow from having a large amount of information spanning from left to right on your page will make it a more manageable read for the client as well as allow you to build up to your focus point.
5) Create a Template
Use a professional designer to help you create a custom template for you to customize. Custom sales data sheet templates that are pre-formatted in the proper print-ready color mode (CMYK) and resolution (at least 300 dpi). Templates from professional graphic designers also have marks indicating bleed lines, cutlines and a safety area so you’re sure to position your design correctly the first time, potentially saving on wasteful delays later.
Sell sheets are a great all-in-one document to take to events, trade shows, sales presentations or product demonstrations. Invest your time and creativity into creating a compelling sell sheet and you will be able to use it for years to come.