Sell Sheet Basics: How to Create a Sales Sheet Template

A sell sheet is a brief explanation of how your product or service resolves the customer’s pain points. Sell sheets are one-page documents that combine persuasive rhetoric with visually engaging formats to maintain the reader’s attention. An effective sell sheet highlights the benefits of a company’s new product or service and why it stands out against competitors.

While the information in your sell sheet is a key factor in advertising your brand, the images are also important for captivating and persuading new customers to purchase your product. In digital marketing, infographics serve as pseudo-sell sheets that convey key product information to internet users and retailers.

Sell sheets communicate valuable information about your product or service to new and existing customers. As single-page documents, they also serve as first impressions that can encourage sales and update consumers on product knowledge. Sales teams also use sell sheets as a foundation for creating other forms of marketing materials, such as social media posts, website blogs, and magazine ads.

An effective sell sheet highlights a new product while focusing on the customer’s needs. Consider the following steps for creating a great sell sheet:

1. 1. Draft the text. The written description is the main component of your sell sheet. It should be clear and concise, employing rhetoric that persuades and that the average reader can easily understand. Break your text into multiple paragraphs, starting with an introduction, body paragraph, and conclusion. Your introduction should highlight your product, while your body paragraph should focus on explaining how your product benefits the customer and solves a specific problem. In your conclusion, add a call to action (CTA), a phrase that encourages potential customers to take the next step along the buyer’s journey.
2. 2. Create a catchy headline. The headline should summarize the main purpose of the product while reflecting the tone of the company. Keep the headline catchy and direct to grab the attention of your audience. It should also be in a larger font than the rest of your text and should sit at the top of your sell sheet design.
3. 3. Choose images. Visual aids break up blocks of text and capture the reader’s attention. Choose an image that showcases your product or service and highlights its main purpose. Action shots of your product are more effective than stagnant images since they visually engage the eye.
4. 4. Outline the format. Experiment with different sell sheet templates to find a layout that best highlights your product. Consider graphic design elements, such as typography, font size, and structure when organizing your sell sheet. The typography should be consistent and easy to read throughout the document. Your template should also include your company logo and contact information either on the top or bottom of the page. If you want to emphasize a set of statistics or figures, consider positioning a graph next to your text.
5. 5. Include testimonials. Positive customer reviews and testimonials are often an effective way to establish credibility for a product or service. To increase support and brand recognition for an existing product, consider adding one or two testimonials to your sell sheet.

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