Sell Sheets for Marketing Your Small Business

How to Create Winning Sell Sheets for Marketing Your Small Business

Foley Marketing AdvisorsMarketing Communication Materials, Marketing Strategies and Tips, Sell Sheets

A product sell sheet is useful when:

  • preparing a media or press kit (when seeking publicity for the product, media contacts will want to see a sell sheet to accurately report on the product)
  • used in conjunction with a product marketing plan
  • selling a product to retailers, wholesalers and distributors (they need to see important details to make a decision on whether to carry it in their stores)

Below is a checklist of those critical items needed to create winning sell sheets for your small business:

1.  Logo, Product Name and Tagline.  Your logo, product name and tagline should be prominent – one of the first things they see.

2.  Clear, high resolution product images in full color.  Types of photos include:

  • Spill shot (a must) – This type of product photo is most often presented on a white background (show different angles of product).  It should include the product’s package and all contents that a customer will find inside it.
  • Environmental shot  (optional) – This is an image of the product being used.
  • P.O.P. Display shot (optional) – This provides the retailer accurate representation of what the product might look like on their store shelf.  If your product comes with a point-of-purchase box or other display, this image should show exactly what that looks like filled with product.

3.  Unique selling proposition –  What is it?  Who is it for? What makes it special?  This is what a retailer needs to know in order to effectively pitch your product to their customers.  You may want to consider telling your brand’s story – who you are, what inspired you, how you came to create the product.  This can be wonderfully compelling especially to specialty retailers because they love to share back stories on products with their customers.   It can be a powerful selling tactic for you – and ultimately them.

4.  Social proof (optional) – Testimonials are the one of most powerful forms of marketing you can leverage.  Ask your early customers for feedback.  Once you are able to get placement in a few stores and they have success selling your product, ask them for a testimonial recommendation that you can share with other retailers and add it to your sales sheet.  This type of feedback helps create momentum as you grow your roster of retailers.  Testimonials can also be in the form of awards, publicity, seal of approval, etc…

5.  Product details – This is one of the most important parts of the sales sheet strategy.  If this information is incomplete, you won’t get sales.

  • Payment terms.  Offering Net 30 days or other delayed payment terms are attractive to retailers, but can present other challenges if you are unable to collect in a timely fashion.
  • Product Number / UPC Code / Product Dimensions – Many retailers require a product number / UPC code.  If you don’t have one, check out for details on how to obtain one.  Give unit dimensions – this allows a retailer to estimate how many pieces will fit on the shelf and plan their merchandising strategy for your product effectively.
  1. MSRP unit price (suggested retail price)
  2. Wholesale unit price
  3. Case pack quantity
  4. Minimum order amount
  5. OPTIONAL:  Any special promotional offers or quantity incentives
  • Payment Terms to consider offering
  1. Credit card at time of order
  2. Net 30
  3. Check, credit card or other payment via mail
  4. Blended: pre-pay on first order, extend net terms on reorders

6.  How to order – You can have the best sales sheet, but if you don’t tell the buyer how to order, none of it matters.  Be sure to include:

  • A Strong Call-To-Action – These are words that ask for the sale.  Examples:
  1. “Order Now”
  2. “Call Today”
  3. “Order Today, We Ship Tomorrow”
  4. “Buy Now”
  5. “Call by 2pm for Same Day Shipping”
  • Contact information
  1. Name of sales manager
  2. Direct phone number
  3. Email
  4. Fax
  5. Business mailing address
  6. Company name and website address
  7. Social media profiles (this can be something as simple as the small square icons for Facebook, Twitter, YouTube etc. that indicate you or your company can be found on those channels)

  7.  Printing tips – Printing on a glossy finish quality paper that is a little heavier than standard copy and printer paper will add panache to your sales sheet presentation. Various online printing services can be a good source of savings as they sometimes offer special sales and discounts  (e.g. Vistaprint, Staples, and OvernightPrints).

Let me know if you need any further assistance creating winning sell sheets to help market your small business…Always happy to help!

Danielle Foley, President ~ Foley Marketing Advisors ~ ~ 973.632.9170

Subscribe to our Blog