Have you told your prospective client everything that your solution means to them? That’s quite a bit of information – are you sure they honed in on the important parts, or remembered what you said?
Use a product sell sheet to eliminate that concern. Use them to remind others that your product or service can help them – even to introduce something new:
- Trade shows
- Face-to-face meetings
- Part of a media kit, or
- Include them in mailings.
A great sales sheet can be a dynamic tool, or a discarded waste of energy.
How do you create a convincing, effective product sell sheet?
Graphic design, copywriting, and printing choices all play important roles when crafting a sell sheet.
Intuitive, thought-provoking graphic design will not only grab the eyes, but cause them to linger and consider the page.
Strong copywriting will answer two questions immediately:
- Who is the target market?
- Why do they want this product or service?
The responses to these questions should convince your reader to make a decision. Your copy should recognize an issue, causing the reader to experience a ‘point of pain.’ Make sure you’ve become the solution to the problem the sell sheet addresses.
What features should you consider?
- Are there any specifications or accessories?
Also remember that more readers will be scanning your sheet, make it easy on them. Avoid:
- Large blocks of text
- Redundant offerings
- Too much about your company
Opt instead for bullets and headlines that speak to your customer’s needs.
Don’t assume your reader will know what you want them to do with your information. Your call-to-action should be precise and clear, and your contact information prominent.
Consider the printing when designing your product sell sheet
An 8-1/2 x 11 is a letter-sized sheet. They come in many sizes, but letter-sized paper is easy to fold into a standard #10 envelope for direct mailing or set in a brochure stand for easy pick-up.
Based on the images you intend to use, choose colors that will be complimentary and elicit an emotion. For instance, greens and blues tend to suggest a conservative, trustworthy or financially responsible feeling. Reds are very strong, and can incite strong passion – like love or anger. Pick your colors wisely, but make sure they work with the color scheme of your graphics and images.
Use high-resolution photos of your products. Don’t settle for grainy or less-than-professional images. Professional photography and graphic illustration can make the difference between success and failure.
Emphasize the benefits and features of your product or service. Keep the viewer’s reading pattern in mind. Stay clear of dark backgrounds with light text.
Printing costs will vary over color, but don’t deceive yourself. If you opt against full-color printing, it will take away from all the effort that’s gone into your sell sheet.
We don’t recommend large print runs for everything, many times you’ll want to change something before you use them all. You’ll save money if you use a smaller run on a color laser printer. It may cost more per sheet than using a press, but printing fewer will save you obsolete flyers and extra boxes.
Now, if you’ve followed our advice, you’ve invested in high-def photos and quality images. Use a quality, heavyweight paper like a 100# gloss text stock to make sure they ‘pop’ when printed.