The sell sheet is among the favorite types of company literature sales people like to have in their marketing & sales tool box. It answers the common question your prospects usually ask – “Can you send me some more information to look at?”
What should a sell sheet really include? How should they be designed? In this article, we examine the four things every sell sheet should have to capture and keep your customer’s attention. Use this list to create new sell sheets or assess your current one’s to make sure they include these four important elements.
- 1) Main Photo as the Hero
Sell Sheets should feature a high-quality photo of the product you are promoting. Your graphic designer will know how to best layout this section, but the sell sheet should focus on making the product the main focus. If the product image is not the main focus, the customer will not be drawn to the piece and have to question what this is all about.
2) Main Headline should focus on the key selling feature...
Sell sheets that focus on the company logo or product name as the only headline will fail to connect with the customer. Prospects reading your sell sheet are busy and really only care about the benefits of the product and what problems you are solving for them. Create a headline that solves the main problem the product or service solves for the customer.
Examples of Main Headlines
“Make Your Video Surveillance Smarter” or “Better Monitoring and Predictive Maintenance Costs”.
3) Benefits First – Features Second
Organize information based on benefits and features (the front of your sell sheet will focus on benefits and the back of your sell sheet will focus on features with images). People tend to skim sell sheets instead of read every word. You’ll want to avoid large blocks of text and lengthy bullet lists. So create a separate benefits section with icons and short statements on the front of your sell sheet. Then, on the back, highlight features with visuals.
Examples of Benefits with short statements to include on the front of your sell sheet: “Nothing to Maintain - No need to perform updates, back-ups, server upkeep”
4) Call to Action (CTA)
We don’t want to blast CTAs all over the sell sheet. However, we do want to be clear about how to get in touch and next steps. Some good CTA’s to use on Sell Sheets include – Requesting a Demo / Scheduling a Lunch & Learn / Requesting Pricing Information / Requesting a Consultation. Use a graphic box or different color text on the back of your sell sheet for your CTA. This will make the area stand out so your customers understands next steps.
Need help designing your next Sell Sheet? Schedule a Discovery call with Vector Firm. We can help.
