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We’ve all heard the phrase “first impression is the last one” especially when it comes to selling an idea or a product. A sell sheet plays a very important role when it comes to increasing sales because it is regarded as that one first impression that will determine whether a prospect will buy the product or not. This is why it is extremely essential to ensure that a sell sheet is captivating, persuasive, precise and eye catching.
A sell sheet is a one-page document that tries to sell a product in limited words and by being on point. When one wants to design a sell sheet, the first question that comes to mind is what kind of sell sheet is a perfect one with as less errors as possible. There isn’t one or short answer to this question as there are several elements of an efficient sell sheet.
· A catchy title that grabs attention immediately:
It is always emphasized that a sell sheet must have a catchy title which is what usually persuades a reader to go ahead because in today’s fast world people do not have enough time to read boring content and wait to get to the exciting part and the attention span has also decreased as the world moves forward. A catchy heading will grab the reader’s attention immediately and will ensure that most of the people who come across the sell sheet will read the rest of the product sell sheet examples.
· Talking precise and to the point:
The concept of an elevator pitch is fascinating and it takes a lot of research, hard work and ability to convince to be able to perfect that pitch. Now imagine a sell sheet reader is your elevator speech. It is definitely not impossible to perfect it as much as possible however it does require the willingness to put in effort and be patient because when it comes to creating a fantastic sell sheet one works on many ideas, out of which the best one is chosen. The main key to create content for the sell sheet is being precise and to the point because anything off the topic will distract the reader which will most likely result in people losing interest and eventually not going through the remaining of the sheet. This is one of the reasons preciseness should be given a lot of importance when creating a sell sheet.
· Mentioning specifications of the product:
The most important thing in a sell sheet is talking about the product. People want to know what’s special about your product, what is something that you provides that others in the market don’t which is what will convince the potential buyers to decide whether they’d like to invest in whatever it is that you’re selling. It can begin with the name of your merchandise, what it does, its special qualities and many other things. It should be kept in mind that buyers do not a buy a product however they buy their benefits so the more emphasis on what great things an item can do, the more likely people will show interest in buying it. A sell sheet is that one thing on which many sales are dependent on as people who go through the sell sheet will often base their buying decision according to the information provided in the sheet.
· Focusing on the designing of sell sheet:
A sell sheet does not only have to have precise and accurate information. It should also include designing, colors, pictures etcetera because at first sight that is what catches the eye. A beautifully designed sell sheet with pictures of the product will more likely be read because people don’t just get information regarding the item that one is selling but also see it as it is there in a photo right in front of them. This increases the chance of convincing a buyer to buy one’s merchandise. Designing also helps organize things in one sell sheet as one goes step by step and ponders over what information comes first and what should be added at last.
· Add detailing to create an impactful sell sheet:
So many times we have all been told that small details matter a lot sometimes. Little things we dismiss can end up causing a major impact on something. Detailing is one significant element when it comes to create an impactful sell sheet. Let’s discuss it in more detail, studies have found that the color red is used by many fast food chains across the world. The colors yellow and orange stimulate hunger which consequently lead to individuals buying food from these chains when they look at the logo. Another example of detailing is identifying your customer base and creating a sell sheet keeping them in mind. This makes it easier and efficient to decide what details on can add to a sell sheet that would make a difference.
· Adding contact information or more details:
The fact that a sell sheet is a one page document that makes it difficult to add all the important information in one place without crowding that one page which will ultimately lead to people not wanting to go through that certain sell sheet. This is why it is important to pick and choose the primary information that will go to the sell sheet and the rest of it which will be delivered later when a potential buyer contact for more information. Putting in contact information is also a key element to ensure one creates an acceptable sell sheet. What this does is let customers know that once they have gone through the sell sheet the next step is to either contact the said brand or follow any instructions provided in the sell sheet which will lead the prospects to further details or a query page where they can ask questions about the item.
Just as there are dos and don’ts of everything else, there are certain things one should avoid when designing or creating a sell sheet. If these things are kept in mind, there is a high chance a person is able create an efficient sell sheet.
· Overcrowding the sell sheet with unnecessary information:
It is easy to get carried away when one has too much information and they have to choose which one should be put in there in a sell sheet and which should be held back and presented upon further inquiry. When planning what to put in a sell sheet, one should imagine themselves as a reader of that sell sheet and ask themselves, is that information extremely necessary to put in here? Will holding back this information and providing it later will result in a customer losing interest in a certain product? Is this information essential to describing the merchandise that is being sold? These and more questions important to a particular product will determine what is good enough to go on the sell sheet. Brainstorming can really help clear many things up as you either write your ideas or say it out loud to yourself to make more sense of it. Looking at the sell sheet from another perspective i.e. customers as described above can also answer many questions which then leads to an individual being able to decide whether certain information is good enough to go on the sell sheet or not.
· Overdoing text or pictures:
Anything not done within the limits has side effects just like a sell sheet would look boring or too flashy due to certain actions. It is always suggested to keep a balance of text and pictures in a sell sheet. What this does is save it from either looking too bland or less informative. If there is too much text it can make a sell sheet uninteresting as people like pictures especially of products to get a better idea of what the item looks like which is why text as well as pictures, although not too many, should be part of the sell sheet. Just as too much text can make a sell sheet dull, too many pictures will lead to leaving out important information which can confuse the reader as there won’t be enough details to know about a certain brand and what they’re selling. This is why too many pictures can also be a bad idea when it comes to adding them to the sell sheet.
· Adding bad photos to your sell sheet:
Let’s be honest! No one likes to look at bad photos and they are least expected on a document like sell sheet which is supposed to represent a product. Picking the right photographs will add a lot of value to the sell sheet as beautiful pictures will always catch a person’s eye. It is not necessary to pay thousands and hire a photographer with a whole team to ensure the pictures come out good. The world has progressed a lot and an individual can now take great photographs even through smart phones. The basic things to learn and then ensure is that the product has a nice background, good lighting and whichever camera is being used, it has good pixels and does not affect the quality of the image. Once you have a couple of good shots, one or two if there is enough space can be chosen to put on the sell sheet. Remember! No overcrowding the pictures of text.
· Not being clear enough:
As discussed above it is essential to ensure that all the right information is put in the sell sheet and due to shortage of space, whatever details are in there should be to the point and precise. However many people often make the mistake of not being clear enough either about the product itself or regarding contact information, further details or what the reader’s next step should be. It is very important to make sure that the sell sheet clearly points out what the person reading should do next. This gives them ease as they are aware of how they have to go about after reading the sell sheet.
· Putting monotonous or boring content:
How many times have you stopped midway reading something? This happens to a lot of people due to the fact that the content they’re reading is boring. A boring content can take away many selling opportunities as the potential customer would not want to read after a few lines if it has gotten interesting yet. This is why it is emphasized that although it should be short and precise however it must leave the reader thinking about the product which will eventually lead them to buy it. This can be done primarily by identifying your target audience, whoever would buy your product and whoever can afford it too and then making content as per their requirements. This is a great way to ensure that as many people as possible go for your product.
There is no one way to create a fantastic sell sheet which will ensure sales for business however following the above dos and don’ts can really make a difference. A catchy headline and sell sheet with good pictures will immediately grab a potential customer’s attention which would mean that they would want to give the sell sheet a read. Interesting, short, precise and to the point content will make sure that the reader goes on and reads till the end and by the time they are done they are if not fully but mostly convinced to buy that product. This will also create the opportunity of a customer contacting the business to enquire more about the product which is where more information can be provided to them and another opportunity to convince them if they’re not yet. Lastly providing a guide about what the reader should do once they are done reading the sell sheet will help them encourage further contact and wanting to know more about the product. If a customer moves ahead and either contacts or watch videos given on the sell sheet it means that the customer was intrigued enough to want to know more and therefore the sell sheet was a success and able to persuade someone to buy a product from the brand. That sell sheet can be regarded as a perfect one.
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