A sell sheet is basically a sales pitch in print form. It’s a one-pager you send after a call or attach to an email after a meeting. Done well, it quickly explains what you offer and what the prospect should do next.

Nutshell’s Simone Morgan says some teams put together their sell sheets haphazardly. Maybe each rep designs their own version and nobody tracks which sheets actually convert. She says this is like throwing darts in the dark and hoping one hits. A better way is to create a sell sheet that follows a proven structure. In this issue of PromoPro Daily, we share her suggestions for what your sell sheet should include.

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  1. Brand logo and product name. According to Morgan, your sell sheet should establish credibility in the first 3 seconds. Prospects shouldn’t have to guess what they’re looking at. Your branding sets the tone — it tells them this is a legitimate, professional company worth their time.

  2. Eye-catching visuals. Text alone kills engagement, she says. Include images, icons or graphics that break up the content and draw the eye to key information. Visuals help buyers scan and understand your message faster.

  3. Attention-grabbing, benefit-driven headline. Morgan recommends leading with value rather than features. The prospect should clearly understand what’s in it for them. A benefit-driven headline makes prospects want to keep reading, she says.

  4. Clear problem statement. Help buyers see themselves in the problem you solve. Morgan suggests spending a sentence or two identifying a challenge your target audience faces. When buyers recognize their own pain on your sell sheet, they stop scrolling and start paying attention.

  5. Compelling solution and key features. After you’ve identified the problem, show how you solve it. Stay focused by only highlighting 3 or 4 key features. If you try to pack in too much, you risk overwhelming the prospect.

  6. Social proof. This could include client testimonials, a case study result or even logos of well-known clients. Morgan says social proof builds trust faster than any claim you could make.

  7. Strong call-to-action and contact info. End with a clear next step, like requesting a consultation or sample.  Don’t leave it ambiguous.

Your sell sheet shouldn’t just summarize a bunch of branded merch. It should provide a clear snapshot of the problem you solve and how you solve it. The best ones follow the guidance above, like using a simple structure and including a clear next step.

Compiled by Audrey Sellers
Source: Simone Morgan is a copywriter for Nutshell’s marketing team.