How to create an effective sell-sheet

Make It Stand Out.

A great sell-sheet can make the difference between a buyer's "let me think about it" and "tell more more." Here's how to create one that actually works:

Keep it scannable. Buyers are reviewing dozens of products daily. Your sell-sheet needs to communicate key information in under 30 seconds. One page is ideal - two pages absolute maximum for larger catelogs.

Lead with your hero product shot. Make it high-resolution, on white background, and large enough to show detail. Include 2-3 supporting lifestyle images that show your product in context.

Nail your value proposition in 10 words or less. Place this directly under your brand name. What problem are you solving for the retailer's customers? Where would you sit in their Planogram?

Include the numbers that matter. Retail price, wholesale price, minimum order quantity, case pack information, and margins. Don't make buyers hunt for this - put it front and center.

Highlight your bestsellers first. If you have multiple products, feature your top 3-5 performers with clear SKU numbers. Make it easy for buyers to identify what to start with.

Add proof points that reduce risk. Include sales velocity from other retailers, press mentions, publication awards, or influencer endorsements. Buyers want evidence your product will move and this is a chance to show them.

Make next steps crystal clear. Include your contact information and a specific call to action - whether that's scheduling a meeting, requesting samples, or placing an order.

Remember, an effective sell-sheet isn't just about looking professional - it's about making the buyer's job easier.