How To Create A Sell Sheet And Sell It

April 24, 2023

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Creating and Selling Effective Sales Sheets with Examples | Decktopus

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Decktopus Content Team

Learn how to create sales sheets for different types of products. There are different things you need to consider before you start selling your new product or service.

What's Inside?

Are you struggling to create a sales sheet that actually helps you sell? You're not alone. Millions of people just like you have no idea how to create a sales sheet that works.

In fact, most people think that creating a sales sheet is as simple as throwing some data into a document and calling it good.

Unfortunately, that's not the case at all. If you want your sales sheet to be effective, you need to put in the work.

Luckily, we're here to help.

In this blog post, we'll give you three tips for creating a successful sales sheet. So what are you waiting for? Let's get started!

What is a sales sheet?

A sales sheet is a document that details all of the benefits of a product, how it works and how it can be used. It is commonly used as an information resource for potential customers to help them decide whether or not to purchase a particular product, meaning it's your best friend while doing cold outreaches.

If you want to find a possible client, turn them into a lead to send a proposal... You need a sales sheet.

what sales sheet is used for?

By definition, a Sales Sheet is a quick overview of the product or service with all the sales information available on a single sheet of paper.

But hello, nobody knocks on doors and tries to find new business opportunities anymore.

So the best is to have a digital sales sheet and best, a sales pitch with you all the time while scheduling your outreaches.

Whether you call it a sales sheet, a sell sheet, or a sales pitch, they have one thing in common:

It captures the essence of your brand’s identity and your product’s purpose.

And it answers the following questions:

- What products or services do you offer?

- How will these products and services benefit me?

- How much will I pay for them?

- How do I contact you?

What does a sales sheet include?

The difference between a brochure and a sales sheet

A brochure is a general overview of a product or service while a sales sheet is more technical and in-depth.

A brochure is less marketing rich than a sales sheet, focusing on the technical specifications of the product.

The key difference between a product catalog and a sales sheet is that the former is lifestyle-focused, while the latter focuses more on products and their specifications.

the difference between a sales sheet and a brochure

Sales sheets can be created without investing in design agencies or spending too much time, using the Decktopus to save templates year after year.

A sales sheet template is a helpful tool for creating and presenting different sales sheets to customers and it can be as an online document that's used to sell products and services. It typically includes detailed information about the features and benefits of the products or services being offered.

A sales sheet is more detailed than a brochure because it includes data on pricing, delivery dates, payment terms, and other important details.


A sales sheet can be used to market products and services to potential customers in different ways: through email marketing campaigns, offline ads (like billboards), or social media posts (like Facebook ads). A digital sales sheet can be viewed via a pdf reader.

It's important to create a sales sheet if you want to start selling products or services online. It'll help you attract new customers and increase your profits.

Why do you need a sales sheet for your company?

A sales sheet can be used to help research & development, lost sales, and customer service by creating multiple ones with different variations, emphasizing different values and pain points. In this way, the team can decide which feature sells more than others.

why do you need a sales sheet?

It's like A/B tests, but with online documents, if you have enough prospect lists to go to.

Having a sales sheet supports multiple departments in the company including, customer support, sales, marketing, and community.

How to create effective sell sheets?

{{Go to tips!}}

A great sales sheet takes years and a lot of A/B tests to master, the best if you have an experienced mentor or senior sales representative matching with great design support.

how to improve your sales offer?

Luckily we interviewed with the industry masters containing founders, sales representatives, sales coaches, and authors to gather the best practices to prepare sales sheets with ease.

1. Simplifying the page is the key

Your salespeople will constantly ask for extra collateral information. They aim to answer every question for everyone on a single 8.5 × 11′′ sheet of paper. This isn't possible. That's why, as a marketer, it's your responsibility to say no. With each sell sheet you generate, you should focus on one product or a subset of items to be effective.

simplify your slides

Make sure everything on your sales sheet has a clear value proposition and a story that connects it all.

Shad Elia - Founder and CEO of – New England Home Buyers

2. Differentiate to make a point

The next step is to set oneself out from the competitors. This is best accomplished by either a value proposition that addresses a specific problem or a data statement that supports your argument. In any case, make sure you stand out for each of the products provided, which should only be a handful.

How to differentiate during a presentation?

Sara Johansson - Customer Success Manager

3. Support your claim

Following that, you'll want to include some social evidence. This varies per sector, but we've seen it done a million different ways. This should be on the bottom half of your sales page, whether it's an FDA verification or a client testimonial, to persuade the prospect.

David Wurst - Owner and CEO of Webcitz

4. Make sure to double-check the must-have sales quartet

A sales sheet is not a selling machine if it doesn't have the famous quartet so make sure to check if you already have these;

  • Product description – make sure it's accurate and contains details about how your product can benefit the reader.
  • Benefits – these should be specific and related to the reader's life and work. For example, if you're selling a smartphone app that helps people learn a language, point out that it will allow them to communicate with people at work or while traveling
  • Features – explain how well your product works and any special features that set it apart from similar products.
  • Testimonials – use quotes from satisfied customers as proof that your product is worth buying. If possible, use quotes from people well-known in their field who have particular expertise related to your product.

Khamis Maiouf CEO of Book of Barbering

checklists in ales sheets

5. Put yourself in your customer's shoes

Find out what kind of information they want, and in what format. It might be a simple fact sheet, or it could be a multi-page document. This is mastered best by doing A/B tests on similar prospect lists.

6. Don't be clickbait

We already talked about why clickbaits sucks, other than that, if you are trying to make sales other than bringing traffic and catching interest you need to provide the most credible information you can give.

The information that you include should be clear and concise. It should be easy for the customer to understand what your product is and how it can benefit them. Disorganized or complicated text will likely turn off customers who might have been interested in your product otherwise.

7. Statistics are psychologically important

Show your expertise through facts and figures. Use industry-related statistics when discussing the potential market for your new product or service offering to increase your credibility and trustworthiness with the reader.

If you are an expert at what you do, then present yourself as such by including these types of facts and figures in your marketing materials.

why statistics are important?

For example, if you are introducing a new service that will help reduce heating bills in the winter by 30%, then include that statistic in your sales sheet to give it authenticity and authority as well as persuade readers to purchase from you.

8. Appropriate headings are necessary

Use appropriate titles to make it easy to read and find information quickly. Don't use too many different fonts as it may make your readers confused.

9. Infographics makes life easier

Graphs, charts, and tables provide more visual appeal to readers, especially if they are well labeled with key points highlighted in bold type or an asterisk for emphasis.

Ann Young - CEO of Fix The Photo

why does infographics are important?

10. Offer a take-away

One of the best practices that I can suggest when developing an effective sales sheet is to always make it a habit to include small tear-off parts that your customers find beneficial and can easily take away. For instance, these can be gift certificates, coupons, or special offers.

sales sheet offer

This is especially important if you tend to distribute your sales sheets at special functions or events. Plus, the benefit of having such parts on your sales sheet is that they also act as a Call To Action, while at the same time can also help you to keep track of your distribution system as well.

Eden Cheng - Co-Founder of PeopleFinderFree

11. Design consistency

The design of the sales sheet should be consistent with your brand image and current marketing materials. Use your logo, colors, and fonts throughout your marketing materials. If you're just starting out, try to avoid clip art and stick with simple, easy-to-read fonts.

sales sheet design

12. Tone of address

The tone of your sales sheet should be friendly and informative.

Don't use words like incentive or discount, which might make customers feel like they're being pressured into making a purchase. Instead of saying something is free, say it's included. Don't forget to include a call to action at the end of the letter.

Anders Rydholm - Founder & CEO -

13. Call to action success

A strong call-to-action (CTA) can be the difference between success and failure. A call to action (CTA) directs interested customers to the next step.

You can entice consumers to buy with great design and persuasive language, but you're missing a vital piece of the puzzle if you don't explain how to get the product.

sales sheet cta

Your CTA may change depending on how you want to distribute your sales sheet. Your sales sheet can include a button or a link that takes people to your website when sent through an email.

Before you put the finishing touches on your sales sheet, make sure it has a solid call to action that will encourage customers to move forward in the sales process.

14. The power of the engaging copy

Use content that emphasizes your product's qualities and explains how it benefits potential buyers.

the power of an engaging copy

Use short words and bullet points to make the material easier to read. You can also emphasize product characteristics that your target audience will find appealing.

Corey Tyner - Founder and President of Buy Yo Dirt

15. Top-notch photos to leave an impression

Include a top-notch photo or virtual photo. Put the image you’ve created right at the top of the sheet with your benefit statement. A color photo or virtual photo should be used as it is often the focal point of your sell sheet. If you have a prototype consider having a 3D digital rendering done to really make your product or service come to life.

top notch photos

Adam Ng - CEO and Founder of Trusted

Step-by-step: prepare a killer sales sheet

{{Go to templates!}}

Step 1. Identify the objectives for the prospect

Sales sheets are a marketing tool meant to help achieve several business, personal, and financial goals.

The objectives of a sales sheet can be determined by asking yourself:

- Do you want to use the sales sheet as promotional material to give out to your current and prospective clients, in the hopes that they will give you new business?

- Do you want to impress your colleagues and customers with a stunning sales sheet and media kit?

- Do you want to use it to convince retailers to buy your product?

Sales sheets should be created slowly and carefully, taking into account the buyer's online research habits.

Step 2. Keep it simple

Sales sheets are meant to be simple and easy to read. concentrate on the benefits of your product instead of the technical details. make sure everything has a clear value proposition and narrative tying it all together. Keep your sales dashboard simple.

Use easy-to-understand charts and graphs. Display key performance indicators (KPIs) prominently.

Step 3. Professional design elements

A sales sheet is a ploy for attention. Sharp design is the lynchpin; if it's not pretty, people won't look at it.

Flawless design means resisting the urge to cram as much information as possible onto one page.

how to design a sales sheet

Use eye-catching elements such as headlines and contrasting colors, and make sure your bodies of text are broken into columns and boxes in order to create white space on the page.

Professional design can make or break your one-sheet presentation

Step 4. Write engaging content

Engrossing and interesting content is key to attracting customers.

Write about the most important information that your potential customer needs to know to make them interested in your product.

Break down your message to the most important information that your potential customer needs to know, and showcase the best aspects of your product.

Step 5. Give a clear-cut call to action

A sales sheet is always designed with intention.

The call to action must be clear and concise for it to be effective.

call to action for sales sheet

It should have a low barrier to entry so that potential customers are not forced to jump through hoops to get there.

Give a clear-cut call to action, make sure that fonts and colors match your brand's style guide.

Sell sheet design

A great sell sheet will nearly always contain three fundamental elements: strong imagery, persuasive copy, and a simple call to action.

If you are an experienced designer then we shouldn't stay in your way. But if you are not professional in design, especially in marketing and document design we recommend using Decktopus to create sales sheets only by typing your content.

They have quality templates for sell sheets and automatically apply basic design principles to the slides while you optimize your content.

Also by using their ready-to-go and built-in high-quality photo library, you can forget about going through Google to find new images to suit your needs.

If you need help with instructions on how to use the design service, here are some helpful tips:

1. Your Logo and Product Name

Your logo and product name should be prominently displayed on the sales sheet.

Design is key; make sure your folios are sleek and easy to look at.

The title of your sales sheet should be descriptive of the product or service you're presenting at first glance.

cover slide template

Try these for your next sales sheet:

1. Choose a catchy tagline that clearly showcases your product in a one-line benefit statement.

2. Describe your concept concisely and powerfully in the "Description" section of the sales sheet

3. Your logo and product name must be easy to remember and look good on a sales sheet.

4. Make sure your logo is designed in a way that will easily translate to print or online.

5. Choose a catchy product name that accurately reflects what your product or service does.

2. Full-Color Visuals

Use full-color visuals to capture attention and create a more persuasive sell sheet.

Images of the product itself are essential and make it easier for buyers to visualize themselves using the product.

Avoid being abrasive or intrusive with your images, and aim for a pleasing aesthetic instead.

3. An Attention-Grabbing Headline That Sticks

A headline that captures the attention of the reader

The use of a catchy phrase

A direct and to-the-point message

5. Product Specifications and Benefits Supported by Clean Layout

Product specifications sections are generally filled with technical data, for this reason, it shouldn't bother or overwhelm the reader. To make sure you make it smooth is to use a clear layout where everything is organized and a layout that has great text-image balance.

6. Appealing Data Visualization

Dry data should be presented in a visual way to make it more appealing.

Data visualization can be used to make dry data more accessible and appealing.

7. A Clear Cut Call-to-Action

Always include a clear and concise call-to-action in your sales sheet.

Make sure the bar for entry is low so that more people can take advantage of your offer.

If possible add a link to it as a button that sends the reader to the action page.

Sell Sheet Templates

There are no one-size-fits-all sell sheet templates.

There are templates from Decktopus that can be customized to fit your needs.

Frequently asked questions about sales sheets:

Do you have any tips for creating an effective and eye-catching sales sheet?

When creating a sales sheet, it's important to keep in mind who your target audience is and what you want them to do.

sales sheet slide planning

Your layout should be clean and easy to read, with clear headings and concise bullet points. Use images and graphs to illustrate your points, and make sure your contact information is prominently displayed.

In terms of content, focus on the benefits of your product or service and why your company is the best choice for potential customers. Be sure to highlight any unique selling points or special offers.

What are some of the most common mistakes people make when creating a sales sheet?

There are a few common mistakes that people make when creating a sales sheet. Here are some of the most common ones:

  1. Not including enough information. Make sure to include all of the pertinent details about your product or service so that potential customers can make an informed decision.
  2. Including too much information. On the other hand, don't go overboard! Trying to include too much information will only overwhelm and confuse potential customers. Stick to the most important details.
  3. Not formatting the information correctly. Use a standard format for your sales sheet so that it is easy to read and understand.
  4. Not using graphics or images effectively. Graphics and images can be very helpful in getting your point across,

How do you think about pricing when putting together a sales sheet?

It's usually a good idea to start out by pricing your items lower than your competition and then raise your prices as you become more successful. This will help you attract more customers in the beginning and help you generate more sales.

sales sheet creation

Keep in mind that it's important to be fair with your pricing and not charge too much or too little for your items.

Thanks for sticking with us through this comprehensive guide to creating sales sheets. We hope you feel confident and inspired to create your own now! If you have any questions or want more information about a specific part of the process, please don’t hesitate to reach out. And be sure to subscribe to our newsletter so you can stay up-to-date on all things related to sales sheets – there are some great things in store. Thanks again for reading!

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