sbu-wolfstock-2009Introduction
A sell sheet is not as simplistic as it might first appear. It is much more than a short list of physical facts about your product, and a picture of you and your product. It is a sophisticated and calculated strategic marketing tool that can help you achieve several important goals at once. The following seven questions will help you develop an amazing and powerful sell sheet.

1. What Is Your Objective For This Sell Sheet?
What is your most important goal? Second most important? Third? Answering “selling more products” is too general and simple. So before you answer, you must understand that a sell sheet is simply a marketing tool. It’s ultimate goal is to help you achieve several business, personal, and financial goals, all of which will eventually lead to more sales. Think about it for a few minutes. For example, do you want it to help position yourself as an expert that is available for speaking engagements? Do you want to use it 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 with an impressive sell sheet and media kit? Do you want to use it to convince retailers to buy your product? Now make your list. And don’t hold back.

2. What Information Will Help You Achieve Your Objective?
Start by listing everything you might want to include about your product: where your product can be purchased, what is its shelving category in a retail store, your photograph, a picture of your product’s label, the size of the product, testimonials, what are your marketing plans for your product, and any other features and physical characteristics that you can think of. Now make your list. And don’t hold back.

3. Who Is Your Audience For This Sell Sheet?
The people who you developed this product for, or sell to, are not necessarily the same demographic as the retail store manager. Your product has an audience that it was developed for. Your sell sheet also has its own audience. Maybe it is the older or younger retail buyer. Maybe the university bookstore buyer, or discount retail store. Maybe the media reps and product reviewers. Maybe the buyers at the national retail stores. Maybe your own clients. Understanding who will be buying and using your sell sheet will help you when it comes time to write the sales copy. Now make your list. And don’t hold back.

4. What Can You Say To Grab The Reader’s Attention?
Use the top of the page to grab attention with a headline and a few sentences of copy cut to the heart of the matter. What can you say that will catch the attention of your reader? What is the “big problem” that your product is helping the reader fix? What is the “big question” all of your buyers need answered? How are you going to help them? Remember, unless you can get their attention, and then hold on to it, they will put your sell sheet down and move onto the next one. Now make your list. And don’t hold back.

5. What Benefit Will Your Audience Get From Buying Your Product?
This part should have already been completed when you first bought or developed this product. These benefits are probably already on the label and packaging of your product. But if you haven’t already completed this step, now is the time to do it. No one will buy your services, or your product, if they don’t understand what benefits they will get from dealing with you, or buying your product. How is your product going to help them improve their business or personal life? How will your product fix their problems? Now make your list. And don’t hold back.

6. Why Should Someone Buy Your Product Over All Of The Others That Are Available?
What is your unique selling point? Why are you the one to be selling this product? Why You? Does your product solve a specific problem? If it does, explain how it does. Remind the reader of their business and personal troubles created by the problem. Make sure that you are very clear that you are the one to help them with this. Answer the “what” and the “why” questions we all have. Now make your list. And don’t hold back.

7. What Do You Want Your Sell Sheet Reader To Do?
In marketing this part is called the “call to action”. What physical actions are you asking the reader of your sell sheet to take? Do you want them to call you and ask you to speak at their company, or speak at a conference? Do you want them to directly call your distributor and place and order? Do you want them to visit your website and download free information about your company? Do you want them to visit your Amazon Page? You need to be specific here. You must provide the appropriate telephone numbers, links, QR code, and email addresses. Now make your list. And don’t hold back.

Conclusion
Now you should have seven well-thought-out lists of all the important information that you will need to create a powerful and professional looking sell sheet. You will not be including it all, but you will need it all help you plan out what you need to say. If you must include a lot of this information, try breaking it down into chunks that are easier to find, read, and understand. In the absence of photographs, create visual interest and attractiveness with shapes and colors that complement the product.