The term "sell sheet" can be very broad. In this video, review the purpose of a sell sheet and why having a quality one matters.
- [Narrator] A sell sheet is a one-page advertisement of your brand, product, or service. Often eight and a half by 11 and sometimes a full 11 by 17 spread, sell sheets are so common that people sometimes don't realize they're looking at one when they see it. Magazine ads, real estate listings, some direct mail brochures, even infographics online can act as sell sheets. The lines between a traditional brochure and a sell sheet can be a bit blurry because they often seek to accomplish the same task: to get a potential customer or investor excited about your business or idea.
Because of this, I will use the terms interchangeably throughout this course and instead share how different goals will determine whether or not you execute your sell sheet as a tri-fold brochure or a standard one-pager. A good sell sheet will explain the benefits and value of your brand, product, or service in a clear and succinct way. If it's product-focused, the product will act as the hero image catching the people's attention. If it's service-based, the benefits of the service will stand out from everything else.
Regardless of which images act as your hero, it's important to note that image-rich sell sheets drive far more success than text-heavy ones. This is because today's audiences only read 20% of the text put in front of them when there are text blocks of 600 or more words. Additionally, 94% of first impressions are based entirely on the design of the first piece of content somebody sees about your product or brand or service.
Given this, it's imperative that you focus on quality design. A high quality sell sheet should showcase your brand, product, or service, bring attention to the best attributes of your product, brand, or service, and engage your audience through quality design. In other words, a sell sheet is a document that should speak for you, allowing its content to become your best sales rep.
- What is a sell sheet?
- Types of sell sheets
- Defining your audience, purpose, and call to action
- Using data and visuals
- Choosing images and colors
- Designing the sell sheet