One of your most important pieces of marketing collateral is one of the least sexy: the sell sheet. Though it may not have the star-making power of other brand aspects, a good sell sheet is absolutely imperative for gaining key retail accounts. Stores, especially smaller specialty stores, look for a certain aspects of a sell sheet to tell them how to price, place, and market your food product. Your sell sheet doesn’t make the sale for you, but it certainly helps!
How do I make one?
You don’t need to be a graphic design whiz to create a sell sheet that shines. While a working knowledge of InDesign will take you a long way, simpler programs like Canva are more usable and have a bank of helpful templates. While you might be tempted to make your sheet in a familiar program like Word or Google Docs, they lack the design elements that will help your sell sheet stand out.
What goes on it?
You know the crucial bits of information that naturally belong on a sell sheet like price, wholesale information, and contact info. But for some examples of bonus info that can help you grab the buyer’s attention, check out this deck from buyer Sara Feinberg. She points out that recipes and merchandising info can go a long way towards proving that you belong on the shelf.
You can find an even more robust list of sell sheet essentials in this blog post from Green Mountain Mustard. They’ve got examples of well-made sheets from real brands, helpful extras (telling your story! customer testimonials!), and essentials you might not know you need (UPCs!).
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