Question of the day: are sell sheets… going out of style?

I get it. You might be putting off updating your sell sheet—or making one at all. It’s starting to feel like sell sheets are going out of fashion, especially with the rise of options like virtual sell sheets from Satellite and profiles like RangeMe and Faire. 

But for now? My honest opinion: Sell sheets are still a critical part of the retail process. They’re one-pagers used in outreach, at pitches and trade shows—and once you’re on shelf, they’re used to onboard sales partners and store associates. 

But TBH, most sell sheets I come across are… terrible. They either have too much info, not enough info, not the right info for a buyer to make a decision, or they’ve been designed by your sales rep, not your designer (no offense).

Guys, sell sheets REPRESENT YOUR BRAND! Today, I’m sharing what you need to build (or rebuild) your sell sheet to increase your chances of getting (and staying) on shelf.

Let’s get into it → 

The Bones: Essentials of a Sell Sheet 🦴 

You’ve got a two-sided piece of paper to tell a buyer why they should care about your brand. Best make sure we’ve got the skeletal bones of what they’re looking for in place.

At a minimum, here’s what needs to be on your sell sheet…and some tips for each:

1. Product names: Ensure your product name or descriptor clearly indicates your intended category on-shelf.

2. Product descriptions: Short and simple descriptions of each SKU. Include item and case size/dimensions, shelf-life, nutrition label, and ingredients if applicable.

3. Product photos: Clearly show packaging, retail displays, and product out of box.

4. Brand one-liner: Company overview and mission – what makes your company & products defensibly differentiated; your target consumer.

5. Product availability: UPCs, MSRP, MOQs, lead times, and how to place an order.

6. Wholesale point of contact information (name, phone, email): Don’t use your personal email—use a hello@ or sales@.

The Muscles: Answer Buyer Questions Before They’re Asked 💪 

Got the bones? Here’s where you can go above + beyond… the muscles. The “muscles” are the additional elements that answer your buyers’ questions before they have to ask them.

They communicate your brand’s credibility, capability of success, and the cash potential of putting you on shelf (all part of what we call The Retail Resume™—stay tuned for a future newsletter on this 👀 ).

A few ways to flex these muscles in your sell sheet:

1. Certifications and awards: Highlight any relevant certifications (e.g., Organic, Non-GMO, Women-Owned) or awards your product has won.

2. Pricing: If you’re going to independents, it’s easiest to put pricing directly on your sell sheet. If you’re going to chain retail/distributors, taking it to a trade show, or sharing with sales partners? Don’t include pricing—it’ll be discussed elsewhere.

3. Distribution info: Mention current distribution channels or coverage areas.

4. Key attributes: Is your product high in protein, vegan, grain-free, or ethically sourced? Is it free of artificial preservatives or additives? Call these out (and quantify them where possible and relevant).

5. Testimonials: If available, include a short quote from a satisfied customer or a positive review.

Looking for your first testimonials? I run a product sampling program for clients within Product & Prosper.

The Skin: Sell Sheet Design & Layout 💄 

This is where most of y’all fall short. In the case of sell sheets, buyers are judging a book by its cover.

Your sell sheet needs to be clean and modern with a clear flow of information—and please (please) don’t make it on Microsoft Word or Google Docs. 

If you’re not a design pro (and don’t have a graphic design guru on board) don’t fret. Here are some tips to take a stab in trusty ol’ Canva yourself:

1. Branding consistency: Use subtle brand elements throughout the sell sheet to reinforce brand identity without overwhelming the content. Save your brand colors and fonts in Canva’s “Brand Kit” for consistent use across designs.

2. Visually appealing: Don't overcrowd your sheet. Strategic use of white space can help key information stand out. Aim for about 40% text, 60% visuals.

3. Follow the "Z" pattern: Arrange key elements to follow how eyes naturally scan a page.

4. Mind you font: Choose fonts that enhance readability. Stick to 2-3 font styles maximum for a cohesive look (sans-serif for headers, serif for body).

5. Professional layout: Divide your page into columns for organized content placement.

Crowdsourced Tips & Tricks

• “One thing I always look for that is often left out is where the company is located /where the product is made. With local being a big push to many customers, please be sure to include that point!” — Allyn Jones, Purchasing & Promotions Director at Urban Greens Food Co-op

• “Paper stock and weight make a HUGE difference on these marketing pieces. Format too - you don’t always have to do a standard 8.5 x 11 - maybe a booklet or folded brochure works better - what will help you stand out sitting in the pile of papers on the buyers desk?” — Andy Kurtts, Founder & Creative Director at Buttermilk Creative

• “As a buyer I also really appreciated a QR code to a landing page or site with more info that I could scan later back at my office to learn more.” — Julie Nelson, Strategic Consultant at JNelson Consulting LLC

• “The digital file needs to be small >2.5MB because buyers receive a ton of emails, and you don't want to be the one that clogged their inbox!” — Antoinette Elbert, Owner at Brandwith Connections LLC

Case Study: Seeductive Foods

Now that you know the basics, it’s time to see them in action. Let’s break down a sell sheet by Seeductive Foods (a former Product & Prosper client 😉):

What’s Working

• Clear differentiation: Across the board, Seeductive Foods emphasizes its main differentiator in every header: This is a cheese alternative made with seeds.

• Brand story: In just a short blurb, Seeductive Foods communicates its mission and vision.

• Key attributes: The four logos around the main product image each display a key benefit with easy-to-understand, clean imagery, and the checklist below shares additional benefits without overcrowding.

• Savvy hierarchy: The main real estate of this sell sheet is used for product details and benefits, while only-if-you-need-to-know details like shelf-life and dimensions are tucked away in the sidebar.

• Punchy, vibrant product descriptions: This is a culinary brand—and its short product descriptions instantly communicate the epicurean SKUs.

Your Sell Sheet Toolkit

Ready to revamp your sell sheet? I’ve got some resources to help you get started:

• Dark Roast has a Canva template of sell sheets (thank you, Trevor)!

• Look for a Canva-specific designer on Upwork so you can easily make any edits yourself (we love our freelance designer, Lenor)!

• Search Behance or Dribbble for design inspiration. A few sell sheets that I love (tap the image to see more):

The Bottom Line

It’s true…sell sheets may be slowly going out of fashion. But until then? They can be the difference between your next retail win or missed opportunity. If you design them right (and build up from bones to skin—excuse the metaphor 😉 ), they can be your biggest advocates to help you get + stay on shelf.

So, are you ready to take your anatomy lesson to the field?

Want to build your retail foundation, but don’t know where to start?

Product & Prosper will help you get there.