Sales sheets are among the most important marketing tools you’ll ever print. Not only do they succinctly sum up the features and benefits of a given product or service, they also create desire and motivate sales. The best sales sheet designs employ a perfect balance of copy and graphics to direct potential customers’ eyes to the most important and persuasive information. The following 10 tips and tricks will help you design stellar sales sheets that yield an excellent return on investment.
1. Separate text in small blocks
No one wants to read paragraph upon paragraph about why they should buy. Make the copy easy to digest with small blocks of text. If you want to showcase several features or benefits, use bullet points.
2. Use large images
Product images, photos of customers enjoying your product, or a representative image that sparks emotion will make your sales sheet design more dynamic and increase desire for your products and services.
3. Employ charts and graphs
If you want to compare your product to a competitor, or to others in a product line, show don’t tell. Illustrate easy-to-understand charts and graphs to demonstrate why your product is better.
4. Lead with a bold headline
Copy can help command attention for your sales sheet design, especially when it’s big, bold and brief.
5. Showcase the greatest benefit
Too many sales sheet design bury the greatest benefit, or unique selling point, somewhere in a bulleted list. It belongs there, certainly, but your design can showcase that benefit by including it beside or underneath your headline – or by making it part of your headline.
6. Color for emotion
Perhaps the most common sales data sheet color schemes are those that reflect branding, and though brand recognition is good it’s also important to consider how color affects emotion. Research which colors will help convey your message and incorporate them into your design. Remember that people buy on emotion.
7. Use call-out boxes
If you want to feature testimonials, customer reviews or other information, try framing it in a shaded call-out box that separates it from the rest of the content. Small tidbits can get lost in white space, so call out boxes draw attention to those nuggets that can convince niche customers to buy.
8. Never crowd your design
Speaking of white space, it should be your friend on sales sheets. Resist to urge to pack in as much information as possible, and instead use white space to frame only the most important information.
9. Funnel the flow
Try different design layouts to develop a sales sheet that funnels readers’ eyes toward the most important information, and then a powerful call to action. Understand that customers won’t necessarily read everything; your design serves as a guide to help customers take away what is important and motivate sales.
10. Use the back
The back of your sales sheets is valuable real estate you can use to add technical features, illustrations, or creative marketing copy and design that will help you land a sale. Printing on the back requires a minimal investment, so don’t overlook the back as a powerful way to generate more sales and leads.