Create an amazing sell sheet for your pet product.

Just like advertisements are important for promoting your product to the consumer (and potential retailers), and press releases are important in pitching your product or service to the media, sell sheets are a key ingredient in pitching your product to retailers, distributors and wholesalers.

But what is a sell sheet?

A product sell sheet is a one (or front and back) page sheet used to attract attention of a new product to your audience, in this case retailers, distributors and wholesalers. This sheet is distributed through mail, presented at meetings or sent via email to interested parties with the goal of getting them excited about buying your product for resale.

Just like all 'sales,' it's the 'getting them excited' that is the key ingredient in a sell sheet. When you prepare your sell sheet utilizing a graphic designer or do it yourself with a graphics program like MS Publisher or Photoshop, make it simple, make it powerful, make it very attractive and make them say, 'Wow! I've got to have this."

What are the key elements to include in a sell sheet? The key elements that you should include in your sell sheet are:
  • A 'Wow' headline.
  • A professional image (photo) of your product.
  • A professional image of a pet enjoying the product or service.
  • 3-5 bullet points outlining what makes your product the hottest on the market. (include key differentiators).
  • A small paragraph description of the product and what differentiates it from other products on the market.
  • A grid that includes: SKU, item #, brief description, package and case size and dimensions, case quantity, pallet info (how many will fit on a pallet and the configuration), and UPC codes.
  • Contact info.
In addition, you may want to utilize the back side (or page 2) of the sell sheet as an order form in PDF that retailers, distributors and wholesalers may input their order (have it calculated for them utilizing a form) and email back to you. You can use software like Adobe Acrobat XI Pro to create fillable forms. Or you may just want to utilize an excel spreadsheet that retailers can input information, then email or print out and return.

Order forms should include a grid that includes:
  • Retailer contact info (name, company, address, city, state, zip, phone, etc.)
  • Product name
  • Product description
  • Price
  • SKU
  • Quantity (fillable)
  • Sub Total (calculated)
  • Total (calculated
  • Tax, shipping, etc. (calculated)
  • Your company contact info and directions for returning the order form, along with confirmation information.
If you are looking for some examples of order forms, we've included a few below, that we found on the Internet, and linked to below:


Sample sell sheets provided by: Cat Dancer Products, Pestell and Precision Pet. Image provided by: torkildr

1 comment:

  1. Nice article, I wish more vendors had better sell sheets.

    Don't forget unit weight, case weight, master case weight and even pallet weight if you are so inclined.



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