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What is a Sales Sheet and How to Create One

Even though we’re in the business of proposals, we understand the need for and importance of other documents you need in your sales process. One of them is the sales sheet. This is a one-page document that explains the purpose of your product or service. 

It’s a great way to show the importance of your product or service and quickly explain how they solve specific problems. Your sales sheet needs to be informative, easy to read, and visually appealing. It needs to be constructed in an engaging way that will get people excited about your brand. 

Your sales sheet is supposed to grab the attention of your audience. It’s not just important to present your product or service - you also need to present your brand. The end goal is to sell your products and services so you need to have a good understanding of your potential customers. 

The importance of a sales sheet

There is a number of sales and marketing tools and techniques companies use. Aside from having a website, social media presence, and a bulletproof multichannel marketing strategy, you need specialized pieces of content for people who are reluctant to buy. 

This is where the sales sheets come in. We’re sure you’ve set up your sales pipeline and already have a strategy for every phase. An important step in the process is to have specific pieces of content ready for potential customers in different stages. 

A sales sheet is a great piece of content you can utilize to convert leads who are struggling in your sales pipeline. The sales sheet is an easily digestible piece of content and as such, is great for them since it doesn’t take too much time to read and understand. 


Your sales sheet needs to pack a punch and get straight to the point, without trying to upsell or leave a customer with too many questions. This isn’t the time to be mysterious, especially if your product and services aren’t everyday items and require a bit more explaining. 

Sales sheets could be used on other occasions as well, so it’s essential to have them ready and available for the sales team to use. If you’re sales and marketing teams are separated, make sure they share material that could help them out. 

Find your objective and goals

Your long-term goal could be to increase your revenue. However, you need to have specific short-term goals in order to create a great sales sheet. Do you want to fix a large bounce rate, do you want to get more qualified leads in your sales funnel, do you want to rebrand your products and services that aren’t getting sold, and so on. 

Once you define your goals and objectives, make sure to analyze your target audience. You need to know exactly who you’re trying to engage with your sales sheet. One way to do that is by creating and understanding your buyer personas

Analyze your sales process, Google Analytics, social media analytics, and your email campaigns in order to understand who your audience is.

You need to know:

  • where they live
  • how old are they
  • what their lifestyle is like 
  • and other behaviour that is relevant to your brand or the buying experience 

Make sure to also talk to your sales agents and ask for their input. They are the ones who have a direct relationship with leads and customers and know them the best. Once you collect all the information, you need to know what to do with it. 

Shape it into a few different buyer personas. Your research will result in a lot of information and you need to segment it into multiple buyer personas. From there, you can use those imaginary personas in your future marketing campaigns. 

This will help you target your customers better and get to understand their needs and wants. The better you get to know your audience, the better you can design your sales sheet. 

The structure of a sales sheet

Now that we’ve covered all the steps you need to take before creating a sales sheet, let’s talk about the structure of your sheet. You can start by opening your Better Proposals’ editor and clicking the Create New Template button. 

From there you need to create these 5 things:

  • A headline that can quickly capture the attention of your audience
  • An introduction that talks about your brand
  • A visual representation of your product or service
  • A clear explanation of how your product or service can help solve a specific problem your audience has
  • A call to action


Your headline needs to be concise and attention-grabbing. All the content you create for your sales sheet needs to have value. There can be no filler content, so make sure to concise everything, including your headline. 

Make sure to put either the value your product or service brings to consumers or your USP in your headline. You want to differentiate your brand from competitors as soon as possible.


As you can see in the example above, this company went with a description of the product for their headline. It lets you know exactly what the product does and in which situations it can be used. 


This is the section in which you give further insight into your brand and why people shouldn’t be reluctant to purchase your product or service. It’s not enough to have a great product or service, you need to also talk about your company and what makes you a reliable choice. 

Visual representation

Pictures hold a lot of power in a sales sheet. Products need to be photographed while they’re being used. That’s the best way to demonstrate their value to a customer. When it comes to services, however, it can be tricky. 

You can’t always present your service with a photo or two, but you can include an infographic that shows the benefits of your service. You can make your own infographic by using online tools. If you’re selling software, show how much your client’s revenue went up since using it, how many people they hired because of it, etc. 

Make sure that all the data is presented in a way that’s easy to understand. Highlight issues that your audience struggles with and wants a solution for. That way, you’ll be able to explain the value of your service to them. 

Product/service description

This part of your sales sheet is where you explain to your potential customers the value of your solution. Give a description of how it can be used to solve problems and help people in their everyday life. 

Alongside all the real-life usages of your product and service, make sure to list all the benefits they bring to your customers. This is where you could use a form of social proof and include numbers that show how your brand impacts its clients. 


End your sales sheet with a clear call to action. If your sales sheet was effective and people want to purchase something from you, they need to know-how. Direct them to a website, email address, phone number, or something else where they can make an immediate purchase.

Wrapping up 

Your sales sheet tells a story of your brand and your products or services, so make sure it’s worth telling. When used correctly, your sales sheet can help you bring more leads into your sales pipeline so make sure to use it as a part of your sales strategy and not as a sole tool for selling. 

Vanja Maganjic's profile image
Vanja Maganjic is an experienced writer with a unique passion for creating content that helps brands connect with their customers. She believes in brands that stand up to the man and thinks that storytelling is an essential part of what makes us human. Her long term goal is to become the cool auntie that gives out family-sized Kit Kats on Halloween.