Let’s be honest — most sales sheets are glorified flyers.
They look nice. They say the brand was “founded with passion.” They list some ingredients. Maybe there’s a product photo floating off-center.
And then… nothing happens. Because the sheet doesn’t sell.
A good sales sheet is a workhorse — not a brochure. It should help a buyer say “yes” or at least “send me samples” without needing to hop on a call.
Here’s how to build one that does its job.
First, Know What the Sales Sheet Is For
Think of your sales sheet as your brand’s one-page pitch.
Its job is to:
Introduce your product line
Communicate key logistics and wholesale info
Make it easy for the buyer to say “Let’s move forward”
It’s not your brand story or a pretty brand book. It’s a deal starter.
The 7 Core Elements of a High-Converting Sales Sheet
1. Header with Contact Info
This should be at the top — always. Include:
Brand logo
Contact name + role
Email + phone
Website
Distributor info (if relevant)
If they forward it internally, it should still be useful.
2. Product Visuals
Clean, clear images — ideally one hero shot + 2–3 supporting shots or variants.
Avoid lifestyle photos unless they show the full packaging clearly.
3. Product Details
For each SKU (or product line), include:
Product name and format
Key claims (vegan, gluten-free, etc.)
Size/weight
Flavor/variety (if applicable)
Unit / casepack
This info should be scannable, not buried in paragraphs.
4. Wholesale Pricing Info
You don’t need to list every price tier, but show:
MSRP
Wholesale unit cost
Margin
Minimum order quantity (MOQ)
If you sell through a distributor, note that — and say “available via Pod Foods,” “KeHE,” etc.
5. Retail Readiness Snapshot
Include critical info like:
Barcodes / UPCs
Shelf life
Certifications
Production capacity or lead times
Bonus: Add a QR code to download sell sheets, digital assets, or view your catalog.
6. Why It Works
One sentence that makes the buyer want it:
“Fast-growing in natural grocery, this functional hydration stick drives trial with bold flavor, clean ingredients, and smart merchandising support.”
Back it up with:
Velocity or reorder data
Retail traction
DTC or pilot success
Press or influencer attention
7. Call to Action
What’s the next step?
“Reach out to request samples or pricing tiers.”
“Available now for Q4 resets via UNFI.”
“Let’s schedule a quick intro call — email me directly.”
Don’t make them guess. Tell them how to move forward.
Bonus Tips
Keep it to one page — 8.5x11 PDF, easily printable and emailable
Design smart — use color sparingly, match your brand but keep it readable
Include both PDF and Google Drive versions — some buyers like to save and share links
Don’t over-design it — if it looks too “consumer,” it won’t look like a buyer tool
Want to See a Sales Sheet That Works?
We’ve created and reviewed hundreds of sales sheets — from single-SKU start-ups to national brands.
→ [Download Our Free Sales Sheet Template]
→ [Book a Spark Session] and we’ll help you build one that’s ready to pitch next week
