by Diane Autey

One of the most effective marketing tools for speakers, authors and service providers is a 1-2 page “sell sheet” or “one-sheet.” Printed in full-color on 8 ½” x 11” coated paper, it stands out in pocket folders and at trade shows and professional association meetings. It’s a great conversation-starter when you hand it out in person or at networking events.

The Trick? Say it Quick
It is best to write in “sound bites” – brief statements and lists of key benefits. Direct your messages to your target audience. Tell them, “What’s in it for me?” Include a combination of paragraphs, statements, bulleted lists and credibility-building testimonials and/or credentials.

Well-written sell sheets include:

• Attention-grabbing headline
• Company logo and name
• List of services or key features
• Client testimonials with company logos
• Photos and graphics
• Biography or company description
• Contact information

If you’re an author, include your book cover(s). If you’ve been published, include a list of publications, article titles and dates. If you’re a speaker, list the topics you address.

Have it Professionally Designed
Effective use of graphics, text, images and colors will make it or break it. Graphic designers think visually and can make your words come to life. A professional, graphically appealing presentation is well worth the investment.

Print it Digitally
If you’re printing less than 1,000, digital is the way to go. The quality of digital printing is so good nowadays that only the experts can tell if a piece is printed digitally or conventionally. Unless they’re in the industry, your customer’s can’t. The price has also become quite reasonable as the technology has improved.

Use your Sell Sheet to Open Doors
The sell sheet won’t make the sale for you, but it’s a powerful door-opener and conversation starter. It boosts your professionalism and credibility in the eyes of your prospects. Along with your business card, use it at every opportunity and you will generate more business.

Diane Autey, President of Projects Done Write, specializes in projects with depth and complexity that impact a company’s bottom line. Diane can be reached at diane@projectsdonewrite.com or 612-716-7642.

Caroline Melberg
Melberg Marketing
Blue Chip Marketing Tips
Small Business Mavericks

Tags: Copywriting, marketing, sell sheet, selling

This entry was posted on Monday, August 18th, 2008 at 9:35 am and is filed under Blue Chip Marketing Tips, Copywriting, Marketing Tips. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.