Are Your Sales Sheets Actually Selling?

You've spent a sizeable chunk of your advertising budget on data sheet printing, but are you seeing a positive return on invest? Sales expert Kelley Robertson of Fearless Selling is all too familiar with your situation. As Kelley explains, your sales team may not be to blame! The reason why many of these campaigns don't deliver results is twofold: poorly written copy and bad design.

How to Write Killer Sales Sheet Copy

Grab your last batch of spec sheets, and try to put yourself in your customer's shoes. Does the copy talk at them or to them? Your clients don't care about all the amazing features your product offers unless you make them. So instead of listing things the product does, show your prospects how these things will help them live better or run a more efficient business. Remember, you'll get a lot farther with stories than you will with statistics.

  • Be personal- Use the second person (you) as though you're having a personal conversation with the prospect. This language makes it easier for people to feel connected to what they're reading. And when they connect, they remember not only your product, but your brand itself.
  • Incorporate Real World Examples- Share testimonials, case studies, and reviews, anything that proves people besides you appreciate the product or service.
  • Include a Call to Action- Let's say you've done everything else the right way, and now your lead wants to become a buyer. Can he or she tell what to do next? Did you include a landing page URL where people can get more info or a phone number where they can set up an appointment? Be very clear about the follow up or it won't happen.

Data Sheet Design Tips

Now we've got your copy covered, let's talk about graphics. The design must attract immediate interest; otherwise your prospect won't bother to read the copy. But that doesn't mean you should splatter the paper with neon colors or glitter. Peak their curiosity with a simple approach that's very easy to understand.

  • Create a Hierarchy- Your reader should be able to glance at the layout and pick out your important points with visual cues. Arrange the elements with headings, and use the text size, weights, and colors to distinguish the main points from supplemental details.
  • Break Content into Scanable Chunks – Big blocks of text are for books, not spec sheets. Use short paragraphs, bullet points, and even arrows to guide the reader. In this respect, printed specs have a lot in common with webpages. Construct something with short attention spans in mind, otherwise the points will seem overwhelming.
  • Cut the Clutter- You've got a few seconds to get your reader to zero in. If you put too much in front of them or your elements appear disorganized, you won't generate any revenue. Even your images should not be detract from the main message. If you have photos, try to incorporate them into your color pallet so as to complement and support the overall design.
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