What Makes a Great Sell Sheet? A guide for self-publishers


On its surface, the sales sheet might just look like a static piece of marketing material. But under the surface it needs to be flexible enough to be used in a number of different situations and for different reasons, have a clear and objective message, and look like it was designed by a professional. Here is a brief discussion of these three key ingredients.

1. Flexibility of use

The sales sheet must perform multiple marketing tasks at the same time. For example, it must be flexible enough to support your sales and marketing efforts in many different situations. Like being used by dealer sales reps or walking away with someone in a face-to-face meeting. You should be able to provide a quick overview of the book, but also provide links, email addresses, and phone numbers that the reader can use to quickly get more detailed information.

It must be formatted so that it can be easily sent via email and direct mail. It should be included in the book’s media kit, both in print and online. It can also be used to start a conversation or be left with the prospective buyer for further investigation. This flexibility, and its ability to assist with many important marketing tasks at the same time, makes the sales sheet an important and powerful marketing tool.

2. Clear and objective message

The sales sheet should also have a clear message and objective that is obvious to the reader and the book buyer. All the information on the sales sheet should answer the basic questions the buyer will have about the book. Questions like “How will your book help them? Why should they care about your book? What’s in it for them?

Your “call to action” should be easy to find and offer the reader several options to learn more about the book or go straight to placing an order. Remember, your end goal is to help you achieve multiple marketing goals at the same time, all of which will eventually lead to more book sales.

3. Professional design

The sales sheet should also look like it was professionally designed and printed. It must have a physically attractive design. It should grab the reader’s attention. You should use proper use of colors and fonts, text boxes, bullets, whitespace, use of keywords, etc.

The information you provide should flow easily, quickly, and smoothly through the page. Your design should bring clarity to the sales discussion and cover all the essential information about the book. It should also convey respect for the buyer of the book and show the author’s credibility on the subject.


By creating a sales sheet that is flexible enough to be used for a number of different marketing purposes, has a clear message and goal, and looks like it was professionally designed, you will have created a great sales sheet that will support your marketing plan. marketing, and certainly improve the sales of your books.

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