Your Product’s Sell Sheet Outline.

I have seen a lot of sell sheets in my career and most of them suck. Here is an outline that I believe works every time... Think of your sell sheet more as a trade ad with specs and you will have more success in presenting to retail buyers. Also keep in mind the objective of the sell sheet - 1. give a quick sales message and 2. provide the buyer with the set up info need to get into their inventory management system 3. Gives your rep an outline and quick info to help sell - he/she keeps it in a sales binder. A good rule is: A sell sheet is never more than 1 page. You can use the back for UPC codes, etc., but the sales message should NEVER be more than 1 side of a 8 1/2 X 11 sheet.

1. Headline. Think of something creative that speaks about profits - the only think a retailer really cares about. Let's use the example of a new rubber ball dog toy for illustrative purposes. You could right something like, "Follow the Bouncing Ball to More Profits!". % of Sell Sheet: 10%

2. Product Hero Shot. Showcase your lineup with one item as hero. For example if you have 10 SKUs for a dog treat product, highlight one and talk about flavors available in the copy. The hero shot helps the buyer easily identify your product and let's any packaging sell copy deliver its message. % of Sell Sheet: 40%

3. 3 Bullets as to Why Your Product is Great. I will usually put this to the right of the hero shot in a call-out box or some other treatment. You must narrow your product's features/benefits down to 3 bullet points. No one will read more. Also, don't repeat any sales messages that may already be on your packaging front panel. % of sell sheet: 20%

4. Body Copy. Here you can talk about why the product is different, why it was created, the problem it solves, etc. I would go beyond 1 paragraph (3-4 sentences) here. No one will read it. You can also talk about flavors if the list is not too exhausting. % of sell sheet: 20%

5. Specs. As I said in the opening paragraph, you can put specs on the back if needed... but here is what you need...

Item # (this is your internal item number that identifies the SKU)
Description: e.g. "Red Rubber Dog Ball"
How Many Units/Inner/Master: 4units/inner, 6 inners/master = 24 units/Master
Dimensions: L X W X H of your individual item, then inner case, then master case.
Cube: This is the metric used to figure out how many pallets fit on a truck. You can find the formula online... just Google it.
Pallet Configuration: TiHi - this refers to how the master case is palletized. Ti means how many masters on a layer and Hi means how many layers high.
UPC Codes: You can put these on the back, but you should have all of the UPC codes for all of the items/SKUs you are talking about in the sell sheet somewhere. They should be high enough quality print so a store buyer can have them scanned into their file maintenance system.
% of Sell Sheet - depends on how many items you have. Could be 100% of side 2.

6. Contact Info. Make sure your company name, address and phone, fax, web address, etc. are all listed across the bottom of the sell sheet. You want to make it easy for a buyer to call/contact you. % of sell sheet: 10%

I did not include specs in the 100% of the sell sheet. I assumed you will put them on the back. If you only have 1-3 items you can put them across the bottom right above your contact info.

Have questions or need help? Contact us at


How to Grow Sales Without a Magic Wand.

I've been doing sales & marketing for a while now and I can tell you there is nothing magical about increasing sales. No tricks up my sleeve. If you are looking for magic tricks, call your ad agency. They'd be glad to show you some (and charge you a bundle for them).

The reality is there are basically 3 ways to grow your business from where you are now.

1. Sell more of your current product to your current customers.
This is typically the most challenging. Run an ad, have a temporary price reduction or get an end cap. Great. You got a bump of 10 - 15 percent at the account. Not bad, but not REAL growth. The key here is to know what each retailer offers and buy into their programs. Efficient and it works.

2. Expand distribution. This too has its challenges but selling to new, large accounts can typically grow your business overnight. Get the right reps and start seeing new, large accounts that make sense for your products.

3. Develop new products and sell them to your existing accounts.
Once you have figured out 1 & 2, it's time to start creating more and more SKUs - yes, new products. Selling new products that don't cannibalize your existing business is a surefire strategy for growth.

Post your other ideas for growth in the comments section below. I'd love to hear them.

And if you need help with 1-3, contact us at

Pet Product Marketing from the Manufacturer’s Point of View.

That’s the Bulldog Difference! We understand your perspective. Why is this important? You probably already know. Traditional ad agencies have their own agenda and they have no idea what it’s like on a Petco sales call! They also like to treat every client like they are Procter & Gamble (and try to bill you that way too!). The world has changed and many agencies haven’t. Most companies simply don’t have the budget for a large TV campaign to drive awareness. But if all you have is a hammer, every solution is a nail.

Bulldog is run by experienced pet product manufacturers -- not advertising people. We get it that small companies need sales and very efficient marketing that makes the cash register ring. Our minimum retainer is only $500/month for 5 hours. If you want to go over those hours we bill you at $75/hour to keep your project on track. Take a look at all of the FREE Pet Product Marketing information on this website - does that sound like your current marketing firm? Why not contact us for FREE 30 minute consultation? We’ve been known to give a lot away during that ½ hour. Hope to speak with you soon.