InvENting 101: Creating the Perfect Sell Sheet

InvENting 101: Creating the Perfect Sell Sheet

In this InvENting 101, we’re diving into the world of Sell Sheets!

When it comes to licensing your ideas, one of the best ways to attract potential partners is to create a sell sheet and let it do the work for you. At Edison Nation, we often see sell sheets attached to submissions as a quick way to provide a visual to go along with the information provided within the submission.

All that being said, let’s start at the beginning:

What the heck is a sell sheet?

A sell sheet is a one-page sheet used in sales to attract attention to a new product. Sell sheets are a way of showcasing the benefits of your idea in a succinct, static, compelling way. Look at them as one-page advertisements.

Tips to create the best sell sheet for your idea

Learn from others. Look at how other similar products in the same category are being marketed. You’d do this just like you look for competitors in completing your submission – do a quick Google search to get the existing landscape. Pay close attention to how similar products are packaged. Check out how the colors and copy are being used. Existing products don’t have the luxury of relying on an 8×11 piece of paper (or digital file) to capture the attention of potential customers. If the packaging is effective, a consumer should be able to identify the benefit of the product easily.

Include an image of your concept. This is a beauty shot and should be the main focus of your sell sheet. If you have created a rough prototype, consider hiring a 3D artist to make it come to life.

Highlight the main benefit of your concept. Think about why consumers would want to buy it. Provide details around what makes it unique. Outline what problem it solves.

An example provided by Stephen Key is for the product “Breathe Right.”

“When I look up the product on Google Images, I notice blue and white, a popular color scheme for healthcare. There’s a great beauty shot of someone with a strip on his nose sleeping peacefully and smiling. Why is he smiling? Because now he can “breathe right!” Benefits of the product include, “Instantly relieves nasal congestion. Opens your nose to breathe better. Opens your nose more completely. Reduces snoring.” Simple. We get the message.”

Other information to include on a sell sheet:

  • Your contact information
  • Patent information (if you’ve filed for a patent, indicate that the concept is “patent pending”)
  • Links to relevant video demonstrations if you have them available

What NOT to do when creating a sell sheet.

Don’t use up all the space on one page. Avoid cluttering your sheet with too much text, graphics, bullets, etc. A lack of white space will deter interest.

Don’t use clip art or use generic business photos. Be genuine. If an image does nothing to present your product concept, don’t use it.

Don’t be text-heavy. Ensure you have an adequate balance of descriptive text and imagery. Keep in mind you have only seconds to get a potential partner’s attention and engage them with your message.

Here are some examples of well-designed sell sheets:


While sell sheets are NOT required to have an idea reviewed by Edison Nation, if you have one available for your product or are thinking about creating one, if done correctly, it can never hurt your chances. As we’ve said in the past, the more details you provide around your product, the easier it will be for the Edison Nation team to evaluate and potentially pitch to partners.

If you’re interested in hiring someone to create a sell sheet for you, definitely check out John Vilardi‘s work on He’s a member of the EN community and many have worked with him to have design work done.

Happy Inventing!

We exist to get product ideas out of your head and onto retail shelves, all at no risk to you.

2 Comments InvENting 101: Creating the Perfect Sell Sheet

  1. Aashish

    Great content on designing sell sheet! What programs would be better to design them? Can anyone tell me, Please!!!!!!!!!

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