Sell sheets a buyer can repeat to their boss

Sell sheets & line review decks
One-pagers, line sheets, line review decks, distributor and price sheets.

A sell sheet for a CPG brand has one job: give a buyer the story, the numbers and the shelf set in the sixty seconds they will give it, in a form they can forward to the person who actually says yes. I design sell sheets and line review decks that look like the pack, read in the order a buyer reads, and print right on an office printer, because that is where most of them end up.

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Bonduelle collage — Related work. Tap a piece to see it in the gallery.

What I design

The paper and the slides that go into the room with you, or ahead of you.

Product sell sheets: one SKU or one line on one page, front and back.
Line sheets with the full range, case configurations, UPCs, pallet counts and pricing in a table someone can actually read.
Line review and category presentations for the buyer meeting, built to be presented and to be read afterwards without you.
Distributor one-pagers for UNFI, KeHE and the regional houses, in the format their category teams expect.
Price, promo and trade calendar sheets that match the deck.
Brand story one-pagers for press, investors and the buyer who wants to know who you are before what you sell.
An editable template, so your team can update a price or add a SKU without me.

What goes on it, in what order

Buyers read numbers first and adjectives never. The one reason to list you, in a line. The product, photographed or rendered properly. The range and the shelf set. Case pack, pallet, UPCs, pricing, margin. Proof: velocity, where you are already selling, what moved at the last demo. The promo plan. Who to call. In that order, on one sheet, with the pack doing the brand work so the copy does not have to.

Why me for this

A line review is a specific room, and I have sat in it from the brand side, at a multinational food company, across launches and retail programs. I have watched which sell sheets got passed up the chain and which went in the bin under the table. You get that from one person, at a fixed price per piece, usually in about a week once I have the product shots and the numbers.

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His impact was very deliberate, creative, agile, and immediately results oriented.
Bobby Chacko, CEO, Bonduelle

Where my work has been seen

Questions I get first

Do you write the copy?

Yes, with you. You bring the numbers, the claims and the story as you tell it on the phone. I turn it into the lines a buyer reads and the order they read them in.

Print or digital?

Both, from one file. Built to print on a letter sheet on an office printer, and to read on a phone when the buyer opens the PDF from their inbox.

Can we update it ourselves after?

Yes. I hand over an editable template in whatever your team uses, Canva, InDesign, Keynote or PowerPoint, with the styles locked so a price change does not break the layout.

Do you do the line review deck as well?

Yes, and it is better when the same person does both. The sheet and the deck share the layout, the photography and the numbers, so the buyer sees one brand across the meeting and the leave-behind.

How fast?

A sell sheet in about a week once I have the product photography or renders and the numbers. A line review deck in two to three weeks. If the pack is not photographed yet, I can render it.

Goes with this

Who this is for

From the journal

Carter Stoddard, Carterative