Any sell sheet without an effective call-to-action (CTAs) is missing a huge opportunity. These simple yet targeted phrases or links are directly responsible for encouraging your audience to take the next step toward becoming a buyer of your product. Without a call-to-action, your sell sheet will amount to little more than an unprofitable writing exercise. Here are some tips that I have developed from my product marketing experiences that will help improve the response rate to your sell sheet:

Tip #1: Place it strategically

Put your call-to-action in the appropriate place on your sell sheet. On a product’s sell sheet, the CTA will typically be included with the company’s information, and with the physical details of the product. It might be included in a list of items, or in a separate text box, or simply lined-up on the bottom of the page.

Tip #2: Keep it short, simple, and actionable

It doesn’t need to be long or complicated. Keep it as simple as possible. Your buyers don’t have time to be wasting trying to figure our what to do to get more information about your product. On the printed version of your sell sheet, make sure that the links are short and easy to follow, not long and complicated. On the pdf version of your sell sheet, make sure that all of the links are live and clickable.

Tip #3: Don’t just send them to your webpage

On the sell sheets for my books, for example, I simply tell them that my books are available from “B&T” and “Ingram”. Every book buyer at every library, university book store and library, and every bookstore retailer knows exactly what this means, and within minutes can order my books. I also list “Amazon” so that the general public can get more information and buy my books. I also offer an email address for more information, as well as my publisher’s website address. All very simple and effective.

Tip #4: Don’t oversell

Do not appear too aggressive about asking for the sale. You do not want to scare them away. They already know you want to sell your product to them. Instead, your sell sheet should be trying to convince the buyers that you have a great product that they can benefit from. You can accomplish this by making your sell sheet professional looking and polished, having a great product description, including specific details about it, having a connection to major distributors, and an easy and simple way to get more information and buy your product.


An effective call to action is the linchpin of a successful sell sheet. If it is done right it can generate greater sales. Just remember to keep it short, simple, and actionable.


This article was written by Joseph C. Kunz and Jr. from Business2Community and was legally licensed through the NewsCred publisher network.