Design a High-Impact Sell Sheet

with Amy Balliett

Value Proposition:
Answer the following three questions to determine your value proposition:
1. Who Are Your Customers

a. Customer Type 1:

b. Customer Type 2:

c. Customer Type 3:

2. What Problem Are You Solving for Them?

3. Why Is Your Business Better/Unique?

My Company Helps (Answer to Question 1) do (Answer to Question 2) by Answer to Question 3)

Design a High-Impact Sell Sheet with Amy Balliett

1 of 5
Company Breakdown:
What makes your company different or unique? (other questions below help to answer this if you
don’t have immediate answers)
1.

2.

3.

4.

5.

Validating Data for Demand:

What data do you have to justify the value of your business? For example, do a certain percentage
of people need your company? Does your company meet a unique need? Is your company in high
demand? If so, why?
Find at least three data points that validate your product offering and
list them below:
1.

2.

3.

Validating Data for Performance:

1. What was your year over year revenue from the past five years?

a. Year 1:

b. Year 2:

Design a High-Impact Sell Sheet with Amy Balliett

2 of 5
 c. Year 3:

d. Year 4:

e. Year 5:

2. What was your year over year profit from the past five years?

a. Year 1:

b. Year 2:

c. Year 3:

d. Year 4:

e. Year 5:

3. What was your year over year EBITDA from the past five years?

a. Year 1:

b. Year 2:

c. Year 3:

d. Year 4:

e. Year 5:

4. How many employees do you have?

a. What is their average tenure?

b. What is your average cost per employee?

5. What is the highest single line-item cost to your company?

6. What is your profit margin by service or product?

7. What is your best seller?

8. How many customers do you have?

9. What is your customer lifetime value?

Design a High-Impact Sell Sheet with Amy Balliett

3 of 5
Key Differentiators:
Answer the following questions. When done, place them in the key differentiator matrix to identify your
three main key differentiators:
1. Do you serve a unique or underserved market?

a. Yes ____ No ____

b. If Yes, then whom:

2. Are there features of your company that make life easier for your customer?

a. Yes ____ No ____

b. If Yes, list them here:

3. Are there features of your company that are proprietary?

a. Yes ____ No ____

b. If Yes, list them here:

4. Are you better suited to serve your market than your competition?

a. Yes ____ No ____

b. If Yes, why:

5. Do you have a proprietary method that you follow?

a. Yes ____ No ____

b. If Yes, list it here:

6. Do you have unique claims that you can make, that your competitors cannot?

a. Yes ____ No ____

b. If Yes, list them here:

7. Do you have more awards or endorsements than your competitors?

a. Yes ____ No ____

b. If Yes, list them here:

Design a High-Impact Sell Sheet with Amy Balliett

4 of 5
8. Does your company outperform the competition?

a. Yes ____ No ____

b. If Yes, how:

9. Do you have any patents?

a. Yes ____ No ____

b. If Yes, list them here:

10. Is your brand story unique?

a. Yes ____ No ____

b. If Yes, how:

CTA:
What do you want people to do when they see your sell sheet?
1. First:

2. Second:

3. Third:

Contact Info:
How would you like a customer to contact you? List your contact info here (consider including
social media as well):

Design a High-Impact Sell Sheet with Amy Balliett

5 of 5