Brand Stories and Unique Value Propositions:
Sell Sheets

A software development company based in Latin America was preparing for a U.S. launch and needed sell sheets for trade shows and to send ahead of its new business account representatives. The graphic designer on the project recommended me to provide the copy.

This company faced two challenges in developing sales materials. The existing content I referenced on the website was originally written in Spanish and translated to English, losing some of its fluency in the process. The copy also relied on too many assumptions: best quality, best price, and so on, leading readers to wonder, “Says who? Why should I trust you?”

The strength of this company was that their claims were true: they just needed to be spelled out in more detail, substantiated, and strung into a more believable, conversational framework. I placed the concerns of the reader upfront in each sell sheet and substantiated claims with researched statistics and certifications.