Designing a Fact Sheet describing your organization’s vision, mission, and key offerings plays a critical role in presenting your entire organization as one strong brand before all your stakeholders. Lets face it: all your key stakeholders may not find the time to go through your in depth brochures, detailed Power Point slides, or even all the info on your website for that matter (lets not even talk about how miserably your email newsletter ends up in your target audience’s junk folder); but you still need to communicate your brand value to them. A neat little Fact Sheet comes very handy at these times. It gives a broad big picture view about your product/service offerings with the key functional details that can be immensely helpful for your decision making stakeholders, including your customers, your investors, and last but not the least your community. Here’re a few tips of designing a killer Fact Sheet template that will keep stakeholders intrigued with your organization’s offerings for a long time.
1. It should be no longer than ONE PAGE
Keep in mind the main purpose of this document is to grasp your stakeholders’ attention fast and disseminate as much critical information as possible in the very little window you have to capture their attention. Don’t make it too verbose and strictly keep it within the ONE PAGE limit.
2. Start with a Catchy Headline and Executive Summary
You don’t want to lose out on your audience right at the beginning; hence make sure your headline looks captivating. Add a 3-4 lines of Executive Summary immediately afterwards, explaining who you are and what you do.
3. Describe your Products/Services
Information presented in a tabular form with clear bullet points saves a lot of space and can be immensely helpful in giving out the key information to your target audience in an efficient and accurate manner.
4. List your Recent Achievements
Track Record is important! Remember to add at least 3-4 bullet points on your organization’s most recent achievements and throw in some concrete numbers to make your pitch look convincing and exciting to your stakeholders.
5. Add a Testimonial
People always want to know what others have to tell about you. Remember to add a short but strong 2-3 lines of testimonial/direct quote from an existing client so that you look trustworthy before your potential clients.
6. Add some Facts & Stats
Numbers give clarity, conviction, and a compelling tone to your voice. Throw in some critical industry stats that you think may be relevant in making your pitch more appealing.
7. Always end with a Call To Action
Your Fact Sheet has little literary or artistic value if it doesn’t tell your audience what you expect them to do once they’ve finished reading your Fact Sheet. After all there’s so point of presenting all these information just for the sake of presentation. Tell your audience clearly what you need them to do.
8. Work on the Visual Appeal
- Try not to use any color drastically different from your logo colors as that way the Fact Sheet will hurt your branding efforts rather than helping them. If your marketing/design team has already put together a Style Guide try to adhere to the guide as much as you can.
- Try using real photos, if possible, and not stock photos. Make your Fact Sheet look more factual and realistic. However, remember to seek permission from concerned parties before you publish the real photos, especially if these are client photos and confidential product photos.