1. What are they?

One- or two-page marketing pieces that provide highlights of a product, program, or other piece of a whole. Generally, an organization produces a set of sheets, consistently branded, that can be placed inside a folder or on an exhibit table.

By the way, "googling" the term results in lots of links to slip sheets that are used to separate packaging pallets in warehouses. Yet, in the past year or so, several different clients have used the term in a marketing context--perhaps a good SEO opportunity for a marketing slip-sheet creator?

2. Do we need them?

Maybe. One colleague told me she avoids projects in print unless they are for a "paper-first crowd" (I think she meant older) because, otherwise, they end up in the trash.

Point taken. For a different view, I talked to printer Jay Thomas of Alphagraphics and designer Claire Liston. Granted, they work in print on a daily basis (Claire works online, too), but both stressed the value of "having something in people's hands."

Claire also noted slip sheets are cost-effective ways to target a message to different audiences and to bring attention to different products and services. As she said, "When the information is presented separately, the reader is urged to consider that the content of each slip sheet is a separate focus and not just an ancillary message."

3. How do we create them?

Writer and designer should work together closely. You want a sheet that is easy to scan, with lots of white space and no long paragraph blocks of type.

Slip sheets need to be brief and clear, with a way for those interested to get more information online or via a phone call. For example, you may create one "cover" sheet with an overview of the organization and others that each describe a specific research area or product line.

4. How can we keep them current?

Jay and Claire had two suggestions:

• While doing a larger offset run with your other branded materials, print a blank template that can later go through your own laser or inkjet printer. Write and print out small quantities as you need them, updating as needed. They noted this is a great option if highly consistent color is important for your organization. 
• Print small quantities on a digital press. Update and re-run them without worrying about wasting older versions. 

5. How can we distribute them effectively?

• Pick and choose which slip sheets a particular person receives, tailored to his or her interests.
• Use the sheet to start a conversation, not just as a hand-out with no context. 
• Track the follow-up requests or questions generated by the sheets, if any.
• Repurpose for online distribution.