What makes a successful fact sheet? Your most important content should be featured upfront. Content should be grouped together in a logical way. Tables and charts should be easy to read at a glance. And, as much as possible, your fact sheet should answer most questions a potential investor might have when they are comparing their options.
Fact Sheet Tips
Visual Hierarchy – you have to decide what information is most important, and then make sure that content stands out. If someone was to glance at your fact sheets, would they at least walk away with your most important information or message?
Usability – your fact sheets need to be organized in a way that makes sense. You don’t want Morningstar rankings on the front, and your Morningstar rating on the back. Group related content, and keep your fact sheets as consistent as possible across your products.
Accessibility – your fact sheets should be easy to read (without a magnifying glass). Give your content room to breathe with white space. Break up sections visually. Use color to create emphasis without overwhelming the eye.
Cut or Spread – if you print your fact sheets, and are restricted to two pages, consider cutting less important information. Less clutter means that your reader will be focused on your most important content. If your fact sheets are digital, consider spreading your content out to three pages and using that extra room to provide headers, dividers, and white space to make your information easier to digest.
Test it Out – hand your fact sheet to people outside of your company – even outside of the industry. Are they overwhelmed by the amount of information on the page? Ask them to find your most important content. Is it easy for them to find? Do they find any of the sections or information confusing? Make adjustments as needed until you get it right.
Designing a successful fact sheet isn’t much different than designing a successful website. Being one of your most important sales tools, it makes sense to take the time to create something that’s going to do the job right.
Featured Samples
These fact sheets impressed me most with their user-friendly layouts and organization of information.
Wasatch Global Investors
The Wasatch fact sheet is clean, easy to read at a glance, and provides the most important content upfront. I’m not overwhelmed with information, but know at-a-glance what this strategy is all about. On the back you’ll find Sector Allocation, Characteristics, Holdings and Performance Statistics. These fact sheets are a lovely balance of good design and solid usability.
Hennessy Funds
The Hennessy Funds fact sheet may not have the modern design style of the Wasatch sheet, but it’s obvious that a lot of thought went into these. I am in love with the sidebar – which gives me all of the high-level information I need to get to know this fund – including contact information should I decide to invest or want to learn more. The charts are well organized, spread out, and easy to read. The back side wraps things up with Characteristics, Holdings, and Sector Weightings.
Royce Investment Partners
Royce does an excellent job of organizing their information across all of their marketing materials, and their fact sheets are no exception. The graphic area in the upper left draws you in with important fund facts, while the “Why Invest” bullets give you more information than the standard fact sheet “Investment Style” section. The back side offers Holdings, Sector Breakdown, Calendar Year Returns and Downside Market info. Although a little crowded for my taste, these fact sheets make a big impact.
Looking for More?
Check out these equity fact sheets for more inspiration!
What do you think?
Which is your favorite? And have you been inspired to update your fact sheets? Follow me on LinkedIn to continue this discussion, or subscribe to receive content like this in your inbox weekly.
