10 Mistakes to Avoid on Your Wholesale Line Sheet (and How to Fix Them)

Craft a Professional Line Sheet That Wows Buyers and Boosts Your Sales

If you’ve been working on your wholesale line sheet, great! But if you haven’t quite started yet, don’t worry—you can still dive in and create a fantastic first draft. Before you get too far, though, let’s talk about some common mistakes that could hold you back from making a stellar impression on buyers. Many handmade business owners spend a lot of time developing their line sheet, only to miss out on sales because of simple, avoidable errors.

Here are 10 common mistakes to watch out for as you’re creating your line sheet and, more importantly, how to fix them.

1. Overly Stern Wholesale Terms

Yes, your wholesale terms are important for setting clear expectations and protecting yourself. But don’t let your terms come across as harsh or overly formal. Avoid "legalese" and write in a tone that reflects the personality of your brand. Think of it as a friendly conversation with a potential partner, not a contract negotiation.

2. No Prices

Your wholesale line sheet needs to clearly display your wholesale and suggested retail prices. Don’t make buyers work to find the information. If they have to ask for it, you’ve already lost their interest. Keep it simple and straightforward.

3. Wasting the Cover Page

The cover page is prime real estate—it’s often the first thing buyers see, and it can make or break their interest. Make sure it reflects your brand, your aesthetic, and your product offering. This is where you hook them in and show them why your line is worth their time.

4. Sub-Par Photos

Blurry, poorly-lit, or mismatched photos can kill your line sheet’s professionalism. You don’t need a fancy camera—just a smartphone, good lighting, and a tripod can work wonders. Make sure your photos are clear, aligned with your brand, and truly showcase the beauty of your products.

5. Trying to Sound Bigger Than You Are

Handmade buyers love the authenticity of small brands, so embrace it! Include a personal, compelling “about” section that shares who you are and why you do what you do. People buy from people, so let your story shine through.

6. Not Showing Product Details Clearly

Buyers need to know exactly what they’re getting. Make sure your product descriptions and photos show every angle—front, back, inside, outside—so there’s no question about the quality or style of your products. Remember: a confused buyer never buys.

7. Being Too Boring

Professional doesn’t have to mean boring! Your line sheet should reflect the unique personality of your brand. Don’t strip out all the fun and quirkiness—add a little flair that shows off your ethos and makes buyers remember you.

8. Having a Potpourri of Products

A focused, cohesive line is far more appealing than a scattered assortment of unrelated products. If something doesn’t quite fit your vision or feels weaker, leave it off your line sheet. A smaller, well-curated line will perform much better.

9. Overly Wordy “About” Pages with Minimal Photos

Most people skim text, especially online. Use headers, bullets, and photos to do the heavy lifting. Trim down your copy, focus on the essentials, and use high-quality photos of you in your studio to build connection and trust.

10. Undesigned or Unprofessional Document

Your line sheet should look polished and on-brand. Avoid overcrowded pages, inconsistent fonts, and mismatched themes. Take time to review your final draft and ensure that it’s visually appealing, easy to navigate, and professional.

Give your line sheet a final review and check for any of these pitfalls. And remember, it doesn’t have to be perfect—just good enough to make buyers want to learn more. Your goal is to move forward, refine, and eventually land those wholesale orders!