A customer and a buyer want opposite things from a piece of paper. A customer wants to want it. A buyer wants to know whether it will sell and whether you can supply it without becoming a problem. Your consumer material answers the first question and almost none of the second.

Buyers also compare. Yours is sitting next to six other producers who sent a clean line sheet with prices, case packs and terms on one page. Sending a lookbook with no prices in it is how a good product gets passed over by someone who liked it.

Settle your channel pricing and your pack sizes first. These documents are where those decisions get published, and republishing a price to a buyer who already has the old one costs you credibility.

Decide your minimum order, your lead time and your payment terms before you write anything. A buyer will ask all three in the first conversation, and answering with a pause is worse than answering with a number they do not love.