4. Point-of-Sale Materials

Point-of-sale (also known in the trade as PoS) is a blanket term for all the posters, stickers, cut-outs, holders and so on that go on and around product stands in a shop. It is an area of crucial importance to the retail industry, since getting customers to buy even one per cent more of a given product can translate to millions of pounds’ worth of profits. The main requirements from a copywriting perspective are simple, eye-catching, design-led messages. Space is often at a premium on PoS materials and your message may need to be seen from several feet away, so stick with a few words and write them large.

In your brief, find out what the PoS will look like, how big it will be and how it will be used or positioned in store. Also check whether you need to incorporate special pieces of text, such as terms and conditions.