04 · Foundation
Write like the catalog, not the brochure.
Our most believable writing has always been the catalog copy: plain, specific, bottler-literate. That voice is the standard. The generic brochure voice is retired.
The same idea, two ways.
Holds 80 two-liter bottles on gravity-feed shelves. Ships knocked-down. One person sets it up in under 30 minutes.
Our innovative, award-winning solutions help leading CPG brands stand out in a crowded marketplace.
Four habits.
Name it, then size it.
Lead with the product name and one real number. "Woodland 60 · 60 in wide". Readers scan for names they already use.
Short sentences, active voice.
"Ships knocked-down." Not "is shipped in a knocked-down configuration". One idea per sentence.
Speak to the person who sets it up.
Instructions use imperatives: "Hang the center shelves." The route merchandiser is the reader.
Claim only what you can show.
A named award, a year, a count, a spec. No superlatives we cannot point to.
Our words.
The vocabulary our customers and our team already use. Use these terms, spelled this way.
The trade
bottler · route · implant date · program · catalog edition · packout · 2-liter · case stack · end cap · pallet topper · header · shelf strip · knocked-down (KD) · FOB
Our products
Super Tracker 80 · Super Tracker 120 · Convertible · Zone Display · Saddlebags · Bread Winner · Produce Winner · Woodland 60 · Woodland Sales Center · Infinity End Cap · Wood Stacking Base
Our process
S-code · design request · concept · CAD · proof · hard proof · first article · production · ship
House style.
- Company name
- Profitmaster Displays in running text. Profitmaster Displays, Inc. in legal lines. PROFITMASTER in capitals only inside the wordmark. Interim
- Short form
- PMD, internal documents only
- Product names
- Title case, with ™ on first use in catalogs. The names are unregistered trademarks
- Dimensions
- W × D × H in inches: 26 × 48 × 72 in. Metric in brackets for export only
- Phone
- (800) 633-5454 · (770) 984-1400. Parentheses and a hyphen, never dots
- Dates
- September 25, 2026 in prose. 2026-09-25 on drawings and in file names
- Numbers
- Figures for all measurements and quantities. Words for one to nine in prose
