Product Packaging Writer
Good things come out of well-written packages.
Get Readers Salivating (Even If It’s Not Food)
I am a writer often hired to write package copy (packaging copy, as it’s known in some lands).
I’ve always loved writing it, because it’s your last chance to close a sale. If you can’t shout brand values, quality and trust off a label in a few seconds, you’ve lost.
Who is Paul Fenn?
A deeply experienced media-agnostic copywriter delivering juicy ideas, copy and content for clients in B2C and B2B. Clients come to me to clarify and harness their strengths to grow their prominence or dominance. To become unshackled from ineffective, outdated or dull corporate communications. To apply a well-thought-out brand persona that connects with audiences. And to start conversations and relationships that inspire trust and belief, while growing revenue.
Why work with me?
In package copy, quality of workmanship is paramount. In my case, it reflects the depth of briefing I request of you before starting your project. This helps me deliver a wide spectrum of creative and tonality directions, ranging from mouthwateringly sumptuous, to pithy, to hard-hitting, to funny to flat-out loopy. I often share my work in progress, allowing for tweaks on the fly and to minimize revisions later. Turnaround on packaging copy is generally fast.
"Package copy is your last chance to close a sale."
- Paul Fenn, Toronto Copywriter
Tell a short story
Every business has one. Many are moving sagas of struggle, experimentation, sweat and hard-won triumph. Consumers feel more of an affinity with a product when they can picture its founders going through loads of strife to get where they are now.
Play up the good
You’re handmade, organic, helping the poor or a minority group, saving the rainforest or the oceans? By all means, talk it up… to a point. Just don’t beat people over the head with it. Some consumers love sticking it to Big Whoever, even if it’s just a gesture. How else to explain the rise of small, artisanal brands in every category and aisle of the supermarket. Often enough, these are little better, and usually far more expensive, than the big brands they seek to usurp. They just have the wicked packaging.
Why not DIY?
You may not have thought of this, but you’re pretty darn close to your own products.
To write package copy yourself and achieve the perfect blend of fact, sales and poetry is going to be a tall order. The cost of hiring someone like me is well worth the years or decades of positive shelf-to-consumer conversations my copy can provoke.
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