The second of our trade secrets training sessions, The Poetry of the Pack, was held on 23rd September.

Here’s what some of the participants thought…

“I got lots of insight into products and packaging that I was unaware of and had fun with words.”

“The great gifts (The Sense of Style by Steven Pinker and Wild Air by Fraser Southey) were an added bonus.”


Here’s what the session was about…

Improve your copy performance in a sizzling environment

Have a close look at the copy on your favourite box of cereal, snack or smoothie. It has to pack a punch in a minuscule number of characters. It’s some of the hardest-working, most inventive copy on the market.

fraser-southeySo we’ve asked hard-working, inventive copywriter Fraser Southey to come and share some of the trade secrets he’s gleaned through years of writing short snappy copy for Cheerios, Shredded Wheat and Weetabix.

Fraser also works for big brands like Barclaycard, Shell and M&S, so will tell us how you can sneak the fizz and crunch techniques of pack copy into longer writing forms.

Whatever type of copywriting work you do, we can guarantee that you’ll have fun and take away some tips you can apply straight away.

In this highly interactive 2.5 hour workshop, you’ll:

  • Have a go at taking risks and having fun with language.
  • Learn how to write ‘romance’ copy that seduces the reader.
  • Discover the potent power of alliteration, exclamation marks and ‘funny starts’.
  • Extend metaphors and similes further than you ever thought possible.
  • Learn how to apply these techniques to strait-laced, long copy.

The Poetry of the Pack workshop will also feature special guest Dave Buchan, a pack design guru and owner of Ocean Branding. He’ll reveal what makes an outstanding pack (it usually involves a Monsters Inc character) and what type of copy shines most brightly from a designer’s perspective.

Participants are strongly advised to bring thick pens and if possible, a plain box or container of around A4 size on which to express their genius – and possibly win prizes!


Take a look at our previous workshop.

Zeen is a next generation WordPress theme. It’s powerful, beautifully designed and comes with everything you need to engage your visitors and increase conversions.