Originally sent via email as a Letter. Subscribe here or over to your right in the side bar.
Warp: You (Part 2 of 3)
Weaving 101 for Copywriters
This weekend I put a new project on the loom - weaving bag straps as a way to experiment with techniques.
I’d determined the pattern, so now it was time to wrap my warp. (say that 5 times fast)
The warp is the yarn under tension on the loom, and it's the first step towards bringing a pattern successfully to life.
If you thread one yarn wrong, that mistake will be throughout the entire piece.
But there are so many places you could go wrong!
You have to measure the length of the warp on the warping board, sley it (actual word), thread it through the treadles, wrap it with consistent tension, tie it up with consistent tension, and hope you did that all right.
Even if you don’t know half of those vocabulary words, at least you get that a lot of energy goes into the warp.
Ready for the weaving metaphor?
The warp is your company.
If the pattern as the brand voice sets the tone and gives direction, the warp is the part that holds it all together.
Without a solid foundation, any piece would become a tangled mess of threads that’s every weaver’s nightmare and every cat’s dream.
Without a strategic and planned structure, a company would just as easily fall apart.
Understanding how you built your company and where exactly your features and products fall in line is critical to sustainability.
It sets the stage for great user experiences. (spoiler: that’s next week)
For copywriters, we have to understand this structure in order to write effective copy.
If I’m writing a landing page for a new service I need to know where that falls in the funnel, what level of awareness a consumer is at when they reach the page, and what comes after the conversion.
We can’t just be really good at writing - we have to understand strategy and placement.
I’m just as careful with my writing as I am when I’m threading the warp onto my loom.
Every piece of yarn of matters.