Romancing Your Knitter

The Aunt Hilda shawl was inspired by my very own Aunt Hilda. Knit in plain garter stitch with a basic lace border, this top-down shawl is easy enough for even beginning knitters. Knit in worsted weight yarn, this shawl will be nice and warm. It is knit in the traditional triangular shape. Can be worn anywhere—either at home or out and about. Happy knitting.

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Warm and cozy like my favorite aunt who always loved shawls—the Aunt Hilda shawl will warm you outside and in. Knit mostly in snuggly garter stitch, it adds just a touch of simple lace at the border to spice it up. Perfect for chilly nights and a cup of hot cocoa with the family. An enjoyable knit for beginning as well as experienced knitters.

What exactly is romance copy? Romance copy is basically the same as a pattern description or, in business terms, a marketing claim – but with a lot more fun and personality. Whereas a pattern description tells you a bit about the pattern, romance copy engages your emotions and makes you want it, need it, have to have it.

Consider the two examples above. Both contain exactly 65 words. They both provide basic information about the pattern. Yet one of them contains more feeling, more personality than the other.

Romance copy is usually the second thing knitters notice about your pattern, right after the photo of the finished product. However, it may well be the most significant selling point in the pattern. It is where you captivate the knitter. Granted, the photo is what will first catch their eye. Many will decide at a glance whether or not your pattern is right for them. But if the photo lures them at all, and before proceeding to the pattern details, they will turn next to your description. Unless you hook them there, they probably won’t look any further.

What makes good romance copy? To start, it should be relatively short. More is not necessarily better. You want to appeal without overwhelming. You also don’t want to take up too much space on the page of a published pattern. It can be challenging to balance copy that will attract and copy that is impractically long. Although I have seen successful romance copy over 200 words, I recommend somewhere between 50 and 150 words. To borrow from and slightly alter an old saying: it is not how much you say; it is how you say it.

The single most significant aspect of romance copy, as you might expect, is emotional appeal. Basic and informative description is important but lacks magnetism. It does not attract buyers to the same degree that emotion does. Think primarily of the mood or atmosphere you want to create. The above examples strive for a bit of nostalgia. However, your pattern might demand a touch of understated elegance or whimsy instead.

How do you achieve an emotional connection with knitters? Romance copy could include some of the following elements. Your inspiration for the piece. Whether it was your Aunt Hilda or a romantic evening on the town, sharing your inspiration makes an emotional connection. Set the mood you want your creation to convey. It would only take a word or two like ‘flirty’, or ‘casual” to relay your intentions. Brag a little. If your design introduces a knitting technique you invented or employs a unique stitch pattern, say so. Don’t forget the more basic information about type of construction, finishing, or yarn details that knitters might want to know. Finally, if your pattern is part of a themed collection of patterns, definitely mention that.

Whether or not you should write your own copy is a delicate question. Do you write well? Can you conjure an urge to purchase the product in just a few words? Would you prefer to stick to your knitting, so to speak, and appoint someone else to create the romance? Although this is a subjective call, as a designer, you will want to give your patterns their best opportunity to tempt purchasers.

I won’t tell you which of the Aunt Hilda descriptions I prefer. Decide for yourself which one would fit your own style, which would sell more patterns. Then decide whether or not you can do justice in words to your marvelous design. Many designers can and do write their own romance copy. Conversely, if writing is not your thing, turn to your tech editor for assistance. Many tech editors have extensive writing experience along with their editing skills. Whatever you decide, know that your romance copy significantly impacts pattern sales.

Don’t settle for just any descriptive paragraph. Your design is special. So go ahead—romance your knitter.