Ay, you up?

You might think I’m a bit strange, but I have a confession: I absolutely love putting furniture together.

Give me a box from IKEA with 147 pieces and a cryptic instruction manual, and I’m in my happy place.

But recently, as I was assembling yet another piece of furniture (accent console for my awkwardly bare wall)... it hit me!

This process is freakishly similar to writing fire copy.

Peep the scene: I’m sitting cross-legged on my living room floor, surrounded by precisely laid out pieces of particle board.

My trusty Allen wrench in one hand, Phillips head nearby (that's a thing right?) and an instruction manual propped flat under my knee.

Each piece carefully arranged by size and labeled with their corresponding numbers or letters. It’s methodical. It’s organized. And yes, it’s a bit nerdy.

But isn’t that exactly what we do when crafting copy?

Think about it:

• Just like having all your tools ready (allen wrench, phillips head, that weird plastic anchor thing), we gather our copy tools: research, customer insights, and our trusty style guide.
• Those pre-drilled holes and perfectly engineered grooves? They’re like our copy frameworks and proven structures, guiding us to a successful final product.
• The way we lay out all the pieces in sequential order (Plank E connects to #2 with 25 of screw type A) mirrors how we organize our copy elements: hook, story, offer, proof, close.

What really gets me excited is the prep that goes into both.

Someone, somewhere, (some AI thing) engineered those holes and grooves to align perfectly. They tested and refined it until they knew exactly where each piece needed to go.

That’s I do with copy (whether it's mine or yours) – I prepare, I structure, I test, and I refine.

Sometimes it takes a bit of trial and error.

Maybe you put the side board upside down (guilty!) or your call-to-action falls flat. But that feedback is invaluable.

It helps you adjust until your finished product matches the vision on the box – or in our case, until your sales page delivers the results you envisioned.

And just like how that finished dresser needs to match your room’s decor, your copy needs to align with your brand’s vibe and values.

Oh and when all the pieces come together – when the voice, the structure, and the offer promise all align – it’s just as satisfying as hearing that final ‘click’ of a perfectly assembled drawer.

(Can I get an AMEN!)

So next time you’re staring at a blank page, trying to write copy for your website or launch, think of it like furniture assembly.

Lay out your pieces, follow your proven framework, and trust the process. With the right preparation and tools, you’ll build something that’s both beautiful and functional.

Now, if you’ll excuse me, I’ve got a counter stool (or four) waiting to be assembled… and a sales page that needs writing.

P.S. Anyone else find themselves keeping those extra screws “just in case”? It’s like having backup headlines – you never know when they might come in handy!

P.P.S. While hunting for some killer breakfast nook benches (secondhand furniture rabbit holes, am I right?), I stumbled across this amazing donation site helping teachers get funding for school furniture. If you've got some spare change, consider helping this school get their yard benches. Check it out!​

Christina Torres​
​Chief Creative Officer
​Run & Tell That - Copy. Content. Culture.
​w: www.runandtellthat.co e: christina@runandtellthat.co​

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