Custom Crafts and Scents, three things to approve

Three things to approve

Hi Natile. Everything waiting on you is on this one page. It should take about five minutes.

Watch this week's seven videos and say yes or flag one.

Pick a name for each of the two video series.

Say yes to the five blog posts for September and October.

Nothing here sends by itself. At the bottom you press one button and it writes the email back to Drake for you.

1. This week's videos

Seven videos, Monday, Wednesday and Friday, going to Instagram and Facebook. Monday's three are already live. Wednesday's and Friday's are queued and can still be changed.

Monday, August 3 live, 3 videos

One scoop.

Series A · 6:30 pm ET

Already live

Wooden scoop digging pink whipped wax out of the jar, then three scoops dropped into the warmer. This is the only one carrying the full 23 second jingle with no other music under it.

See it live on Instagram See it live on Facebook

Your call on this one Looks good, no changes needed I want something different going forward

Packed by hand.

Series A · 8:30 pm ET

Already live

Red spatula packing whipped wax into a cup, then smoothing the top. Strongest color in the batch.

See it live on Instagram See it live on Facebook

Your call on this one Looks good, no changes needed I want something different going forward

Whipped, not poured.

Series A · 10:30 pm ET

Already live

Fourteen unbroken seconds on the hand mixer. This is the one that answers why the wax is scoopable instead of a poured puck.

See it live on Instagram See it live on Facebook

Your call on this one Looks good, no changes needed I want something different going forward

Wednesday, August 5 publishes Wednesday, 2 videos

Piped by hand.

Series A · 11:35 am ET

Publishes wednesday

Piping bag working around the rim, finishing on the crowned rosette.

Not published yet, so there is no link to open. The video above is the finished cut.

Your call on this one Looks good I want a change before this goes out

It is not food.

Series B · 2:20 pm ET

Publishes wednesday

Strawberries and Cream Mousse shot like dessert: label to camera, jar open in the light, lid going on.

Not published yet, so there is no link to open. The video above is the finished cut.

Your call on this one Looks good I want a change before this goes out

Friday, August 7 publishes Friday, 2 videos

Straight off the beater.

Series A · 11:35 am ET

Publishes friday

Mixer lifted clear with the beaters loaded, then the finished jar turned in a gloved hand.

Not published yet, so there is no link to open. The video above is the finished cut.

Your call on this one Looks good I want a change before this goes out

No wick. No flame.

Series B · 2:20 pm ET

Publishes friday

The warmer plate held as a still life, the wax actually dissolving, then the Northpoint booth.

Not published yet, so there is no link to open. The video above is the finished cut.

Your call on this one Looks good I want a change before this goes out

2. Names for the two series

The videos already fall into two groups. Giving each group a name is what turns them from separate posts into something people follow. Pick one for each, or write your own.

Series A: the close-up scoop videos

Five of this week's seven. Reels 1, 2, 3, 4 and 5.

Wax fills the frame, no faces, sound recorded not scored, and something changes state on camera. Solid to whipped, loose to packed, poured to set.

One Scoop Our recommendation Already the name of reel 1. Short enough to sit at the front of a caption, and it promises a format people can learn: one scoop, one video, one sound. The Scoop Considered and set aside because it reads as a news pun. Scoop Sounds Considered and set aside because it describes the medium rather than the product. Something else Your instinct wins here. This is a name you have to live with every week.

Series B: the dessert-styled videos

Two of this week's seven. Reels 6 and 7.

Product staged as dessert, lit like food, a Pastry Shop item as the hero, and the reveal that it is not food landing in frame.

The Pastry Shop Counter Our recommendation It inherits the collection name the products already ship under, and it points at the Northpoint counter we want to film, so the name keeps working once that footage exists. Heat It, Do Not Eat It Strongest line in the plan, but it is doing safety work. As a closing line on every video it compounds. As a title it gets spent once. Recommendation is to keep it as the sign-off. Something else Your instinct wins here. This is a name you have to live with every week.

3. Blog posts for September and October

Five posts. The numbers are what people actually type into Google each month, pulled fresh on August 4. Nothing gets written until you approve this.

The five posts

1. Why Does My House Smell Musty, and How Do You Actually Fix It?

6,600 searches a month · searching for "musty smell in house"

Largest term in the account and the only one still climbing. The honest answer is fixing the moisture, so the post earns trust before it ever mentions fragrance.
2. How to Get Rid of Dog and Cat Smell in Your House

3,600 searches a month · searching for "how to get rid of dog smell in house"

Dog and cat go in one post because the reader with a dog usually has the litter box question too.
3. What Light Bulb Does Your Wax Warmer Need?

2,900 searches a month · searching for "wax warmer light bulb"

Nobody has measured this term before. It supports four bulb warmer products you already sell and fills a gap the plate versus lamp post names out loud.
4. Are Wax Melts Safe for Cats and Dogs?

480 searches a month · searching for "are wax melts safe for cats"

Small term, but the least contested one on the list and the closest to someone about to buy. Note: it overlaps a section in a post that is already live, so it needs a small edit there as well.
5. How to Get Rid of Smoke Smell in Your House

6,600 searches a month · searching for "how to get rid of smoke smell in house"

Tied for the largest term in the account. It was scoped back in Batch 4 and never written, and October is when indoor smoke season starts.

Two changes from the original plan

Cooking smells comes out. The term is 590 a month and falling, and the query behind it is really a fire-safety question. Better as a later batch.
Smoke smell goes in. 6,600 a month, never written, and it completes a three-post set on odor with posts 1 and 2 that link to each other.

Approve all five as listed Our recommendation Post 5 is smoke smell. Swap post 5 for fragrance layering 2,400 a month, less contested, but the searcher may be looking for perfume rather than home fragrance. Needs a look at the results page before we commit. Swap post 5 for how to make your car smell good 720 a month. Opens the car line, but it supports exactly one five dollar product. Swap post 5 for how to get rid of cooking smell in the house 590 a month and shrinking. This was the original plan and it is the one being recommended against. Hold, I want to talk this one through first Nothing gets written until you say so either way.

Three things to approve

1. This week's videos

One scoop.

Packed by hand.

Whipped, not poured.

Piped by hand.

It is not food.

Straight off the beater.

No wick. No flame.

2. Names for the two series

Series A: the close-up scoop videos

Series B: the dessert-styled videos

3. Blog posts for September and October

The five posts

Two changes from the original plan

Anything else

Your answers