9 September 2026 · Copy for the nine new assets you sent over on 9 September: four autumn statics, Kiera’s Orangery unboxing, and Lydia’s four Seasalt hooks. They are three different products, so they get three sets of copy rather than one. Almost everything here is either wording that has already earned in your account or wording taken from your own product pages. Each line now carries a tag showing who it is written for and how far along they are when it reaches them, taken from the customer personas we rebuilt this week.
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The Tonka review on the static says vanilla, and your product page does not The image quotes “Tonka is a lovely rich vanilla scent”. We have now read all 2,405 of your Yotpo reviews, and that sentence is not among them. Only two reviews mention vanilla at all, and the closest is a four-star note on the Scent Samples that reads “Of the ones I tried, I only really liked the Tonka (vanilla)”. That does not mean the quote is made up. It may well be from Trustpilot, Instagram, an email or a message. We just need to know where it came from before it runs as a review on an ad. Separately, and worth fixing either way: your Tonka page describes the scent as tonka bean, patchouli and cedarwood and never says vanilla, so someone who clicks because they want a vanilla candle lands somewhere that never mentions it. We have used a different, verified five-star Tonka review in the copy and kept the image quote out of the writing entirely.
Lydia’s Seasalt videos lead on the planet rather than on you All four say the same two lines: that a candle should not leave a burn on the planet, and that this is a waste-saving way to love your home. We have run that argument several times and it consistently comes in below what the account normally does. It is the same truth either way, it just lands better pointed at the person: you keep the pottery, you only buy the candle, nothing needs replacing. So the copy makes that argument instead. The videos can still run exactly as shot. If there is another shoot with Lydia, swapping those two lines for the money point would be the single biggest change.
Hook 1 sounds like a burn-time claim “I have found a candle that burns longer than just one wick” reads as though the candle itself burns longer, which is not what you are selling and not something we would want to claim. Hooks 2, 3 and 4 are all clearer. Tell us whether you want Hook 1 in the batch at all, or held back.
The workshop image has no Pott logo on it The “POV: your candle jar is made by hand” image is the only one of the nine with no branding. That may well be deliberate, it makes it feel like something a person filmed rather than an ad, which often helps. Just confirm you are happy for it to run unbranded.
Nothing you have running is aimed at a gift-giver We tagged all 625 ads in the account by who they are written for. Not one of them speaks to someone buying a gift. That is not a criticism of the ads, it is a gap that has never been built. It matters because November is your biggest month, more than half of November revenue comes from people buying for the first time, and three quarters of gift orders are Starter Packs, which you already sell. These nine assets do not close it either: they are all shot for the person buying for herself. If you want gifting ads live for Q4 they need their own shoot, and the copy is quick once the pictures exist. Tell us whether to plan that in, and we will work the timing back from the last posting dates.
No offer anywhere in this round Nothing here mentions a discount or a bundle. Confirm that is right for this drop.
The four autumn statics4 statics · 5 primaries · 5 headlines · no offer
Cold and warm audiences. Two workshop shots, one review card, one seasonal launch.
Sends to /
Two of these four images are workshop shots, which is the first proper making footage we have had to write against. So this set leads on what a Pott actually is rather than on which scent is in it: made by hand, kept for years, and the only thing you replace is the candle. Tonka gets named because that image is a Tonka review, and the season gets named because one image announces it. The rest carries the argument that works whatever is burning.
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P1 · Buy the pottery once EditedRevised since your edit
You buy the Pott once.
After that, you are only ever buying the candle refill.
When the wax runs out, sit the Pott in warm water, lift the old disc out and drop the new refill in.
About a minute, start to finish.
Same Pott.
New scent, whenever you fancy one.
Scent-Led Home Curatorsolution-aware
We have revised this line since you edited it.
P2 · Made by hand, kept for years EditedRevised since your edit
Every Pott is thrown on a wheel by an independent potter here in the UK, then glazed by hand, so no two come out quite the same.
It takes days to make one.
It stays on your shelf for years.
The candle inside is the only part you ever replace.
Scent-Led Home Curatorsolution-aware
We have revised this line since you edited it.
P3 · One Pott, every season EditedRevised since your edit
Most candles get used up and that is the end of them.
A Pott does not work like that.
The pottery stays where it is, on the shelf, year after year.
Only the scent inside changes.
Warm and woody now the evenings are drawing in, brighter again when spring comes round, whatever suits the room after that.
One Pott.
Every season.
Scent-Led Home CuratorRefill Loyalistsolution-aware
We have revised this line since you edited it.
P4 · Tonka EditedRevised since your edit
If you want one scent for autumn, make it Tonka.
Rich tonka bean with earthy patchouli and smooth cedarwood.
Warm, comforting, and strong enough to carry through a whole room.
It sits in a handmade Heather Pott.
When it burns down you refill it rather than replace it, and the Pott stays.
★★★★★ “The throw is amazing.
It fills the house with the most beautiful smell.” Natalie
Scent-Led Home Curatorproduct-aware
We have revised this line since you edited it.
P5 · The autumn scents are in EditedRevised since your edit
The autumn scents are in.
If you already have a Pott, this is just a candle refill.
Lift the old wax out, drop the new one in, and the whole room changes.
If you do not, the Starter Pack has everything in one box: the handmade pottery, your first scent, and a MatchPott for your matches.
Fig and Tonka are waiting.
Scent-Led Home CuratorRefill Loyalistproduct-aware
We have revised this line since you edited it.
Headlines
H1Buy The Pott Once.Edited
NEW · the money argument in four words
We have revised this line since you edited it.
H2Keep the Pott. Refill the Scent.Edited
PROVEN verbatim · 1.88x on £14,858, your highest-volume generic headline
We have revised this line since you edited it.
H3Made By Hand. Kept For Years.Edited
NEW · matches the workshop overlay. Worth knowing durability on its own has lost money for you, so this one is paired with bodies that name the saving
We have revised this line since you edited it.
H4Tonka. Refillable Pott.Edited
NEW · clones "Tomato Vine. Refillable Pott.", 2.24x on £23,972, your biggest named-scent winner
We have revised this line since you edited it.
H5Your New Evening RitualEdited
PROVEN verbatim · 2.20x on £5,553
We have revised this line since you edited it.
Seasalt — Lydia’s four hook videos4 videos · 4 primaries · 4 headlines · no offer
Cold audiences. Ocean Pott with the Seasalt scent, sold as the Starter Pack.
Sends to /
Lydia never actually describes what Seasalt smells like. Her four videos are about the pottery, the refill and not having to settle for something ugly, so the copy is about those things too rather than about the scent. Seasalt is named as the first scent in the box, which is what it is. Worth knowing that every Seasalt ad we have run so far led on it being the best seller, and none of them did what the account normally does, so this is a genuinely different approach.
Primary Text
P1 · You do not have to compromise on the object EditedRevised since your edit
Refillable usually means settling for something you would rather hide.
The Ocean Pott is thrown on a wheel by an independent UK potter and glazed a deep glossy blue, so no two are quite the same.
It is the sort of thing you leave out whether it is lit or not.
When the wax runs out you refill it, and it stays exactly where it is.
Scent-Led Home Curatorproduct-aware
We have revised this line since you edited it.
P2 · Buy the pottery once EditedRevised since your edit
You buy the pottery once.
After that, you are only ever buying the candle refill.
No new jar, no new lid, nothing to find a home for.
Sit the Pott in warm water, lift the old wax out in one disc, drop the next refill in.
About a minute.
Same Pott.
As many scents as you like.
Scent-Led Home Curatorsolution-aware
We have revised this line since you edited it.
P3 · What is in the box EditedRevised since your edit
The Seasalt Starter Pack is one box with everything in it.
A handmade Ocean Pott, your first candle refill in Seasalt, and a matching MatchPott for your matches.
That is the only time you buy the pottery.
After that you are just buying the candle refill.
Scent-Led Home CuratorGift-Giversolution-aware
We have revised this line since you edited it.
P4 · Scents that change, pottery that does not EditedRevised since your edit
Start with Seasalt.
Do not stop there.
The pottery is handmade and it stays with you.
The scent is the part that moves with the year, coastal now, warm and woody once it turns, whatever suits the room after that.
Nothing gets replaced.
It just gets refilled.
One Pott.
Many refills.
Refill Loyalistmost-aware
We have revised this line since you edited it.
Headlines
H1Seasalt. Refillable Pott.Edited
NEW · clones "Tomato Vine. Refillable Pott.", 2.24x on £23,972
We have revised this line since you edited it.
H2The Seasalt Starter Pack.Edited
NEW · named literal. "The Roses Starter Pack" ran 2.01x, the generic version ran 1.22x
We have revised this line since you edited it.
H3One Pott. Many Refills.Edited
PROVEN verbatim · 2.15x on £5,866
We have revised this line since you edited it.
H4A Scent Worth Sitting WithEdited
PROVEN verbatim · 2.20x on £5,553
We have revised this line since you edited it.
Orangery — Kiera’s unboxing1 video · 3 primaries · 3 headlines · no offer
Cold audiences. Speckle Pott with the Orangery scent, sold as the Starter Pack.
Sends to /
Kiera’s video is a Starter Pack unboxing, so the copy is built around the box and around the pottery rather than around the scent. She names the Speckle Pott, the Orangery refill and the MatchPott, and she says handmade in the UK by independent potters twice, so the copy says the same things in the same order. She does describe the scent on camera, so one of the three lines carries it. Her video ends softly with no clear next step, so these lines carry the ask.
Primary Text
P1 · What is in the box EditedRevised since your edit
Everything in one box.
A handmade Speckle Pott, your first candle refill in Orangery, and a matching MatchPott for your matches.
The pottery is the part you keep.
The candle refill is the part you buy again, whenever you fancy a change.
One box now, just the refill after that.
Scent-Led Home CuratorGift-Giversolution-aware
We have revised this line since you edited it.
P2 · Made by hand, kept for good EditedRevised since your edit
Handmade in the UK by independent potters, and no two come out quite the same.
That is the part you keep.
It sits on the counter whether it is lit or not, and it is still there years later.
The candle inside is the only part that ever needs replacing.
Scent-Led Home Curatorsolution-aware
We have revised this line since you edited it.
P3 · Not the orange candle you expect EditedRevised since your edit
Most orange candles smell like orange squash.
Orangery does not.
Fresh orange and orange blossom open it, rosemary and basil come through underneath, and cedarwood holds the whole thing steady for hours.
Bright without being sharp.
Warm without being heavy.
Hand-thrown Speckle Pott.
Natural rapeseed and coconut wax.
Refilled, never replaced.
Scent-Led Home Curatorsolution-aware
We have revised this line since you edited it.
Headlines
H1Orangery. Refillable Pott.Edited
PROVEN verbatim · 1.64x on £3,308
We have revised this line since you edited it.
H2The Orangery Starter Pack.Edited
PROVEN verbatim · 1.66x on £3,267
We have revised this line since you edited it.
H3Handmade Pottery. Seasonal Scents.Edited
PROVEN verbatim · 1.80x on £5,063
We have revised this line since you edited it.
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