You're Ana, founder of Lumen Ceramics.Tick off an action, open a draft, ask Caplesbot a question, or look at your Company profile: the mission, vision and tagline everything is built from.
Good morning, Ana.
Five actions this week. Two are already drafted for you.
Actions
1 of 5 completeMost of your site visitors search “ceramics class Madrid” first.
Process videos got 3× the reach of product photos last month.
Announce the open studio to the 31 new subscribers.
Half of last month’s full-course sign-ups came from a personal follow-up.
First paid test: a specialist can check targeting before it runs.
Plans refresh every Monday based on what you finished and what it achieved.
50 paying class customers
Your strategy in one line
Reach design-minded beginners in Madrid through Instagram and a monthly open studio. Lead with the handmade story, convert with a low-cost taster class.
Open full strategyWriting a newsletter people actually open
Linked to Thursday's newsletter action. Caplesbot's first rule: the headline does most of the work.
Last week
- Instagram reach
- 2,140 ↑ 18%
- Newsletter sign-ups
- 31
- Taster-class bookings
- 7 ↑ 3
Company profile
Your mission, vision, tagline and voice. Your strategy, plans and drafts are all built from this page.
Warm
Friendly, like a good teacher. Short sentences. Never salesy.
Small groups of six, all clay and firing included, and you take home a finished piece from your first class.
- Taster class (2 h)€35
- 4-week beginners' course€180
- Open studio membership€60 / month
Who else do your customers consider? Add two or three so Caplesbot can position you against them.
Your marketing strategy
Built from your company profile and diagnostic answers, and refined by what's worked since.
Design-minded beginners in Madrid
25–45, creative jobs, want a screen-free hobby with people like them. They follow interior and craft accounts and book on their phone.
“Learn the wheel in one evening.”
Lead with the handmade story and the calm of the studio. Prove it with real student pieces. Never lead with price.
Instagram + a monthly open studio
Instagram brings people in. The open studio and taster class turn them into customers. Email keeps them coming back.
50 paying class customers by 31 March
Leading signals: taster-class bookings per week, and follow-up messages answered.
TikTok, Google Ads, a blog, and markets. They're good ideas, but not with 6 hours a week. We'll revisit in January.
Channels
Where your time goes, and what each channel is for.
Job: Reach new people
2,140 reach last week · 3 posts
Open studio (events)
FocusJob: Turn interest into bookings
Next: Sat 23 Nov · 14 sign-ups
Email newsletter
SupportingJob: Bring people back
31 new subscribers · 48% open rate
Google Business profile
SupportingJob: Be found locally
310 views · 22 direction requests
Connect your tools automatically
Sync Google Analytics, Meta Ads, Mailchimp, Shopify and more, so results update themselves.
See integrationsMeta ads
Testing a €60 campaign this Friday. Not a focus channel yet.
Content
Everything the AI has drafted for you to review, edit and approve.
- November newsletter: “Come get your hands muddy”Email · AI drafted · Thu 10:00Needs review
- Reel caption: wheel-throwing in 30 secondsInstagram · AI wrote · Tue 19:00Ready
- Follow-up message for taster-class guestsDirect · template · this weekReady
- Google Business descriptionLocal search · AI updated · MonPublished
- Open-studio ad: “Free Saturday at the wheel”Meta ads · AI drafted · FriSpecialist check
Results
What your marketing achieved, and what it means for next week.
Taster-class bookings per week
Caplesbot's read: bookings jump in weeks with a process reel. That's why there's one in this week's plan.
Learn
Get better at marketing, one action at a time.
Writing a newsletter people actually open
6 minHeadlines that get read: the Caples method
5 minYour first €60 ad: what to test
7 minSpecialists
For the jobs AI shouldn't do alone. Every booking comes with a brief written from your strategy.
Suggested for Friday’s test ad
[Rate]/hGreat for reel ideas and shoots
[Rate]/hFor your January strategy review
[Rate]/hWhat changed
Class times: Tue and Thu 19:00–21:00, Sat 11:00–13:00
Description: “Small-group pottery classes in Malasaña for complete beginners. Learn the wheel in one evening, with all clay and firing included.”
New photos: 3 student pieces from October
Why: 62% of your website visitors arrived from a Google search first.
Goal
Make people stop scrolling and book a taster class.
Shot list
1. Hands centring the clay (5 s) · 2. The pot rising (10 s) · 3. Close-up of the lip being shaped (8 s) · 4. Finished piece on the shelf (5 s)
Caption (written by AI)
“30 seconds. One lump of clay. Your first bowl could look like this by Thursday evening. Taster class: link in bio.”
Subject
Come get your hands muddy (free, Saturday)
Hi {first name},
This Saturday, 23 November, the studio doors are open from 11:00 to 14:00. Sit at a wheel, meet the teachers, and see what our beginners made this month.
No booking, no cost, no experience needed. Bring a friend.
[ Save me a wheel ]
Ana, Lumen Ceramics
Suggested message
“Hi! Thanks for coming to the taster class. You had a real feel for the wheel. Our 4-week beginners' course starts on 2 December. Want me to save you a spot?”
- Lucía M.
- Javier R.
- Sofía G.
- Daniel P.
- Carmen L.
- Pablo S.
- Elena V.
- Marco D.
“Free Saturday at the wheel”
Audience: 25–45, within 5 km of Malasaña, interested in ceramics, interior design or craft.
Goal: 15 open-studio sign-ups at under €4 each.
Book a 20-minute check with Marta R.
Paid-social specialist. She'll check targeting and creative before you spend anything.
Give an evening at the wheel 🎁
Our gift vouchers cover a taster class for one or two, clay and firing included. Valid for 6 months, delivered by email in seconds.
Link in bio.
Writing a newsletter people actually open
1. The subject line is the headline. Say what they get: “Free Saturday at the wheel” beats “November news”.
2. One email, one job. This month's job: get people to the open studio.
3. Short and human. Write like you'd talk to a student. Under 150 words.
4. One button. More choices mean fewer clicks.
Now try it: open Thursday's draft and check it against these four rules.
Headlines that get read: the Caples method
John Caples, who Caplesbot is named after, tested thousands of ads in the 1920s–60s. His finding: the headline decides whether anything else gets read.
Rule 1: Promise a clear benefit. Rule 2: Be specific. Rule 3: Test two versions and keep the winner.
Your first €60 ad: what to test
Test one thing. Same image, two headlines, or the reverse.
Decide the goal first. For you: open-studio sign-ups under €4 each.
Stop after 3 days. Keep what worked, switch off what didn't.