One studio day. Everything for October.

1. Niche hooks. 27 niche hooks plus 3 brand-size hooks, interview style. Each one is about 15 to 20 seconds and splices onto the front of the current winner. Same body, same CTA. This is the volume play James laid out: many hooks, one proven body, targeting stays tight.

2. Long-form video. Solo to camera, about 22 minutes, off the prompter. The script lives on the long-form script page.

3. Origin story short. About 60 seconds. Standalone for the site and social.

4. Attribution explainer short. About 45 seconds. The 20 to 40 percent point, as its own piece.

Parked: the twin ad. James wasn't sold on it on the call. Shoot it only if there's time left and James wants it.

Full script: tention-longform-script.pages.dev. James's edits there are what goes on the prompter.

Shoot it chapter by chapter, not straight through. Each chapter gets two clean takes. If a line trips him up twice, he says it his own way and we move on.

On-screen items are added in the edit, not on the day: the question card, the design overlay reel, the price and guarantee cards, and the Klaviyo dashboards.

Klaviyo dashboard screen recordings: James records these at his desk before the shoot, brand names hidden. One per niche in the results chapter.

My name's James. I run Tention.

Before this I was in e-com communities trying to figure out the whole e-com thing, and interning at an SEO agency at the same time. That's where I saw everything I didn't want to do. Charge a lot for something that takes forever to pay off. Sell a service that might not even work.

Email's the opposite. It's fast, it works, and most brands neglect it, because nobody wants to be splicing designs together in Figma. It makes sense to hand it off. It just has to be at a reasonable price, and most email agencies aren't.

So that's how we run Tention. Don't overcharge. Don't sell slow.

Two years in, we've taken a lot of brands off agencies charging way more than us, and beaten their numbers. Close: "Link's below if you want to see if you're a fit." or the site CTA.

What's a good Klaviyo attribution number?

If you're a DTC brand doing over twenty K a month, you want twenty to forty percent. Under twenty, you're not doing enough. Doesn't matter if it's a one-time purchase.

Over forty isn't a brag. It usually means your top of funnel has slowed down. Not enough new customers are coming in, so repeat buyers take up more of the pie.

I had a call with a brand at eighty percent. I spent ten minutes explaining that's a fancy way of saying the brand isn't growing.

Where you land depends on what you sell. Subscription and supplements, near forty. Fashion with a lot of SKUs, over thirty. One-time purchase, more like twenty-three, twenty-five.

If you're under twenty, book a call / link below.

• Same frame rate on every camera. 30fps, set and checked before the first take. The September shoot mixed 24, 30 and 23.976 and every clip had to be conformed.
• Mic records per take, with a clap at the start. Don't pause the recorder mid-take. Sync is per take, and the clap makes it exact.
• Two angles for hooks. A two-shot and a James close-up. Long-form: James close plus a medium.
• Wardrobe. Hooks cut into the August winner footage. Matching what James and the host wore in the winner makes the cut seamless. Otherwise it reads as a deliberate hard cut to a different set, which also works. Decide: match the winner outfits, or accept the hard cut.
• Prompter. Confirm Studio Yaletown has one. Fallback is an iPad prompter app loaded with the long-form doc.
• Before leaving. Offload and play back a clip from every card and the audio.