{
 "id": "15.13",
 "title": "Product pages and explainers",
 "department": "Product marketing",
 "department_slug": "product-marketing",
 "direction": {
  "id": "dog",
  "name": "Fetch"
 },
 "branded": true,
 "status": "draft",
 "owner": "Param",
 "last_verified": "Mon Oct 26",
 "holds": "The page and the short video for each part of the loop",
 "urls": {
  "html": "https://handbook.joinsquareup.com/product-marketing/product-pages-and-explainers/dog",
  "markdown": "https://handbook.joinsquareup.com/product-marketing/product-pages-and-explainers/dog.md",
  "json": "https://handbook.joinsquareup.com/product-marketing/product-pages-and-explainers/dog.json"
 },
 "other_directions": [
  {
   "id": "bee",
   "name": "Buzz",
   "json": "https://handbook.joinsquareup.com/product-marketing/product-pages-and-explainers/bee.json"
  },
  {
   "id": "raccoon",
   "name": "Scoop",
   "json": "https://handbook.joinsquareup.com/product-marketing/product-pages-and-explainers/raccoon.json"
  },
  {
   "id": "octopus",
   "name": "Ocho",
   "json": "https://handbook.joinsquareup.com/product-marketing/product-pages-and-explainers/octopus.json"
  },
  {
   "id": "cooker",
   "name": "Seeti",
   "json": "https://handbook.joinsquareup.com/product-marketing/product-pages-and-explainers/cooker.json"
  }
 ],
 "tldr": {
  "headline": "Home page, ask page and five explainers, with Fetch fetching the story",
  "points": [
   {
    "icon": "warn",
    "text": "No marketing site exists; the app's start page is the landing today."
   },
   {
    "icon": "map",
    "text": "Pages: home, ask for a read, brief page and Brand Book, plus five 30 second explainers."
   },
   {
    "icon": "flag",
    "text": "Fix the landing's unlabelled sample cards and foot line in the first release."
   },
   {
    "icon": "heart",
    "text": "Fetch sits small in the corner and never on a button: Fetched for you."
   },
   {
    "icon": "lock",
    "text": "No partner logos, customer counts or testimonials; invented examples carry a visible Sample label."
   }
  ],
  "stat": {
   "value": "3 to 4",
   "label": "minutes for a read"
  },
  "decide": "Which domain do the pages live on, and is it one page or two?",
  "mood": "waiting"
 },
 "sources": [
  "brand-directions/book/content/h.js h-4 home, ask-page, public-pages",
  "brew origin/main a559de6: public/app.js:402-409; public/index.html:2; handoff.js:7, 135; server.js:937, 946-947; public/demo-picker.html:186; SCOPE.md:11-20",
  "handbook content/product/product-overview.md, content/marketing-and-growth/getting-found-ourselves.md",
  "brand-directions/docs2/data/dirs.json dog",
  "brand-directions/dog/system.md s2, s4, s5",
  "brand-directions/dog/marketing.html m5",
  "memory: brand-directions-2026-10-25, brew-brand-book"
 ],
 "open_questions": [
  "**Which domain do the pages live on?** Proposal: decide it with the name; keep feed.joinsquareup.com as the app.",
  "**One page or two, home and ask?** Proposal: one page, with the ask as its last block, and the Full state on the same page.",
  "**Where do explainers live?** Proposal: on the home page under each block, and the same cuts on Instagram.",
  "**What replaces the landing's unlabelled sample cards?** Proposal: label them Sample now, and swap in a partner's finding only with written yes."
 ],
 "parts": {
  "Answer": "The page and the short video for each part of the loop in the Fetch direction: the home page, the ask for a read page, the two public pages brands share, and one thirty second explainer for each of the read, the feed, the jam, the hand off and what it learns; today none of these exist beyond the app's own start page.",
  "Today": "| Fact | Source |\n|---|---|\n| There is no marketing site; the app's start page is the landing | [src: brew/public/app.js:402-409] [src: brand-directions/book/content/h.js h-4 home] |\n| It says Design partner preview, then Your store's marketing team, in one feed, a lede and a paste box with Build my feed | [src: brew/public/app.js:404-406] |\n| Its three sample cards carry figures with no Sample label | [src: brew/public/app.js:402] |\n| Its foot line names the product and says it writes its moves | [src: brew/public/app.js:409] |\n| The page title is Brew, with no description | [src: brew/public/index.html:2] |\n| The demo picker's hint names the product and says moves | [src: brew/public/demo-picker.html:186] |\n| The brief page is read only, needs no login and is kept out of search | [src: brew/handoff.js:7] [src: brew/handoff.js:135] |\n| Each brand's Brand Book is a public page, with an llms.txt for AI tools | [src: brew/server.js:946-947] [src: brew/server.js:937] |\n| The shared docs are public at docs.joinsquareup.com and never name the product | [src: memory brand-directions-2026-10-25] |\n| No explainer video is made yet; Fetch's marketing book scripts three reels of thirty seconds each | [src: brand-directions/dog/marketing.html m5] |\n| The loop the pages explain: read, Plays, feed, jam, hand off, learnings | [src: handbook content/product/product-overview.md] [src: brew/SCOPE.md:11-20] |",
  "Tomorrow": "### The home page, top to bottom\n\n| Block | Words | Fetch | Button | Status | Version | Tag |\n|---|---|---|---|---|---|---|\n| Hero | Your store's marketing team, in one feed. Paste your store link. Get this week's marketing ideas, already drafted. | Small in the corner: This week's ideas, fetched. | Build my feed | Today | v1 | Changes |\n| Watch it read | Your store, catalog, reviews, ads, search, AI answers, socials and rivals. About 3 to 4 minutes. | Sniffing round your store. About 3 to 4 minutes. | None | Today | v1 | New |\n| One finding | A finding with its source, labelled Sample | None; the finding speaks | None | Next | v1 | New |\n| This week's picks | Pick the good ones. Heart one and more like it appear. | Monday. Five picks, dropped at your feet. | None | Next as five picks | v1 | New |\n| Make it | The thing on the left, the chat on the right, every version kept | Another throw. The first one stays in the pile. | None | Today | v1 | New |\n| Hand it off | A brief written for whoever ships. Nothing posts to your accounts. | Brief copied. Paste it to them, nothing was sent. | None | Today | v1 | New |\n| Ask for a read | Design partner reads are capped. Each one costs real time and money. | Throw it. | Ask for a read | Today | v1 | New |\n| Footer | Read only. Privacy. Terms. | The small mark only | None | Today | v1 | Changes |\n\nRules: the hero button is the plain word. Fetch never sits on a button. No partner logos, customer counts or testimonials. The page says sign in with Google on your work email, never that no sign in is needed [src: brand-directions/book/content/h.js h-4 home] [src: brand-directions/docs2/data/dirs.json].\n\n### The ask for a read page\n\n| State | Words | Fetch | Version | Tag |\n|---|---|---|---|---|\n| Open | Paste your store link. Ask for a read. | Throw it. | v1 | New |\n| Sent | Got it. A person on our team replies today. | Steps out | v1 | New |\n| Full | Reads are full this month. Leave your link and we will write when one opens. | Out of throws for now. Reads are capped while we build v0. Ask us for one. | v1 | New |\n| Not a fit yet | A person replies honestly if a read will not help yet. | Steps out | v1 | New |\n\nThe questions on the page, what it costs, will it post, do I connect accounts, are answered in plain words by a person, from [objections and answers](/product-marketing/objections-and-answers).\n\n### The public pages brands share\n\n| Page | Who opens it | Fetch | Version | Tag |\n|---|---|---|---|---|\n| The brief page | Whoever ships the work | The 32 px small mark with: Fetched for you. Over to you now. | v1 | Changes |\n| The Brand Book | AI tools, partners, agencies | The small mark only; the brand is the star | v1 | Stays |\n| A shared finding | A founder's friends | One line in its voice above the finding | v1 | New, Next |\n\n### Five explainers, thirty seconds each\n\n| Part of the loop | What it shows | Plain words on screen | Fetch's line | Status | Version | Tag |\n|---|---|---|---|---|---|---|\n| The read | A store link pasted, the read's steps ticking, findings arriving with their sources | Your store, read. About 3 to 4 minutes. | Sniffing round your store. About 3 to 4 minutes. | Today | v1 | New |\n| The Plays and the feed | The feed opening, one card, Why this and the proof | Every idea starts from a fact in your store. | Monday. Five picks, dropped at your feet. | The feed is Today; five picks on Monday is Next | v1 | New |\n| The jam | A draft on the left, the chat on the right, a new version, every version in the strip | Make it. Every version kept. | Another throw. The first one stays in the pile. | Today | v1 | New |\n| The hand off | The brief's Send to list, the brief copied, the read only page on a phone | Hand it to whoever ships. | Brief copied. Paste it to them, nothing was sent. | Today | v1 | New |\n| What it learns | A heart, Not for me, and the next picks shifting | It learns what fits your store. | Good pick. Fetching more like it. | Today | v1 | New |\n| Posting with your yes | A pick going out after a yes | Your picks go out only after your yes. | Written when v2 ships | Later | v2 | New |\n| What worked | A live pick coming back with how it went | See what worked. | Written when v3 ships | Later | v3 | New |\n| Ads inside your rules | A budget and rules set by the founder | Ads run inside the rules you set. | Written when v4 ships | Later | v4 | New |\n\nEvery explainer is a screen recording of the product with Fetch frames from the rig on felt green squares, text set by us in Grandstander; the running joke is the tennis ball that sneaks into the picks, which Fetch keeps when the week is done [src: brand-directions/dog/marketing.html].",
  "How we do it": "1. Write the page or the script from the tables above, plain words first, Fetch's line second.\n2. Record the product on a demo store, never a partner's brand without their written yes.\n3. Every invented example is the sample candle store with a visible Sample label.\n4. Text on screen is set by us, never baked into a generated picture.\n5. Check every line against [claims we can make](/product-marketing/claims-we-can-make), then run the writing checker:\n\n```\ncd /Users/param/Documents/ChatGPT/brand-directions && node _tools/check.mjs\n```\n\n6. Fix the landing's sample cards, foot line and the picker hint in the same release as the first page.",
  "Numbers": "| Metric | Definition | Where measured | Status |\n|---|---|---|---|\n| Paste rate | Share of home page visitors who paste a store link | Analytics on the landing, once installed | Proposed |\n| Ask rate | Share of ask page visitors who send a link | Analytics on the landing, once installed | Proposed |\n| Explainer watched through | Share of plays that reach the last second | The host's video stats | Proposed |",
  "Open": "1. **Which domain do the pages live on?** Proposal: decide it with the name; keep feed.joinsquareup.com as the app.\n2. **One page or two, home and ask?** Proposal: one page, with the ask as its last block, and the Full state on the same page.\n3. **Where do explainers live?** Proposal: on the home page under each block, and the same cuts on Instagram.\n4. **What replaces the landing's unlabelled sample cards?** Proposal: label them Sample now, and swap in a partner's finding only with written yes."
 }
}