Deaville Construction
Charleston · Mt. Pleasant · Summerville

What's Actually In The Number — 10 Hooks, One Body

Ten short clips, one body, one close. Homeowners don't distrust your price — they distrust every price, because nobody ever explains one. You're going to be the first who does.

📱 9:16 Vertical🎙️ John Deaville, Owner⏱️ 13 clips to record🧩 10 ads⏲️ longest cut ≈ 64s
📋 Read this first · 2 minutes

How to record this (you've got this)

You don't need to be a videographer or memorize anything. Every numbered line in this doc is its own short, separate clip — just work down the list and record them one at a time on your phone. Follow the four rules below and you'll nail it. When in doubt, do 2–3 takes and we'll pick the best.

🔊 Audio Most important

  • This matters more than how the video looks. Bad audio is the #1 thing that kills a clip — clear audio is the #1 thing that saves it.
  • Record somewhere quiet. No fans, AC, TV, traffic, or wind. Big empty rooms echo — a normal furnished room sounds better.
  • Get the mic close. Best: a cheap clip-on lav mic (~$20) or your wired earbuds with the built-in mic. No mic? Keep the phone about an arm's length away, not across the room.
  • Test before you commit. Record 10 seconds, play it back, make sure your voice is crisp — then record the rest.

📱 Shoot vertical

  • Hold the phone upright (portrait), never sideways. If it's filmed horizontal we can't use it for Reels/Stories/TikTok.
  • Frame yourself from mid-chest up, eyes in the upper third, a little space above your head.
  • Keep it steady. Prop the phone against something or have someone hold it — no shaky, walking-and-talking handheld.

💡 Lighting

  • Light on your face, not behind you. Face the window or the sun — never stand with a bright window/sky behind you (that turns you into a shadow).
  • Outdoors: open shade or early-morning / late-afternoon light is gold. Avoid harsh midday sun that makes you squint and casts hard shadows.
  • Indoors: face a window, add a lamp if it's dim. Even, natural light beats a dark "cinematic" look every time.

🎬 Record modular (this is what makes it easy)

  • One line = one clip. Don't try to perform the whole ad in a single take. Say one numbered line, stop, record the next. We assemble them afterward.
  • Stay consistent the whole session — same shirt, same spot, same framing — so any clip snaps together with any other. This is the secret to the 10-ad system.
  • Mess up? No problem. Just re-record that one line. Give us 2–3 takes of each and we'll grab the best one.
  • Talk to one person — imagine a neighbor across the fence, not "a camera." Real and natural beats polished. Pauses are totally fine.
  • Suggested order: read the body once out loud to feel the flow, then knock out the 10 hooks top to bottom, then the close.
The bet: She stops scrolling because two quotes on her deck came back $15,000 apart and nobody told her why. Beat 3 is the answer she's never gotten. That's the ad.

🎣 The 10 Hooks

record all 10

Each hook is its own short clip. Every one of them flows into the exact same body below — so shoot them back-to-back in the same shirt, same spot. Word counts are printed on every line. Say them at your normal pace and they fit. You do not need to rush — you need to not add.

1
H1 — THE SUMMERVILLE NUMBER22 words · ~8.1s
“A homeowner in Summerville was quoted fifty-four thousand for her deck and porch. We built the same project for fourteen thousand less.”
🎬 Direct to camera, calm. Let the numbers do the work — no emphasis needed.
✅ CLEARED 8/6
2
H2 — THE SPREAD21 words · ~7.8s
“Two quotes on the same deck can come back fifteen thousand apart. It's usually not the deck. Let me show you.”
🎬 On a finished deck. Hands open on “fifteen thousand apart.”
New
3
H3 — WHO'S IN THE NUMBER22 words · ~8.1s
“On a deck quote you're not just paying for the deck. You're paying for everybody between you and the guy building it.”
🎬 Direct to camera. Steady.
New
4
H4 — TWO A WEEK22 words · ~8.1s
“I take two decks a week. Not because they're scarce — because I'm standing on both of them. That's why my number's lower.”
🎬 On a job site, tools in frame. A business fact, never a countdown.
From John's capacity answer
5
H5 — NOT A SALESMAN21 words · ~7.8s
“Nobody's coming to your house to sell you a deck. I'm coming to design one with you. You'll feel the difference.”
🎬 Walking a backyard with a tape measure.
New
6
H6 — ANNE MARIE ANSWERS21 words · ~7.8s
“Call about your deck and my wife Anne Marie picks up. Not a call center. Same family, same phone, since 1987.”
🎬 Warm. Truck cab or covered porch is fine.
New
7
H7 — THREE SUMMERS19 words · ~7.0s
“You've wanted that deck for three summers. It's not the deck stopping you. It's not knowing what it'll cost.”
🎬 Quiet, seated. This is her inner monologue — don't perform it.
New
8
H8 — NOT A TIMESHARE PITCH21 words · ~7.8s
“Getting a deck quote shouldn't feel like a timeshare pitch. You should get a straight number, in writing, the same day.”
🎬 Direct to camera. A slight edge is fine here.
Carried from v3 H7
9
H9 — CHEAP VS FAIR21 words · ~7.8s
“A cheap deck and a fair price are not the same thing. One cuts corners. The other cuts out the middleman.”
🎬 On a finished deck, hand on the rail.
New
10
H10 — THE WARRANTY NOBODY MENTIONS21 words · ~7.8s
“There's decking that carries a twenty-five to fifty year manufacturer warranty depending on what you pick. Most folks never hear that.”
🎬 Holding a real composite board. Say “manufacturer” clearly.
From John's warranty answer

🥩 The Body — record this ONCE

108 words total · ~45s

This is the constant. One clean take of all five beats, straight through. Every hook above cuts into this same body — that is what makes 10 ads out of 13 clips. Beat 3 is the one that matters: it is the reason your price is believable instead of suspicious. Slow down there.

A
Beat 1 — Price clarification20 words
“Now look, every deck is different. Size, height, screen porch or open. I'm not going to pretend there's one price.”
🎬 Quick cuts: small deck, big deck, screen porch.
B
Beat 2 — The contrarian truth18 words
“But our numbers come back lower than most of what you're quoted around here. It's not cheap material.”
🎬 Composite boards being installed, close.
C
Beat 3 — THE REVEAL38 words
“Here's why. There's no project manager, no commissioned salesman, no office full of people between you and me. I'm the owner, I'm on your job, and my wife answers the phone. That overhead never lands in your number.”
🎬 You working, then Anne Marie at the desk if she'll allow it. This beat is what makes the price believable.
D
Beat 4 — Value proposition24 words
“Same Trex, same TimberTech, same Fiberon the big outfits install — with a manufacturer warranty running twenty-five to fifty years depending on what you pick.”
🎬 Samples in hand. Brand names spoken as options you offer.
E
Beat 5 — Credibility8 words
“Building since 1987. Thirty-nine years in this trade.”
🎬 You on a finished deck.

📣 The Close

33 words total
1
CTA — the Custom Design Meeting22 words
“Tap Learn More and book the Custom Design Meeting. I'll walk your space, real samples in your hands, exact number in writing.”
🎬 You pointing to camera / button animation.
2
Optional closing line11 words
“No pressure. Just a straight number from the guy building it.”
🎬 Hold eye contact. One beat, then stop.

🧩 How It Comes Together

10 Hooks×1 Body×1 Close=10 Adsfrom 13 clips
  • The arithmetic: longest hook 22w + body 108w + close 33w = 163 words ≈ 64s. Inside the 90-second cap with ~26s of headroom for breaths and handles. No combination overruns.
  • Single variable: body and close are word-for-word identical across all 10 ads. Only the first ~7 seconds changes — so whatever moves, moved because of the hook.
  • Consistency: same shirt, same spot, same framing for all 10 hooks, or they won't cut to the body.
  • Naming: DVC_PRICE_H03 · DVC_PRICE_M01 · DVC_PRICE_CTA01 → DVC_PRICE_FIN_H03-M01-CTA01
  • Read the test on CPL, never CTR. Give every hook real spend before calling it.

📝 Ad Copy (Post Text)

pick one per ad
Option A — The spread (leads with the cleared story)
Primary: A homeowner in Summerville was quoted $54,000 for her deck and porch. We built the same project for over $14,000 less — same composite, same warranty. The difference wasn't the deck. There's no project manager, no commissioned salesman, and no office full of people between you and me. I'm the owner, I'm on your job, and my wife answers the phone. Book the Custom Design Meeting: I'll walk your space, put real samples in your hands, and leave you an exact number in writing.
Headline: Why Two Deck Quotes Come Back $15,000 Apart
Description: Custom Design Meeting & Free Estimate · Charleston · Mt. Pleasant · Summerville
Button: Learn More
Option B — The builder, not the salesman
Primary: Nobody's coming to your house to sell you a deck. I'm coming to design one with you. I take two builds a week — not because they're scarce, but because I'm standing on both of them. Building since 1987, 39 years in this trade, and my wife Anne Marie still answers the phone. Composite decking with a manufacturer warranty running 25 to 50 years depending on what you pick. Book the Custom Design Meeting and you'll have your exact number in writing.
Headline: The Owner Builds It. The Owner Prices It.
Description: Family owned since 1987 · Real samples in hand · Exact number in writing
Button: Learn More

⚠️ Before You Shoot

Confirm these are still true — they are spoken on camera

  • The Summerville story (H1) — already cleared in Basecamp 8/6 (“Yes that is a true story”). Numbers and town approved; her name still stays out.
  • “Fifteen thousand apart” in H2 is illustrative. If you've seen a real gap on a real project, use that number instead.
  • Manufacturer warranty 25–50 years (H10, Beat 4) — always “the manufacturer's,” always “depending on what you pick.” Never “we warranty it fifty years.”
  • Two builds a week (H4) — say it as how you run the business, with the reason attached. Never as “only two spots left.”
  • Name on camera = “Deaville Construction.” Not Deaville Decks, not the legal name.
  • Trex / TimberTech / Fiberon are named as products you install (Beat 4). No certification or “certified installer” claims — those are still unconfirmed.

Never say these

  • No price floor, no tiers, no “starting at” on camera. The only dollar figures in this entire kit are the cleared Summerville numbers. That rule is unchanged.
  • Never say “leads.” Appointments, projects, decks.
  • Decks only. Zero roofing, storm, or insurance language anywhere in this kit.
  • “Free estimate” only inside the offer name — “the Custom Design Meeting & Free Estimate.” Never a standalone FREE ESTIMATE headline.
  • No guarantee or refund language. That's our offer to contractors, never yours to homeowners.
  • “39 years in this trade” — not “39 years building decks.”