Deaville Decks
Charleston, SC · Family Owned Since 1987

Your Ad Shoot Script — "The Contractor Who Shows Up"

John — every line below is one short clip on your phone. Say the hooks word-for-word; tell the bodies like you'd tell a neighbor. Every line has been timed by word count: say it at your normal pace and it fits. You don't need to rush — you need to not add.

📱 9:16 Vertical 🎙️ Talking Head ⏱️ ~18 clips to record 🧩 60 possible ads
📋 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 60-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 ⭐ Flagship Script first to feel the flow, then knock out the banks top to bottom — Hooks (1–11, hook 1 three times) → Bodies A–C → the 2 CTAs.
The one idea behind every ad: Charleston homeowners aren't shopping for the cheapest deck — they're shopping for a builder they can trust to show up, tell the truth, and charge a fair price. These ads give them hope that you're that guy, then invite them to your Custom Design Meeting & Free Estimate: you walk their space, they hold real samples, and they get their exact number in writing. One rule on every clip: never say "leads."

🎣 Hooks

≤30 words each · record all 10 (+1 alternate) · hook #1 three times, one per town

Hooks are word-for-word — they're short on purpose. You never introduce yourself in a hook: she stops scrolling for HER porch and HER trust problem, and meets you in the body.

1
Geo callout — record 3×: Mount Pleasant · Summerville · Charleston · 20 words
"**[Mount Pleasant / Summerville / Charleston]** homeowners — that back deck you keep saying you'll finally build? Let's make this the season it actually happens."
2
The morning-coffee picture · 19 words
"Picture tomorrow morning: coffee on a brand-new screen porch while the Lowcountry wakes up. That's weeks away — not someday."
3
Never paint again · 23 words
"If you're tired of sanding and re-staining that deck every single summer — there's decking you never paint again. Ever. Let me show you."
4
The real blocker · 24 words
"Most folks around here would build the deck tomorrow — if they could find a contractor they actually trust. That's the whole holdup, isn't it?"
5
The no-show morning · 29 words
"The worst part of hiring a contractor? The morning nobody shows up — and nobody calls. I've heard that story a hundred times. It's why I run my jobs different."
6
Over time, over budget · 25 words
"Ever watched a two-week project turn into two months — and blow the budget on the way? That fear is why most decks never get built."
7
Not a timeshare pitch · 24 words
"Getting a deck quote shouldn't feel like a timeshare pitch. No pressure, no gimmicks — just a straight answer on what your project really costs."
8
The two-quote gap · 28 words
"Ever wonder how two quotes for the same deck can be fifteen grand apart? It's usually not the deck. Let me show you what's really in that number."
9
The $54,000 tease · 26 words
"A homeowner in Summerville got quoted fifty-four thousand dollars for her porch and deck. We built the same project for over fourteen thousand less. Here's how."
10
Both, not either · 22 words
"You shouldn't have to choose between a deck built right and a fair price. You can have both. Let me prove it."
11
ALTERNATE — the permit clock (real urgency) · 27 words
"Want to be on a new deck by fall? Here's the math: Charleston-area permits alone take two to four weeks. The season starts before the build does."

🥩 Bodies — "The Meat"

≤110 words each · record all 3

Your own words — hit the beats like you're talking to a neighbor across the fence. This is where the 39 years, the family story, and Anne Marie land. Before rolling: picture the customer who said "no more painting for me" — and say it from that feeling.

A
A — "The $54,000 Quote" · 105 words
"Let me tell you about a job in Summerville. Another outfit quoted a homeowner fifty-four thousand dollars for her porch and deck. She called us for a second opinion. We walked the project, designed it together — TimberTech decking, PVC railings — and built it for over fourteen thousand less. Done in two weeks, weather and county inspections included. She drinks her coffee on that screen porch every single morning now. I'm John Deaville. Thirty-nine years in this trade, family business since 1987. I don't pad quotes, and I don't do pressure. I price the job fair, build it right, and let my customers tell their neighbors."
B
B — "I'm On Your Job Every Day" · 108 words
"You know what I hear from homeowners all the time? The last contractor was impossible to reach. Corners got cut. The job ran over time and over budget. Or the worst one — nobody showed up, and nobody called. Here's how we run it instead. I'm John Deaville. Family business since 1987. When you call, my wife Anne Marie answers the phone. When your job starts, I'm on it every day — not some crew you've never met. You'll know what's happening the whole way through. No surprises on the schedule, no surprises on the bill. After thirty-nine years, I'll tell you: showing up is half of doing great work."
C
C — "Options, Not Pressure" · 109 words
"Most people don't know how many options they've got when they start pricing a deck. Trex. TimberTech. Fiberon. Pressure-treated if that fits the budget better. Composite costs more up front — I'll say that straight — but you'll never sand it, stain it, or paint it again. One of my customers put it best: 'no more painting for me.' My job isn't selling you the most expensive board. It's walking your yard, listening to how you'll actually use the space, and matching the material to your budget. No pressure, no gimmicks — haven't needed them in thirty-nine years. You get a straight answer and an honest number. Then it's your call."

📣 Calls To Action

≤34 words each · record both · the LAST words are always the action
1
1 — Soft: see it designed and priced · 33 words
"Here's the next step: a Custom Design Meeting and free estimate. I'll walk your space, you'll see real samples, and you'll get your exact number. No pressure. Tap Learn More and grab yours."
2
2 — Direct: on the calendar · 33 words
"If you want it built right at a fair price, let's design it. Tap Learn More, tell us about your project, and Anne Marie will schedule your Custom Design Meeting and free estimate."

🧩 How It Comes Together

10 Hooks×3 Bodies×2 CTAs=60 Ads
  • Shoot order: all hooks back-to-back (same wardrobe/spot), then bodies, then CTAs.
  • Consistency: identical wardrobe/setting so any hook edits onto any body.
  • Delivery: talk to one person, not a camera. Authentic beats polished.
  • Naming: DVL_H03 · DVL_M01 · DVL_CTA01 → DVL_FIN_H03-M01-CTA01
  • Test plan: hold body + CTA constant, rotate hooks first; lock winners, then test bodies.

📝 Ad Copy (Post Text)

pick one per ad
The $54,000 Quote — pair with Body A
Primary: A homeowner in Summerville was quoted $54,000 for her porch and deck. She called us for a second opinion — we designed it together and built the same project, TimberTech decking and PVC railings, for over fourteen thousand less. Done in two weeks, county inspections included. She drinks her coffee on that porch every morning now. I'm John Deaville — family business since 1987, 39 years in this trade. If you've been putting off your deck because you're not sure who to trust with the number, here's the next step: a Custom Design Meeting & Free Estimate. I'll walk your space, you'll see real samples, and you'll get your exact number in writing. No pressure. Tap Learn More and grab yours.
Headline: Great Work For A Fair Price. Since 1987.
Description: Composite decks & screen porches · Mount Pleasant · Summerville · Charleston.
Button: LEARN_MORE
The Guy Who Shows Up — pair with Body B
Primary: Most folks around Charleston would build the deck tomorrow — if they could find a contractor they actually trust. I hear it all the time: horrible communication, corners cut, jobs over time and over budget — or nobody shows up and nobody calls. Here's how we run it instead. Family business since 1987. When you call, my wife Anne Marie answers. When your job starts, I'm on it every day. No surprises on the schedule, no surprises on the bill. If that's the builder you've been waiting for, here's the next step: a Custom Design Meeting & Free Estimate — I'll walk your space, you'll see real samples, and you'll get your exact number. Tap Learn More and grab yours.
Headline: The Contractor Who Actually Shows Up.
Description: Family owned since 1987 · On your job every day · Straight answers.
Button: LEARN_MORE
Never Paint Again — pair with Body C
Primary: Tired of sanding, staining, and repainting that deck every summer? There's decking you never paint again — Trex, TimberTech, Fiberon — and after 39 years in this trade I'll tell you straight which one fits your project and your budget. One of my customers said it best: "No more painting for me." Fair warning if you want it this fall: Charleston-area permits alone take 2–4 weeks, so the clock starts before the build does. Next step: a Custom Design Meeting & Free Estimate. I'll walk your space, you'll hold real samples, and you'll get your exact number in writing. No pressure. Tap Learn More and grab yours.
Headline: The Deck You Never Have To Paint.
Description: Trex · TimberTech · Fiberon · Options, not pressure.
Button: LEARN_MORE