Nailed It Construction TC
Tri-Cities, WA · Deck Ads

Your Shoot Script — 15 clips, one session

Jason — this is everything you record. 10 hooks, 3 bodies, 2 CTAs. Every line has been timed: say it at your normal pace and it fits. You don't need to rush — you just need to not add.

📱 9:16 Vertical 🎙️ Talking Head 🎬 15 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: work straight down the page — the 10 hooks, then the 3 bodies, then the 2 CTAs.
The whole idea: Homeowners out here aren't hunting for the cheapest deck — they're hunting for someone they can trust. Every line below does one job: make one skeptical, been-burned-before Tri-Cities homeowner believe you're the real thing. Not the cheapest, not gouging anybody, and straight with them about what it costs.

🎣 Hooks

record all 10 · each 30 words or less

Say these word for word — they're the piece we test against each other, so the wording has to stay identical across every cut. Do 2–3 takes of each and keep going.

Cluster 1 — Honest pricing / why quotes vary

1
H1 — Five quotes, five prices 24 words
“Got five deck quotes in the Tri-Cities and five completely different prices? Before you pick one, here's what those numbers are actually telling you.”
2
H2 — The cheapest bid trap 25 words
“The cheapest deck bid in Kennewick is cheapest for a reason. Don't hand anybody a deposit until you know which corner they're planning to cut.”
3
H3 — Nobody gives a straight answer 22 words
“Thinking about a new deck in the Tri-Cities and you can't get a straight answer out of anybody? Yeah. Let's fix that.”

Cluster 2 — Owner-direct / no salesperson

4
H4 — Burned homeowner call-out 16 words
“If a contractor's ever taken your deposit and stopped answering the phone, this one's for you.”
5
H5 — The real fear 23 words
“The scariest part of building a deck isn't the price. It's not knowing who's actually going to show up, or whether they'll finish.”
6
H6 — The salesman with the iPad 25 words
“If a guy in a polo with an iPad shows up at your house to sell you a deck, you're paying his commission. Every time.”
7
H7 — The trust question 17 words
“How do you tell a real deck builder from a good salesman before you've already signed something?”

Cluster 3 — Craftsmanship / trust / relief

8
H8 — The parts you can't see 25 words
“Almost everything that makes a deck last is buried where you'll never see it. That's exactly why the cheap ones start wobbling in year three.”
9
H9 — Geo callout 20 words record 2–3× swapping the town list
“Kennewick, Richland, Pasco. If you live out here and you've been putting off that deck, stop scrolling for thirty seconds.”
10
H10 — Relief / hope 24 words
“If you've been looking for a deck builder you can finally trust in the Tri-Cities, take a breath. I think you just found him.”

🥩 Bodies — "The Meat"

record all 3 · each 110 words or less

These three are yours. Know the beats, then say it how you'd say it to a buddy at the lumber yard. Slow down here — this is the part that earns the phone call.

A
B1 — Why five quotes are five different prices 108 words
“Five contractors, five prices, and none of them make sense. Here's the honest reason. Some guys lowball to win the job, then they're short on money, so they cut material or labor somewhere you won't see it for two years. Others bake in a salesman's commission and a pile of overhead you're funding. I'm Jason, I own Nailed It Construction. I price the same way every single time, off square footage and materials, and I'll walk you through the number line by line. Most of what I build runs ten to thirty thousand. I'm not the cheapest guy in the Tri-Cities, and I'm not going to gouge you.”
B
B2 — You talk to the builder, not a salesman 100 words the big one
“Here's how most deck companies work. You call, they send out a salesman, he marks the job up to cover his commission, and then you never see him again. The guys who actually build your deck were never in the room when you asked your questions. That's not how we run it. You talk to me. I'm Jason, I own Nailed It Construction, I've been building decks here for ten years and we've done over five hundred jobs across the Tri-Cities. You get straight answers from the guy responsible for the build, and my name's on it when it's finished.”
C
B3 — Done right the first time 102 words
“A deck is not something you want to pay for twice. And the part that fails first is never the part you're looking at. It's the footings. The ledger where it ties into your house. The flashing behind it, the fasteners. Get that wrong and after a couple of wet Tri-Cities winters you've got soft boards, a rail that moves when you lean on it, and water getting into your siding. We pull the permits, we build to code, and we do the boring stuff right the first time, because that's what decides whether your deck is still solid in fifteen years.”

📣 Calls To Action

record all 2 · each 34 words or less
1
C1 — The design meeting 32 words
“I'll walk your yard, lay the design out with you, and give you an honest number. No pressure, no salesman. Tap Learn More and pick a time for your Custom Design Meeting.”
2
C2 — Done right / pick a time 32 words
“If you want it done right the first time, book your Custom Design Meeting and free estimate. I confirm every request within one business day. Tap the button and pick your time.”

🧩 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.
  • What we do with it: we cut every hook against every body and every CTA, run them, and let the numbers pick the winners. That's why one session turns into 60 ads.
  • Before you shoot: a couple of lines need a yes from you first — Spencer will run those by you (the price range you're willing to say out loud, and whether you personally take the design meetings).

📝 Ad Copy (Post Text)

pick one per ad
Option A — honest pricing
Primary: Five deck quotes in the Tri-Cities, five completely different prices, and no idea who's being straight with you. Here's the honest version: some guys lowball to win the job and cut a corner you won't find for two years. I price the same way every time, off square footage and materials, and I'll walk you through the number line by line. I'm Jason, I own Nailed It Construction. Ten years here, 500+ jobs. Tap below to book your Custom Design Meeting & Free Estimate.
Headline: Why Deck Quotes Are All Over The Place In The Tri-Cities
Description: Custom design meeting & free estimate. Straight answers.
Button: Learn More
Option B — owner-direct
Primary: Most deck companies send a salesman. He marks the job up to cover his commission, then you never see him again, and the crew who actually builds your deck was never in the room when you asked your questions. That's not how we run it. You talk to the people responsible for the build, you get an honest number, and your deck gets done right the first time. Ten years in the Tri-Cities, 500+ jobs. Tap below and pick a time for your Custom Design Meeting & Free Estimate.
Headline: No Salesman. Talk To The Guy Who Builds It.
Description: Kennewick · Richland · Pasco. 10 years, 500+ jobs.
Button: Learn More