Trinity Roofing
Upstate SC · Greenville Metro

The Price Cut — 10 Hooks, One Body

Ten short clips, one body, one close. Every roofer in the Upstate hides the number until he's at the kitchen table. You're going to say it out loud — and then explain why it's real.

📱 9:16 Vertical🎙️ Billy Stewart, 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 for the number. She books because you told her where the number comes from. Beat 3 is the whole ad — everything else is setup.

🎣 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 NUMBER DOESN'T MOVE22 words · ~8.1s
“Most roofers give you a roof price, then a better price if you push. Mine doesn't move. Here's why that's good news.”
🎬 Direct to camera at the truck. Flat, matter-of-fact. No smile on “doesn't move.”
Billy-original
2
H2 — THE SPREAD18 words · ~6.7s
“Three roofers, three roof prices, eight thousand dollars apart. Same house. Somebody ought to explain that. I will.”
🎬 Driveway or street. Count on fingers for “three.”
Billy-original · ⚠️ confirm the number
3
H3 — STARTING AT18 words · ~6.7s
“Roof replacements start at fifty-nine ninety-nine. That's our smallest, simplest roofs. Most homes land higher. Stay with me.”
🎬 Finished roof behind you. Say the number plainly, then the scope without pausing.
Anchor hook · ⚠️ confirm $5,999
4
H4 — YOUR BUDGET PICKS THE OPTIONS18 words · ~6.7s
“Your budget doesn't pick your roof price. It picks your options. Nobody in this trade explains the difference.”
🎬 Direct to camera. This is your line — say it the way you say it.
Billy-original
5
H5 — I TALKED HIM OUT OF IT20 words · ~7.4s
“I've told homeowners not to replace their roof yet. Cost me the job. That's exactly why you should call me.”
🎬 Seated or on the tailgate. Quiet, honest, no pitch tone.
Billy-original
6
H6 — THE MORNING NOBODY SHOWS19 words · ~7.0s
“The worst part of a roof job isn't the price. It's the morning nobody shows up. I don't reschedule.”
🎬 At a job site with crew visible if possible.
Billy-original
7
H7 — NO PRICE TILL HE'S INSIDE17 words · ~6.3s
“Ever notice no roofer will give you a roof price until he's sitting at your kitchen table?”
🎬 Slight smile. A shared joke, not a complaint.
Ported from Lamar (proven)
8
H8 — YOU'VE KNOWN FOR TWO YEARS20 words · ~7.4s
“You know you need a roof. You've known for two years. It's not the roof stopping you. It's the number.”
🎬 Tailgate. Quiet and honest.
Ported from Lamar (proven)
9
H9 — INSURANCE SAID NO17 words · ~6.3s
“If insurance turned down your roof and now you're paying out of pocket, this one's for you.”
🎬 Sympathetic, no pitch. Wording is frozen — no claim advice.
Ported from Lamar (proven)
10
H10 — PERMISSION19 words · ~7.0s
“You don't have to spend twenty grand to get your roof done right. Somebody needed to tell you that.”
🎬 Finished roof behind you. Warm — a favor, not a claim.
Ported from Lamar (proven)

🥩 The Body — record this ONCE

107 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, not every roof is fifty-nine ninety-nine. Some are ten, twenty, even thirty thousand depending on size and pitch.”
🎬 Quick cuts of different roof sizes and pitches.
B
Beat 2 — The contrarian truth25 words
“But our roofs come in more affordable than most of what you'll get quoted around here. And it has nothing to do with cheap materials.”
🎬 Quality shingles going down, close.
C
Beat 3 — THE REVEAL33 words
“Here's the part nobody says out loud. I price every roof the exact same way. Same math for every house on the street. Your budget doesn't move my number — it picks your options.”
🎬 Your actual crew working. This is the beat that makes the price believable — do not rush it.
D
Beat 4 — Value proposition17 words
“Same shingles the big companies install. You're just not paying for their billboard on top of them.”
🎬 Materials close-up, or a wrapped fleet truck in frame.
E
Beat 5 — Credibility12 words
“Licensed, insured, eleven years in the Upstate. Financing if you need it.”
🎬 Truck door, license plate, or a finished job.

📣 The Close

33 words total
1
CTA — the Exact-Price Inspection23 words
“Tap Learn More and book the free Exact-Price Inspection. We climb it, we measure it, you get a written price to the dollar.”
🎬 You pointing to camera / button animation.
2
Optional closing line10 words
“Let's get your roof done right, for the right price.”
🎬 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 107w + close 33w = 162 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: TRB_PRICE_H03 · TRB_PRICE_M01 · TRB_PRICE_CTA01 → TRB_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 — Disarming / honest
Primary: Most roofers won't put a price in an ad. We will. Roof replacements start at $5,999 — that's our smallest, simplest roofs, and most homes land higher. The reason we can say a number out loud is the same reason our quotes come in lower: we price every roof the exact same way. Your budget doesn't move the number. It picks your options. Book the free Exact-Price Inspection and we'll hand you a written price to the dollar.
Headline: A Roofer Who'll Say a Price Out Loud
Description: Free Exact-Price Inspection · Written price to the dollar · Upstate SC
Button: Learn More
Option B — Relief / permission
Primary: You don't have to spend twenty grand to get your roof done right. Roof replacements start at $5,999 (smallest, simplest roofs — most homes land higher), and we'll show you exactly how the number gets built before you ever commit to anything. Licensed, insured, 11 years in the Upstate. Financing available. Book the free Exact-Price Inspection.
Headline: Finally, A Straight Answer On What A Roof Costs
Description: Roofs from $5,999 · Financing available · Licensed & insured
Button: Learn More

⚠️ Before You Shoot

Confirm these are still true — they are spoken on camera

  • $5,999 starting price — LOCKED (Spencer, 2026-08-26). Spoken in H3 and Beat 1, always paired with “smallest, simplest roofs / most homes land higher.” Never let the number travel without that scope line.
  • “Eight thousand dollars apart” in H2 is illustrative. If you've seen a real spread on a real job, use your number — it's stronger and it's yours.
  • “Licensed, insured, eleven years in the Upstate” (Beat 5) — confirm all three.
  • Financing (Beat 5) — confirm it's currently offered.
  • Shingle brands — Beat 4 says “the big companies.” If you want to name Owens Corning / CertainTeed instead, say the word and we'll re-cut that line.

Never say these

  • Never say “margin,” “40%,” or any version of your markup. Beat 3 says “I price every roof the exact same way” — that's the honest version of it and it's the one that sells.
  • Never say you have no salespeople. You do. The claim is about how the price is built, not who builds it.
  • No insurance-claim advice anywhere. H9 starts after a denial and stops there. Don't extend it — this is the price lane, not the storm lane.
  • Never say “leads.” Appointments, inspections, roofs.
  • No countdowns or fake urgency. Nothing in this kit needs it.