Deaville Roofing
Charleston · N. Charleston · Mt. Pleasant · Summerville

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

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

📱 9:16 Vertical🎙️ John Deaville, Owner⏱️ 13 clips to record🧩 10 ads⏲️ longest cut ≈ 61s
📋 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 — STARTING AT18 words · ~6.7s
“Roof replacements start at eighty-nine ninety-nine. That's our smallest, simplest roofs. Most homes land higher. Stay with me.”
🎬 Finished roof or the truck behind you. Say the number plainly, then the scope without pausing.
Anchor hook
2
H2 — THE SPREAD16 words · ~5.9s
“Three roofers, three roof prices, thousands apart, same house. Nobody ever explains that. I'm going to.”
🎬 Driveway or street. Count on fingers for “three.”
New
3
H3 — WHO'S IN THE NUMBER20 words · ~7.4s
“On a roof quote you're not just paying for the roof. You're paying for everybody between you and the crew.”
🎬 Direct to camera. Steady.
New
4
H4 — NOT A SALESMAN16 words · ~5.9s
“Nobody's coming to your house to sell you a roof. I'm coming to look at one.”
🎬 Ladder or truck in frame.
New
5
H5 — ANNE MARIE ANSWERS19 words · ~7.0s
“Call about your roof and my wife Anne Marie picks up. Not a call center. Same family since 1987.”
🎬 Warm. Truck cab or covered porch is fine.
New
6
H6 — THIRTY-NINE YEARS18 words · ~6.7s
“I've been on roofs and job sites for thirty-nine years. Here's what that taught me about roof pricing.”
🎬 Direct to camera, calm. Don't sell it — just say it.
New
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.”
🎬 Seated or on the 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

102 words total · ~42s

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 eighty-nine ninety-nine. Some are fifteen, twenty, even thirty thousand depending on size and pitch.”
🎬 Quick cuts of different roof sizes and pitches.
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.”
🎬 Quality shingles going down, 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 roof, and my wife answers the phone. That overhead never lands in your number.”
🎬 You on the ladder or the roof, then Anne Marie at the desk if she'll allow it. This beat is what makes the price believable.
D
Beat 4 — Value proposition17 words
“Same shingles the big outfits 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 — Credibility9 words
“Thirty-nine years in this trade. Family owned since 1987.”
🎬 You on a finished roof or at the truck.

📣 The Close

34 words total
1
CTA — free roof inspection22 words
“Tap Learn More and book a free roof inspection. I'll get up there myself, and you'll have a written number same day.”
🎬 You pointing to camera / button animation.
2
Optional closing line12 words
“No pressure. Just a straight number from the guy doing the work.”
🎬 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 20w + body 102w + close 34w = 156 words ≈ 61s. Inside the 90-second cap with ~29s 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: DVR_PRICE_H03 · DVR_PRICE_M01 · DVR_PRICE_CTA01 → DVR_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. I will. Roof replacements start at $8,999 — that's the smallest, simplest roofs, and most homes land higher. The reason I can say a number out loud is the same reason my quotes come back lower: 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 roof, and my wife answers the phone. Book a free roof inspection and you'll have a written number the same day.
Headline: A Roofer Who'll Say a Price Out Loud
Description: Free roof inspection · Written number same day · Charleston & Lowcountry
Button: Learn More
Option B — 39 years, family owned
Primary: Thirty-nine years in this trade, family owned since 1987, and my wife Anne Marie still answers the phone. Roof replacements start at $8,999 (smallest, simplest roofs — most homes land higher). Same shingles the big outfits install, without paying for their billboard on top of them. Book a free roof inspection — I'll get up there myself and you'll have a written number the same day.
Headline: The Owner Climbs It. The Owner Prices It.
Description: Family owned since 1987 · Free roof inspection · Written number same day
Button: Learn More

⚠️ Before You Shoot

Confirm these are still true — they are spoken on camera

  • $8,999 starting price — ✅ confirmed. Spoken in H1 and Beat 1. Always paired with “most homes land higher.” Full replacements only.
  • Full replacements only. Nothing in this kit should imply the anchor covers repairs.
  • “Fifteen, twenty, even thirty thousand” (Beat 1) — confirm that's the honest top of his range.
  • Name on camera = “Deaville Roofing” — ✅ confirmed by John 8/27 (“Roofing for roofing, Construction for decks”). Deck ads stay “Deaville Construction.”
  • “Thirty-nine years in this trade” (H6, Beat 5) — correct as written. Not “39 years roofing.”
  • Licensed & insured is deliberately NOT claimed anywhere in this kit — no confirmed license number on file. Get it and we'll add it to Beat 5.

Never say these

  • No warranty claims. The 25–50 year manufacturer warranty is a DECKING product fact from his deck kit. Nothing equivalent is confirmed for roofing — it stays out until it is.
  • No capacity claims. “Two builds a week” is a DECK number. Do not port it to roofing.
  • No certification or “certified installer” claims. Still unconfirmed (his badge question was never answered).
  • No insurance-claim advice. H9 starts after a denial and stops there. Price lane, not storm lane.
  • Never say “leads.” Appointments, inspections, roofs.
  • Never claim there's no salesman if that changes. Beat 3 is true of a small owner-run crew — it stops being true the day he hires one.