Dynamic Deck Installations

Tampa Bay · Designer Decks & Outdoor Living

Josh's UGC Ad Shoot Script

Three sections: 10 hooks · 3 meats · 2 CTAs. Short separate clips, recorded once, assembled into 60 ads. Every line has been timed — say it at your normal pace and it fits. Hooks word-for-word; meats in your own words, at or under the length shown.

📱 9:16 Vertical 🎙️ Talking Head ⏱️ 15 clips to record 🎬 Every ad under 90 seconds 🧩 60 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.

🕶️ Lose the sunglasses New

Every clip from the last shoot had them on. The whole argument of these ads is "you should know exactly who you're letting onto your property" — we need to see your eyes.
Same reason: never hold the phone in frame. Prop it or tripod it. Three clips last time were unusable because the phone was visible.

🗣️ The hooks are about THEM, not you Biggest change

Last version, almost every hook started with your background — the cabinetry, the screws, the contract. All true, all good material. But it's the wrong opening.
Your buyer is a 55-year-old couple who've been sitting on this deck for two years. They don't stop scrolling for a contractor introducing himself. They stop for their own backyard and their own fear.
So every hook now names the thing they're stuck on. Your story still does the heavy lifting — it just moves into the meat, where it reads as the reason to trust you instead of a sales pitch.
Say the hooks like you already know they're true. Because you do — you've heard these exact things in a hundred driveways.

⏱️ Say it — don't extend it Read twice

Every line here is written to a length that fits. You do not need to rush. You need to not add.
If you finish a meat and feel like tacking on one more thought — don't. That's what turned the last batch into three-minute videos.
The grey pill on each line (e.g. 106 words · ~45s) is how long that clip should run.

🎬 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 one homeowner across the kitchen table, not "a camera." Real and natural beats polished. Pauses are totally fine.
Suggested order: read the ★ flagship pieces first to feel the flow, then work top to bottom — Hooks → Meats → CTAs. Three sections, that's it.

The one idea behind every ad: Your buyer has already decided they want the deck. They've had it saved on their phone for two years. What's stopping them isn't money — it's that everybody down here knows somebody who got burned. Your job on camera isn't to sell a deck. It's to be the first builder who removes the risk instead of asking them to take it. You don't ask for trust. You sign for it. Hooks word-for-word; meats in your own words.

🪝 Hooks10 clips · ≤30 words each · about 9 seconds
Each hook is one complete clip — it stops the scroll and opens the angle. No separate "opener" to record. Every one of these names something your buyer is already thinking. Word-for-word, please. ★ = flagship — record these six first.
1
The folder on the phone ★25 words · ~9s
"That deck's been sitting in a folder on your phone for two years. You can afford it. You still haven't called anybody. I know why."
2
Never be the story ★24 words · ~9s
"[Tampa Bay] homeowners: everybody down here knows somebody who got burned on a deck. Here's how you make sure that story is never yours."
🌎 Geo hook — record 2–3 times, swapping only the place name: Tampa Bay · Clearwater · Palm Harbor. Those are our best guess — you know your market. If your best customers actually come out of Tierra Verde or Westchase, use those instead.
3
What's underneath ★24 words · ~9s
"Your neighbor's deck cost eighty grand and started twisting in two years. The framing underneath was garbage. They covered it up before anybody looked."
4
The No-Surprises Price ★28 words · ~10s
"Most deck quotes are one number on a page, so you can't tell what you're paying for. Mine's itemized, and that price doesn't move unless you change something."
5
I sign for it ★25 words · ~9s
"Every deck builder in Florida asks you to trust him. I don't ask. I sign — every promise goes in your contract before we start."
6
The remote client ★26 words · ~9s
"Most of my deck clients aren't in Florida while I build. They wire real money to a man they met twice. Here's why they sleep fine."
7
The permit clock24 words · ~9s
"If you want to be sitting on a new deck this winter, you're already late. Waterfront permits down here run four to five months."
8
The price filter26 words · ~9s
"Most of the decks I build run twenty to sixty thousand dollars. If you're looking for the cheapest deck in Tampa Bay, I'm not your guy."
9
Nobody local builds it24 words · ~9s
"You've seen the deck you actually want. Borders, two-tone, lit up at night. Then you look around Tampa and figure you'll have to settle."
10
The ghost22 words · ~8s
"You pay the deposit on your deck, and he stops answering the phone. That's the story you're scared of. Mine works differently."

🥩 Meats

3 clips · ≤110 words each · about 45 seconds

Your own words — hit the beats, tell it like you'd tell a friend. But stay at or under the length shown. Four beats, then stop.

The driveway design session106 words · ~44s

"Here's exactly what happens. You tell me about your space, and I come out myself. First thing I ask is your budget — on purpose, because that's how we design smart instead of guessing. Then we design it right there in your driveway. Samples out of the truck and into your hands, colors held up against your house. More deck, less rail. Add the bench. Upgrade the border. You leave that meeting with a real plan and an itemized quote within twenty-four hours, every material named, down to the 316 stainless steel screws. Most builders take three weeks to send you one number on a page."

4 beats: I come out myself → budget question first, on purpose → we design it live in your driveway with samples → plan same day, itemized quote in 24 hours.

I don't ask for trust — I sign for it96 words · ~40s

"Every builder in Florida asks you to trust him. I put it on paper instead. Everything I promise standing in your driveway is in the contract before we start. We damage your sod, we replace it. Crack a sprinkler, we fix it. That's page two, in writing. Your quote is itemized line by line, and that price doesn't move unless you change the scope. The materials you held in your hands are the exact materials that go on your deck. My name is the business. I don't ask my clients for trust. I sign for it."

5 beats: everyone asks for trust → mine's on paper → sod and sprinklers, named with the fix → the price doesn't move → what's in your hands is what goes on.

Built right underneath104 words · ~43s

"I came up in fine interior trim and custom cabinets — work where an eighth of an inch shows. Then I got outdoors and couldn't believe what I found. Crooked screw lines. Framing out of square, covered up before anybody saw it. That's the part that fails, and it's the part you can't see. So no, I'm not the cheapest in Tampa Bay. Most of what I build runs twenty to sixty thousand. And I'll still ask whether this is your forever home or a five-year home — because sometimes the honest answer is the cheaper material, and I'll tell you when it is."

4 beats: finish-carpentry standard → what's really under most decks → not the cheapest, here's the range → I'll sell you down when that's the honest call.

📣 Calls To Action

2 clips · ≤34 words each · about 11 seconds

One ask, once. Don't stack a second close on the end.

Real capacity29 words · ~10s

"Tap below and tell me about your space. I take on about six projects a month across Tampa Bay — if there's room this month, I'll come out myself."

The permit clock28 words · ~10s

"Permits down here run four to five months on the water. If you want to be living out there by winter, tap below and let's design it now."

🧩 How It Comes Together

10 Hooks×3 Meats×2 CTAs=60 Ads

⏱️ Why every line has a word count

Last round the finished videos came out at three minutes. That wasn't you — the old script said "15–30 seconds" next to a 134-word paragraph. You read it at a perfectly normal pace and it ran 56 seconds. Every line here has now been counted and timed against your actual speaking pace, so if you just say it, the math works out on its own.

Block	Length	Runs about
Hook	≤ 30 words	9s
Meat	≤ 110 words	45s
CTA	≤ 34 words	11s
Finished ad	≤ 174 words	~64s (cap: 90s)

15 clips total: 10 hooks (plus 2 extra takes of Hook 2 for the geo swap), 3 meats, 2 CTAs. Three sections — there is no fourth.
Shoot the ★ flagship hooks first — those are the five we're leading the test with.
Consistency: same wardrobe, same spot, same framing, whole session. No sunglasses. Phone propped, never in frame.
Fidelity: hooks word-for-word · meats in your own words, at or under the word count.
Naming: DDI_H01 · DDI_M01 · DDI_CTA01 → DDI_FIN_H01-M01-CTA01
Test plan: hooks first (control = Hook 1 + Meat A + CTA 1), then meats on booked design sessions, then CTAs, then the geo variants.

📝 Ad Copy (Post Text)

pick one per ad

Option A — Craftsman Origin

Primary: I spent years building custom cabinets and fine interior trim. Then I saw how most decks in Tampa Bay actually get built — and I couldn't unsee it. Crooked screw lines. Off-level framing, covered up before anyone catches it. So I build the other kind: borders and inlays, two- and three-tone decking, lighting, glass rail — with every line of your quote spelled out, down to the 316 stainless steel screws, and every promise in writing before we start. If you want it built by someone who treats your backyard like finish carpentry, tap below and book a free custom design meeting with me. Real samples in your hands, itemized price within 24 hours. — Josh Bennett, Dynamic Deck Installations

Headline: The Deck Builder Who Puts Every Promise in Writing

Description: Free custom design meeting · About 6 projects/mo · Tampa Bay

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Option B — In Writing / Never the Horror Story

Primary: Down here, everybody's got a contractor horror story. Here's how I make sure you never become one: I don't ask for trust — I sign for it. Your quote lists every material by name (not "screws" — 316 stainless steel screws). The contract protects YOU, in writing — sod replaced if we damage it, sprinklers repaired, your property back the way we found it. It's why half my clients hire me while they're still up north and fly down to a finished backyard. About 6 projects a month across Tampa Bay — if this year's the year, tap below and book a free custom design meeting with me. — Josh Bennett, Dynamic Deck Installations

Headline: I Don't Ask for Trust. I Put It in Writing.

Description: Designer decks · Tampa Bay · Plan before I leave, price in 24 hrs

Button: Learn More