Owner David Lamar, selfie-style, for the 1.5" Raleigh hail event. Home-turf edition: we don't SAY "local" — we sound like it, name real places, and invite people to check us. Each script block = its 5 hooks → its body, then snap on a shared CTA.
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 ~72-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 who's had five knocks at the door this week, not "a camera." Real and natural beats polished. Pauses are totally fine.
Suggested order: read Script 1 top to bottom first to feel the flow, then record everything in order — Script 1 hooks + body, Script 2, Script 3, then the universal bank, retargeting lines, and the 2 CTAs.
🏠 The creative rule for this kit — SHOW local, don't say it. Every storm chaser at their door is saying "local" — the word is worthless now. What can't be faked is sounding like a man who actually lives here. So: talk like a neighbor ("you heard it at your house same as we did at ours") · name real places casually, the way a local does · invite people to check us (real Raleigh address, ask your neighbors, come by the office) · lean on time-depth ("here before this storm, here long after"). The homeowner should finish the ad concluding "this guy's from here" — without being told.
Fill from David's hail maps before shooting: [STORM DATE] · [AFFECTED AREA] · [OFFICE AREA/STREET] · [YEARS] · [NEIGHBORHOOD]s · [NEARBY TOWN]. Specific and checkable beats vague every time.
🎬 How this kit works. A matrix, not 3 standalone ads: HOOK → BODY → CTA. Each script block below sits as a unit — its 5 🔒 angle-locked hooks right above its body (those only work in front of that body). After the three blocks come the shared pieces: a 🔓 universal hook bank (bolts onto ANY body), the 2 CTAs, and the assembly map.
~27 clips: 5 hooks × 3 scripts + 5 universal + 2 retarget + 3 bodies + 2 CTAs. Same wardrobe/setting for all so any hook edits onto any body.
1
"Go Ahead and Check" ⭐ Lead angle
Verifiable local vs. storm-chaser — prove it, don't claim it
🔒 Angle-locked hooks · record all 5 · 0–4s each
S1-H1
the word is worthless
"Every roofer knocking doors in Raleigh this week is going to tell you they're local. Here's how to find out in about ten seconds who's lying."
S1-H2
roofer says don't sign
"I'm a roofer, and I'm telling you: don't sign with anybody who knocks on your door after that hail. Not even if it's me. Let me explain."
S1-H3
heard it at our house
"That hail that came through — you heard it on your roof the same as we did at ours. Before you talk to anyone about it, give me thirty seconds."
S1-H4
permission to slow down
"Raleigh — you don't have to figure out your roof at your front door this week. Take a breath. Here's what's actually going on."
S1-H5
gone by Christmas
"Half the roofing trucks in Raleigh right now weren't here last month, and they won't be here by Christmas. Here's how to tell which half."
↓
B1 · Body
Relaxed, neighbor-over-the-fence energy. Shot outside the actual office or on a Raleigh street = the proof on screen.
"After hail like that, the same thing happens every time. Trucks roll in from out of state, knock every door, and every single one of them says the same word: 'local.' So don't take the word — check it. Ask whoever's at your door three things: What's your office address? Look it up — is it a real building here, or a P.O. box three states away? Who honors your warranty in five years? A warranty's only worth the company still being around to answer the phone. And can I take a day to think about it? Watch how fast the pressure guys pack up. Us? We're at [OFFICE AREA/STREET]. We've been on roofs around here for [YEARS] years — [NEIGHBORHOOD], [NEIGHBORHOOD], out toward [NEARBY TOWN]. Ask your neighbors about us. That's the whole pitch: don't believe anybody who says 'local.' Believe what you can check."
→ then bolt on any CTA (shared section below)
2
"The Bruise You Can't See"
Hail education — kills the "looks fine, I'll wait" instinct
🔒 Angle-locked hooks · record all 5 · 0–4s each
S2-H1
looks fine
"Raleigh — your roof can look perfectly fine from the driveway and still be wrecked from that hail. Here's why."
S2-H2
golf balls
"That was inch-and-a-half hail that came through — golf-ball size. And the damage it does is the kind you can't see from the ground."
S2-H3
no holes
"Hail that size doesn't punch holes in your roof. What it actually does is worse, because you won't catch it until it's expensive."
S2-H4
delayed pain
"That hail didn't put a leak in your ceiling this week. What it did instead is set one up for next spring."
S2-H5
the "I'll wait" trap
"If you're thinking 'my roof looks fine, I'll deal with it later' — that's exactly how folks around here get burned. Thirty seconds, let me explain."
↓
B2 · Body
Glance up at a roofline, back to camera. B-roll: granule loss / bruised-shingle close-up
"Here's what most people don't realize. That storm dropped inch-and-a-half hail — golf-ball size. From your driveway, your roof probably looks totally fine. But hail that size doesn't punch holes — it bruises the shingle and knocks off the little granules that protect it from the sun. You can't see that from the ground. And here's the part that actually costs people: once that protective layer's gone, the sun starts cooking your roof. It ages years in a matter of months. So you don't see a leak today — you see it next spring, except by then it's not a roof problem anymore, it's a ceiling, insulation, and drywall problem. And your insurance might say you waited too long. The only way to know is to have somebody get up there and actually look."
→ then bolt on any CTA (shared section below)
3
"The Claim Is Clean Right Now"
Insurance — clean claim now vs. "wear and tear" later
🔒 Angle-locked hooks · record all 5 · 0–4s each
S3-H1
paid-for roof
"If your part of Raleigh took that hail, there's a real chance you're sitting on a covered roof replacement and don't even know it."
S3-H2
one deductible
"You might be one deductible away from a new roof after that hail — and have no idea. Let me explain how that works."
S3-H3
the clock
"There's a clock running on your insurance claim right now, Raleigh — and it started the day that hail hit."
S3-H4
before you sign theirs
"Before you let a door-knocker 'handle your insurance claim' — hear how this actually works. Thirty seconds."
S3-H5
wear-and-tear trap
"Insurance covers storm damage. It doesn't cover 'you waited a year and now it's wear and tear.' That difference is everything right now."
↓
B3 · Body
Hold eye contact, count on fingers when listing
"Let me explain, because the door-knockers won't. That was inch-and-a-half hail. At that size, insurance companies generally treat it as functional roof damage — meaning a lot of these homes may qualify for a full replacement, often with just the deductible out of pocket. People are walking around with a covered roof and have no idea. But here's the catch: insurance pays for storm damage, and there's a window. Wait too long and they'll blame the next storm or call it wear-and-tear — and now it's your bill. Right now, this storm is documented and your claim is clean. That doesn't stay true forever. One more thing: never sign paperwork that hands your claim to somebody standing at your door. Get it inspected, get it documented with photos, and keep your claim in your own hands. We'll tell you exactly what you're looking at — no pressure, no games."
→ then bolt on any CTA (shared section below)
Shared Modular Pieces
🔓 Universal Hook Bank
bolt onto ANY body
Promise nothing specific — so B1, B2, or B3 all pay them off. Use these to test the same opener across all 3 angles.
Universal→ B1, B2, OR B3
U1
the number
"Inch-and-a-half hail just hit parts of Raleigh. If that number doesn't mean anything to you yet, it should."
U2
were you home
"Were you home when that hail came through Raleigh? Heard it hitting the roof? Then this is worth thirty seconds."
U3
before you do anything
"If your neighborhood caught that hail — before you talk to anybody about your roof, watch this."
U4
the aftermath
"Dents in the grill lid, beat-up gardens, and roofing trucks you've never seen before on your street. Raleigh, let's talk about what happens after a hail storm."
U5
direct question
"Did that hail actually hurt your roof? There's one honest way to find out — and it's free."
Retargeting only→ ANY body · tight-geo audiences only
R1
area-level
"If you're in [NEIGHBORHOOD/AREA] and that hail came through your street — this one's for you."
R2
harder hit
"[NEIGHBORHOOD/AREA] — you got hit harder than you think. Here's what to check before the door-knockers tell you what to think."
📣 CTAs
bolt onto ANY body · record both
CTA-1 · Soft / the checkable neighbor
"I'm David Lamar, Lamar Roofing — our office is right here in Raleigh, at [OFFICE AREA/STREET]. Look us up. Ask around. Then tap below and I'll get up on your roof and tell you straight what that hail did — free, no pressure, and you don't sign a thing. If your roof's fine, I'll tell you it's fine. We'll still be neighbors either way."
CTA-2 · Direct / claim-worth-filing
"I'm David Lamar with Lamar Roofing, here in Raleigh. Tap below for a free inspection — I'll document everything with photos and tell you on the spot whether you've got a claim worth filing. No cost, no obligation, and your claim stays in YOUR hands. Worst case, peace of mind for free. Best case, you might be one deductible away from a whole new roof."
Start with the 3 "house" ads:S1-H1→B1→CTA-1, S2-H1→B2→CTA-1, S3-H1→B3→CTA-2. The verify-us angle is the bet — let the data confirm it.
Rotate hooks inside the winning angle: hold body + CTA constant, swap the other 4 locked hooks.
Use universals to settle hook-vs-angle: run U3 in front of all 3 bodies. Same hook, different body wins → the angle is the lever. Hook wins everywhere → scale the hook.
Insurance language — stay in the moderate lane: "you may qualify," "often just your deductible," "a claim worth filing." Never promise approval, never say "free roof," never imply Lamar files the claim for the homeowner or acts as a public adjuster. Inspect, document, advise.
Every "prove it" beat must be checkable: [OFFICE AREA/STREET], [YEARS], [NEIGHBORHOOD]s, [NEARBY TOWN] get filled with what a homeowner could verify. If David wouldn't want a homeowner to fact-check a line, it doesn't ship.
📝 Ad Copy (Post Text)
pair to the matching angle
A · Verifiable local / anti-storm-chaser (B1) ⭐ lead
Primary: After that hail, every roofer knocking doors in Raleigh is going to say the same word: "local." Don't take the word — check it. Ask for an office address and look it up. Ask who honors the warranty in five years. Ask for a day to think. The pressure guys will disappear on their own. Our office is right here in Raleigh, and we've been on roofs around here for years — ask your neighbors. Free inspection, no pressure, and you don't sign a thing.
Headline: Everyone Says "Local." Check It.
Description: Raleigh office. Free, honest inspection — nothing to sign.
Button: BOOK_NOW
B · Invisible hail damage (B2)
Primary: That hail that came through Raleigh was inch-and-a-half — golf-ball size. Hail like that doesn't punch holes in your roof. It bruises the shingles and knocks off the granules that protect them from the sun — damage you can't see from the driveway. You won't see a leak until next spring, and by then it's a ceiling, insulation, and drywall problem — and insurance may say you waited too long. We'll get up there and tell you the truth for free.
Headline: Your Roof Took That Hail. It Won't Show It Yet.
Description: Free hail inspection from a Raleigh roofer.
Button: BOOK_NOW
C · Insurance / clean claim (B3)
Primary: Raleigh homeowners: that was 1.5" hail. At that size, insurers generally treat it as functional roof damage — a lot of homes may qualify for a full replacement, often with just the deductible out of pocket. But insurance covers STORM damage, not "you waited a year and now it's wear and tear." The storm is documented and your claim is clean right now. Free inspection, everything photographed, and your claim stays in your hands — never sign it over to someone at your door.
Headline: You Might Be One Deductible From a New Roof.
Description: Free documented inspection. We'll tell you if it's worth filing.