Lamar Roofing
Windstorm Response · Charlotte NC

Charlotte Windstorm Shoot Script

Owner David Lamar, selfie-style, for the Charlotte windstorms. The door-knockers have already done the scaring — these ads win by being the ONE calm, honest voice in a week of pressure. Each script block = its 5 hooks → its body, then snap on a shared CTA.

📱 9:16 Vertical · Selfie 🎙️ David Lamar on camera 🌬️ Storm: [STORM DATE], Charlotte NC 🧩 ~27 clips → ~72 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 ~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 worn-out 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 homeowner you're talking to: They just sat through scary wind. Branches down, fences leaning — and within 48 hours, strangers with clipboards started knocking. By knock five they trust nobody in a roofing shirt. So we do NOT add more fear or more pressure — the door-knockers already did that for us. The calm IS the ad. "You don't have to decide anything at your front door this week. Take a breath. Here's how to not get burned — and no, don't sign with me today either."
🎬 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. Fill before shooting: [STORM DATE] · [NEIGHBORHOOD/AREA] in the retargeting lines.
1

"Don't Sign At Your Front Door" ⭐ Lead angle

Honest local vs. storm-chaser — the calm voice in a week of pressure
🔒 Angle-locked hooks · record all 5 · 0–4s each
S1-H1
the warning
"Charlotte — after those windstorms, the out-of-town roofing trucks are already rolling into your neighborhoods. Before you sign anything at your front door, watch this."
S1-H2
roofer says don't sign
"I'm a roofer, and I'm telling you: do not sign with the first guy who knocks on your door after this storm. Not even if it's me."
S1-H3
the clipboard
"If someone's been at your door this week with a clipboard saying 'we're doing your neighbor's roof' — this 30 seconds is for you, Charlotte."
S1-H4
permission to slow down
"Hey Charlotte — you don't have to decide anything about your roof at your front door this week. Take a breath. Here's what's actually going on."
S1-H5
they won't be here
"The guys knocking doors in Charlotte right now don't care about your roof. Most of them won't even be in North Carolina by Christmas. Here's how to tell who will."
↓
B1 · Body
Relaxed, talking like a neighbor — NOT worked up. The calm in the delivery is the whole sell.
"Every time a storm like this hits, the same thing happens. Trucks with out-of-state plates roll in, knock every door in the neighborhood, and pressure people to sign 'just for a free inspection' — except that paper is usually a contract that locks you to them. They move fast, they want your insurance check moving fast, and when the roof leaks in two years, they're three states away chasing the next storm. And look — some of those guys are fine. But you can't tell from your doorstep, and here's the thing: you don't have to. A real roofer doesn't need you to sign anything today. Ask whoever's at your door three questions: where's your office, who honors this warranty in five years, and can I have a day to think? Watch how fast the pressure guys disappear. We're a family-owned North Carolina company. We were here before this storm, and we'll be here long after — and that's exactly why we're in no hurry to make you sign anything."
→ then bolt on any CTA (shared section below)
2

"The Damage That Hides"

Wind education — kills the "looks fine, I'll wait" instinct
🔒 Angle-locked hooks · record all 5 · 0–4s each
S2-H1
looks fine
"Charlotte — your roof can look perfectly fine from the driveway and still be seriously damaged from those windstorms. Here's why."
S2-H2
the yard tell
"If you saw shingles in anybody's yard on your street after that wind — yours, your neighbor's, anybody's — you need to hear this."
S2-H3
it doesn't have to rip off
"Wind doesn't have to tear shingles off your roof to wreck it. What it actually does is sneakier than that."
S2-H4
delayed pain
"That windstorm didn't put a leak in your ceiling this week. What it might've done instead is set one up for next spring."
S2-H5
the fence clue
"If that wind was strong enough to lean fences and drop branches in your neighborhood — think about what it did to the highest part of your house."
↓
B2 · Body
Glance up at a roofline, back to camera. B-roll if available: creased/lifted shingle close-up, hand lifting an unsealed tab
"Here's what most people don't know about wind damage. Wind doesn't have to rip shingles off to hurt your roof. What it does is lift them — it creases the shingle and breaks the seal that holds it down. Then the wind stops, the shingle lays back down, and from your driveway everything looks normal. But that seal is broken. The next storm lifts it clean off, and in the meantime, wind-driven rain works its way underneath. So you don't see a problem today — you see a ceiling stain next spring, and by then it's not a shingle problem anymore, it's decking, insulation, and drywall. The only way to know is to have someone actually get up there and look. That's it. That's the whole thing."
→ then bolt on any CTA (shared section below)
3

"Document It Now"

Insurance — clean claim now vs. "wear and tear" later
🔒 Angle-locked hooks · record all 5 · 0–4s each
S3-H1
the clock
"If your roof took wind damage in that Charlotte storm, there's a clock running on your insurance claim right now — and most people have no idea."
S3-H2
clean claim
"Charlotte homeowners: the difference between insurance covering your roof and calling it 'wear and tear' might just be how soon you get it documented."
S3-H3
before you sign theirs
"Before you let a door-knocker 'handle your insurance claim' — hear how this actually works. It'll take 30 seconds."
S3-H4
may be covered
"A lot of Charlotte roofs that took that wind may qualify for repairs or replacement through insurance — and the homeowners don't know it yet."
S3-H5
the wear-and-tear trap
"Insurance covers storm damage. It doesn't cover 'you waited a year and now it's wear and tear.' Charlotte, that difference is everything right now."
↓
B3 · Body
Hold eye contact, count on fingers when listing
"Let me explain how this actually works, because the door-knockers won't. Insurance covers storm damage. That windstorm is documented — the date, the wind speeds, all of it. So if your roof got creased, lifted, or lost shingles, an inspection now ties that damage cleanly to this storm, and you may have a claim worth filing — sometimes with just your deductible out of pocket. But if you wait until it leaks? The insurance company can say it's wear and tear, or blame some later storm — and now it's coming out of your pocket. One more thing: never sign paperwork that hands your claim to somebody at your door. Get it inspected, get it documented, and keep your own claim in your own hands. We'll help you understand 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
geo + event
"Charlotte — that wind that came through [STORM DATE] did more damage than most people realize. Thirty seconds, that's all I need."
U2
were you home
"Were you home when that wind came through Charlotte? Heard it? Then this is worth your time."
U3
before you do anything
"If you're a Charlotte homeowner and that storm hit your neighborhood — before you talk to anybody about your roof, watch this."
U4
the aftermath
"Branches down, fences leaning, and a line of trucks you've never seen before driving your street. Charlotte, let's talk about what happens after a windstorm."
U5
direct question
"Did that windstorm 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 wind 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 calm alternative
"I'm David Lamar, Lamar Roofing — we're family-owned, right here in North Carolina. Tap below and I'll get up on your roof and tell you straight what that storm did — for free, no pressure, and you don't sign a thing. If your roof's fine, I'll tell you it's fine and shake your hand. And if the door-knockers are wearing you out this week — take my number and call me after they've left town. I'll still be here."
CTA-2 · Direct / claim-worth-filing
"I'm David Lamar with Lamar Roofing. 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, you get peace of mind for free. Best case, you catch it while it's still the storm's bill and not yours."

🧩 The Assembly Map

HooksThemeBolts onto
S1-H1…H5anti-storm-chaser / don't-signB1 only
S2-H1…H5hidden wind damageB2 only
S3-H1…H5insurance / document nowB3 only
U1…U5generic storm-impactB1, B2, OR B3
R1–R2tight-geo retargetingany body (tight-geo)
CTA-1 · CTA-2free honest look / documented inspectionany body
30 angle-locked ads+42 universal ads=~72 adsoff ~27 clips
Test plan:
  1. Start with the 3 "house" ads: S1-H1→B1→CTA-1, S2-H1→B2→CTA-1, S3-H1→B3→CTA-2. David's instinct says the storm-chaser angle leads — let the data confirm it.
  2. Rotate hooks inside the winning angle: hold body + CTA constant, swap the other 4 locked hooks → best opener for that angle.
  3. 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.
  4. Retargeting (R1–R2): warm / tight-geo only. Area names convert hot but feel creepy to the wrong zip.
Naming: LAMAR_WIND_S1-H02 · LAMAR_WIND_U03 · LAMAR_WIND_B1 · LAMAR_WIND_CTA1 → LAMAR_WIND_FIN_S1H02-B1-CTA1
Insurance language — stay in the moderate lane: "you may qualify," "a claim worth filing," "sometimes just your deductible." 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.

"Local" claim — say what's true: the scripts say "family-owned North Carolina company" — which lands hard against out-of-state storm-chasers without claiming a Charlotte address. If Lamar has a Charlotte office or crew presence, David should say so on camera instead — it's stronger.

📝 Ad Copy (Post Text)

pair to the matching angle
A · Anti-storm-chaser (B1) ⭐ lead
Primary: Charlotte — after those windstorms, the door-knocking has already started. Here's the truth from a roofer: you don't have to sign ANYTHING at your front door this week. A lot of those trucks follow storms across the country — they'll be three states away when the roof they "fixed" starts leaking. We're a family-owned North Carolina company. We'll come look at your roof for free, tell you the truth, and you won't sign a thing. If it's fine, we'll tell you it's fine.
Headline: Don't Sign With the First Knock.
Description: Free, honest, no-pressure inspection. NC family-owned.
Button: BOOK_NOW
B · Hidden wind damage (B2)
Primary: That wind that came through Charlotte didn't have to rip shingles off to damage your roof. Wind lifts shingles, breaks the seal underneath, then lays them back down — so everything looks normal from the driveway. The next storm finishes the job, and rain gets under them in the meantime. The only way to know is to have someone get up there and look. We'll do it free, and tell you the truth either way.
Headline: Your Roof Can Look Fine and Not Be.
Description: Free wind-damage inspection by a NC family-owned roofer.
Button: BOOK_NOW
C · Insurance / document now (B3)
Primary: Charlotte homeowners: insurance covers STORM damage — not "you waited a year and now it's wear and tear." That windstorm is documented. If your roof got creased, lifted, or lost shingles, getting it inspected and photographed now keeps your claim clean and may mean repairs or replacement are covered, sometimes with just your deductible out of pocket. And never sign your claim over to somebody at your door. Free inspection, everything documented, your claim stays in your hands.
Headline: Storm Damage Has a Paper Trail. Wear and Tear Doesn't.
Description: Free documented inspection. We'll tell you if it's worth filing.
Button: LEARN_MORE