Price Kit v2 — 10 New Hooks

Ten new hooks for the price ad. The body and CTA don't change — you've already got those. Every line below has been timed. Say it at your normal pace and it fits; you don't need to rush, you just need to not add. Nothing here needs filling in — you can shoot it today.

📱 9:16 Vertical 🎙️ Talking Head ⏱️ 10 clips to record 🎯 Single-variable hook test 📈 Body + CTA unchanged

📋 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: knock the 10 hooks out top to bottom — the 10 hooks first, then the body, then the CTA.

What we're doing here: The $5,999 price ad is still the best-performing thing in this account. We are not replacing it. We're shooting 10 new opening lines to run against it, and the body and CTA underneath stay word-for-word identical to what's already working — so whatever wins, we know exactly why it won. Ten short clips. That's the whole shoot.

🎣 Hooks5–7 seconds each (timed from word counts) · record all 10
These are the only clips that actually change. Each one is its own short take — say the line, stop, record the next. Give us 2–3 takes of each. Each hook is aimed at a different homeowner, so they're supposed to sound different from each other.
1
THE CATCH · 17 words · ~6.1s
"When one roof quote comes in way lower than the rest, you go looking for the catch."
🎥 Direct to camera at the truck. Slight shrug on “the catch.”
2
THREE QUOTES · 19 words · ~6.8s
"You'll get three roof quotes. Two will be close, one way lower. Here's how to tell which to trust."
🎥 Direct to camera, count on fingers for “three.”
3
YOU NEED A ROOF · 17 words · ~6.1s
"You need a roof. Same shingles, same nails, same standards — quotes still thousands apart. Nobody explains why."
🎥 Standing over a pallet of shingles or at the material drop. Tap the bundle on “same shingles.”
4
THE BILLBOARD · 15 words · ~5.4s
"Part of what you're paying for on a roof isn't your roof. It's somebody's billboard."
🎥 Outdoors — ideally with a competitor billboard or wrapped fleet truck visible. If not, direct to camera.
5
YOU'VE KNOWN FOR TWO YEARS · 20 words · ~7.1s
"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 leaning on the tailgate. Quiet and honest — you're saying out loud what he's been thinking.
6
NO PRICE TILL HE'S INSIDE · 16 words · ~5.7s
"Ever notice no roofer will give you a price until he's standing in your living room?"
🎥 Direct to camera, slight smile. This one's a shared joke, not a complaint.
7
FORTY-NINE TRUCKS · 15 words · ~5.4s
"Want the big roofing company with fifty trucks? Fine. You're paying for forty-nine of them."
🎥 Outdoors by the truck. Light and a little funny — deliver it like you're kidding, because you're not.
8
BEFORE THEY HAND YOU A NUMBER · 19 words · ~6.8s
"Before anybody climbs on your roof and hands you a number, you should know how that number gets built."
🎥 Direct to camera, steady. Helpful, not salesy — you're arming him before somebody else quotes him.
9
INSURANCE SAID NO · 19 words · ~6.8s
"If insurance turned down your roof and now you're paying for it yourself, this is the one to watch."
🎥 Direct to camera. Sympathetic, no pitch in the voice. Say it exactly as written.
10
PERMISSION · 19 words · ~6.8s
"You don't have to spend twenty grand to get your roof done right. Somebody needed to tell you that."
🎥 Direct to camera, finished roof behind you. Warm — this is a favor, not a claim.

🥩 Bodies — "The Meat"

~42 seconds · only if we don't already have it

This is the proven script — the part that's already working. If we've got clean footage of it from the March shoot, you don't need to film it again. If we don't, record it once, straight through, at your normal pace.

THE ONE BODY — 102 words · ~42s · do not change a word

Beat 1 · Price clarification

"Now look, not every roof is $5,999 — some are 10k, 20k, even 30k depending on size and complexity."

🎥 Show different roof sizes/types quickly.

Beat 2 · The contrarian truth

"But here's what nobody else is telling you: Our roofs ARE more affordable than most competitors. And it has nothing to do with cheap materials."

🎥 Quality materials being installed.

Beat 3 · The real reason

"We're not some massive company with 20 offices, 50 trucks, and 100 billboards eating up overhead. We run lean. Small team. Our own crews. Smart marketing. Proper finances."

🎥 Quick cuts of your actual crew working.

Beat 4 · Value proposition

"Less overhead for us means better prices for you — using the exact same high-quality materials the big guys use but charge way more for."

🎥 Side-by-side comparison or materials close-up.

Beat 5 · Insurance credibility

"And yes, we provide full insurance coverage."

🎥 Insurance documentation or badge.

📣 Calls To Action

~9 seconds · only if we don't already have it

THE ONE CTA — 15 words (25 with the closing line) · ~9s · do not change a word

"Click the button below for a fast, FREE professional roof inspection and no-obligation quote today."

Optional closing line: "Let's get your roof done right, for the right price."

🎥 Point to camera / CTA button animation.

🧩 How It Comes Together

10 new hooks+the proven body+the proven CTA=10 challenger adsvs. the current control

Shoot order: all hooks back-to-back (same wardrobe/spot), then bodies, then CTAs.
Consistency: identical wardrobe/setting so any hook edits onto any body.
Delivery: talk to one person, not a camera. Authentic beats polished.
Naming: LAMAR_PRICE2_H03 · LAMAR_PRICE2_M01 · LAMAR_PRICE2_CTA01 → LAMAR_PRICE2_FIN_H03-M01-CTA01
Test plan: body and CTA are held constant on purpose. One hook per ad, same audience. Judge on cost per lead — never CTR. The current $5,999 hook keeps running the whole time as the benchmark; if nothing beats it, that's a result, not a failure.
Runtime: worst case 20 + 102 + 25 = 147 words ≈ 59 seconds assembled. Every combination fits.