Green screen shoot
Aug 20

Two videos, both scripted off your own takes this morning. Built on the Leighton gate: who, why, what problem — then hook, value, payoff, one idea each. Intro options are stacked so you can shoot them back to back on the same setup and cut trial reels from one take.

How to run it

1
Shoot the body once. It doesn't change between variants.
2
Then shoot every intro back to back, same frame, same energy. Reset, breathe, go again. That's your A/B.
3
One idea per video. If a second idea shows up mid-take, it's a third video, not a longer one.
4
The hook is clear, not clever. Make them feel seen, then give one line of why you're the one saying it.
5
Title cards are your call at scripting time. Options are listed; pick one per video, don't stack them.
Video 1

5 types of content every contractor should make

The gate

Who
Contractors and home-service owners in Bellevue.
Why
They know they should be posting. They genuinely don't know what.
Problem
No idea what type of content to make, so they chase trends that don't bring jobs, or post another finished-project photo.

Title hook — pick one

Yours, from the recording
The 5 posts every contractor should use to grow their business on Instagram
Shorter
5 types of content every contractor should be making
Plainest
What to post if you're a contractor

Verbal intro — shoot all four

A · Yours, tightened
Most contractors I talk to have no idea what to post. So they chase whatever trend is going around, which doesn't bring in a single job, or they go back to posting another finished-project photo. They're treating their Instagram like a portfolio instead of the sales tool it could be. Here are the five types of content that actually work.

You called your own version long-winded on the recording. This is the same beats, about 30% shorter. Nothing added.

B · Reframe, short
Your Instagram is a portfolio. It should be a sales tool. These five posts are the difference.

Pattern from the hook bank: You're treating content like a bill. Fastest possible entry — worth testing against A purely on length.

C · Numbered / research
I've been through a lot of contractor accounts around Bellevue, and almost every one of them is missing at least three of these five.

Pattern from the hook bank: I audited 30 Seattle plumbers. Only shoot this one if it's true and you'd say a real number.

D · Stop chasing viral
If you're a contractor asking what's going to go viral, you're asking the wrong question. The goal isn't views, it's jobs. Here's what to post instead.

Straight off the hook bank entry Stop trying to go viral, pointed at contractors.

Body — your five, your words

  1. Before and aftersShow the actual transformation you're creating for your customers.
  2. ProcessRemoves uncertainty. Show people exactly what it's like to work together.
  3. Behind the scenesCapture these whenever you're on the job. Show the work you're actually doing, and let people meet the people who'll be working on their house.
  4. Frequently asked questionsOvercome objections before they ever come up. They come in more informed, trusting you as an authority, and price-shopping you less because of it.
  5. Call to actionTakes the awareness and trust you've built and turns it into actual customers. Make the ask. What's the next step?

Payoff

Yours
The format doesn't matter. You can use the same idea across a carousel, a video like this, whatever. Mix it up and get the most out of every idea you have.
Video 2

Instagram as a sales tool

The gate

Who
Local service business owners. Same avatar, wider entry point.
Why
You did the exact same thing they're doing, and stopped. That's the reason to listen to you and not someone else.
Problem
They're using Instagram as a portfolio, or spamming it with ads and CTAs, and neither produces a customer.

Title hook — pick one

Yours
Local service businesses are sleeping on this
Direct
How to use Instagram as a sales tool
Reframe
Your Instagram is a portfolio. It should be a funnel.

Verbal intro — shoot all three

A · Yours, near-verbatim
Local service businesses are sleeping on Instagram as a sales tool. They use it as a portfolio to showcase their finished work, or they're spamming it with ads and calls to action. I treated mine like a portfolio too. This is the system I use now, and use with clients.

Keep the "I did this too" line. That's the credibility beat the framework asks for — the one line of why they should listen to you in the first place.

B · Your FOMO line, reading one
Local service businesses are sleeping on this. And while you're not doing it, your competitors are.
C · Your FOMO line, reading two
You're not on there. Your customers already are.
Needs your call
On the recording you said "while you're not doing it, your customers are, or something like that." That lands two different ways — competitors beating you to it, or customers already sitting on the platform waiting. Both are good, they're just different videos. B and C are the two readings written out. Pick one, don't shoot both into the same cut.

Body — three parts, and only all three work

  1. An optimized profileWhat they actually land on when they click through. Pinned posts that build you up as an authority. This is the converting half.
  2. Ads that put you in front of the right people, on demandNot relying on viral content or hoping the algorithm shows you to the right person. Consistently, whenever you want.
  3. Organic content that builds trustBuilds you up as an authority over time. Ads build the awareness, organic earns the trust.

Payoff

Yours
This only works if you do all of it. If you just do one part of any of these, it's not going to work. Ads get you in front of the right people. Organic builds the trust. And then the profile brings it all back around.

Note on order: in the take you first framed part 2 as "build trust that you're the right person," then reorganized into profile / ads / organic. The reorganized version is what's written above, because it's the one you landed on.

After the shoot

Both of these are trial reels. One idea each, so a flop actually tells you something. When they're cut, log which intro variant went out against which — the Ad Test Log discipline applies to organic too: one variable, or the result means nothing.

Framework: Communication/frameworks/content-formats.md · Hooks: content-intel/my-hook-bank.md · Source takes: Granola 8/20, "Morning minutes Thursday" + "How do you use Instagram as a"