JBK Industries
Treasure Valley, Idaho · Winter Build Video Scripts · v1

Joe's Winter Video Ad Scripts

15 short clips, recorded on your phone. You read the lines below, one at a time. We cut them together into 60 different ads and let homeowners across the Treasure Valley tell us which ones they like. Every one of them answers one question: why is winter the best time to build a deck?

📱 9:16 Vertical 🎙️ Talking Head ⏱️ 15 clips to record 🧩 60 possible 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 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 a neighbor across the fence, not "a camera." Real and natural beats polished. Pauses are totally fine.
  • Suggested order: read Opener 1 + Meat A + CTA 1 back to back once to feel the flow, then record top to bottom: Openers → Meat → CTAs.
What this is really about. Most people think decks are a spring project. So everybody calls at once, waits for bids, waits for a spot, and gets their deck halfway through summer. Winter flips that. You've got time, a small crew that isn't rushing, and a deck that's ready when the weather is. That's the whole ad. No price, no pitch voice. Talk to one person.

❄️ Set up for this shoot

✅ Check these before you record

We filled these in from what we know about your business. They're our best guess, and they're your call.

🎣 The Openers

≤30 words each, about 10 seconds · record all 10

Each opener names something the homeowner is already thinking about: their spring, their old deck, their wait. Every opener works in front of every meat, so read them word for word and don't add a sentence after. Every meat starts with "Here's why winter works," which picks it up from there.

1
Ready by spring · 25 words · about 9 seconds
"Want your new deck ready for the first warm weekend of spring? Then the time to build it isn't spring. It's right now, this winter."
2
The spring rush · 28 words · about 10 seconds
"Every spring in the Treasure Valley, everybody calls a deck builder the same week. By May, you're on a waiting list. There's a better way to do this."
3
That old wood deck · 26 words · about 9 seconds
"If you've been looking at that old wood deck all fall thinking, we'll replace it next year, next year starts a lot sooner than you think."
4
Nobody's barbecuing in January · 28 words · about 10 seconds
"Nobody's out barbecuing on their deck in January. Which is exactly why January is the best time to tear the old one off and build a new one."
5
Save for the rest of the backyard · 30 words · about 11 seconds
"Here's the smart way to do a backyard. Build the deck this winter. Then you've got all spring to save up for the grill, the furniture, and your summer trip."
6
A Christmas present to yourself · 22 words · about 8 seconds
"What if this year's Christmas present was the backyard? A new deck, built this winter, ready for the whole family by summer."
7
Deck season doesn't end in the fall · 24 words · about 9 seconds
"Most people think deck season ends when it gets cold in Idaho. It doesn't. Winter might be the best-kept secret in building a deck."
8
A builder's full attention · 16 words · about 6 seconds
"If you want a deck builder's full attention, call him when nobody else is. That's winter."
9
A crew that isn't rushing · 26 words · about 9 seconds
"Worried about hiring a deck builder who rushes your job to get to the next one? There's one time of year that doesn't happen. It's winter."
10
Planning it when you want to sit on it · 30 words · about 11 seconds
"The worst time to plan a deck is when you already want to be sitting on it. By the time it's warm and you call, half the summer is gone."

🥩 The Meat (why winter)

≤110 words each, about 40 seconds · record all 3

Meat A is the timeline: skip the spring rush. Meat B is your small crew and the winter spots. Meat C is a fair price with no surprises. Know the beats and tell them like you'd tell a neighbor. Word for word isn't required here, but don't add beats. The count is what keeps the ad short.

A
The timeline (skip the spring rush) · 85 words · about 35 seconds
"Here's why winter works. In spring, every deck builder's phone rings at once. You wait weeks for a bid, weeks more to get on the schedule, and your deck gets done in July. In winter, we can come out this week, design it with you, and get it built while everyone else is still thinking about it. When the first warm weekend hits, you're already out there. We're a small shop. We'd rather build it right than build it fast. Winter lets us do both."
B
A small crew + the winter spots · 72 words · about 30 seconds
"Here's why winter works. We're a small crew, and I'm on every job myself. That means we can only build so many decks this winter. About six. Each one gets our full attention, not a crew racing off to the next job. Same materials we use all year, from pressure-treated wood to composite and Trex. Same care. And when those spots are full, the next opening is spring, along with everybody else."
C
A fair price, no surprises · 70 words · about 29 seconds
"Here's why winter works. Nobody's rushing. We sit down, look at your space, and plan it right. I'll walk you through the materials and explain the price, so you know exactly what you're paying for. We're not the cheapest. The most expensive deck is the one you build twice. But we're fair, and we do it right the first time. In winter, you get all of that without the wait."

📣 Calls To Action

≤34 words each, about 12 seconds · record both
1
Direct / winter spots · 30 words · about 11 seconds
"We only have six winter spots. If you want one, tap Learn More below, answer a few quick questions, and pick a time for us to come out. Let's talk."
2
Soft / a plan for spring · 34 words · about 12 seconds
"No pressure. We'll come out, look at your space, and give you an honest number and a real timeline. Worst case, you've got a plan for spring. Tap Learn More below and let's talk."

🧩 How It Comes Together

10 Hooks×3 Bodies×2 CTAs=60 Ads
  • 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: JBK_H03 · JBK_M01 · JBK_CTA01 → JBK_FIN_H03-M01-CTA01
  • Runtime: every line has been counted. Say it at your normal pace and it fits. You do not need to rush. You need to not add.
  • Don't drop the last line. "Let's talk" is the whole point of the CTA. It's the first thing people cut when they're trying to keep a clip short. Keep it.

📝 Ad Copy (Post Text)

the post text that runs with your videos
Why winter (runs with any video)
Primary: Want your new deck ready for the first warm weekend of spring?

Then the time to build it is this winter.

Here's why winter is the best time to build a deck in the Treasure Valley:

✅ No spring rush. Every deck builder gets slammed the same week in spring. In winter, we can come out this week.

✅ Done by spring. Your deck is ready when the weather is, not halfway through summer.

✅ Your deck isn't busy. Nobody's barbecuing in January, so we're not in your way.

✅ Our full attention. No crew racing off to the next job.

✅ Save for the rest. Spend the spring saving for the grill and the furniture, not waiting on a contractor.

I'm Joe Murdock. We're a small crew, and I'm on every job myself.

From pressure-treated wood to composite and Trex, we do it all.

We're not the cheapest. The most expensive deck is the one you build twice.

But we're fair, and we do it right the first time.

Tap "Learn More" below and let's talk.

-Joe
Headline: Build It This Winter. Enjoy It All Summer.
Description: Local Deck Builder · Treasure Valley, Idaho
Button: Learn More
The winter spots (runs with Meat B)
Primary: We're a small crew, and I'm on every job myself.

That means we can only build so many decks this winter.

About six.

Here's what you get with a winter spot:

✅ We come out this week, not in a month
✅ Your deck designed and built before spring
✅ A crew that isn't racing off to the next job
✅ Same materials we use all year, from pressure-treated wood to composite and Trex

When those six spots are full, the next opening is spring, along with everybody else.

Tap "Learn More" below to grab a winter spot.

-Joe Murdock
JBK Industries

Serving Boise, Meridian, Nampa, Caldwell, Eagle, Kuna, Emmett and the Treasure Valley.
Headline: Only Six Winter Build Spots
Description: Local Deck Builder · Small Crew
Button: Learn More