The most common thing I hear before a shoot is, "I don't know what to say." Good news: you don't need a script, and you don't need to be a natural on camera. You need a format.
Here are five that work for local service businesses.
1. "Here's who you're getting"
The owner talks straight to the camera for 15 to 30 seconds. Who you are, what you do, where you work and one thing that makes you different.
"I'm [your name], I own [your business] here in Edmond. I'm the guy who shows up. Not a sub, not a different crew every week. Me."
That's an example, not a script to copy. The point is that people hire people. This format works in almost every industry, and it's usually the first thing I film.
2. "Watch us do it"
No talking needed. Just the work, start to finish, cut down to 20 or 30 seconds. A roof going on, a car getting detailed, a lawn getting edged, a room getting cleaned. Add short captions and music.
It shows your process, your crew and your care without a sales pitch. People love watching work get done.
3. The before and after
Show the problem, then show it fixed. A muddy backyard, then a clean patio. A dirty car, then a finished detail. Faded headlights, then clear ones.
These are some of the most watched clips there are. Keep the before short and give the after a second to land.
A note for health and beauty businesses: Meta has stricter rules for before and after content in some categories, and you should only show real, approved results. More on that on the health and beauty page.
4. "The question everyone asks"
Pick the question you get asked every single week and answer it on camera.
- "How long does a roof replacement take?"
- "Does laser hair removal hurt?"
- "Do I need to be home for pest control?"
It's helpful, it builds trust and it handles an objection before the customer even raises it. You already know the answer by heart, so it's the easiest format to film.
5. A customer in their own words
A real customer saying what it was like to work with you. Even 15 seconds on their phone counts.
This one has rules. It has to be a real customer, with their permission, saying what they really think. The FTC banned fake reviews and testimonials in 2024, including made-up ones and paid actors pretending to be customers.
How to structure any of them
Open strong. The first two or three seconds decide whether someone keeps watching. Start with movement, a bold line of text or a question. Don't open on your logo.
One point per video. Don't try to explain everything you do in one ad. One message, one offer.
Add captions. Lots of people scroll with the sound off. Captions keep them watching.
Keep it short. For ads, 15 to 45 seconds is usually plenty.
End with a next step. Tell them exactly what to do: "Tap below to book your free estimate." Make it match the offer on your landing page.
Don't memorize a script
Scripts make people sound stiff. Write three bullet points, look at them, put them away and just talk. Do it three or four times and pick the best take. That's what I do with clients.
If you'd rather have someone handle the planning, filming and editing, book a free strategy call. Here's how my on-site video and reels work, and why video beats stock photos in the first place.