Throldahl Construction
Ad Scripts · Batch 4 of 4

Batch 4: The Burnsville Story

Nothing builds trust like a true story. These ads lead with the Burnsville deck you saved: stairs everyone else said had to be fully replaced, fixed right in one day for a fraction of the cost. It shows homeowners what an honest assessment looks like before they ever meet you. We'll need the homeowner's OK to use her name; otherwise we keep it as 'a homeowner in Burnsville.'

🎣 The openers

how each ad starts · ~10 seconds each

Each of these is the first thing a homeowner hears. One line = one clip.

1
Almost paid for a staircase 27w
"A homeowner in Burnsville almost paid for a brand-new staircase she didn't need. What actually fixed her deck took one day. Let me tell you what happened."
2
Second opinion 22w
"If a deck guy ever tells you the whole thing has to go, get a second opinion. Here's a story about why."
3
The setup 24w
"Her deck was heaving off its footings, the stairs were dangerous, and half the contractors she called never showed up. Watch what happened next."
4
Most expensive words 27w
"The most expensive words in home repair are 'it all has to be replaced.' Sometimes it's true. A lot of times it's not. Here's how you tell."
5
Before you accept that quote 24w
"Before you accept a big deck repair quote, hear this story. It might save you more money than anything else you do this year."
6
Three contractors 25w
"Three contractors looked at her deck. Two never called back. One quoted a full rebuild. The truth was a lot simpler, and a lot cheaper."

🥩 The middles

the heart of the ad · ~45 seconds each

Any opener can lead into any of these. Once you know the beats, you can say these in your own words.

A
The story 109w
"A while back a homeowner in Burnsville called me. Her deck was heaving up off its footings and the stairs had shifted so bad they weren't safe. Contractors wouldn't even come look, and the one who did said the whole staircase had to be replaced. Big money. I got under it and the framing was solid. The decking was fine. The problem was the footings. So I jacked it up, pulled the bad footing, set proper ones, and secured it all back down right where it belonged. One day of work. She kept her staircase and a whole lot of her money. That's what an honest look gets you."
B
What the story means 104w
"Why do I tell that story? Because it's the whole difference between contractors. One guy quotes you the biggest job he can. Another never shows up at all. What you actually need is somebody who'll look at what's really there and tell you the truth. Sometimes the truth is the deck's done and it's time to build new. Sometimes it's a one-day fix. You can't know which until an honest builder puts eyes on it. That's what I do on every single visit. I tell you what you need, what you don't, and exactly what it costs. Then you decide. No pressure either way."
C
Proof stack close 105w
"I've spent my life doing this. Fifteen-plus years in the trade, hundreds of decks and custom remodels, licensed, and every job backed by a written labor warranty. But honestly, the thing I'm proudest of is what customers say after. One told me her new front deck completely transformed the entry. Another said it was magazine quality. A family in Savage said their porch wouldn't have happened without us. That's not because I'm magic. It's because I listen, I explain your options honestly, and I build like my own name is on it. Because it is. If your deck deserves that kind of care, let's talk."

📣 The endings

same two for every batch · ~12 seconds each
1
Soft / honest 33w
"If you’re even thinking about it, let’s just talk. We’ll set up your custom design meeting and free estimate. I’ll listen, walk you through it, and be straight with you. Tap Learn More."
2
Direct / dream 34w
"Here’s the next step. A custom design meeting and free estimate for your dream outdoor project. We’ll design it together and I’ll give you an honest number. Tap Learn More and grab a time."
Like this direction best? Tell Spencer in Basecamp: "Batch 4." That's all it takes.
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