Scripts | Lab

Original Ad Scripts & Creative Concepts

Script 1: 60-Second Raw Whiteboard Ad ("The Retainer Trap")

Visual Direction: Presenter standing in front of a dry-erase whiteboard in a plain room. Writes "$3,000/mo" and crosses it out with a red marker, replacing it with "$297/mo."
On-Screen Text: Why Contractors Are Firing Their Marketing Agencies
Spoken Copy: "If you run a roofing, plumbing, or HVAC business, you've probably paid a marketing agency $3,000 a month just to get zero results. Here's the truth: you don't need an agency taking your money every month. What you actually need are three basic tools: a website that works on mobile phones, a system that automatically texts back customers when you miss their calls on a job site, and an automated funnel that collects 5-star Google reviews. We built all of that into a simple system that costs $297 a month with zero contracts. Click the link below, watch our 3-minute explainer video, and see how it works before booking a call."

Script 2: 30-Second Screencast Ad ("The Ladder Solution")

Visual Direction: Split-screen showing an unanswered phone call on the left, and an automated text message firing instantly on the right.
On-Screen Text: Never Lose Another Job on the Ladder
Spoken Copy: "You're on a ladder, your phone rings, you can't answer it. By the time you climb down, that customer has already called your competitor. Our system fixes that instantly. The second you miss a call, an automated text message fires to the customer's phone to start a conversation while you're still working. Get this exact system set up for $297 a month. Click below to schedule a 20-minute demo."

Original VSL Scripts

3-Minute Pre-Call Explainer Script

Visual Direction: Presenter talking directly to camera, transitioning to brief screen shares of automated SMS text responses occurring on a mobile phone screen.
[00:00 – 00:45: Disarming Opener]: "Before we jump on our 20-minute Zoom call, I recorded this quick video so you know exactly how our system works and what it costs. We don't believe in hiding our pricing or wasting your time with an hour-long presentation."
[00:45 – 01:45: Mechanism Breakdown]: "Most contractors lose jobs for one simple reason: they are on a job site, the phone rings, they can't answer, and the customer immediately calls the next guy on Google. Our system fixes that instantly. The second a call goes unanswered, an automated text message fires from your business number to their mobile phone. It starts a text conversation while you're still on the ladder. Combine that with a clean website and an automated Google review funnel, and your online presence is completely locked down."
[01:45 – 03:00: Pricing & Call Expectations]: "We charge a flat $297 a month. There are no long-term contracts—if it makes you money, you stay; if it doesn't, you leave. On our upcoming Zoom call, we'll answer any specific questions about your trade and show you live student accounts. See you on the call."

Original Sales System & Scripts

Clean-Room Cold Outreach Opener ("The Pattern Interrupt")

[SALES REP]: "Hey [Prospect Name], quick question—a mutual contact, Julie, mentioned you guys did work in the local area. Are you still taking on new residential jobs right now?"
[PROSPECT]: "Uh, yeah, depending on what it is. Who did you say referred you?"
[SALES REP]: "My colleague brought up your company name while we were looking over local trade listings. The reason for my call is brief: we set up missed-call text automations for plumbers so you don't lose jobs when you're on a job site. Do you guys currently text back missed calls automatically, or do those go straight to voicemail?"

Clean-Room Price Presentation & Closing Logic

[CLOSER]: "The investment is straightforward. It's $297 per month. There is no onboarding fee, and there are no long-term contracts—it's strictly month-to-month. We build out your site and automations within 7 to 10 days. Once we verify phone forwarding on our launch call, you're live. Should we set up your account on Visa or Mastercard today?"

Original Email, SMS, and Automation Workflows

Workflow 1: Missed-Call Text-Back

Trigger: Inbound call status == "Unanswered"
Action: Wait 0 seconds
Action: Send SMS to Caller:
  "Hey! This is [Business Name]. Sorry we missed your call—currently on a job site.
   How can we help you out today?"
Action: Send SMS Alert to Contractor Mobile:
  "MISSED CALL ALERT: New lead [Caller Phone Number] just called. Auto-text sent."

Workflow 2: 5-Star Review Funnel

Trigger: Contact tag applied == "Job Completed"
Action: Send SMS 1:
  "Thanks for choosing [Business Name]! Mind leaving us a quick 5-star review?
   [Google Review Link]"
Delay: 48 Hours
Condition: Review link clicked == False
Action: Send SMS 2:
  "Hey [Name], quick reminder—your feedback helps our small business a lot!
   [Google Review Link]"
Delay: 96 Hours
Condition: Review link clicked == False
Action: Send SMS 3:
  "Hope you're enjoying your new [Service Name]! Here's that review link one last time:
   [Google Review Link]"
Delay: 7 Days
Action: Send Final SMS 4 -> End Workflow (Sequence capped strictly at 4 messages)

B-4. Original Advertisement Concept — AD-01: 30-Second Raw Whiteboard Ad

Visual: Founder standing in front of a simple physical whiteboard wearing a work shirt. No music, no jump cuts.
Opening Text On-Screen: "Stop paying $3,000/mo for marketing"
Spoken Copy: "If you're a plumber, roofer, or HVAC contractor, stop letting digital marketing agencies charge you $3,000 a month for zero results. Most contractors don't need expensive ads—they just need a website that actually texts their phone when a lead comes in, a system that texts missed calls back automatically, and more 5-star Google reviews. We build the entire system for your business for just $297 a month with no contracts. Click the link below, watch the 5-minute video, and see how it works."
CTA Button: "Watch 5-Min Demo ->"

B-5. Original VSL Script — VSL-01: 5-Minute Core Conversion VSL

Format: Direct-to-camera intro (30s) transitioning to screen-share demo of client portal and mobile app.

[00:00–00:30] The No-Nonsense Hook & Pricing Transparency: "Hey guys, if you're a trade contractor, you've probably had dozens of marketing agencies promise you the moon, charge you thousands of dollars, and leave you with nothing. I'm going to keep this video under 5 minutes, show you our exact system on a live contractor account, and tell you the price upfront: it's $297 a month with zero contracts."
[00:31–01:45] System 1: The Converting Site & Instant SMS Routing (Screen-share: live website & mobile app): "Most contractor websites look okay, but when a homeowner submits a quote form, it gets dumped into an email inbox nobody checks until Sunday. Watch what happens when I submit this test quote. Within 3 seconds, my phone buzzes with a text. The homeowner gets an instant confirmation, and you can text them back directly from your work truck. Speed wins jobs."
[01:46–02:45] System 2: Missed-Call Auto-Text-Back (Screen-share: missed call trigger in GHL): "When you're on a job site, running a crew, or driving, you miss calls. What does a homeowner do? They call the next contractor on Google. With our system, the moment a call is missed, our software fires off a text: 'Hey, this is Mike with Apex Roofing, sorry I missed your call, on a roof right now. How can I help?' You save the deal before they call your competitor."
[02:46–03:45] System 3: 5-Star Review Gating Engine (Screen-share: review survey form): "Google reviews are the #1 reason you rank high on maps. When you finish a job, you enter the customer's name into this 1-click form. They get a text survey. If they click 5 stars, it opens your Google review page directly. If they had an issue and click 2 stars, it routes to a private feedback form so you can resolve it before it hits your public reputation."
[03:46–04:30] System 4: Database Reactivation & Past Customer Offers (Screen-share: 1-click SMS broadcast): "Your past customer list is free revenue. Every spring or fall, with one click, you can broadcast a 10% seasonal discount or referral bonus to your entire database to fill your schedule without spending a dollar on ads."
[04:31–05:15] The Close & Call to Action: "We build and launch this entire operating system for you in 7 to 10 days. Everything runs on a simple mobile app on your phone. It's $297 a month, and if you're not happy, you can cancel anytime. Click the button below, grab a 20-minute slot on our calendar, and we'll show you what it looks like for your specific trade."

B-6. Original Sales Script — SLS-01: 20-Minute Zoom Discovery & Demo Call

Rapport & Frame Setting (2 min): "Hey [Name], thanks for jumping on. My goal today is super simple: I want to ask a few questions about your current setup, walk you through the software live on screen, and see if it makes sense for your business. If it does, we'll get you set up. If not, no hard feelings. Sound good?"
Discovery & Pain Extraction (5 min): "When someone finds you online right now, where does that lead go—straight to your cell as a text, or into an email inbox?" / "When you're on a job site and miss a call from an unknown number, what's your current process for getting back to them?" / "How many 5-star Google reviews did you collect last month compared to how many jobs you completed?"
Live Screen-Share Demo (8 min): Demonstrate the 4 core pillars live in a staging sub-account: trigger an SMS chat lead, show the auto-text response, show the review gating survey, and display the LeadConnector mobile dashboard.
Offer & Price Presentation (3 min): "We handle the entire setup: building the 15-page website, connecting the SMS chat, setting up your missed-call text-back, and configuring your review system. You don't pay any setup fee. It's just $297 a month for hosting, software, and maintenance. There are no contracts, and you can cancel whenever you want."
Close & Next Steps (2 min): "To get started, we just collect the billing details today, send over a short 5-minute onboarding form, and our team begins building. We'll hop on a launch call next week to hand over the keys. Shall we get the ball rolling?"

B-7. Original Email & SMS Sequences

Lead Intake & Speed-to-Lead Sequence — Trigger: Inbound Web Chat or Quote Form Submission.

SMS 1 (Instant): Hey {{contact.first_name}}, just got your message on our website. Thanks for reaching out! I'll be in touch in just a moment.
SMS 2 (+30 seconds — humanized correction): *thanks for reaching out, sorry haven't had my morning coffee yet haha! What type of project are you looking to get done?

Missed-Call Auto-Response Sequence — Trigger: Call Status = Missed / Unanswered.

SMS 1 (+10 seconds): Hi, you've reached {{location.name}}. Sorry I missed your call, currently on a job site! If you need a quick quote, feel free to reply here with details or visit {{custom_values.website_url}}

B-8. GoHighLevel Workflow & Automation Specification

+----------------------------------------------------------------------------------------------------+
| WORKFLOW 1: MISSED-CALL AUTO-TEXT-BACK                                                             |
|  * Trigger: Call Status = No Answer, Busy, Voicemail                                               |
|  * Filters: Direction = Inbound                                                                    |
|  * Action 1: Wait 15 seconds                                                                       |
|  * Action 2: Send SMS: "Hi, this is {{location.name}}..."                                          |
|  * Action 3: Create Internal Task: "Follow up with missed caller: {{contact.phone}}"               |
+----------------------------------------------------------------------------------------------------+
| WORKFLOW 2: 2-STEP REVIEW COLLECTION & GATING                                                      |
|  * Trigger: Form Submitted (Form Name = "Client Review Trigger")                                   |
|  * Action 1: Send SMS: "Hi {{contact.first_name}}, thanks for choosing {{location.name}}! Could you |
|              rate your experience? {{custom_values.review_survey_url}}"                             |
|  * If Survey Answer >= 4 Stars -> Redirect to Google Business Profile Review URL                   |
|  * If Survey Answer < 4 Stars  -> Redirect to Internal Private Feedback Form & Alert Admin via Push |
+----------------------------------------------------------------------------------------------------+
| WORKFLOW 3: LEAD INTAKE SPEED-TO-LEAD & HUMANIZED CORRECTION   (added in Spark Turn 2)             |
|  * Trigger: Form / Chat Widget Submitted                                                           |
|  * Action 1: Send SMS: "Hey {{contact.first_name}}, just got your message on our website..."       |
|  * Action 2: Wait 30 seconds                                                                       |
|  * Action 3: Send SMS: "*thanks for reaching out, sorry haven't had my morning coffee yet haha!..."|
|  * Action 4: Fire Mobile Push Notification to Contractor via LeadConnector App                     |
+----------------------------------------------------------------------------------------------------+