What is a Content Pillar? Think of it like the legs of a table — each one holds the strategy up. A pillar is a core theme you rotate through consistently. Instead of guessing what to post daily, you pull from one of your 5 pillars. This keeps your brand focused, builds authority, and makes content creation 10x faster for your team.
Core Framework
Your 5 Content Pillars
The Transformation
Show the work
Before/after reveals, night reveals, drone shots, project showcases. This is your portfolio in motion — it lets the work sell itself. High-end clients buy with their eyes first. This is your highest-reach pillar.
The Expert
Build Authority
Educate your audience on what separates good lighting from great. Premium clients research before they buy — be the brand they find and trust first. Talk design, tech, and long-term value.
Social Proof
Let Others Sell
Client testimonials, Google reviews, on-camera reactions, finished homes with happy owners. Premium buyers are the most skeptical — third-party proof is what gets them across the finish line.
Behind the Brand
Humanize & Trust
Your crew, your process, your story. People hire people — especially at premium price points. BTS content builds the human connection that makes a stranger trust you enough to spend thousands.
The Offer / CTA
Drive Action
Direct-response posts that ask for the booking, lead, or share. Seasonal urgency, limited slots, risk-reversal. The Hormozi move — make the offer so good they'd feel stupid saying no. Max 1 in 5 posts.
Service × Audience Matrix
Who You're Talking To
Not every service targets every client. Know exactly who you're speaking to in each post so the messaging hits the right nerve.
| Service | Residential | Commercial | What Motivates Them | Best Pillars |
|---|---|---|---|---|
| 🌿 Landscape Lighting Permanent |
✔ All Residential | ✔ All Commercial | Curb appeal, property value, security, architectural beauty. Residential wants to impress. Commercial wants to attract customers and look polished. | Transformation, Expert, Social Proof |
| 💡 Permanent Holiday Lighting Year-round install |
✔ All Residential | ✔ All Commercial | Never hang lights again. Programmable, professional look year after year. Strong upsell to existing landscape clients — the ROI math is easy to close. | Expert, Transformation, Offer/CTA |
| 🎄 Holiday / Temporary Lighting Christmas, seasonal |
✔ Premium Residential Only ✗ Budget Residential — not your market |
✔ All Commercial | Premium homeowners: prestige + zero hassle. Commercial: first impressions, festive atmosphere, differentiation during peak season. | Transformation, Social Proof, Offer/CTA |
Audience Personas
Your 3 Buyer Types
Premium Residential
LandscapePerm. HolidayTemp. Holiday
High-end homeowners. Buy with their eyes. Motivated by curb appeal, property value, and prestige. Hook with transformation and lifestyle content.
General Residential
LandscapePerm. HolidayTemp. Holiday
Aspirational but price-aware. Hook with long-term ROI and the "set it and forget it" convenience angle. Not your Christmas lighting market.
Commercial
LandscapePerm. HolidayTemp. Holiday
Business owners, property managers, HOAs, retail centers. All 3 services. Motivated by professionalism, foot traffic, and ROI. Hook with authority and results.
Publishing Rhythm
Daily Content Calendar
1 post per day, every platform. Each day has a pillar assigned so your team always knows what type of content to create. Rotate services throughout the week so you're not always talking to the same audience.
MON
Reel
Before/After Reveal or Night Reveal
TUE
Edu Video
Expert Tip, FAQ, or Myth Bust
WED
Proof
Client Review, Reaction, or Testimonial
THU
BTS Reel
On-site, Team, or Founder Story
FRI
Reel
Project Walkthrough or Drone Shot
SAT
Story / Post
Re-share Client Tag or Review
SUN
Offer / CTA
Booking Push, Urgency, or Referral Ask
★ Every Sunday CTA post should rotate services: Week 1 = landscape, Week 2 = permanent holiday, Week 3 = temporary holiday/commercial, Week 4 = general brand/referral.
Platforms
What to Post Where
| Platform | Best Format | What to Post | Pillar Fit |
|---|---|---|---|
| Reels 7–30s + Carousels | Night reveals, before/after transitions, client reactions. Reels have the highest organic reach of any format. Post daily Reel or carousel — Stories every day too. | Transformation, Expert, Proof | |
| Video + Photo Posts | Repurpose Instagram content. Also post in local community groups and neighborhood Facebook groups where your ideal clients actually live. | All 5 Pillars | |
| YouTube | Shorts daily + Long-form 2x/wk | Post daily Shorts (repurpose your Reels). Long-form: full project walkthroughs, design explainers, cost breakdowns. YouTube is a search engine — generates leads for years. | Expert, BTS, Transformation |
| TikTok | Short Reels 7–30s | Same content as Instagram — post the same Reel. Strong for reach, weaker on direct conversion. Great for brand awareness with younger luxury homeowners. | Transformation, BTS |
Standard Operating Procedure
How to Film Killer Content
You don't need a production crew. You need a system. The best organic home service content in the country is shot on a phone — but with intention behind every shot. Follow this process on every single job site.
The #1 Rule: Film EVERYTHING. You'll throw out 80% of your footage and use 20%. That is normal and expected. The goal is to never leave a job site without at least 5 usable clips. Raw, real footage outperforms polished production — 63% of social media users prefer authentic, relatable video over high-production content.
Before You Shoot
Pre-Shoot Checklist
Phone charged to 100% and storage cleared. Nothing worse than missing the reveal shot because your phone died.
Shoot vertical (9:16) always. All platforms prioritize vertical video. Never shoot horizontal unless it's a drone shot.
Film the BEFORE first. Before you touch a single thing — wide shot, close-ups, multiple angles. You cannot recreate the before once you start installing.
Get permission to film the property. Especially on high-end homes. Ask if they want to be tagged or stay anonymous.
Note the address and project type in your phone notes so you can caption accurately when you post.
Night reveals: Plan to come back at dusk or full dark. The lighting looks dramatically better and more impactful after sunset — this is worth the extra trip.
The Shot List
Exactly What to Film on Every Job
1
The Wide Before Shot
Stand back from the property. Film the full house or landscape — 5–8 seconds. Hold the phone completely still. Walk backwards slowly if you need more distance. This is what you'll transition FROM in every before/after.
Lock your angle: Find a fixed reference point — a crack in the driveway, a mailbox, a tree — so your before and after are frame-perfect from the exact same spot.
2
The Close-Up Before Details
Get in close on the specific areas where lights will go — roofline, trees, pathways, garden beds. Slow pan, 4–6 seconds each clip. You're setting the stage for the dramatic after reveal.
3
The Install Process / BTS Shots
Film your team working. POV clips are gold — mount your phone on a ladder, clip it to a belt loop, or have a teammate film you. Tight shots of hands installing fixtures, running wire, adjusting angles.
Best clips to get: Close-up of a fixture going into place. Time-lapse of the full install (use your phone's built-in time-lapse). Wide shot of the team working together. You talking to camera explaining what you're doing on this specific job.
4
The Daytime Reveal
From the same locked angle as your before — wide shot of the finished project. Then move in for close-ups of each fixture, pathway, garden bed. Walk slowly through the property panning across everything.
5
The Night Reveal ⭐ Your Money Shot
Come back at dusk or full dark. Same locked angle as the before. Film 8–10 seconds of the lit property — wide, then medium, then close-up. Walk slowly for a moving reveal. If possible, film the moment the lights are switched on.
Camera tip: Turn off auto-brightness. Tap on the dark area of the frame so your phone exposes for the highlights on the building, not the sky. The sky should go dark. The lights should glow. This is the shot that stops the scroll.
6
The Client Reaction (Always Ask)
Ask the homeowner: "Can I film your reaction when you see it for the first time?" This is your highest-converting content type period. Genuine emotion from a real client is worth 10 polished videos. Keep camera on their face — let the audio do the work.
How to ask: "Hey, would you mind if I filmed your reaction when we turn them on? I'd love to share it — I can keep your face out of it if you prefer." Most say yes. Film from slightly behind them so you capture both the reaction and the reveal.
7
The Talking-Head / Founder Clip
Stand in front of the finished, lit property — it's your background. Film yourself or a team member talking for 30–60 seconds. Hook in first sentence. Use for expert, BTS, or CTA posts. No full script needed — just nail your first sentence cold and talk naturally from there.
Framing: Eyes in the top third of frame. Natural light on your face (not behind you). The lit property as your background. Look directly into the camera lens, not the screen. Speak like you're talking to one person — a neighbor, a friend who's asking you about lighting.
Editing
Quick Edit System for Your Team
Use CapCut (free) — the standard for quick Reels editing. Auto-captions, transitions, trending audio all built in. Takes 10–15 min per video once you have the footage.
Before/after transition: A hard cut works perfectly. Or use "film burn" or "glitch" in CapCut for drama. The content does the work — you don't need fancy effects.
Add captions always. 85% of social media video is watched with no sound. No captions = you lose most of your audience before they get to your hook.
Music: Use trending audio on Instagram/TikTok for reach boost. YouTube: use royalty-free (CapCut library). Keep it instrumental and moody — not upbeat or corporate sounding.
Length: 7–30 seconds for Reels/TikTok. 60–90s for longer Instagram/Facebook. 3–8 min for YouTube long-form.
Do NOT watermark Reels with your logo. Platforms actively suppress watermarked content. Put your brand in the caption instead. No logo overlays on video.
Do NOT repost TikTok watermarked videos to Instagram — Instagram suppresses them. Use CapCut to save without watermarks, then cross-post.
No-Job-Day Content System
Videos To Film At The Shop
When there is no active job site, do not go quiet. Use the shop as a trust-building studio. These videos should make homeowners and commercial property owners feel the craftsmanship, planning, safety, and premium process behind Warriors for Light before they ever request a quote.
The rule for shop content: every shop video still needs to sell trust, not just fill the calendar. Film hands, materials, tools, prep, team standards, and quick explanations. The goal is to answer the silent buyer question: “Why should I trust this company with my home or property?”
Batching Plan
One Hour In The Shop = One Week Of Content
| Time Block | What To Film | Output | Best Pillar |
|---|---|---|---|
| 0–10 min | Clean workbench, branded shirt, lights, clips, timers, controller, extension cords, ladders, safety gear. | Fast b-roll library for every future Reel. | Behind the Brand |
| 10–25 min | Three quick education clips answering common buyer questions about permanent lighting, landscape lighting, or Christmas installs. | Three Expert videos. | The Expert |
| 25–40 min | One team member demonstrates prep: testing bulbs, labeling bins, checking controllers, cleaning fixtures, or packing a truck. | Two process/trust videos. | Behind the Brand |
| 40–55 min | Founder or crew member records two direct-to-camera clips about standards, mistakes homeowners make, and what premium service looks like. | Two authority videos. | The Expert / CTA |
| 55–60 min | Film a simple CTA: “We are planning this month’s schedule now. If you want your property looked at, comment LIGHT.” | One lead-generation video. | Offer / CTA |
Shop Video Ideas
12 Videos You Can Film Without A Job Site
| Video | Hook | What To Show | CTA / First Comment |
|---|---|---|---|
| 1. What We Check Before Every Install | “Before we ever show up at your house, this is what we check.” | Hands testing lights, controller, clips, cords, labels, and bins. | “Want this level of prep on your property? Comment LIGHT.” |
| 2. Cheap Lights vs. Professional Install | “This is why cheap Christmas lights fail halfway through the season.” | Side-by-side of low-quality strand vs. professional-grade material. | “If you want it done once and done right, request a quote.” |
| 3. How We Pack The Truck | “A clean install starts before the truck leaves the shop.” | Organized bins, ladders, clips, safety gear, labeled materials. | “This is the kind of detail you are paying for.” |
| 4. Permanent Holiday Lighting Explained | “If you hate hanging lights every year, watch this.” | Demo a sample permanent light, controller, color change, app use. | “Comment PERMANENT and we’ll send you the next step.” |
| 5. Landscape Lighting Fixture Breakdown | “This little fixture is what makes a home look high-end at night.” | Close-up of fixture, beam angle, material, example placement diagram. | “Want curb appeal after dark? Ask for a lighting plan.” |
| 6. The Mistake Homeowners Make With Path Lights | “Most path lights are installed wrong. Here’s what we do instead.” | Use fixtures on the shop floor to show spacing and glare control. | “Save this before you install cheap lights from a box store.” |
| 7. Meet The Crew | “This is who is actually showing up at your property.” | Quick intro clips: name, role, favorite part of the job, safety standard. | “When you book WFL, you get a real crew, not a random helper.” |
| 8. How We Protect Your Property | “Premium homes need more than pretty lights — they need careful crews.” | Gloves, ladder pads, cord management, clean-up process, no-damage checklist. | “Have a property you want handled carefully? Link in bio.” |
| 9. The Before-Season Prep Day | “This is what September looks like before Christmas lights take over.” | Testing, sorting, labeling, staging seasonal materials. | “Booking early is how you get the best dates.” |
| 10. Three Questions Before You Buy Lighting | “Ask these three questions before hiring a lighting company.” | Talking head with b-roll of materials and shop prep. | “Use this checklist before you choose a company.” |
| 11. The Quote Walkthrough | “Here’s what we look for before we price a lighting job.” | Mock roofline diagram, fixture map, measuring wheel, notes app. | “Want us to look at your property? Comment QUOTE.” |
| 12. Why We Don’t Rush Installs | “Fast is not the same as professional.” | Slow, careful prep shots and a direct-to-camera explanation. | “If you want a clean, premium result, get on the schedule.” |
Quick Scripts
Three Shop Scripts To Record Today
PREP VIDEO
“Most people only see the finished lights. What they do not see is the prep that happens here at the shop. We test, label, organize, and plan before we ever pull into a driveway — because the install goes smoother when the details are handled before the job starts. If you want your home handled like this, comment LIGHT.”
EXPERT VIDEO
“If you are comparing lighting companies, do not just ask for the lowest price. Ask what materials they use, how they protect your property, whether they test before install, and what happens if something goes wrong. Those details are what separate a clean premium install from a headache.”
CTA VIDEO
“We are planning this month’s lighting schedule right now. If you want permanent holiday lighting, landscape lighting, or Christmas lights handled before the rush, send us a message or comment QUOTE and we will tell you the next step.”
Shot Checklist
What To Capture Every Time You Film At The Shop
Hands moving. Film testing, sorting, clipping, labeling, measuring, packing, and loading. Movement keeps shop footage from feeling static.
Face-to-camera authority. Record one person explaining the point in plain language. Keep the first sentence sharp and specific.
Proof of standards. Show the details that make WFL feel premium: clean organization, safety gear, careful prep, professional materials, and property-protection habits.
Lead-generation close. End with one direct next step: comment LIGHT, comment QUOTE, message the page, or tap the quote link.
Script Templates
Fill-in-the-Blank Scripts
Every script follows the same structure: Hook → Context → Value → CTA. Your team can use these verbatim or as a starting point. The hook is the most critical element — if it doesn't stop the scroll in 3 seconds, the rest doesn't matter.
Script 01
Before/After Reveal Reel
Pillar: Transformation. Length: 15–30 seconds. Highest reach format — use 2x per week.
HOOK
0–3 sec
0–3 sec
"This [home type] in [city] looked like this…" — said over the before footage
REVEAL
3–8 sec
3–8 sec
[Hard cut to the after — no talking. Hold 4–6 seconds of the lit property at night. Let the visual hit.]
CONTEXT
8–20 sec
8–20 sec
"We installed [service] on this [property type]. [Number] fixtures, [hours] hours, completely transformed."
CTA
last 5 sec
last 5 sec
"Want your home to look like this? Link in bio — or comment LIGHT and we'll reach out."
CAPTION
"From [before description] to this → We installed [service] on this [property type] in [city]. If you've been thinking about it, your neighbors already have it. [CTA line]. #[city]lighting #permanentlighting"
Script 02
Expert / Education Video
Pillar: The Expert. Length: 30–90 seconds. Talking head with footage b-roll. Use 1x per week.
HOOK
0–3 sec
0–3 sec
"[Number] things most homeowners don't know about [topic] — and it costs them."
"Here's why [common belief] is actually wrong."
"Stop making this mistake with your [outdoor / holiday] lighting."
"Here's why [common belief] is actually wrong."
"Stop making this mistake with your [outdoor / holiday] lighting."
BRIDGE
3–8 sec
3–8 sec
"I'm [name] with Warriors for Light — we install [service] on premium homes and commercial properties in [area]. Here's what we see constantly…"
VALUE
8–60 sec
8–60 sec
[Point 1 + show the footage that proves it. Point 2. Point 3. Keep each point 1–2 sentences. Plain language — no jargon. Talk like you're explaining to a neighbor.]
CTA
last 5 sec
last 5 sec
"Questions about [topic]? Drop them below. Or if you want us to look at your property — link in bio."
Script 03
Client Testimonial / Reaction Video
Pillar: Social Proof. Length: 30–60 seconds. Let the client talk — don't over-edit their words.
SETUP
0–5 sec
0–5 sec
"This is [first name] — she just saw her home for the first time with the lights on." — over footage of client walking up or property shot
THEIR WORDS
5–40 sec
5–40 sec
[Let the client talk unedited. Ask them: "What do you think?" / "What was it like seeing it for the first time?" / "Would you recommend Warriors for Light?" — Authenticity wins. Don't cut their words down too much.]
YOUR CTA
last 5 sec
last 5 sec
"This is what we do. If you want to feel like [client name] — link in bio to get started."
Script 04
Offer / Booking CTA Video
Pillar: Offer/CTA. Run max 1x per week. Real urgency only — fake scarcity destroys trust.
HOOK
0–3 sec
0–3 sec
"We only have [X] spots left for [month/season] — here's why that matters."
"If you've been thinking about [service], this is your sign — [real urgency reason]."
"If you've been thinking about [service], this is your sign — [real urgency reason]."
VALUE STACK
3–20 sec
3–20 sec
"When you book with Warriors for Light you get: [benefit 1], [benefit 2], [benefit 3]. And we back it with [guarantee/warranty]."
URGENCY
20–28 sec
20–28 sec
"Spots are going fast — [month] is almost full. Once we're booked out you're looking at [next available date]. Don't wait."
CTA
last 5 sec
last 5 sec
"Comment QUOTE or tap the link in bio — takes less than 2 minutes to get on the schedule."
Script 05
Behind the Brand / Day in the Life
Pillar: Behind the Brand. Length: 45–90 seconds. Narrated montage of footage from an install day.
HOOK
0–3 sec
0–3 sec
"What a Warriors for Light install day actually looks like."
"We had [X] hours to transform this [property type]. Here's how it went."
"We had [X] hours to transform this [property type]. Here's how it went."
NARRATE
3–60 sec
3–60 sec
[Over install footage]: "We showed up at [time]. [Property type] in [city]. [Brief description of what they wanted]. Our crew [what the team did]. [Any interesting challenge or detail from the job]. And then at [time]…"
REVEAL
60–80 sec
60–80 sec
[Cut to finished product — night reveal]. "[Brief reaction/close]. This is the job. This is the work. This is what we do."
CTA
last 5 sec
last 5 sec
"Want us to do this for your [home/property]? Link in bio."
Claude AI Prompts
Paste These Into Claude to Get Your Script
Fill in the blue fields with your job details, copy the whole prompt, paste it into Claude, and it will write a ready-to-film script in Warriors for Light's voice and style.
Optional Backup Prompt — Copy Only If You Want To Use Claude Separately
You are my Warriors for Light video script strategist. Your job is to chat back and forth with me until we create a killer short-form video title, hook, script, caption, and CTA.
Use Jason Wojo-style direct-response principles:
- Start with a pattern interrupt or bold hook that stops the scroll.
- Use the structure: Hook → Results Driven Promise → What They Will Get/Learn → Proof → CTA.
- Use Old Way vs. New Way whenever it fits.
- Keep lines short, punchy, and easy to read on mobile.
- Make it sound conversational, confident, premium, and human.
- Use strategic emojis in captions only: ✅ for benefits, ❌ for mistakes, 📈 for proof/results, and 👇 before the CTA.
- Avoid corporate wording, cheesy hype, and banned words: free, offer, winner.
Warriors for Light installs landscape lighting, permanent holiday lighting, and seasonal Christmas lights for homeowners and commercial properties.
Start by asking me these questions one at a time, then wait for my answers:
1. What service are we making the video about?
2. What type of property or job is this?
3. What city or area should we mention?
4. What footage do we have available?
5. What is the main goal: awareness, quote requests, seasonal booking, trust, or education?
6. What proof can we use: client reaction, before/after, install size, review, warranty, or crew expertise?
After I answer, give me:
1. Five killer title options under 55 characters.
2. Ten scroll-stopping hooks under 15 words.
3. One 30-second script with visual directions.
4. One 60-second script with visual directions.
5. One Instagram/Facebook caption under 150 words.
6. One direct CTA that tells people exactly what to do next.
7. Three follow-up questions I can answer to make the next version even sharper.
Prompt 01
Before/After Reveal Script
Claude Prompt — Copy & Paste
Write me a short social media video script for Warriors for Light — a premium outdoor lighting company. We just completed a job and I need a before/after reveal Reel script.
Job details:
- Property type: [e.g. luxury residential home / commercial restaurant / HOA entrance]
- Location/city: [city or general area]
- Service installed: [landscape lighting / permanent holiday lighting / Christmas lights]
- Scale of job: [e.g. 24 fixtures, 300ft of roofline, 8 trees lit]
- Any special detail: [e.g. tricky roofline, client was emotional at reveal, replacing old bad lighting]
- Target audience: [premium residential / general residential / commercial / all]
Write in this format:
1. Hook (first 1–3 seconds — must stop the scroll)
2. Reveal cue (visual direction — what viewer sees)
3. Context voiceover (10–15 seconds)
4. CTA (last 3–5 seconds)
5. Instagram/Facebook caption (under 150 words with local hashtags)
Brand voice: Direct, confident, premium. Not cheesy. Luxury brand meets real human. Direct-response principles — hook creates curiosity, reveal delivers emotion, CTA drives action. Do not use the words: free, offer, winner.
Prompt 02
Expert / Education Script
Claude Prompt — Copy & Paste
Write me an expert/educational social media video script for Warriors for Light — a premium outdoor lighting company.
Topic to cover: [e.g. "why permanent holiday lights save money vs renting" / "what to look for in a lighting company" / "difference between good and great outdoor lighting"]
Format filming: [talking head on job site / voiceover with footage / interview style]
Target length: [30 seconds / 60 seconds / 90 seconds]
Target audience: [premium residential homeowners / commercial property managers / general homeowners]
Write in this structure:
1. Hook (bold claim, surprising fact, or provocative question — 3 seconds)
2. Credibility bridge (who Warriors for Light is — 1 sentence max)
3. Main content — 2 to 4 punchy points, simple language, no jargon
4. Close and CTA
Brand voice: Confident, knowledgeable, direct. Not salesy. Think "trusted expert neighbor" not "salesman." Short sentences. Plain language. Do not use the words: free, offer, winner.
Prompt 03
Client Testimonial Caption
Claude Prompt — Copy & Paste
Write me social media captions for a client testimonial or reaction post for Warriors for Light — a premium outdoor lighting company.
What the client said or did: [e.g. "She cried when we turned the lights on and said she couldn't believe how different the house looks"]
Service we did: [landscape lighting / permanent holiday lighting / Christmas lights]
Property type: [luxury residential / commercial property / HOA / restaurant]
City/area: [city or region]
Write 3 caption versions:
- Version A: Emotional/story-driven — lead with the human moment
- Version B: Social proof/authority — lead with the result and credibility
- Version C: Short and punchy — under 50 words
All versions end with a CTA. None use the words: free, offer, winner. Include local hashtags. Under 150 words each. Brand voice: warm but premium, confident, direct-response driven.
Prompt 04
Seasonal Booking / CTA Script
Claude Prompt — Copy & Paste
Write me a direct-response booking/CTA video script for Warriors for Light — a premium outdoor lighting company. Goal is to drive people to book a quote or get on the schedule.
Service pushing: [landscape lighting / permanent holiday lighting / Christmas lights]
Season/timing: [e.g. "filling October slots" / "last spots before Christmas" / "spring landscape installs open"]
Urgency reason (must be real): [e.g. only X spots left / prices going up after X date / season starting in X weeks]
Target audience: [premium residential / commercial / both]
What we guarantee: [e.g. satisfaction guarantee / X-year warranty / full-service no hassle]
Write in this format:
1. Hook — urgency or pattern interrupt, 3 seconds
2. Value stack — what they get when they book, 3 bullets
3. Urgency close — real, not manufactured
4. CTA — frictionless, clear action
5. Instagram caption version
Hormozi-style direct response: value obvious, urgency real, CTA frictionless. Do not use: free, offer, winner. Brand voice: confident, premium, no fluff.
Prompt 05
Hook Generator
Claude Prompt — Copy & Paste
Generate 10 scroll-stopping video hooks for Warriors for Light — a premium outdoor lighting company that installs landscape lighting, permanent holiday lighting, and seasonal Christmas lights for premium residential homes and commercial properties.
Hooks are used as the first 1–3 seconds of a social media Reel. They must stop the scroll instantly.
Content type: [before/after reveal / expert tip / client testimonial / booking CTA / behind the scenes]
Target audience: [luxury homeowners / commercial property owners / general homeowners]
Write 10 hooks:
- 3 curiosity-based ("Wait until you see…" / "You won't believe what…" style)
- 3 bold claim or fact-based ("Most homeowners don't know…" / "Here's the truth about…" style)
- 2 pattern interrupt (unexpected opening that stops the scroll)
- 2 direct address ("If your home looks like this at night…" style)
Each hook under 15 words. Punchy and direct. Premium, not cheesy. Do not use: free, offer, winner.
Prompt 06
Behind the Brand / Day in the Life Script
Claude Prompt — Copy & Paste
Write me a behind-the-scenes / day-in-the-life narration script for Warriors for Light — a premium outdoor lighting company.
Job details:
- Property type: [luxury residential / commercial / HOA]
- City: [city]
- Service installed: [landscape / permanent holiday / Christmas lighting]
- Crew size: [e.g. 3 man crew]
- Time on site: [e.g. 6 hours]
- Any interesting moment from the job: [e.g. tricky install, client reaction, large scale, unique property]
Write a narration script (voiceover style) that walks through the day from arrival to reveal. Should feel like a mini documentary — real, human, behind the curtain. 60–90 seconds when read aloud.
Include: Hook opening → arrival/setup → install process highlights → reveal moment → brief reflection or close → CTA.
Brand voice: Authentic, human, proud of the craft. Not corporate. Think founder talking to a friend about a great day at work. Do not use: free, offer, winner.
Content Examples
What Each Post Type Looks Like
Use these as the benchmark standard. Study the structure, replicate the approach, and make every version specific to Warriors for Light's actual jobs.
🌙
Night Reveal — Before/After
Hook: "This house had zero curb appeal at night. We fixed that in 6 hours."
Format: 3s dark "before" → hard cut to lit "after" → 10s slow walkthrough of lit property at night → CTA voiceover.
Caption: "Before → After → [City] homeowner wanted their property to stand out. 18 fixtures, 6 hours. Want yours? Link in bio."
Format: 3s dark "before" → hard cut to lit "after" → 10s slow walkthrough of lit property at night → CTA voiceover.
Caption: "Before → After → [City] homeowner wanted their property to stand out. 18 fixtures, 6 hours. Want yours? Link in bio."
🎙️
Expert: "3 Things to Know"
Hook: "3 things nobody tells you about permanent holiday lighting."
Format: Talking head on finished job site. Each point overlaid as text. 45–60 seconds total.
Points: 1) Pays for itself in 3 seasons vs. renting. 2) Works for every holiday — not just Christmas. 3) One app controls everything.
CTA: "Drop a question below or tap the link."
Format: Talking head on finished job site. Each point overlaid as text. 45–60 seconds total.
Points: 1) Pays for itself in 3 seasons vs. renting. 2) Works for every holiday — not just Christmas. 3) One app controls everything.
CTA: "Drop a question below or tap the link."
😭
Client Reaction Video
Hook: "She cried when she saw it for the first time."
Format: Open on client's face as lights switch on. Unedited reaction audio. Cut to wide shot of finished property. Voiceover: "This is why we do it."
Caption: "We don't just install lights. We create moments. [First name] saw her home last night for the first time "
Format: Open on client's face as lights switch on. Unedited reaction audio. Cut to wide shot of finished property. Voiceover: "This is why we do it."
Caption: "We don't just install lights. We create moments. [First name] saw her home last night for the first time "
📍
Day in the Life Install
Hook: "What a Warriors for Light install day actually looks like."
Format: Morning crew loading up → drive to job → install process → finished reveal. Narrated. 60–90 seconds.
Why it works: Shows professionalism, team, and process. Builds the trust that makes a stranger spend $10k+ with you before they ever call.
Format: Morning crew loading up → drive to job → install process → finished reveal. Narrated. 60–90 seconds.
Why it works: Shows professionalism, team, and process. Builds the trust that makes a stranger spend $10k+ with you before they ever call.
📅
Seasonal Booking Push
Hook: "October is filling up — here's how to get on the schedule."
Format: Founder on camera, direct to lens, finished project behind him. 20–30 seconds. Urgency → value → how to book → CTA.
Key rule: Real urgency only. If October really is filling up — say it. Fake scarcity destroys the trust your other content builds.
Format: Founder on camera, direct to lens, finished project behind him. 20–30 seconds. Urgency → value → how to book → CTA.
Key rule: Real urgency only. If October really is filling up — say it. Fake scarcity destroys the trust your other content builds.
🏢
Commercial Property Reveal
Hook: "What a [restaurant/retail center/HOA] looks like after Warriors for Light."
Format: Night shot before (dark) → after (dramatic and lit). Brief stats. Voiceover.
Caption angle: ROI-focused. "Your property's exterior is your first impression. We serve commercial properties across [area] — link in bio."
Format: Night shot before (dark) → after (dramatic and lit). Brief stats. Voiceover.
Caption angle: ROI-focused. "Your property's exterior is your first impression. We serve commercial properties across [area] — link in bio."
Hook Library
Proven Hooks — Ready to Use
Transformation Pillar
"This house looked good at noon. Wait until you see it at midnight."
"The neighbors didn't know what hit them."
"She cried when we turned them on."
"We had 6 hours. Here's what we built."
"The neighbors didn't know what hit them."
"She cried when we turned them on."
"We had 6 hours. Here's what we built."
Expert Pillar
"3 things your lighting company isn't telling you."
"Most homeowners get this completely wrong about outdoor lighting."
"Here's the difference between a $500 install and a $5,000 install."
"Why permanent lighting actually saves you money — the math."
"Most homeowners get this completely wrong about outdoor lighting."
"Here's the difference between a $500 install and a $5,000 install."
"Why permanent lighting actually saves you money — the math."
Social Proof Pillar
"Her exact words were…"
"Best review we've ever gotten — and it came from this job."
"We got a message from this client 3 days after install 👇"
"Best review we've ever gotten — and it came from this job."
"We got a message from this client 3 days after install 👇"
Behind the Brand
"Day in the life of a lighting install in [city]."
"How we transform a [property type] in under [X] hours."
"What it actually takes to do this job right."
"How we transform a [property type] in under [X] hours."
"What it actually takes to do this job right."
Offer / CTA
"We only have [X] slots left before Christmas — here's how to get on the schedule."
"Our permanent lighting clients paid for it in 3 seasons. Here's the math."
"If your home is dark at night, you're leaving curb appeal on the table."
"Our permanent lighting clients paid for it in 3 seasons. Here's the math."
"If your home is dark at night, you're leaving curb appeal on the table."
Seasonal Strategy
When to Push Which Service
Your content strategy shifts by quarter. Match your pillar rotation and CTA posts to what's in season so you're always selling the right thing at the right time to the right person.
| Quarter | Primary Push | Content Lean | Key CTA |
|---|---|---|---|
| Q1 Jan–Mar | Permanent Landscape Lighting | Expert + Transformation. "New year, new curb appeal." Build the pipeline before spring rush. Winter installs look incredible — bare trees, dramatic contrast. | "Get on the spring schedule now before we fill up" |
| Q2 Apr–Jun | Landscape + Commercial | Social Proof + Transformation. Spring/summer installs in full bloom. Target commercial properties planning summer upgrades. Highest curb appeal season — your content looks its best. | "Transform your property before summer — slots open" |
| Q3 Jul–Sep | Christmas Pre-Book + Permanent Holiday | Offer/CTA + BTS. Heavy scarcity messaging — "book now before we fill up." Show previous Christmas projects. Sell permanent holiday lighting as the smarter long-term alternative to renting. | "October books are almost full — get on the list" |
| Q4 Oct–Dec | Christmas Lighting — ALL OUT | All 5 pillars at full speed. Post every install same day. Daily content is sustainable because every job is new content. This is your Super Bowl — go all in. | Oct: "Last spots filling" → Nov: "Fully booked" → Dec: "Get on next year's list" |
Q4 Battle Plan
October – December Content Blitz
OCT
October — Urgency & First Installs
Post every install same day or next day. Urgency CTA every Sunday — "October is booking up." Lead the first Christmas install of the season with: "It's that time — we're already installing Christmas lights in [city]." This creates FOMO because it's early and surprising.
NOV
November — Social Proof Flood
You're doing installs daily — film every single one. Prioritize client reactions this month above everything. Drip video reviews one per day. Post a "We're fully booked" story mid-November — this creates massive FOMO and seeds next year's early booking list.
DEC
December — Brand & Next Year Seed
You're fully booked. Shift to brand content. Post your most dramatic transformations of the season. Start seeding next year: "Want to be first on our schedule for next Christmas? Drop your email below." Collect leads while the emotional connection to the product is at its highest point all year.