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Real Job Real NumbersVertical phone-filmed job site explainer under 90 seconds, shot at the actual problem before work beginsInstagram ReelsTikTok

Week 3 · Saturday

Convert the audience's upsell fear into email opt-ins by demonstrating — not describing — the exact reasoning a licensed electrician uses to recommend a rewire vs a targeted repair

Posting window: Saturday 7:00 PM PT

Posting times shown in Pacific Time (PT) — adjust to your audience's timezone in your scheduler.

Hook options

Pick the one you'll use — the script opener updates to match

Vulnerable confession

A customer asked me if I was upselling her. Fair question.

Direct question

How do you know your electrician isn't upselling you?

Contrarian

Most of the rewires I get called out to quote — I don't recommend.

Specific number

Three things in this panel tell me whether it's a repair or a rewire.

Before / after

Before I recommend a rewire, this is what I have to see first.

Script

Opener (0:00 – 0:10)

A customer asked me last week if the rewire I recommended was something she actually needed or something I was upselling. That is a fair question. Here is the exact reasoning I walked her through, standing at a panel that looks a lot like hers.

Body

I do not recommend a rewire based on age. A 1955 house with cloth-insulated wire that is intact, in conduit, and not brittle can be safer than a 1998 house somebody hacked up. What I am looking for is three things. One — is the insulation on the conductors cracking or crumbling when I move it. Two — are the grounds present and actually bonded, or are we running two-prong ungrounded circuits feeding modern loads. Three — how much of the original wiring has already been spliced, extended, or buried inside walls without junction boxes. If one of those is bad, that is usually a repair. If two or three are bad across most of the house, patching it costs more over five years than doing it right once.

Close / CTA

I put the whole framework — the three checks, what each one costs to fix in isolation, and when a repair actually beats a rewire — in a one-page write-up I send out to my email list. Link is in the bio. If you own a pre-1980 house in Charlotte, read it before you get a quote from anybody. Including me.

Production paths

  1. 1.Pick a job where the panel is open and shows at least one of the three conditions in the script — ideally an older Dilworth or Plaza Midwood house before you start work
  2. 2.Set phone vertical (9:16) on a small tripod or lean against a toolbox at chest height, about 3-4 feet from the panel so the panel is clearly visible in the frame beside your torso
  3. 3.Check lighting — panel interiors are dark. Point a work light at the ceiling for bounce, not directly into the panel or your face
  4. 4.Record the full 80-second script in one take with the panel visible over your shoulder. Do not read from a script — glance at bullet points on your phone between takes
  5. 5.Shoot 3-4 takes back to back. Between takes, get 15 seconds of B-roll: close-up of a cracked conductor, a two-prong outlet, a bad splice — whatever the panel actually shows
  6. 6.Import the best take into CapCut. Trim dead air at the start and end. Total finished length: 75-85 seconds
  7. 7.At the three-point section, cut in your B-roll shots — one per point. Keep audio continuous underneath
  8. 8.Add auto-captions in CapCut. Manually fix any electrical terms it mishears (Federal Pacific, Pushmatic, knob-and-tube, bonded)
  9. 9.Caption style: white text, bottom third, no fancy animation. This audience trusts plain
  10. 10.Export at 1080p vertical, save to camera roll

Platform captions

Instagram Reels
Got asked on a service call last week whether the rewire I recommended was real or an upsell. Fair question. Here is the exact reasoning — three things I look for in the panel before I put that recommendation in writing. Full framework in the newsletter, link in bio.

Hashtags

#charlotteelectrician#dilworth#plazamidwood#olderhomes
TikTok
The three checks I run before I recommend a rewire vs a targeted repair. Charlotte pre-1980 houses only.

Hashtags

#electrician#oldhouse#charlottenc

Thumbnail prompt

Paste this into an AI image generator (Midjourney, Ideogram, or ChatGPT) to create your thumbnail.

9:16 vertical thumbnail. Real photo, no illustration. Foreground: a licensed electrician in a work shirt standing beside an open residential electrical panel in an older home, panel interior visible with breakers and wiring exposed. Natural work-light bounce lighting, slightly warm. Bold sans-serif text overlay in the upper third reading 'IS THIS A REAL RECOMMENDATION — OR AN UPSELL?' in white with a thin black stroke. No emojis, no arrows, no red circles. Understated, credible, not clickbait.

Scheduling

Tool: Metricool

  1. 1.Log into Metricool, click Planning in the left sidebar
  2. 2.Click the + on Saturday at 7:00 PM PT (adjust for your account timezone — 10:00 PM ET)
  3. 3.Select Instagram Reels and TikTok as the platforms in the same post
  4. 4.Upload the exported 9:16 video
  5. 5.Paste the Instagram Reels caption into the Instagram field
  6. 6.Toggle to the TikTok tab in the same composer and paste the TikTok caption — do not let Metricool auto-copy the IG caption over
  7. 7.For Instagram: set cover frame to a moment where the panel is clearly visible in-frame beside you
  8. 8.For TikTok: leave cover as auto or pick a clean frame — TikTok covers matter less than the first 1.5 seconds of video
  9. 9.Confirm 'Share to Feed' is on for Reels
  10. 10.Save and schedule. Verify it appears on the calendar at the correct time
  11. 11.Set a phone reminder for 15 minutes after post time to check both platforms published cleanly and to reply to first-hour comments

Lead capture

Where this should drive

A one-page write-up titled 'The Three-Check Framework: Repair vs Rewire in a Pre-1980 Charlotte Home' delivered as the welcome email of the Proper Wire newsletter list. Linktree button on the profile routes to a Mailchimp signup page. Once someone subscribes, Mailchimp auto-sends the PDF, then drops them into a monthly list that gets one field-note email per month. The point is not to sell to the list — it is to be the electrician they already trust when the panel finally forces a call.

Landing page copy

Repair or rewire? Here is how a licensed electrician actually decides.

The three checks I run inside the panel before I put any recommendation in writing — plus what each fix costs in isolation, and when a targeted repair honestly beats a full rewire. Written for pre-1980 Charlotte homes.

  • •The three conditions in the panel that separate a real rewire recommendation from an upsell
  • •What each one costs to fix on its own — and the five-year math on patching vs replacing
  • •One field note per month from real Charlotte jobs. No sales pitch, no spam, unsubscribe anytime.
Send me the framework

Set up with Mailchimp + Linktree

  1. 1.In Mailchimp, create a new Audience or use your existing one. Add a signup form: Audience > Signup Forms > Landing Pages > Create
  2. 2.Use the landing_page_copy above for headline, subhead, bullets, and button text
  3. 3.Under form fields, keep it to just email — do not ask for name, phone, or address. Every extra field cuts conversion
  4. 4.Create the framework as a one-page PDF (Google Doc > Download as PDF is fine — do not overbuild this). Upload it to Mailchimp's Content Studio
  5. 5.Set up a Customer Journey: Audience > Customer Journeys > Create > Starting point: 'Signup form submitted'. Add step: 'Send email' — subject line 'The three-check framework, as promised'. Body: short 4-5 sentence email, attach the PDF, sign with your name
  6. 6.Publish the landing page and copy the Mailchimp URL
  7. 7.In Linktree, add a new button. Title: 'Repair or rewire? The framework I use.' Paste the Mailchimp URL. Drag this button to the top position
  8. 8.In the Instagram and TikTok bios, confirm the Linktree URL is present. On TikTok, you need 1,000 followers for a clickable bio link — you have 9,800, so this is live
  9. 9.Test the full flow yourself: click bio link > click Linktree button > land on Mailchimp page > sign up with a test email > confirm the PDF arrives
  10. 10.For the first 30 days, check the Audience dashboard weekly. If signups are coming in but the PDF is not being opened, rewrite the welcome email subject line.