Proper Wire Electric's Strategy
A sample of what Strategicraft produces from a brand profile.
Content Pillars
What's Inside Your Walls
Pre-1980 Charlotte homeowners are actively anxious about hidden electrical problems they cannot see — this pillar converts that anxiety into trust by making Proper Wire the expert who shows them exactly what to worry about and why
Real Job Real Numbers
This audience researches before calling and distrusts vague pricing — showing actual job conditions tied to actual price ranges disarms sticker shock before it becomes an objection
How to Not Get Burned Again
The audience's defining emotional experience is having been let down by a previous contractor — content that teaches them how to vet electricians positions Proper Wire as the standard, not just a vendor
Charlotte Neighborhood Specifics
This audience identifies strongly with their specific neighborhood and its housing stock — hyper-local content travels on Nextdoor and neighborhood Facebook groups in a way that generic electrical content never will
Where to Study What's Working
Licensed electricians or tradespeople who film job site walkthroughs on their phone and explain what they are looking at
How to find: Search TikTok for 'panel upgrade' or 'old house wiring' filtered to accounts with between 5k and 100k followers — look for people in work clothes filming in real crawlspaces and attics, not studios
What to study: How they structure the first five seconds to stop a scroll — specifically whether they lead with the problem visual or with a verbal hook, and how they translate technical findings into plain consequence language
Home inspectors who post educational short video about what they find in older homes
How to find: Search Instagram for 'home inspector Charlotte' or 'home inspector older homes' and look at Reels — also search TikTok for 'home inspection fail' or 'what I found during inspection'
What to study: How they frame alarming findings without triggering panic — their tone calibration is directly applicable to how Proper Wire should handle Federal Pacific or knob-and-tube content
Single-trade residential contractors in mid-size Sun Belt cities who built their book of business using neighborhood social proof
How to find: Search Facebook for contractor pages in cities like Raleigh, Richmond, or Nashville with active review sections and recent video posts — look at pages where the comment sections include neighbor-to-neighbor recommendations
What to study: How they respond to comments and reviews publicly in ways that demonstrate expertise without being defensive — this is the skill that converts Nextdoor lurkers into callers
Contractors or tradespeople who post content specifically about the mistakes made by previous contractors on jobs they inherited
How to find: Search TikTok for 'previous contractor' or 'who did this wiring' or 'contractor horror show' — filter for accounts where the creator is credentialed and the tone is explanatory rather than just outrage
What to study: How they handle the ethical balance of documenting someone else's bad work without coming across as predatory or fear-mongering — Proper Wire's voice samples already do this well, so look for confirmation and variation
Neighborhood-focused small service businesses on Facebook who generate most of their visible engagement from local group shares and neighbor recommendations rather than paid reach
How to find: Join the Dilworth Neighbors, Plaza Midwood, and NoDa neighborhood Facebook groups and observe which contractor pages or posts get organically shared by residents — look at what format and what framing triggers a share
What to study: What specific language or post structure causes a neighbor to tag another neighbor — particularly whether it is the educational content, the pricing transparency, or the 'I saw this in a house just like yours' framing
Trade or home service accounts that have built a following among homeowners by making permit and code information understandable
How to find: Search YouTube and TikTok for 'electrical permit' or 'electrical code explained homeowner' and look for accounts where the comment section is full of homeowner questions rather than other tradespeople
What to study: How they explain regulatory or legal information without sounding like they are reading from a codebook — the conversational translation of compliance language is a gap Proper Wire can own in the Charlotte market
Meta Ad Library
The Meta Ad Library will show you exactly how regional electrical contractors and home service aggregators in the Southeast are framing panel upgrades, EV chargers, and generator installs to homeowners — which tells you both what objections they are trying to overcome and what price anchors they are establishing before your potential customers ever call you
Search the Ad Library:
How to use it:
- 1.Click any search below — it opens Meta's Ad Library showing live ads for that term, sorted by impressions (the most-shown, likely best-performing ads first)
- 2.Study the top results: the hook in the first line, the offer, the format (video vs image), and how long the ad has been running
- 3.For a specific competitor, you can also search their brand name directly in the Ad Library
- 4.Note the limitation below — use the Ad Library to spot patterns, not to copy blindly
The Ad Library shows ad creative and how long ads have run, but NOT performance data like click-through rate or return on ad spend — so use it to study patterns, not as proof an ad is profitable.
Recommended Formats
Vertical phone-filmed job site explainer under 90 seconds, shot at the actual problem before work begins
2 per weekThis directly mirrors the voice sample style that is already working — the audience on TikTok and Instagram Reels responds to credentialed people showing them real conditions in real Charlotte houses. CapCut handles the minimal captioning and trim work, and the sub-90-second window covers both single-point explainers (~45s) and multi-variable range breakdowns (~75-85s) at a real panel
Static single-image post with a plain-language caption that breaks down one pricing variable for a specific job type
1 per weekThe EV charger pricing explanation in the voice samples is the highest-trust content type for this audience's research behavior — a Canva-built image with the job type and price range in the frame stops the scroll on Facebook and Instagram for the 45-to-65 demographic that reads captions before watching video
Screenshot or text-card post recreating an anonymized version of a real customer question with a direct answer
1 per weekThis audience asks questions on Nextdoor before they call anyone — content that mirrors that question-and-answer format in Proper Wire's direct voice gets shared into those same neighborhood groups organically, and Metricool can schedule these in batches during slow booking windows
Audience Map
Pains
- 1.I had someone come out, they said everything was fine, and then two years later I find out the panel is a known fire hazard
- 2.I can't get a straight answer on price until they're already in my house and I feel like I can't say no
- 3.I don't know enough to know when I'm being told the truth versus when I'm being upsold something I don't actually need
Desires
- 1.I want someone who will just tell me what is actually wrong and what it will actually cost before I commit to anything
- 2.I want to know my house is not going to burn down — I'm not looking for perfect, I'm looking for safe and to code
- 3.I want a contractor I can recommend to my neighbors without it coming back to embarrass me
See this strategy turned into a 30-day plan.
The calendar maps these pillars and formats onto specific posts.
View the 30-day calendar