In this short video, Tanner Smith presents a practical, four‑step "owner intro" framework for creating local video ads aimed at contractors. He outlines the steps: (1) call out the specific geographic area, (2) introduce yourself and your company, (3) state your unique selling proposition, and (4) give a clear call to action. He illustrates the formula with a real‑world example from TriStar Windows and Doors, noting both its simplicity and its production flaws (poor lighting, stuttering, overly polished feel). Smith argues that raw, authentic footage—shot with minimal equipment—performs better because it showcases a real person behind the business, fostering trust. He encourages viewers to quickly film their own ads using a phone or basic camera, promising that at least one will generate results.
Chapters
These, by the way, are super easy to film. They don't require any professional equipment or camera stuff, and anyone can do it. The first one is what we call the owner intro, and here's the formula. Step 1, call out the area, the city, or the neighborhood exactly where you're targeting. Number 2, say who you are, introduce yourself and your company. Number 3, explain what you do and why you're different. This is highlighting your unique selling proposition. Number 4, your call to action. Give them a clear takeaway of exactly what the next steps are. Here's an example of a company that's been doing this, and they have an ad that's been running for 338 days. TriStar Windows and Doors, they launched this thing November 5th, 2025. Look at how simple this is.
Wanted to address the number one question that we get asked, and it's, what makes you different? So I believe what makes us different is 2 things, actually: the people and the process.
I could literally pick this ad apart. Is it perfect? Not even close. He even spells out his phone number in the ad. I mean, the lighting is horrible. He's, you know, stutters. It's, it's not super crystal clear. And guess what? That's why it works. You want yourself to come across as raw, authentic, genuine, and actually show a real personality and a real face. It's your company after all. People like to do business with people, not with just some random company that's super polished. And if it looks and feels like an ad, like it's too polished, it's gonna perform like an ad instead of a relevant piece of content, which is what we want these ads to be. So anyways, now This formula, this framework is super simple to follow. Give it a shot, whip out the camera, and I promise if you start launching these ads, guess what? You're gonna find one that performs for you.
