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How it worked
Volume is the job. The edit keeps it his.
01 · The client
A roofing sales trainer, always on camera.
Adam Bensman teaches roofing sales: door-to-door pitches, objections, closing, mindset, insurance deductibles. His YouTube channel, The STRONG Roofer, has 158K subscribers, and he posts clips on Instagram as @thestrongroofer.
We edit the short-form side: reels built to hold a rep scrolling the feed.
02 · The challenge
One idea per reel, and a lot of ideas.
Short-form works on frequency. Adam’s topics ran from “Get a real job” and “d2d” to “stop opening with a question” and “threats roofing companies will face in 2024”, so every reel needed its own hook and a clear single point.
It also had to look like the same show every time, so a rep scrolling through the feed knows it is Adam within a second.
03 · What we did
Test shorts first, then four batches.
We started with three test shorts: “Get a real job”, “d2d” and “Confusing like and trust”. After that the work ran in folders of about 30 reels each, four batches in all.
Each reel got word-by-word captions with the key word in red, yellow or cyan, and a simple visual where it helps: a McDonald’s drive-thru sign, a puzzle graphic, a prospect-versus-you icon. Everything lives in a shared Frame.io project with the version in each file name: 119 of the 145 files are V2 or later, up to V8.
04 · The output
A feed delivered in batches.
We delivered more than 120 distinct reels (145 items in our project, counting copies across folders), every file dated in our own review project.