Week 2 · Wednesday
Answer the most common question Proper Wire fields — why EV charger installs vary by hundreds of dollars — in a format research-oriented buyers can save, then convert curiosity into DMs with a keyword CTA.
Posting window: Wednesday, 8:00 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 — slide 1 updates to match
Same charger, same zip code — why is one quote $750 and the other $1,800?
$750 vs $1,800 for the same Level 2 charger. Here's what actually moves the number.
Stop comparing EV charger quotes by the bottom-line price.
The charger is the cheap part. Nobody quoting you wants to explain the rest.
5 things inside your walls that decide what your EV charger install actually costs.
Slides
Slide 2 doubles as a standalone hook — Instagram re-serves carousels from slide 2 when the first slide doesn’t land.
Alt text is what a screen reader says for a slide — paste it into the platform's alt-text field when you upload.
Same charger. Same zip code. Why is one quote $750 and the other $1,800?
Visual
Base frame — charcoal background, orange slide counter reading 01 / 08 top-right. Headline fills the upper two-thirds, left-aligned. No body line on this slide.
Alt text · for screen readers
Title slide on a dark charcoal background reading Same charger. Same zip code. Why is one quote $750 and the other $1,800?, with a small orange slide counter in the top-right corner.
The charger is the same. The job is not.
Everything that decides the price lives between your panel and your garage.
Visual
Base frame with orange counter reading 02 / 08. Headline top-two-thirds, body line sits underneath in the smaller off-white type.
Alt text · for screen readers
Slide on a dark charcoal background with a large headline stating the charger is the same but the job is not, and a smaller line underneath about what decides the price.
Variable 1 — What panel you have.
A Square D QO with open slots is straightforward. A Pushmatic or Federal Pacific is a different conversation before the charger is ever touched.
Visual
Base frame with orange counter reading 03 / 08. Headline top-two-thirds with the '1' in orange. Body line underneath.
Alt text · for screen readers
Slide reading Variable 1, what panel you have, with a smaller line explaining that a modern Square D panel is straightforward while a Pushmatic or Federal Pacific changes the job.
Variable 2 — Whether that panel has room.
Open slots means we land a breaker and move on. A full panel means a subpanel or a swap before we even talk about the run.
Visual
Base frame with orange counter reading 04 / 08. Headline top-two-thirds with the '2' in orange. Body line underneath.
Alt text · for screen readers
Slide reading Variable 2, whether that panel has room, with a smaller line contrasting open slots against a full panel that needs a subpanel or swap.
Variable 3 — How far the run is.
Fifteen feet from the box to the garage is one price. The opposite end of the house is another.
Visual
Base frame with orange counter reading 05 / 08. Headline top-two-thirds with the '3' in orange. Body line underneath.
Alt text · for screen readers
Slide reading Variable 3, how far the run is, with a smaller line noting that fifteen feet is one price and the opposite end of the house is another.
Variable 4 — What the run has to pass through.
Attic access, a crawlspace, a finished basement ceiling, plaster walls. A 1940s house with no attic access is not the same job as a ranch with a clear line.
Visual
Base frame with orange counter reading 06 / 08. Headline top-two-thirds with the '4' in orange. Body line underneath.
Alt text · for screen readers
Slide reading Variable 4, what the run has to pass through, with a smaller line listing attic, crawlspace, finished ceiling and plaster walls, and noting a 1940s house with no attic access is a different job.
Variable 5 — What the inspector is going to want.
Permit, load calc, GFCI protection at the outlet. All of it is in the price, whether the other quote showed it to you or not.
Visual
Base frame with orange counter reading 07 / 08. Headline top-two-thirds with the '5' in orange. Body line underneath.
Alt text · for screen readers
Slide reading Variable 5, what the inspector is going to want, with a smaller line listing permit, load calculation and GFCI protection as items included in the price.
Want a real number on yours?
DM the word CHARGER and we'll get a $129 service call on the calendar. We open the panel, walk the run, and give you a number — not a guess.
Visual
Inverted frame — safety-orange background with charcoal type for contrast. Orange counter is inverted to charcoal, reading 08 / 08. Headline top-two-thirds, body line underneath.
Alt text · for screen readers
Final slide on a safety-orange background with dark charcoal text asking if you want a real number, with instructions to DM the word charger to book a service call.
Design direction
Color
Deep charcoal background with off-white body type and a single safety-orange accent used only on the slide counter and the key number or word on each slide.
Typography
One heavy sans-serif headline set large (roughly 90–110 pt) taking the top two-thirds of the slide, with a smaller off-white body line (roughly 32–40 pt) sitting below when present. One idea per slide, generous margins, left-aligned.
Motif
A small orange slide counter in the top-right corner (01 / 08, 02 / 08…) carrying through every slide so the deck reads as one set.
Production paths
- 1.In Canva, create a Custom Size design at 1080 x 1350 px and add 8 pages — one per slide in this deck.
- 2.On page 1, build the reusable frame once: a headline text block filling the top two-thirds of the canvas, an optional smaller body text block below it, and a small slide-counter text block anchored top-right. These three elements repeat on every slide so the deck reads as one set.
- 3.Apply the color and type direction from the Design direction section above to that frame. If Canva's free tier does not have the exact heavy sans-serif you want, substitute Anton, Archivo Black, or Bebas Neue for the headline and Inter or Work Sans for the body — pick one pair and hold it across all 8 pages.
- 4.Duplicate that finished page 7 times so all 8 pages share the same frame. Update the slide counter on each page in order: 01 / 08, 02 / 08, through 08 / 08.
- 5.For page 8 only, swap the background to the accent orange and flip the headline, body, and counter to the dark charcoal — this is the inverted CTA frame described in that slide's Visual row.
- 6.Fill each page: paste the headline (and body, when present) from the Slides section, one slide per page, in index order. On the numbered body slides, select just the numeral in the headline and set it to the orange accent.
- 7.Export: File → Download → PNG, select all 8 pages, and make sure the files are named in order (Canva names them 1, 2, 3… by default) so Instagram keeps the swipe sequence when you upload.
Platform captions
The number one question we get in the DMs, by a mile: why did two electricians quote my EV charger install so differently? It's almost never the charger. It's what's between your panel and your garage — and whether the person quoting you actually looked at it before they gave you a price. Swipe through. Five variables, in the order we check them on a service call. If you want a real number on yours instead of a guess off a photo, DM the word CHARGER and we'll get you on the schedule.
Hashtags
Scheduling
Tool: Metricool
- 1.In Metricool, open the Planner and click the date for Wednesday to create a new post.
- 2.Select Instagram as the destination and choose the Carousel post type.
- 3.Upload all 8 PNGs together and confirm they are ordered 1 through 8 in the preview — reorder by dragging if any landed out of sequence.
- 4.Paste the Instagram caption into the caption field, including the hashtags at the end.
- 5.Set the schedule for Wednesday at 8:00 PM PT (11:00 PM ET — confirm Metricool's timezone matches your account).
- 6.Save and confirm the post appears on the Planner calendar for that date and time.
Lead capture
Where this should drive
Slide 8 sends viewers to DM the keyword CHARGER. The DM opens a short back-and-forth where you confirm their neighborhood, ask for a photo of the panel and the intended charger location, and book the $129 service call. The service call is the qualifying step — you open the panel, walk the run, and quote the real number on-site. This is the highest-intent moment for someone actively pricing an EV install, and DM keyword keeps the conversation on-platform where the trust was built.
Set up with Manual (Instagram DMs)
- 1.Draft a short reply template you'll use when CHARGER comes in — something like: 'Thanks for reaching out. To get you a real number, we run a $129 service call: I open the panel, walk the run to where you want the charger, and quote the job on-site. Can you tell me your neighborhood and send a photo of your panel with the cover off (breakers visible)?' Save it in Instagram's Saved Replies under a shortcut like 'charger'.
- 2.In the Instagram app, go to Settings → Business tools and controls → Saved replies → New, and paste the template with the shortcut.
- 3.For the 48 hours after the post goes live, check DMs at least twice a day — morning and evening — so no keyword request sits overnight.
- 4.Track every CHARGER DM in a simple spreadsheet: date, neighborhood, whether they booked the service call, and whether the service call converted to a panel or install job. After 30 days you'll know exactly what this piece is worth.