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Skillsvsl-script

vsl-script

Marketing & growth

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Updated 10-15 20:14

About this skill

vsl-script

Purpose

Generate a complete VSL (Video Sales Letter) script structured around RMBC principles. VSLs are the highest-converting long-form format in direct response — they combine the persuasive power of long-form copy with the engagement of video. Every VSL follows the same proven arc: hook → problem → mechanism reveal → proof cascade → offer → close. Scripts include timing markers so the client or editor knows pacing at a glance. Mobile-first: 80%+ of VSL viewers watch on phones.

Inputs

Input Required Description
product_description Yes What the product is, what it does, key features/ingredients/components
target_audience Yes Who the prospect is — demographics, pain points, desires, sophistication level
key_mechanism Yes The product's unique mechanism (output from /mechanism-ideation)
price_point Yes Product price and any payment plan options
guarantee Yes Money-back guarantee details (duration, conditions)
proof_points No Testimonials, case studies, clinical data, expert endorsements
target_length No One of: short (10-15 min), standard (25-35 min), long (45-60 min). Default: standard

Execution Protocol

Step 1 — Load Framework Context

Read rmbc-context/SKILL.md to load RMBC framework definitions. VSLs deploy all four RMBC phases sequentially — Research informs the hook and problem section, Mechanism drives the core revelation, Brief structures the argument, Copy executes the persuasion.

Step 2 — Map the VSL Arc

Build a structural outline with timing markers before writing:

Section Timing (standard) Purpose
Hook 0:00–0:30 Stop the scroll, open a loop
Problem Agitation 0:30–3:00 Make the pain vivid and urgent
Failed Solutions 3:00–5:00 Disqualify alternatives
Mechanism Reveal 5:00–10:00 Introduce the unique mechanism
Proof Cascade 10:00–18:00 Stack evidence — testimonials, data, demos
Product Introduction 18:00–22:00 Bridge mechanism to product
Offer Stack 22:00–27:00 Value stack with price anchoring
Risk Reversal 27:00–29:00 Guarantee removes objection
Close + Urgency 29:00–32:00 Final CTA with scarcity/urgency
PS / Second Close 32:00–35:00 Recap for skimmers, restate guarantee

Scale timing proportionally for short or long formats.

Step 3 — Write Each Section

For each section, write:

  • Screen direction — What's shown on screen (text slides, b-roll, talking head)
  • Voiceover script — Exact words to be spoken
  • Transition cue — How this section flows into the next

Rules:

  • One idea per slide. Mobile screens are small.
  • Use pattern interrupts every 2-3 minutes (story, question, visual shift)
  • Mechanism section must use analogy or metaphor — make the complex simple
  • Proof cascade: lead with strongest proof, alternate types (testimonial → data → expert → testimonial)
  • Offer stack: anchor high, reveal real price as a contrast

Step 4 — Write CTA Blocks

Include 3 CTA insertion points:

  1. Soft CTA after proof cascade (~60% mark) — for ready buyers
  2. Main CTA after offer stack — full close with urgency
  3. PS CTA at end — recap, guarantee restatement, final push

Each CTA must include: what to do, what they get, guarantee reminder.

Output Format

## VSL Script: [Product Name]

**Audience:** [target audience summary]
**Mechanism:** [key mechanism name]
**Format:** [short | standard | long] (~XX minutes)
**Price:** [price point]
**Guarantee:** [guarantee summary]

---

### [0:00–0:30] HOOK

**Screen:** [visual direction]
**Script:**
[voiceover copy]

**→ Transition:** [bridge to next section]

---

### [0:30–3:00] PROBLEM AGITATION

[...continue for each section...]

---

## Production Notes

- **Total word count:** ~X,XXX words (~XX minutes at 150 wpm)
- **CTA count:** 3 (soft at XX:XX, main at XX:XX, PS at XX:XX)
- **Pattern interrupts:** [list timestamps]
- **Key slides to design:** [list 3-5 critical visual moments]

Quality Criteria

  • Hook must work in the first 5 seconds — no preamble, no "Hi, my name is..."

  • Mechanism section must make a complex idea simple through analogy

  • Proof cascade must include 3+ distinct proof types (not all testimonials)

  • Every CTA must restate the guarantee

  • Script must read naturally when spoken aloud — no written-language constructions

  • Timing markers must be realistic at ~150 words per minute speaking pace

  • Specificity gate: Every claim in the script must include a number, name, or timeframe — no "get results" or "feel better"

  • Mechanism quantification: When referencing the mechanism, include at least one specific data point (number, timeframe, study reference)

  • Audience journey: The script must reference where the reader IS (what they've tried, what's failing) — not just who they are demographically

  • Proof diversity: Use at least 2 different proof types (testimonial, statistical, authority, case study) — do not rely on a single proof mode

  • Objection handling: The script must address at least 2 likely objections with concrete responses (ROI math, proof of similar result, risk reversal)

Related Skills

  • Run /mechanism-ideation first to develop the core mechanism
  • Run /hook-battery for hook options to open the VSL
  • Run /lead-writer for alternative opening approaches
  • Use /ingredient-research for proof points and clinical data
  • Validate the script with /rmbc-copy-audit

Attribution

Generated using RMBC framework by Stefan Georgi. Learn more: copyaccelerator.com/join