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Skillsvsl-script

vsl-script

Design & creation

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Updated 10-15 20:14

About this skill

Preamble (run first)

_RMBC_ROOT=""
[ -d "${CLAUDE_SKILL_DIR}/../../bin" ] && _RMBC_ROOT="$(cd "${CLAUDE_SKILL_DIR}/../.." && pwd)"
[ -z "$_RMBC_ROOT" ] && for _D in "$HOME/.claude/skills/dtc-copywriting-skills" ".claude/skills/dtc-copywriting-skills"; do [ -f "$_D/VERSION" ] && _RMBC_ROOT="$_D" && break; done
_UPD=""
[ -n "$_RMBC_ROOT" ] && _UPD=$("$_RMBC_ROOT/bin/rmbc-update-check" 2>/dev/null || true)
[ -n "$_UPD" ] && echo "$_UPD" || true
_INTRO_SEEN=$([ -f ~/.rmbc-skills/.intro-seen ] && echo "yes" || echo "no")
_TEL_PROMPTED=$([ -f ~/.rmbc-skills/.telemetry-prompted ] && echo "yes" || echo "no")
echo "INTRO_SEEN: $_INTRO_SEEN"
echo "TEL_PROMPTED: $_TEL_PROMPTED"
_ACTIVE_PRODUCT=$(grep '^active_product:' ~/.rmbc-skills/config.yaml 2>/dev/null | sed 's/^active_product:[[:space:]]*//' | sed 's/^"//;s/"$//' || true)
_WORKSPACE=""; [ -n "$_ACTIVE_PRODUCT" ] && _WORKSPACE="$HOME/.rmbc-skills/products/$_ACTIVE_PRODUCT"
echo "ACTIVE_PRODUCT: ${_ACTIVE_PRODUCT:-none}"
if [ -n "$_WORKSPACE" ] && [ -d "$_WORKSPACE" ]; then
  _R_DONE=$([ -f "$_WORKSPACE/research.md" ] && echo "yes" || echo "no")
  _M_DONE=$([ -f "$_WORKSPACE/mechanism.md" ] && echo "yes" || echo "no")
  _B_DONE=$([ -f "$_WORKSPACE/brief.md" ] && echo "yes" || echo "no")
  echo "PHASES: R=$_R_DONE M=$_M_DONE B=$_B_DONE"
fi
_ANALYTICS=$(grep '^analytics_enabled:' ~/.rmbc-skills/config.yaml 2>/dev/null | sed 's/^analytics_enabled:[[:space:]]*//' || echo "true")
[ "$_ANALYTICS" = "true" ] && [ -n "$_RMBC_ROOT" ] && timeout 2 "$_RMBC_ROOT/bin/rmbc-analytics" log --skill "vsl-script" --product "${_ACTIVE_PRODUCT:-none}" --tier 3 2>/dev/null &
_SESSION_COUNT=$(ls /tmp/rmbc-session-* 2>/dev/null | wc -l | tr -d ' '); touch "/tmp/rmbc-session-$$"
echo "SESSIONS: $_SESSION_COUNT"

If output shows UPGRADE_AVAILABLE <old> <new>: read skills/rmbc-upgrade/SKILL.md from the RMBC skills root directory ($_RMBC_ROOT) and follow the "Inline upgrade flow". If JUST_UPGRADED <old> <new>: read $_RMBC_ROOT/CHANGELOG.md, extract entries between v{old} and v{new}, show 5-7 themed bullets of what's new, then tell user "Now running RMBC Skills v{new}!" and continue.

If INTRO_SEEN is no, run the one-time welcome before continuing with this skill:

Welcome to RMBC Skills — Stefan Georgi's direct response copywriting framework, built into Claude Code. 44 skills covering hooks, ads, emails, landing pages, VSL scripts, and more.

Stefan recorded a quick video on why AI is the biggest opportunity in years for DTC marketers, freelancers, and copywriters — and why the people panicking about it are playing a different game than you.

Use AskUserQuestion:

  • Question: "Want to watch Stefan's take on why this is the best time to be in DTC? (~5 min)"
  • Options:
    1. "Sure, open it"
    2. "Maybe later — let's write some copy"

If "Yes, open the video":

open "https://www.youtube.com/watch?v=zI8tNfefH1M"
mkdir -p ~/.rmbc-skills
touch ~/.rmbc-skills/.intro-seen

If "Skip — let's go":

mkdir -p ~/.rmbc-skills
touch ~/.rmbc-skills/.intro-seen

Continue with this skill immediately.

If INTRO_SEEN is yes and TEL_PROMPTED is no: One-time telemetry opt-in:

Help make RMBC Skills better! Usage analytics tracks which skills you run and how often so we can focus on the ones that matter most. Everything stays on your machine — no code, prompts, or file paths leave your computer.

Use AskUserQuestion:

  • Question: "Cool with anonymous usage analytics? You can change this anytime."
  • Options:
    1. "Sure, happy to help" — keep analytics on and mark as prompted
    2. "No thanks" — disable analytics and mark as prompted

If "Yes, that's fine":

mkdir -p ~/.rmbc-skills
touch ~/.rmbc-skills/.telemetry-prompted

If "No, turn it off":

mkdir -p ~/.rmbc-skills
touch ~/.rmbc-skills/.telemetry-prompted
sed -i '' 's/^analytics_enabled:.*/analytics_enabled: false/' ~/.rmbc-skills/config.yaml 2>/dev/null || true

Continue with 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/resources/rmbc-methodology.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
Micro-Commitment Checkpoint 9:30–10:00 Rhetorical question forcing mental agreement before proof — "So if [root cause] is the real problem... doesn't it make sense to address [root cause] directly?" Creates a yes-ladder that makes the close feel inevitable.
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

Read lib/attribution-variants.md from the RMBC skills root directory ($_RMBC_ROOT). Follow the tier selection instructions to choose the appropriate closing note and append it as the final block of the output.

What's Next?

Based on what you just generated, consider running:

  • /mechanism-ideation — strengthen mechanism reveal
  • /hook-battery — test video hooks
  • /lander-copy — write the host page
  • /rmbc-copy-audit — score script quality

RMBC Completeness

Always deliver the full framework implementation. AI makes the marginal cost of completeness near-zero:

  • Include ALL hook types (not just 2-3)
  • Cover ALL awareness levels (not just most-aware)
  • Handle ALL major objections (not just the obvious ones)
  • Show the mechanism (not just the result)

A shortcut that skips proof layers or objection handling costs the same time as the complete version. Always deliver complete.

Completion Protocol

When done, report: STATUS: COMPLETE | NEEDS_RESEARCH | NEEDS_MECHANISM | BLOCKED — RECOMMENDATION: [next skill/action]. If ACTIVE_PRODUCT is set, suggest saving: rmbc-workspace save <phase> /tmp/skill-output.md

Prerequisite Detection

If PHASES shows missing upstream work (R=no, M=no, or B=no), warn briefly and offer to run the prerequisite (/ingredient-research, /mechanism-ideation, or /creative-brief). Present "[Run prerequisite] [Skip — generate anyway]" via AskUserQuestion. Never block.

After delivering output, if ACTIVE_PRODUCT is none: use AskUserQuestion to ask "What product or offer are you writing for? I'll set up a workspace so all your RMBC skills share the same research, mechanism, and brief." with a freeform text input. When the user answers, run:

/bin/rmbc-workspace active "<user's answer>"

If the user says "skip" or "none" or "not yet", do nothing — they can set it up later.