Vsl Script

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

Source & license

This open-source skill is cataloged on AgentStack and links to its original source — we do not rehost the code.

• Author: coleschaffer
• Source: coleschaffer/copywritingskills-rmbc
• License: MIT

Install and usage instructions live in the source repository linked above.