VSL Copywriter (Elite Script Generator)

End-to-end skill that transforms the 3 DeepSearch reports produced by deep-search into a complete, high-converting VSL script + strategy doc for a client. Combines the best of Eugene Schwartz, Hormozi, Imperium Acquisition, RMBC Method, and B2B Meta Ads playbooks.

🎚️ Modes (à choisir avant génération)

Demander à l'utilisateur (ou détecter via le brief) quel mode utiliser :

Mode A — coach-dtc (par défaut)

Coach / consultant / DTC / info-produit. Ton storytelling personnel, "tu", durée 8–12 min, structure 16 blocs (voir plus bas). Émotionnel, identité, transformation.

Mode B — b2b-specialist

SaaS / conseil / services B2B. Ton pro, consultatif, sobre, anti-hype, "vous", durée 3–5 min, structure 8 blocs courte (Hook → Problème → Agitation → Solution → Bénéfices → Preuves → Offre/Urgence soft → CTA). Preuves > promesses. Vocabulaire métier clair, aucune hyperbole.

Règles spécifiques mode B2B (verrouillées) :

• Output = uniquement le script final (voix off + texte à l'écran). Aucun JSON, aucune section meta, aucun "context profile".
• Indications de réalisation en italique, texte de voix off et onscreen en texte brut.
• Chaque section nommée en italique (ex. Hook, Problème, Solution).
• Sous chaque section, deux lignes : VO : ... et Onscreen : "...".
• Slides de 5–12 secondes chacune.
• Angle dominant à choisir : pain-stat / mechanism / case-result / ROI / compliance.
• Urgence soft uniquement (créneau limité, audit offert, bonus). Jamais de FOMO agressif.
• Si données manquent → hypothèses réalistes en italique. Jamais de chiffres inventés sans préciser "estimation".
• Ne JAMAIS livrer hooks_bank, CTAs alternatifs, objections_matrix, storyboard, plan de test ou tout élément hors script.
• Ne pas numéroter ni baliser JSON.

Exemple de rendu mode B2B :

_Hook_
VO : Vous cherchez à accélérer vos ventes B2B, mais vos campagnes peinent à générer des rendez-vous qualifiés…
Onscreen : "Accélérez votre prospection B2B — sans perdre de temps"

_Problème_
VO : ...
Onscreen : "..."

Pour le mode A (coach-dtc), suivre intégralement le pipeline 7 étapes ci-dessous. Pour le mode B (b2b-specialist), suivre les étapes 1–3 (recherche + avatar + stratégie internes, non affichées) puis générer directement le script court selon les règles verrouillées ci-dessus.

Pipeline (7 steps)

Step 1 — Load context (research input)

Read the 3 deep-search reports for the client:

projects/clients/{client-slug}/research/01-market-awareness.md
projects/clients/{client-slug}/research/02-competitors.md
projects/clients/{client-slug}/research/03-psychographic.md

If any are missing → tell the user to run deep-search first for this client, and stop.

Also read (if exists) projects/clients/{client-slug}/00-brief.md for offer/pricing/CTA details.

Step 2 — Avatar & Market synthesis

From the 3 reports, extract and write down (internal scratchpad before generating):

• ICP (Ideal Customer Profile): demographic + psychographic in 3 lines
• Awareness level (Schwartz, 1–5): Unaware / Problem Aware / Solution Aware / Product Aware / Most Aware → from 01-market-awareness.md
• Sophistication level (1–5): First to market / Naissante / Avertie / Saturée / Hyper-sophistiquée → infer from 02-competitors.md
• Top 5 Pains (verbatim quotes from 03-psychographic.md)
• Top 3 Beliefs / Objections (verbatim quotes)
• Dream Outcome (1 sentence, in customer's own words)
• Existing solutions tried + why they failed (from 03-psychographic.md)
• Common Enemy (outside force the avatar blames)
• Top 3 competitors hooks/angles (from 02-competitors.md)

This becomes the foundation. Every sentence in the VSL must trace back to one of these.

Step 3 — Strategy (Big Idea + Mechanism + Offer)

Build the strategic spine:

Big Idea (1 sentence): a contrarian, intriguing claim that reframes the problem.

Unique Mechanism (named): give it a memorable proper noun (e.g., "Méthode LEAN", "Système TopCo", "Protocole 3C"). Required for sophistication level ≥3.

Promise (1 sentence, structured):

[Dream Outcome] in [Timeframe] without [Primary Pain] — even if [Common Objection].

Offer composition (Imperium Acquisition framework):

• Outcome: what they will achieve
• Timeframe: how fast
• Method: the named mechanism
• Secrets: 3–5 unique insights they'll learn
• Safety net: guarantee / risk reversal
• Polarising element: who it's NOT for
• Pricing: anchor + actual price + payment terms

Angle selection by sophistication level (apply this rule):

Coaches/consultants and marketing agencies are almost always level 4–5 in France today → default to identity + named mechanism + radical specificity.

Step 4 — Script structure (16 blocks + timestamps)

Write the script in the following structure (adapted from coach VSL framework + French structure_vsl + Hormozi What-Who-When). Target length: 8–12 minutes (1200–1800 words).

Format every block as:

[MM:SS] [VISUAL CUE]
Voice-over text in French, written for the ear (short sentences, oral rhythm, 2nd person "tu/vous").

Blocks (mandatory order):

1. [0:00–0:15] HOOK — Pattern interrupt + Promise. Use one of: shock stat, contrarian claim, "If you're [X] watching this, in the next [Y] minutes you'll discover…" Hook MUST land in first 5 seconds.
2. [0:15–0:45] WHO THIS IS FOR / NOT FOR — Polarising filter. "C'est pour toi si… ce n'est PAS pour toi si…"
3. [0:45–1:30] WHO I AM + AUTHORITY — Name, title, 3 credibility proofs (numbers, names, results). No fluff.
4. [1:30–2:30] STARTING POINT (life before) — Frustrating context the avatar identifies with. Use a verbatim pain quote from research.
5. [2:30–3:15] WAKE-UP CALL — The exact moment everything had to change. Emotional peak.
6. [3:15–4:15] LOGICAL ATTEMPTS (and why they failed) — Lists the existing solutions the market tried (from 03-psychographic.md) and explains why they all fail. This is where you neutralise competitors.
7. [4:15–5:00] THE REAL PROBLEM — Reframe: the issue isn't what they thought it was. Introduce the Common Enemy (outside force).
8. [5:00–5:45] HITTING THE WALL — Maximum pain. Apply the 4 indirect amplification angles: cost of inaction, comparison with peers who made it, future regret, identity erosion.
9. [5:45–6:30] BIG REALISATION — The insight that changes everything. Sets up the mechanism.
10. [6:30–7:30] SOLUTION EMERGES + NAMING THE METHOD — Reveal the Unique Mechanism by name. Explain in 3 simple steps WHY it works (not how — keep some mystery).
11. [7:30–8:30] NEW LIFE / TRANSFORMATION — Dream Outcome made tangible. Sensory details. Time/financial/identity freedom.
12. [8:30–9:15] PROOF STACK — 3+ concrete proofs: client results, screenshots described, named names, before/after numbers. Sourced from 02-competitors.md benchmarks + brief.
13. [9:15–10:00] BENEFITS OF THE METHOD — 4 bullet-style benefits of the mechanism (read aloud as a list, slow rhythm).
14. [10:00–10:45] OFFER REVEAL — Apply Hormozi What-Who-When + 8 value elements: Dream Outcome ↑, Likelihood ↑, Time Delay ↓, Effort ↓. Stack everything included. Anchor price.
15. [10:45–11:30] OBJECTION HANDLING + SAFETY NET — Address top 3 objections from 03-psychographic.md head-on. Add guarantee / risk reversal.
16. [11:30–12:00] CTA (single, clear, urgent) — One action only: "Clique sur le bouton, réserve ton call." Repeat the dream outcome + scarcity element. NO secondary CTA, NO "or you can also…".

Step 5 — Copywriting rules (apply throughout)

Slippery slide (Sugarman): every sentence must make the viewer want to read/hear the next one. No paragraph longer than 3 sentences.

Action Threshold equation (Imperium Acquisition):

Action = (Pain% + Confidence%) / 2

→ Increase Pain with the 5 Pools (Problem, Unmet needs, How would it work, What would it hurt, Consequences). → Increase Confidence with the 3 Pools (Confidence in the Offer, in You, in the Clients).

Hormozi 8 Value Elements (apply at offer reveal):

• ↑ Dream Outcome
• ↑ Perceived Likelihood of Achievement
• ↓ Time Delay
• ↓ Effort & Sacrifice

Voice & tone:

• 2nd person ("tu" by default, "vous" if B2B premium)
• Oral French, short sentences, no jargon
• 1 idea per sentence, 1 emotion per block
• Use verbatim quotes from 03-psychographic.md whenever possible (italicised in script)
• French market only, French references, French names

Mechanism rule: name your method ONCE clearly, then repeat the name 4–6 times throughout the script to anchor it.

Step 6 — Quality checklist (self-audit before saving)

The script MUST pass ALL of these:

Must-haves:

• Hook lands in the first 5 seconds
• ICP filter (who for / who not for) present
• Authority block with ≥3 concrete proofs
• Named Unique Mechanism (if sophistication ≥3)
• At least 2 verbatim customer quotes from research
• Common Enemy clearly named
• Offer reveal with 8 value elements
• Top 3 objections handled
• ONE single CTA repeated 2x at the end
• Length 1200–1800 words (8–12 min spoken)
• Every claim sourced (proof, screenshot description, name)

Must-avoid (errors from playbook):

• NOT too long (>15 min kills retention)
• NOT too salesy (no "amazing offer act now" vibes)
• NO missing CTA
• NO distracting jokes/effects in the script directions
• NO generic claims without proof
• NO multiple CTAs

If any check fails → fix before saving.

Step 7 — Save outputs

Create the directory if needed and save 2 files:

projects/clients/{client-slug}/vsl/
├── strategy.md      # Avatar + Big Idea + Mechanism + Offer (from steps 2–3)
└── script-v1.md     # Full timestamped script (from step 4)

strategy.md template:

# Stratégie VSL — {CLIENT}

## Avatar
- ICP : ...
- Niveau de conscience (Schwartz) : ...
- Niveau de sophistication marché : ...
- Top 5 douleurs : ...
- Top 3 croyances/objections : ...
- Dream Outcome : ...
- Solutions déjà essayées + pourquoi ça a échoué : ...
- Ennemi commun : ...

## Big Idea
> ...

## Mécanisme unique
**Nom** : ...
**Pourquoi ça marche (3 raisons)** : ...

## Promesse
> [Outcome] en [Timeframe] sans [Pain] — même si [Objection].

## Offre (Imperium Acquisition)
- Outcome : ...
- Timeframe : ...
- Méthode : ...
- Secrets (3–5) : ...
- Safety net : ...
- Polarising : ...
- Pricing : ...

## Angle stratégique (basé sur sophistication niveau X)
...

Livrable client (.docx) — générateur fourni dans assets/build_vsl_docx.py (chemin relatif au dossier du skill ; python-docx, branding minimal noir/blanc Calibri, footer « Confidentiel · {client} », nom d'agence optionnel via --brand) :

python3 assets/build_vsl_docx.py script-v1.md VSL-Script-{Client}.docx \
  --client "{Client}" --date "{date}" --subtitle "{Nom de l'offre}" --brand "{Ton agence}"

Il rend le markdown du script tel quel (titres, tableaux, listes, citations) et met en forme les conventions VSL : horodatage de bloc, **VO —**, **À L'ÉCRAN —**, lignes en italique = indications de réalisation, > = encadré (placeholders de preuve). Si python-docx manque : pip3 install python-docx.

script-v1.md template:

# Script VSL v1 — {CLIENT}
**Durée cible** : ~10 min | **Mots** : ~1500 | **Mécanisme** : {NOM}

---

[0:00–0:15] [VISUAL: ...]
...

[0:15–0:45] [VISUAL: ...]
...

[etc. — 16 blocks]

---

## Notes de production
- Ton : ...
- Rythme : ...
- B-roll suggéré : ...
- Musique : ...

Final user message (in French)

After saving:

✅ Script VSL généré pour {CLIENT}.

• projects/clients/{slug}/vsl/strategy.md — stratégie complète (avatar, big idea, mécanisme "{NOM}", offre)
• projects/clients/{slug}/vsl/script-v1.md — script timestampé ~{X} mots / ~{Y} min

Mécanisme unique : {NOM} Big Idea : {phrase} Promesse : {phrase}

Prochaine étape suggérée : review du script à voix haute, puis production vidéo.

REFERENCE — Frameworks library

A. Eugene Schwartz — Awareness levels

1. Unaware → Lead with problem identification, story
2. Problem Aware → Agitate problem, hint at solution category
3. Solution Aware → Compare solutions, position yours as best
4. Product Aware → Differentiate your specific product, proof
5. Most Aware → Direct offer, urgency, price

B. Market Sophistication levels (5)

1. First to market → simple direct claim
2. Naissante → bigger/better promise
3. Avertie → introduce mechanism
4. Saturée → niche or attack
5. Hyper → identity, story, tribe (most coaches/agencies are HERE in FR market)

C. Imperium Acquisition — 6 Pillars of an Offer

1. Drive — internal motivation
2. Goal — measurable outcome
3. Problem — what blocks them
4. Pain — emotional cost
5. Action — what they must do
6. Confidence — why it will work

3 Pools of Confidence: Offer / You / Clients 5 Pools of Pain: Problem / Unmet needs / How Would It Work / What Would It Hurt / Consequences Action Threshold: (Pain% + Confidence%) / 2

D. Hormozi — Value Equation (What-Who-When)

Value = (Dream Outcome × Likelihood) / (Time Delay × Effort) Maximize numerator, minimize denominator at the offer reveal.

E. Hormozi — More-Better-New (Rule of 100)

Daily output: 100 outreach OR 100 minutes of content OR $100 of ads.

F. RMBC Method — Research questions (use to extract from 03-psychographic.md)

• Who is the customer?
• Attitudes (religious/political/social/economic)?
• Hopes, dreams, victories, failures?
• Outside forces blocking them?
• Prejudices?
• Core beliefs about life/love/family in 1–3 sentences?
• Existing solutions + experience with them?
• Conspiracies/older attempts/forgotten methods?

G. 10 Meta Ads frameworks (for the promo ads driving traffic to the VSL)

1. FOMO — scarcity + missed opportunity
2. PAS — Problem / Agitation / Solution
3. AIDA — Attention / Interest / Desire / Action
4. Objection-Réassurance — name objection upfront, dismantle it
5. Liste — "5 raisons pour lesquelles…"
6. Storytelling héros — personal transformation narrative
7. Ennemi commun — outside force the audience already hates
8. Avant/Après — visual transformation
9. Guide/Éducative — give value first, sell second
10. Démonstration technique — show the mechanism in action

H. 8 Psychological triggers

Curiosity • FOMO • Gain • Identification • Social proof / Authority • Reciprocity • Exclusivity • Fear / Safety

I. Best practices (must-do)

• Short duration (8–12 min ideal)
• Hook in first 30 seconds (best: first 5)
• Client-first language (you/tu, not we/I)
• Authentic tone (no salesy)
• Stories > features
• Sourced proofs
• High-quality audio + video

J. Common errors (must-avoid)

• Video too long
• Too salesy / aggressive
• Missing or unclear CTA
• Distracting jokes/effects/off-topic
• Poor production quality

Notes

• TOUJOURS lire les 3 rapports deep-search AVANT de générer.
• TOUJOURS nommer le mécanisme unique (sauf niveau 1–2).
• TOUJOURS écrire en français oral, 2e personne.
• TOUJOURS sourcer les preuves et citer des verbatim.
• JAMAIS plus d'un CTA.
• JAMAIS de promesse sans preuve.
• Si les rapports deep-search manquent → demander de lancer deep-search d'abord.