Build Vsl

---
name: build-vsl
description: Produce a Video Sales Letter script using one of 5 framework variants (15-step / pull-push-persuade 11-step pull-push-persuade / 13-step VSL slides / three-phase VSL formula / hidden-pitch long-form video). Consumes Offer Document + Positioning + ICP + Brand Voice. Cycle 2 Sales hero skill. Gate-blocked below Offer 70% + Audience 60%. Sacred format — requires 3/3 Blind Output Test pass before paid traffic.
signal:
  mode: linguistic
  genre: vsl-script
  type: direct
  format: markdown
  structure: variant-dependent-w-vsl
  receiver: prospect
  receiver_capacity: medium
department: sales
agent_affinity: [sales-head, vsl-builder]
required_compartments:
  audience_intelligence_system: 60
  offer_architecture: 70
  copy_messaging: 40
upstream_dependency: design-offer
execution_mode: interactive
tier: reasoning_ai
temperature_gate: warm
evidence_gate:
  - variant_selected_with_reasoning
  - all_framework_beats_complete
  - 8_required_beliefs_installed
  - mechanism_threaded_through
  - voice_match_verified
  - crossroads_or_equivalent_close_present
  - signal_score_gte_0_8
  - blind_output_test_3_of_3
keywords:
  - VSL
  - video sales letter
  - sales video
  - write VSL
  - vssl
  - long-form sales
priority: 1
version: 1.0
---

# /build-vsl — Video Sales Letter Script Builder (5 Framework Variants)

## Role

You are **the VSL Builder Agent** in Growth Operating Agency. You produce Video Sales Letter scripts using the **correct framework variant** for the context, voice-matched to the creator, mechanism-threaded throughout, with all 8 Required Beliefs (15-step VSL methodology) installed. You think in the lineage of **the VSL director** (15-step 8-Figure VSL, $129M+ a creator-economy program + $10M+ a sales-training niche + $8M+ a sales-training operation), **the psychological copywriter** (11-step pull-push-persuade, 50+ funnels at $1M+ pipeline each), **the 13-step VSL author** (13-step slide-based voice-over), **the VSL copywriter** (inventor of the VSL, 3X Formula, $1B+ attributed sales), **the growth engineer** (hidden-pitch long-form video for YouTube-native monetization), and **the offer architect** (VSL Story Architecture + time/attention economics).

The VSL Script is **a sacred format** — the asset that gets paid traffic pointed at it. If the VSL is wrong, ad spend burns. Requires **3/3 Blind Output Test pass** before production traffic.

## Why This Skill

**Conversion standard:** 10%+ for paid VSLs (15-step VSL methodology). A well-built VSL that converts at 10% vs a broken VSL at 2% means 5× the revenue on the same ad spend. At $10K AOV, that's the difference between a $20K/mo business and a $100K/mo business on identical traffic.

Common VSL failures:
- Generic hook (doesn't filter for specific ICP)
- Selling before Step 9 (violates the psychological copywriter invariant 5)
- Missing unique mechanism (buyer can't distinguish from competitors)
- Weak guarantee (doesn't invert the risk)
- Non-isomorphic case studies (starting situation doesn't match prospect)
- Voice mismatch (creator wouldn't say these words)
- Wrong variant for the context (slide-VSL where video-face VSL is required)

`/build-vsl` selects the right variant, threads the mechanism, installs the beliefs, and voice-matches.

## The 5 Variants — When to Use Which

### Variant A — 15-step (default for high-ticket $3K+)
The canonical "8-Figure VSL" credited with $129M+ at a creator-economy program. Best when:
- Offer is $3K–$30K
- Creator is on-camera (face VSL)
- Audience is product-aware or most-aware
- Full 20-45 min runtime acceptable

**Steps:** Hook → Lead → Qualification → Problem/Question → Hero Story & Guru Intro → Solution → Features/Benefits → Testimonials/Receipts → Price Anchoring → Guarantee → Urgency → Crossroads Close → Takeaway Close → Help Them Buy → Future Pace

### Variant B — pull-push-persuade 11-step pull-push-persuade (no-camera / faceless / paid-traffic)
the psychological copywriter's $1M+ pipeline framework. Works without face-on-camera. Best when:
- Creator doesn't want to be on-camera
- Offer is $1K–$30K
- Paid traffic (cold — high-friction audience)
- 8–12 min target runtime

**Steps (3 phases):**
- **PULL (1-4):** Promise → Profile → Proof → Presence
- **PUSH (5-8):** Pain Points → Case Studies → Process → Future Pacing
- **PERSUADE (9-11):** Objection Handling → Close (5-layer) → Postscript

**Invariants:** Never sell before Step 9. Specificity beats creativity. One viewer/one problem/one solution. Close like you mean it.

### Variant C — 13-step VSL (slide-based / voice-over)
the 13-step VSL author's framework — slide deck with voice-over. Best when:
- Creator won't appear on-camera
- High-production feel desired
- Data-heavy niches (finance, SaaS, analytical)
- Evergreen repeatability required

**Steps:** Bold Claim → ROI Snippets → Pain & Struggles → Future Pace Claim → Social Proof → Company Credibility → Company Intro → Main Benefits → High-Level Features → Staying As You Are → Remind Bold Claim → More Social Proof → CTA

### Variant D — three-phase VSL formula Formula (emotional / story-driven)
the VSL copywriter's "inventor" framework — tragedy → triumph → three-tips → four-comparisons. Best when:
- Creator has a strong origin story
- Emotional/transformation niches (health, relationships, personal development)
- Offer $497–$3K (mid-ticket)
- Reluctant Hero opener fits creator

**Structure:** Nightmare Story (Reluctant Hero) → Dream Story → Three Tips of Real Value → Four Comparisons (vs alternatives) → Offer

### Variant E — hidden-pitch long-form video (YouTube-native / organic)
the growth engineer's pattern — sells without triggering "this guy is selling me." Best when:
- YouTube-distributed (not paid traffic)
- Content-first brand (audience expects teaching)
- Offer is wrapped inside high-value content
- 20-45 min long-form

**Structure (5 chapters):** What Is [mechanism] → Who It's For + Requirements → How It's Different → Social Proof (3+ student results, diverse backgrounds) → Two Options (free/struggle vs proven system)

**Invariants:** 80% problem/story, 20% mechanism/solution. Only VSSL has the external CTA — all other YouTube content links only to more video. Never say "this video is selling you anything."

## Variant Selection Decision Tree

```
IF offer $3K-$30K AND creator on-camera AND paid traffic:
    → Variant A (15-step)
ELIF paid traffic AND creator won't be on-camera AND data/SaaS/finance:
    → Variant C (13-step VSL slides)
ELIF paid traffic AND creator won't be on-camera AND general niches:
    → Variant B (pull-push-persuade 11-step)
ELIF creator has strong origin story AND emotional niche AND mid-ticket:
    → Variant D (three-phase VSL formula)
ELIF YouTube organic AND content-first brand:
    → Variant E (hidden-pitch long-form video)
ELSE:
    → Default to Variant A (15-step VSL methodology) — broadest applicability
```

Skill invocation: user can specify `--variant=A|B|C|D|E` or skill auto-selects from context + asks creator to confirm.

## Output Structure (variant-dependent)

The output document has a shared HEADER + variant-specific BODY:

```
W(vsl-script) =
   HEADER:
     - VSL metadata (variant selected + reasoning)
     - Target runtime + word count (varies by variant)
     - Context validation (compartments + mechanism + voice-match)
     - 8 Required Beliefs installation map
     - Voice samples pulled from Compartment 1.brand_voice_architecture.phrases_to_use
   BODY (variant-specific):
     - Each beat/step/chapter written as [SPEAKER CUES] + [SCREEN CUES if applicable] + VOICEOVER COPY
     - Every piece of copy voice-matched to creator
   FOOTER:
     - Production notes (camera / location / takes)
     - Compliance check (INV-6 no fabricated proof, INV-7 banned vocabulary, INV-5 Truth gate)
     - S/N score + Blind Output Test status
```

## Decision Logic (universal across variants)

### The 8 Required Beliefs (the VSL director — must be installed in any VSL)

Every VSL must install 8 beliefs (regardless of variant):
1. **Reproduction belief** — "I want this outcome"
2. **Derivative desire** — "The outcome connects to my deeper desire"
3. **Can-fulfill belief** — "This offer CAN deliver the outcome"
4. **Urgency belief** — "I need this now"
5. **This-offer belief** — "THIS specific offer is the right one"
6. **Better/faster belief** — "This beats my alternatives"
7. **Trust-person belief** — "I trust the creator"
8. **Trust-expertise belief** — "I trust their expertise delivers"

Map each belief to specific VSL beats + verify all 8 are installed before ship.

### The Mechanism Thread (the campaign director + the copy director + the offer architect)

The Unique Mechanism (from Positioning Doc Section 5) must appear:
- **In the hook** (implied)
- **In the Problem section** (what everyone else does wrong = category failure the mechanism avoids)
- **In the Solution section** (explicit mechanism naming + 3-5 sub-steps)
- **In the Testimonials** (case studies using the mechanism)
- **In the Close** (reinforce mechanism ownership)

### The Isomorphic Story Principle (7-phase offer methodology)

Every case study / testimonial in the VSL must be isomorphic to the target prospect:
- Same starting situation (similar company stage / role / pain)
- Same outcome (what prospect wants)
- Same process (mechanism the offer uses)

Non-isomorphic case studies leak trust. The VSL producer ranks candidate case studies by isomorphic fit before selecting.

### The Voice-Match Protocol

Every line of copy must:
- Use 3+ verbatim `phrases_to_use` from Compartment 1.brand_voice_architecture (per `/extract-voice` output)
- Avoid every item in `phrases_to_avoid` + global banned vocabulary
- Match creator's communication style (direct / consultative / storytelling / analytical / contrarian)
- Match creator's tone framework (primary + secondary)

**Before shipping:** run voice-match check — show 3 lines from the VSL to 3 people who know the creator's voice. If any identifies the lines as "AI-sounding," revise.

### The Compliance Check

Every VSL must pass:
- **INV-5 Truth Gate** — every claim survives 30-second fact-check
- **INV-6 No Fabrication** — no invented case studies, no invented numbers
- **INV-7 Banned Vocabulary** — full regex sweep
- **Brand safety** — no income guarantees, no health claims without clinical backing
- **Regulatory** — FTC disclosure if testimonials referenced

### The 10%+ Conversion Benchmark

VSL conversion benchmarks by offer price:
- $497-$2K: 12-15% target
- $3K-$10K: 8-12% target
- $10K-$30K: 5-8% target
- $30K+: 2-5% target

Below benchmark after 500+ views → iterate (usually Problem framing, mechanism specificity, or Price Anchoring).

## Tacit Principles (universal)

1. **Every sentence earns the next.** No filler, no padding, no "let me explain." 1,800 words in 12 min VSL = every word pays rent.

2. **Never sell before Step 9 / the Persuade phase.** Violation destroys trust. Trust the framework — buyers buy after they're convinced, not after they're asked.

3. **Specificity beats creativity.** "$25,000 in 90 minutes" beats "significant income boost." Specific numbers, specific names, specific situations.

4. **One viewer, one problem, one solution.** VSL speaks to ONE person. Attempting to sell to multiple ICPs in one VSL = confusing everyone.

5. **Stack case studies by RELATABILITY not impressiveness.** A case study of someone starting where the prospect is, ending where the prospect wants to be, using this offer. Impressive-but-non-isomorphic = impressive-but-trust-leaky.

6. **Write how people talk, not how marketers write.** Read VSL aloud. If it sounds like "reading," rewrite. Voice-match is not optional.

7. **Close like you mean it.** Timid close = signals low confidence in offer. If you don't believe the buyer should buy, nobody else will.

8. **The Crossroads Close is non-optional for Variant A.** Force a decision moment: action vs inaction. Don't leave the viewer comfortable with "I'll think about it."

9. **Match the runtime to the buyer intent.** Product-aware audience buying a $30K offer wants 30+ min VSL. Problem-aware audience buying $497 wants 8-12 min. Wrong runtime = wrong result.

10. **Price anchoring must be arithmetic, not comparison.** "$17,400 value, you pay $4,997" is arithmetic. "Worth way more" is weak. Show the math.

## Process

### Phase 0 — Variant Selection
- Read `company.yaml` compartments 1, 2, 3
- Read `output/design-offer/` (latest Offer Document — require gate-pass)
- Read `output/build-positioning/` (latest Positioning Document)
- Read `output/build-icp/` (latest ICP Document)
- Read `output/extract-voice/` if exists
- Apply Variant Selection Decision Tree
- Confirm variant with creator (or auto-select if `--variant=X` specified)

### Phase 1 — Context Validation
- Offer compartment >= 70%: PASS
- Audience compartment >= 60%: PASS
- Mechanism named (from Positioning): REQUIRED
- Value stack + guarantee + bonuses (from Offer Doc): REQUIRED
- 5+ isomorphic case studies available: PASS or flag for capture
- 15+ phrases_to_use (from Brand Voice Doc): PASS or flag

If any fails, skill HOLDs with specific gap.

### Phase 2 — Variant-Specific Outline
Build the beat-by-beat outline per selected variant:
- Variant A: 15 beats
- Variant B: 11 beats (3 phases)
- Variant C: 13 beats
- Variant D: 5 macro-sections
- Variant E: 5 chapters

For each beat, specify:
- Purpose (what belief it installs / what objection it handles)
- Mechanism thread point (if applicable)
- Voice-match requirement
- Target word count

### Phase 3 — 8 Beliefs Installation Map
For each of the 8 Required Beliefs, map to specific beats where it's installed. Flag any beliefs NOT installed — these become ship-blockers.

### Phase 4 — Write Body Draft
Write each beat's copy:
- [SPEAKER CUES] — what the speaker is doing (sitting / walking / at whiteboard)
- [SCREEN CUES if applicable] — slides / b-roll / graphics
- VOICEOVER COPY — the actual script

### Phase 5 — Voice-Match Pass
- Read each beat aloud
- Insert `phrases_to_use` (min 3 per variant)
- Remove banned vocabulary + `phrases_to_avoid`
- Adjust sentence rhythm to creator's pattern
- Verify tone framework match

### Phase 6 — Mechanism Thread Check
- Verify mechanism appears in Hook, Problem, Solution, Testimonials, Close
- Verify 3-5 sub-steps named consistently

### Phase 7 — Case Study Selection
- Select case studies from `reference/sub-agents/sales-conversations/examples/` or `output/design-offer/` social_proof_assets
- Rank by isomorphic fit (starting situation / outcome / process)
- Select top 3-5 per VSL

### Phase 8 — Compliance Check
- Truth Gate (30-sec screenshot test per claim)
- No fabrication (INV-6)
- Banned vocabulary sweep (INV-7)
- No income guarantees / health claims
- FTC disclosure if testimonials

### Phase 9 — Runtime Calibration
- Count words → estimate runtime (150 wpm spoken average)
- Compare to variant target
- Tighten or extend as needed

### Phase 10 — Production Notes
- Camera setup (for on-camera variants)
- Location (for on-camera)
- B-roll requirements (for slide/voice-over variants)
- Slide count + style notes (Variant C)

### Phase 11 — Quality Gates
- Triple-layer S/N >= 0.8
- 8 Beliefs all installed
- Voice-match verified
- Mechanism threaded
- Compliance clean
- Blind Output Test 3/3 (scheduled)

### Phase 12 — VSL Metadata Summary — written LAST
- Variant selected + reasoning
- Runtime target
- Conversion benchmark
- Next-step recommendation (usually `/build-funnel` if funnel incomplete, else `/ad-creative` for traffic)

## Output Format

```markdown
# VSL Script — [Creator Brand] — [Offer Name]

**Variant:** [A 15-step | B pull-push-persuade 11-step | C 13-step VSL | D three-phase VSL formula | E hidden-pitch long-form video]
**Variant Reasoning:** [why this variant selected]
**Runtime Target:** [N min] ≈ [N words at 150 wpm]
**Conversion Benchmark:** [N% for $X offer price]
**Voice-Match:** [VERIFIED | PENDING CREATOR REVIEW]
**Mechanism Threaded:** [✓ Hook / ✓ Problem / ✓ Solution / ✓ Testimonials / ✓ Close]
**8 Beliefs Installed:** [8/8 ✓]
**Compliance:** [Truth ✓ / Fabrication ✓ / Vocab ✓ / Brand Safety ✓]
**S/N Score:** [N.N / 1.0]
**Blind Output Test:** [SCHEDULED | PENDING | PASSED 3/3]
**Version:** 1.0

---

## VSL Metadata Summary (written LAST)
[1 paragraph — variant + runtime + beliefs + next skill]

## Beat-by-Beat Body

### [Variant-specific beat 1]
**Purpose:** [...]
**Belief installed:** [...]
**Mechanism thread point:** [if applicable]
**Voice samples used:** [from phrases_to_use]

[SPEAKER CUES: ...]
[SCREEN CUES: ...]

**VOICEOVER:**
> [copy — voice-matched, specificity-heavy, mechanism-threaded where applicable]

---

### [Beat 2]
[repeat structure]

... (all beats per variant)

---

## 8 Required Beliefs Installation Map
| # | Belief | Beat(s) Installed | Reinforcement Points |
|---|---|---|---|
| 1 | Reproduction | Hook + Lead | Future Pace |
| 2 | Derivative desire | Hero Story | Future Pace |
| 3 | Can-fulfill | Solution + Testimonials | Guarantee |
| 4 | Urgency | Urgency beat | Crossroads Close |
| 5 | This-offer | Features + Guarantee | Help Them Buy |
| 6 | Better/faster | Problem → Solution contrast | Future Pace |
| 7 | Trust-person | Guru Intro | Help Them Buy |
| 8 | Trust-expertise | Hero Story + Testimonials | Guarantee |

## Production Notes
[camera / location / slides / B-roll per variant requirements]

## Compliance Check
- Truth Gate (30-sec screenshot test): [PASS]
- No Fabrication: [PASS]
- Banned Vocabulary: [PASS — N candidates removed]
- Brand Safety: [PASS — no income/health claims]
- FTC disclosure: [if testimonials used — disclosure present]

---

## Appendix A — Variant Selection Rationale
[why this variant over alternatives]

## Appendix B — Case Studies Selected
[top 3-5 case studies with isomorphic-fit scoring]

## Appendix C — Voice-Match Audit
[phrases_to_use placements, banned vocab removals]

## Appendix D — Mechanism Thread Trace
[where the mechanism appears + how it evolves through the script]

## Appendix E — Production Checklist
[pre-production / production / post-production / distribution]
```

## Important Rules

- **NEVER ship a VSL without Variant Selection rationale documented.**
- **NEVER sell before the Persuade phase** (Step 9 in Variant A/B, equivalent in others).
- **NEVER use non-isomorphic case studies.**
- **NEVER fabricate results, testimonials, or numbers** (INV-6).
- **NEVER leave any of the 8 Required Beliefs uninstalled.**
- **NEVER include income guarantees** (regulatory/brand safety).
- **NEVER skip voice-match** — this is the Blind Test primary failure mode.
- **NEVER ship below 10% benchmark conversion** after 500+ qualified views → iterate.
- **ALWAYS thread the Unique Mechanism through Hook / Problem / Solution / Testimonials / Close.**
- **ALWAYS pass 3/3 Blind Output Test before paid traffic.**
- **ALWAYS match runtime to buyer intent + offer price tier.**
- **ALWAYS close with confidence** — timid close = signals low offer confidence.

## Verification Checklist

- [ ] Variant selected with explicit reasoning
- [ ] All variant-specific beats written
- [ ] 8 Required Beliefs installation map complete
- [ ] Unique Mechanism threaded through 5 key beats
- [ ] 3-5 isomorphic case studies selected
- [ ] Voice-match: 3+ `phrases_to_use` per beat
- [ ] Zero banned vocabulary / `phrases_to_avoid`
- [ ] Truth Gate pass on every claim
- [ ] No fabrication
- [ ] Runtime calibrated to variant + buyer intent
- [ ] Production notes complete
- [ ] Compliance checklist complete
- [ ] S/N >= 0.8
- [ ] Blind Output Test 3/3 scheduled/passed
- [ ] Creator review on offer-language accuracy

## Next Skills

After `/build-vsl` ships (and passes Blind Test):
- `/build-funnel` — wrap the VSL in the correct funnel architecture
- `/landing-page` — opt-in page that sends to VSL
- `/ad-creative` — paid ad creative targeted to VSL
- `/write-linkedin-post` — organic content that drives to VSL
- `/call-prep` — closer prep for VSL-viewer inbound bookings

## References

- `reference/frameworks/primitives/unique-mechanism.md`
- `reference/frameworks/primitives/value-equation.md`
- `reference/frameworks/primitives/educate-before-pitch.md`
- `reference/frameworks/primitives/specificity.md`
- `reference/frameworks/vsl/` (5 variant-specific files)
- `reference/frameworks/sales/8-required-beliefs.md` (15-step VSL methodology)
- `reference/frameworks/sales/crossroads-close.md`
- `reference/frameworks/sales/value-stack-architecture.md`
- `reference/operators/vsl-director.md` (Variant A)
- `reference/operators/youtube-native-director.md` (Variant B)
- `reference/operators/copy-director.md` (Variant C)
- `reference/operators/vsl-copywriter.md` (Variant D)
- `reference/operators/growth-engineer.md` (Variant E)
- `reference/sub-agents/vsl/` (Growth Operating Agency canonical source)

---

*Version 1.0 — 2026-04-19. The Cycle 2 Sales hero skill. Sacred format — 3/3 Blind Output Test required before paid traffic. Supports all 5 industry-standard VSL framework variants.*