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pre-sale · direct-response · business plan
VSL page
Video first, buy box revealed at 60–70%, a 7-beat script written by the brain.
the playbook · brain/playbooks/vsl.md
Playbook · VSL page (video sales letter)
Use for: traffic from video ads, higher-priced or story-heavy offers, and brands with a founder or expert who can carry a video. Layout: minimal and focused. No navigation; the video does most of the work.
| # | Section | Job | Notes |
|---|---|---|---|
| 1 | Headline | A curiosity headline that makes them press play; under it, "Watch the short video below" + length ("4 minutes") | Mirrors the ad |
| 2 | Video | 16:9, poster frame with a play button, captions on (most people watch muted) | Brand's video or a script we write |
| 3 | Delayed buy block | Hidden until 60–70% of the video has played (or a set time), then the offer box slides in | Test earlier vs later reveal |
| 4 | Under-video proof | 3 short reviews + the guarantee seal (visible from the start) | Keeps non-watchers moving |
| 5 | Transcript summary | "Short on time? Here's what the video covers" as 4 numbered points, plus a button | Serves skimmers and Google |
| 6 | FAQ + footer | 3–4 questions | — |
The script we write (when the brand has no video)
- Hook (0–15 s): the problem in the viewer's own words.
- Story (15 s–1 min): the founder's or a customer's moment.
- Hidden cause + analogy (1–2 min).
- Failed fixes (2–2:30).
- The discovery and the product (2:30–3:30): the differentiator, how to use it.
- Proof (3:30–4): reviews, testing, guarantee.
- Offer + call to action (4–4:30): the bundle, the guarantee, "press the button below".
The brain also writes the shot list (6 shots) and on-screen captions per beat.
Variants: reveal time; autoplay muted vs click-to-play; transcript section on/off.
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