@jaimevalasek/aioson 1.7.2 → 1.9.0

package/template/.aioson/skills/marketing/vsl-craft.md

@@ -1,385 +1,385 @@
----
-name: vsl-craft
-description: Video Sales Letter production skill — script structure, hook formulas, retention techniques, testing methodology, and production specs. Loaded by @copywriter when Mode 5 (VSL) is active.
----
-
-# VSL Craft — Video Sales Letter Production
-
-## When to load this skill
-
-- User requests a VSL script
-- User requests a video sales page (page with embedded sales video)
-- User requests an advertorial video
-- @copywriter Mode 5 is activated
-- Squad executor with VSL deliverable
-
----
-
-## 1. What is a VSL?
-
-A Video Sales Letter is a scripted video (typically 10-45 minutes) designed to convert cold traffic into buyers. It replaces the live salesperson with a pre-recorded, optimized sales presentation.
-
-**Key differences from a written sales page:**
-- The viewer can't scan — they must watch sequentially
-- Retention is everything — if they leave at minute 3, the offer at minute 20 never gets seen
-- Audio + visual = two channels to reinforce the message
-- Pacing, pauses, and emotional tone are scripted, not left to chance
-
----
-
-## 2. VSL formats
-
-### 2.1 Traditional VSL (horizontal)
-- 16:9 format, presenter or slides
-- Duration: 15-45 minutes
-- Best for: sophisticated offers, higher ticket (R$297+), cold traffic from YouTube/Facebook
-- Production: can be "ugly" (slides only) or "cinematic" (B-roll, editing)
-
-### 2.2 Vertical VSL (mobile-native)
-- 9:16 format, looks like organic content
-- Duration: 3-15 minutes
-- Best for: TikTok/Reels traffic, lower ticket, younger audiences
-- Production: phone-filmed, fast cuts, captions mandatory
-
-### 2.3 Hybrid (advertorial + VSL)
-- Written advertorial page with embedded video at the mechanism section
-- The text does Act 1-2, the video does Act 3-5
-- Best for: sophisticated audiences who want to read before watching
-
----
-
-## 3. The VSL script structure (5 Acts adapted for video)
-
-### Act 1 — The Hook (0:00 to 0:30)
-
-**Goal:** Stop the scroll and keep them watching for the next 30 seconds.
-
-**The 3-second rule:** If the first 3 seconds aren't arresting, the viewer leaves.
-
-**Hook formulas for VSL:**
-
-**Formula 1: The Discovery Hook**
-> "What you're about to see in the next [X] minutes could change the way you [desired outcome] forever. I'm going to show you [specific discovery] that [specific proof]."
-
-**Formula 2: The Proof-First Hook**
-> "[Name], [age], from [city], lost [specific result] in [specific time]. And she did it without [painful thing]. Today I'm going to show you exactly how — and why it works even if [objection]."
-
-**Formula 3: The Paradox Hook**
-> "Why do [specific group] [achieve result] while [audience group] [fail despite effort]? The answer has nothing to do with [obvious thing] — and everything to do with [curiosity element]."
-
-**Formula 4: The Warning Hook**
-> "If you're [doing common thing], stop immediately. A [authority/study] just revealed that [counterintuitive finding] — and it's costing you [consequence]. Stay with me for [time] and I'll show you [solution]."
-
-**Formula 5: The Story Hook**
-> "Last [day], [specific person] sent me this message: [screenshot/quote]. [X time] ago, they were [painful situation]. Today they [desired outcome]. This is their story — and it starts with [curiosity element]."
-
-**Anti-pattern hooks:**
-- "Hey everyone, welcome to my channel..." → Zero curiosity
-- "In this video I'm going to talk about..." → Passive, no hook
-- "So, I've been getting a lot of questions about..." → About you, not them
-
-### Act 2 — The Background (0:30 to 3:00)
-
-**Goal:** Build authority and emotional connection quickly.
-
-**For expert-led VSL:**
-> "[Credentials in one sentence]. But what matters more than my degrees is this: I've helped [specific number] of people [achieve result], and what I discovered along the way is the reason you're watching this video."
-
-**For avatar transformation:**
-> "I know what it's like to [specific pain]. [Time] ago, I was [painful situation — specific details]. I tried [what they've tried]. Nothing worked. Until [discovery moment]."
-
-**Key rule:** Act 2 must be SHORT in a VSL. On a written page, you can have a long background section. On video, 1-2 minutes max. Get to the mechanism fast.
-
-### Act 3 — The Mechanism (3:00 to 12:00)
-
-**Goal:** Create the "Aha!" moment. This is where the One Belief is built.
-
-**Structure:**
-
-**Part A — Why nothing else worked (2-4 minutes)**
-1. Name what they've tried (validate their experience)
-2. Reveal the hidden reason it failed (the enemy — not them)
-3. Use a visual metaphor or diagram to make the concept tangible
-
-**Part B — How [Mechanism Name] works (3-5 minutes)**
-1. Introduce the mechanism by name
-2. Explain it at surface level (simple enough for a 12-year-old)
-3. Show ONE proof point (study, case study, demonstration)
-4. Use B-roll or diagrams to illustrate — never just talk over static slides for more than 30 seconds
-
-**Retention techniques for Act 3:**
-- **Pattern interrupt every 60-90 seconds:** Change the visual, show a diagram, cut to B-roll, display a quote
-- **Open loops:** "In a moment I'll show you the third step — but first you need to understand why..."
-- **Micro-fascinations:** Drop curiosity bullets throughout: "The ingredient I'm about to mention is in 90% of Brazilian homes but nobody knows it does THIS..."
-- **Density escalation:** Each minute should be MORE interesting than the last, not less
-
-### Act 4 — The Offer (12:00 to 18:00)
-
-**Goal:** Transition from education to sale without breaking trust.
-
-**The transition bridge:**
-> "So now you understand WHY [mechanism] works and HOW it produces [result]. The question is: how do YOU implement it? That's exactly why I created [Product Name]."
-
-**VSL-specific offer rules:**
-- Never call it a "course" — use Protocol, System, Blueprint, Accelerator
-- Show each component visually (mockup, icon, or slide)
-- Read the fascinations with enthusiasm — pacing matters
-- Pause after stating the price — let it sink in
-- Show the guarantee prominently (text on screen + verbal)
-
-**Reference:** `.aioson/skills/marketing/references/offer-structure.md`
-
-### Act 5 — The Close (18:00 to 22:00)
-
-**Goal:** Push the fence-sitters over the edge.
-
-**The Two Paths technique (optimized for video):**
-> "Right now, you're at a fork in the road.
-> [Pause — 2 seconds]
-> Path one: you close this video. You go back to [specific pain]. Tomorrow feels the same as today. Next month, same. Next year...
-> [Pause — 3 seconds]
-> Path two: you click the button below. You start [Product Name] today. In [timeframe], you [specific visualizable result].
-> [Pause — 2 seconds]
-> Which path makes more sense?"
-
-**Recovery techniques (the "Kenyan Village" strategy):**
-- **Pause thumbnail:** When the viewer pauses, a thumbnail appears with a hook to resume
-- **Exit-intent popup:** On the page, when cursor moves to close — offer a discount or bonus
-- **Post-VSL autoplay:** After the main VSL, play a shorter 3-minute "for those still deciding" video
-- **SMS/email retargeting:** Capture email early (before VSL starts) and send follow-up sequence
-
----
-
-## 4. VSL script format
-
-When writing a VSL script, use this format:
-
-```markdown
-# VSL Script: [Product Name]
-
-## Metadata
-- Duration target: [X] minutes
-- Format: Horizontal / Vertical
-- Traffic temperature: Cold / Warm / Hot
-- One Belief: "[New Opportunity] is the key to [Benefit] through [Mechanism]"
-- Awareness level: [1-5]
-
----
-
-## ACT 1 — HOOK (0:00–0:30)
-
-### VISUAL:
-[What appears on screen]
-
-### AUDIO:
-[What is said — scripted word-for-word]
-
-### NOTES:
-[Production notes: B-roll, text overlay, music cue]
-
----
-
-## ACT 2 — BACKGROUND (0:30–3:00)
-
-### VISUAL:
-[Screen description]
-
-### AUDIO:
-[Script]
-
-### NOTES:
-[Production notes]
-
----
-
-## ACT 3 — MECHANISM (3:00–12:00)
-
-### 3A — Why nothing else worked
-
-#### VISUAL:
-[Screen]
-
-#### AUDIO:
-[Script]
-
-#### PATTERN INTERRUPT at [timestamp]:
-[Visual change / diagram / B-roll description]
-
-### 3B — How [Mechanism] works
-
-#### VISUAL:
-[Screen]
-
-#### AUDIO:
-[Script]
-
-#### PROOF POINT:
-[Study / case study / demonstration]
-
----
-
-## ACT 4 — OFFER (12:00–18:00)
-
-### TRANSITION:
-
-#### AUDIO:
-[Bridge sentence]
-
-### COMPONENT STACK:
-
-#### VISUAL:
-[Mockup / slide of each component]
-
-#### AUDIO:
-[Component name, benefit, value, fascination]
-
-### PRICE REVEAL:
-
-#### VISUAL:
-[Anchoring → crossed out prices → final price]
-
-#### AUDIO:
-[Not paying X. Not even Y. Today: Z. Reason why.]
-
-### GUARANTEE:
-
-#### VISUAL:
-[Guarantee badge / text on screen]
-
-#### AUDIO:
-[Full guarantee statement]
-
----
-
-## ACT 5 — CLOSE (18:00–22:00)
-
-### TWO PATHS:
-
-#### AUDIO:
-[Path 1 → Path 2 → Which makes more sense?]
-
-### FINAL CTA:
-
-#### VISUAL:
-[Button, URL, QR code on screen]
-
-#### AUDIO:
-[Click the button below / link in description]
-
-### RECOVERY ELEMENTS:
-- Pause thumbnail text: [text]
-- Exit-intent offer: [discount/bonus]
-- Post-VSL summary video: [Y/N]
-```
-
----
-
-## 5. Testing methodology
-
-### Phase 1 — Validate the thesis (before production)
-Create an "ugly" VSL:
-- White background, black text on slides
-- Presenter reads from teleprompter (or text-to-speech for testing)
-- No B-roll, no editing, no music
-- Duration: 10-15 minutes (condensed version)
-
-Run R$500-R$1,000 in cold traffic. Measure:
-- **Hook retention:** % watching past 30 seconds (target: >50%)
-- **Mechanism retention:** % watching past Act 3 (target: >25%)
-- **Offer conversion:** % who reach offer AND click CTA (target: >2%)
-
-If the ugly version converts → invest in production.
-If it doesn't → rewrite the script before spending on video production.
-
-### Phase 2 — Optimize the hook
-Create 3-5 hook variations (first 30 seconds only).
-Run equal traffic to each. The winning hook gets 2-3x more budget.
-
-**Hook metrics:**
-- 3-second retention rate
-- 15-second retention rate
-- 30-second retention rate
-
-### Phase 3 — Scale with production
-Once the script is validated:
-- Add B-roll and visual elements
-- Professional audio recording
-- Add pattern interrupts and visual variety
-- Consider vertical format for mobile-first traffic
-
----
-
-## 6. VSL page structure
-
-The page that hosts the VSL should be minimal:
-
-```html
-<!-- Above the fold — ONLY the video -->
-<section class="vsl-hero">
-  <div class="video-container">
-    <!-- Video player (VTurb, Wistia, or custom) -->
-    <!-- CTA button appears ONLY after offer section plays -->
-  </div>
-</section>
-
-<!-- Below the fold — revealed after video plays past offer -->
-<section class="vsl-offer">
-  <!-- Component stack (text version of what's in the video) -->
-  <!-- Guarantee -->
-  <!-- CTA button -->
-  <!-- FAQ -->
-  <!-- Testimonials -->
-</section>
-```
-
-**Key rules:**
-- **No navigation menu** — remove all escape routes
-- **CTA button hidden until the offer section plays** — don't let them see the price before the mechanism
-- **Video auto-plays on mute with captions** — most mobile traffic has sound off
-- **Exit-intent popup** — "Wait! Before you go..." with a discount or bonus
-- **Timer optional** — only if the offer has a real deadline
-
----
-
-## 7. Production specifications
-
-### Audio
-- Clear, professional recording (condenser mic, treated room)
-- Pacing: 150-170 words per minute (conversational speed)
-- Consider 1.1x-1.3x playback speed for higher engagement
-- Music: subtle background only, never competing with voice
-
-### Video
-- Resolution: minimum 1080p
-- B-roll: 2-3 second clips every 60-90 seconds in Act 3
-- Text overlays: key claims and proof points on screen while spoken
-- Captions: always (auto-generated + manually corrected)
-
-### Hosting
-- VTurb (Brazilian market — best heatmap and button reveal features)
-- Wistia (international — CTA tools built in)
-- Custom player (maximum control — no platform branding)
-
----
-
-## 8. Conditional reference loading
-
-When writing a VSL script, the @copywriter agent should load:
-
-| Phase | Load |
-|---|---|
-| Research | `pms-research.md` + `market-intelligence.md` |
-| Script — hook | `one-belief.md` + `patterns.md` (headline formulas adapt to hooks) |
-| Script — mechanism | `five-acts.md` (Acts 3 focus) |
-| Script — offer | `offer-structure.md` + `fascinations.md` |
-| Script — validation | `anti-patterns.md` |
-
----
-
-## 9. Output contract
-
-VSL script saves to: `.aioson/context/vsl-script-{slug}.md`
-VSL page spec saves to: `.aioson/context/vsl-page-{slug}.md` (if page design is needed)
-
-If invoked from @ux-ui: return the page spec for visual implementation.
-If invoked from a squad: save to the squad's output directory.
+---
+name: vsl-craft
+description: Video Sales Letter production skill — script structure, hook formulas, retention techniques, testing methodology, and production specs. Loaded by @copywriter when Mode 5 (VSL) is active.
+---
+
+# VSL Craft — Video Sales Letter Production
+
+## When to load this skill
+
+- User requests a VSL script
+- User requests a video sales page (page with embedded sales video)
+- User requests an advertorial video
+- @copywriter Mode 5 is activated
+- Squad executor with VSL deliverable
+
+---
+
+## 1. What is a VSL?
+
+A Video Sales Letter is a scripted video (typically 10-45 minutes) designed to convert cold traffic into buyers. It replaces the live salesperson with a pre-recorded, optimized sales presentation.
+
+**Key differences from a written sales page:**
+- The viewer can't scan — they must watch sequentially
+- Retention is everything — if they leave at minute 3, the offer at minute 20 never gets seen
+- Audio + visual = two channels to reinforce the message
+- Pacing, pauses, and emotional tone are scripted, not left to chance
+
+---
+
+## 2. VSL formats
+
+### 2.1 Traditional VSL (horizontal)
+- 16:9 format, presenter or slides
+- Duration: 15-45 minutes
+- Best for: sophisticated offers, higher ticket (R$297+), cold traffic from YouTube/Facebook
+- Production: can be "ugly" (slides only) or "cinematic" (B-roll, editing)
+
+### 2.2 Vertical VSL (mobile-native)
+- 9:16 format, looks like organic content
+- Duration: 3-15 minutes
+- Best for: TikTok/Reels traffic, lower ticket, younger audiences
+- Production: phone-filmed, fast cuts, captions mandatory
+
+### 2.3 Hybrid (advertorial + VSL)
+- Written advertorial page with embedded video at the mechanism section
+- The text does Act 1-2, the video does Act 3-5
+- Best for: sophisticated audiences who want to read before watching
+
+---
+
+## 3. The VSL script structure (5 Acts adapted for video)
+
+### Act 1 — The Hook (0:00 to 0:30)
+
+**Goal:** Stop the scroll and keep them watching for the next 30 seconds.
+
+**The 3-second rule:** If the first 3 seconds aren't arresting, the viewer leaves.
+
+**Hook formulas for VSL:**
+
+**Formula 1: The Discovery Hook**
+> "What you're about to see in the next [X] minutes could change the way you [desired outcome] forever. I'm going to show you [specific discovery] that [specific proof]."
+
+**Formula 2: The Proof-First Hook**
+> "[Name], [age], from [city], lost [specific result] in [specific time]. And she did it without [painful thing]. Today I'm going to show you exactly how — and why it works even if [objection]."
+
+**Formula 3: The Paradox Hook**
+> "Why do [specific group] [achieve result] while [audience group] [fail despite effort]? The answer has nothing to do with [obvious thing] — and everything to do with [curiosity element]."
+
+**Formula 4: The Warning Hook**
+> "If you're [doing common thing], stop immediately. A [authority/study] just revealed that [counterintuitive finding] — and it's costing you [consequence]. Stay with me for [time] and I'll show you [solution]."
+
+**Formula 5: The Story Hook**
+> "Last [day], [specific person] sent me this message: [screenshot/quote]. [X time] ago, they were [painful situation]. Today they [desired outcome]. This is their story — and it starts with [curiosity element]."
+
+**Anti-pattern hooks:**
+- "Hey everyone, welcome to my channel..." → Zero curiosity
+- "In this video I'm going to talk about..." → Passive, no hook
+- "So, I've been getting a lot of questions about..." → About you, not them
+
+### Act 2 — The Background (0:30 to 3:00)
+
+**Goal:** Build authority and emotional connection quickly.
+
+**For expert-led VSL:**
+> "[Credentials in one sentence]. But what matters more than my degrees is this: I've helped [specific number] of people [achieve result], and what I discovered along the way is the reason you're watching this video."
+
+**For avatar transformation:**
+> "I know what it's like to [specific pain]. [Time] ago, I was [painful situation — specific details]. I tried [what they've tried]. Nothing worked. Until [discovery moment]."
+
+**Key rule:** Act 2 must be SHORT in a VSL. On a written page, you can have a long background section. On video, 1-2 minutes max. Get to the mechanism fast.
+
+### Act 3 — The Mechanism (3:00 to 12:00)
+
+**Goal:** Create the "Aha!" moment. This is where the One Belief is built.
+
+**Structure:**
+
+**Part A — Why nothing else worked (2-4 minutes)**
+1. Name what they've tried (validate their experience)
+2. Reveal the hidden reason it failed (the enemy — not them)
+3. Use a visual metaphor or diagram to make the concept tangible
+
+**Part B — How [Mechanism Name] works (3-5 minutes)**
+1. Introduce the mechanism by name
+2. Explain it at surface level (simple enough for a 12-year-old)
+3. Show ONE proof point (study, case study, demonstration)
+4. Use B-roll or diagrams to illustrate — never just talk over static slides for more than 30 seconds
+
+**Retention techniques for Act 3:**
+- **Pattern interrupt every 60-90 seconds:** Change the visual, show a diagram, cut to B-roll, display a quote
+- **Open loops:** "In a moment I'll show you the third step — but first you need to understand why..."
+- **Micro-fascinations:** Drop curiosity bullets throughout: "The ingredient I'm about to mention is in 90% of Brazilian homes but nobody knows it does THIS..."
+- **Density escalation:** Each minute should be MORE interesting than the last, not less
+
+### Act 4 — The Offer (12:00 to 18:00)
+
+**Goal:** Transition from education to sale without breaking trust.
+
+**The transition bridge:**
+> "So now you understand WHY [mechanism] works and HOW it produces [result]. The question is: how do YOU implement it? That's exactly why I created [Product Name]."
+
+**VSL-specific offer rules:**
+- Never call it a "course" — use Protocol, System, Blueprint, Accelerator
+- Show each component visually (mockup, icon, or slide)
+- Read the fascinations with enthusiasm — pacing matters
+- Pause after stating the price — let it sink in
+- Show the guarantee prominently (text on screen + verbal)
+
+**Reference:** `.aioson/skills/marketing/references/offer-structure.md`
+
+### Act 5 — The Close (18:00 to 22:00)
+
+**Goal:** Push the fence-sitters over the edge.
+
+**The Two Paths technique (optimized for video):**
+> "Right now, you're at a fork in the road.
+> [Pause — 2 seconds]
+> Path one: you close this video. You go back to [specific pain]. Tomorrow feels the same as today. Next month, same. Next year...
+> [Pause — 3 seconds]
+> Path two: you click the button below. You start [Product Name] today. In [timeframe], you [specific visualizable result].
+> [Pause — 2 seconds]
+> Which path makes more sense?"
+
+**Recovery techniques (the "Kenyan Village" strategy):**
+- **Pause thumbnail:** When the viewer pauses, a thumbnail appears with a hook to resume
+- **Exit-intent popup:** On the page, when cursor moves to close — offer a discount or bonus
+- **Post-VSL autoplay:** After the main VSL, play a shorter 3-minute "for those still deciding" video
+- **SMS/email retargeting:** Capture email early (before VSL starts) and send follow-up sequence
+
+---
+
+## 4. VSL script format
+
+When writing a VSL script, use this format:
+
+```markdown
+# VSL Script: [Product Name]
+
+## Metadata
+- Duration target: [X] minutes
+- Format: Horizontal / Vertical
+- Traffic temperature: Cold / Warm / Hot
+- One Belief: "[New Opportunity] is the key to [Benefit] through [Mechanism]"
+- Awareness level: [1-5]
+
+---
+
+## ACT 1 — HOOK (0:00–0:30)
+
+### VISUAL:
+[What appears on screen]
+
+### AUDIO:
+[What is said — scripted word-for-word]
+
+### NOTES:
+[Production notes: B-roll, text overlay, music cue]
+
+---
+
+## ACT 2 — BACKGROUND (0:30–3:00)
+
+### VISUAL:
+[Screen description]
+
+### AUDIO:
+[Script]
+
+### NOTES:
+[Production notes]
+
+---
+
+## ACT 3 — MECHANISM (3:00–12:00)
+
+### 3A — Why nothing else worked
+
+#### VISUAL:
+[Screen]
+
+#### AUDIO:
+[Script]
+
+#### PATTERN INTERRUPT at [timestamp]:
+[Visual change / diagram / B-roll description]
+
+### 3B — How [Mechanism] works
+
+#### VISUAL:
+[Screen]
+
+#### AUDIO:
+[Script]
+
+#### PROOF POINT:
+[Study / case study / demonstration]
+
+---
+
+## ACT 4 — OFFER (12:00–18:00)
+
+### TRANSITION:
+
+#### AUDIO:
+[Bridge sentence]
+
+### COMPONENT STACK:
+
+#### VISUAL:
+[Mockup / slide of each component]
+
+#### AUDIO:
+[Component name, benefit, value, fascination]
+
+### PRICE REVEAL:
+
+#### VISUAL:
+[Anchoring → crossed out prices → final price]
+
+#### AUDIO:
+[Not paying X. Not even Y. Today: Z. Reason why.]
+
+### GUARANTEE:
+
+#### VISUAL:
+[Guarantee badge / text on screen]
+
+#### AUDIO:
+[Full guarantee statement]
+
+---
+
+## ACT 5 — CLOSE (18:00–22:00)
+
+### TWO PATHS:
+
+#### AUDIO:
+[Path 1 → Path 2 → Which makes more sense?]
+
+### FINAL CTA:
+
+#### VISUAL:
+[Button, URL, QR code on screen]
+
+#### AUDIO:
+[Click the button below / link in description]
+
+### RECOVERY ELEMENTS:
+- Pause thumbnail text: [text]
+- Exit-intent offer: [discount/bonus]
+- Post-VSL summary video: [Y/N]
+```
+
+---
+
+## 5. Testing methodology
+
+### Phase 1 — Validate the thesis (before production)
+Create an "ugly" VSL:
+- White background, black text on slides
+- Presenter reads from teleprompter (or text-to-speech for testing)
+- No B-roll, no editing, no music
+- Duration: 10-15 minutes (condensed version)
+
+Run R$500-R$1,000 in cold traffic. Measure:
+- **Hook retention:** % watching past 30 seconds (target: >50%)
+- **Mechanism retention:** % watching past Act 3 (target: >25%)
+- **Offer conversion:** % who reach offer AND click CTA (target: >2%)
+
+If the ugly version converts → invest in production.
+If it doesn't → rewrite the script before spending on video production.
+
+### Phase 2 — Optimize the hook
+Create 3-5 hook variations (first 30 seconds only).
+Run equal traffic to each. The winning hook gets 2-3x more budget.
+
+**Hook metrics:**
+- 3-second retention rate
+- 15-second retention rate
+- 30-second retention rate
+
+### Phase 3 — Scale with production
+Once the script is validated:
+- Add B-roll and visual elements
+- Professional audio recording
+- Add pattern interrupts and visual variety
+- Consider vertical format for mobile-first traffic
+
+---
+
+## 6. VSL page structure
+
+The page that hosts the VSL should be minimal:
+
+```html
+<!-- Above the fold — ONLY the video -->
+<section class="vsl-hero">
+  <div class="video-container">
+    <!-- Video player (VTurb, Wistia, or custom) -->
+    <!-- CTA button appears ONLY after offer section plays -->
+  </div>
+</section>
+
+<!-- Below the fold — revealed after video plays past offer -->
+<section class="vsl-offer">
+  <!-- Component stack (text version of what's in the video) -->
+  <!-- Guarantee -->
+  <!-- CTA button -->
+  <!-- FAQ -->
+  <!-- Testimonials -->
+</section>
+```
+
+**Key rules:**
+- **No navigation menu** — remove all escape routes
+- **CTA button hidden until the offer section plays** — don't let them see the price before the mechanism
+- **Video auto-plays on mute with captions** — most mobile traffic has sound off
+- **Exit-intent popup** — "Wait! Before you go..." with a discount or bonus
+- **Timer optional** — only if the offer has a real deadline
+
+---
+
+## 7. Production specifications
+
+### Audio
+- Clear, professional recording (condenser mic, treated room)
+- Pacing: 150-170 words per minute (conversational speed)
+- Consider 1.1x-1.3x playback speed for higher engagement
+- Music: subtle background only, never competing with voice
+
+### Video
+- Resolution: minimum 1080p
+- B-roll: 2-3 second clips every 60-90 seconds in Act 3
+- Text overlays: key claims and proof points on screen while spoken
+- Captions: always (auto-generated + manually corrected)
+
+### Hosting
+- VTurb (Brazilian market — best heatmap and button reveal features)
+- Wistia (international — CTA tools built in)
+- Custom player (maximum control — no platform branding)
+
+---
+
+## 8. Conditional reference loading
+
+When writing a VSL script, the @copywriter agent should load:
+
+| Phase | Load |
+|---|---|
+| Research | `pms-research.md` + `market-intelligence.md` |
+| Script — hook | `one-belief.md` + `patterns.md` (headline formulas adapt to hooks) |
+| Script — mechanism | `five-acts.md` (Acts 3 focus) |
+| Script — offer | `offer-structure.md` + `fascinations.md` |
+| Script — validation | `anti-patterns.md` |
+
+---
+
+## 9. Output contract
+
+VSL script saves to: `.aioson/context/vsl-script-{slug}.md`
+VSL page spec saves to: `.aioson/context/vsl-page-{slug}.md` (if page design is needed)
+
+If invoked from @ux-ui: return the page spec for visual implementation.
+If invoked from a squad: save to the squad's output directory.