The B2B VSL Script Prompt Pack

Nine prompts for ChatGPT or Claude. They get you a video sales letter (VSL) script built around your business, plus the funnel videos that go around it.

From VideoRep. We've made 1,000+ videos for 250+ B2B brands.

How To Use This Pack

1. Open a new chat in ChatGPT or Claude.
2. Paste Prompt 1. Answer the questions one at a time. Give real numbers and use the words your buyers actually use.
3. When the AI reads your brief back, fix anything that's wrong. Then type "Confirmed."
4. In the same chat, paste the script prompt that fits your traffic. Use the table below.
5. In the same chat, paste the funnel video prompts you need (Prompts 5 to 8).
6. Open a new chat. Paste Prompt 9, your brief and your script. A fresh chat judges the script without defending it.
7. Read the script out loud before you film, with a timer running. If a line feels odd in your mouth, change the line. If the timer and the script disagree, trust the timer.
8. Then show it to one real buyer, or your best salesperson. Ask: "What would you still want to know before booking?" That's the real test.

Long scripts can get cut off. If the AI stops mid-table, type "continue."

Which Script Prompt Do I Use?

These lengths are our starting points from client work, not an industry law. No public study proves one perfect VSL length. Wistia's data shows engagement drops past five minutes, but longer videos earn far more total watch time. The right buyer stays. Check your own player data.

Before You Start, Gather Your Raw Material

The AI is only as specific as what you give it. Have these open:

• Two or three sales call recordings or transcripts. The words buyers use beat the words on your website.
• Your best case study, with the real numbers and the timeframe.
• Your notes on lost deals. Why did people say no?
• The questions buyers ask on almost every call.

Paste any of it into the chat when the AI asks. Raw beats polished.

Prompt 1: Master Interview

Paste this first. It interviews you before it writes a word.

I want to write a video sales letter (VSL) for my B2B business. Before you write anything, interview me.

The job of this VSL, in plain terms: get one specific B2B buyer, who is skeptical and busy, to believe one idea about their problem and take one next step. It has to work while I'm asleep, so it has to do what my best sales call does.

Work the way the best B2B direct-response VSL strategists work. They don't start with a template. They start with the buyer's own words, the number the buyer is judged on, and proof with real numbers. They push back on vague answers. They know one VSL carries one message to one audience. If I sell to several audiences, we pick one for this video.

How to run the interview:
- Ask ONE question at a time. Wait for my answer before the next one.
- 15 questions at most. Keep each question short. Number them ("Question 4 of 15") so I know how far along we are.
- When an example answer helps, use a made-up business from a completely different industry, like a commercial cleaning company. Never use my industry or numbers that could be mine. I should answer in my own words, not borrow yours.
- If my answer is vague ("we help companies grow", "it saves time"), push back once and ask for the specific version: a number, a timeframe, a title, the exact words a buyer used. If I don't know, write it down as a gap and move on.
- If I give you more than one buyer or more than one pain, ask me to pick one for this video. Make that choice the whole message. The next question waits. Note the others for future VSLs.
- Label every number I give you as Verified (I measured it or have it in writing) or Estimate (my guess or what customers tell me).
- Look for tensions and name them. Example: the pain I picked is one my traffic doesn't feel yet.
- Never invent facts, numbers, client names or quotes. Only use what I tell you.
- Don't write any script during the interview.

Cover these, in roughly this order:
1. What I sell, in one sentence, and who I am. Invite me to paste raw material: call transcripts, case studies, lost deal notes, website copy.
2. The one buyer for this video: job title, company size, industry.
3. The one pain, in the words the buyer uses on calls.
4. The metric the buyer is judged on (the number their boss looks at), where it is now, and where they need it.
5. What they've tried already, and why it didn't work.
6. My mechanism: how I solve it differently, in steps. Does it have a name?
7. My best proof: a result with real numbers, a timeframe, and whether I can name the client.
8. Any other proof: testimonials, logos, volume, years.
9. The top three objections buyers raise on calls, in their words.
10. The cost of waiting: what it costs the buyer each month they don't fix this.
11. Where viewers come from: cold ad (which platform), lead magnet, retargeting, cold email or LinkedIn, or sales follow-up. And how aware they are of the problem.
12. The one next step I want (book a call, book a demo, start a trial), what happens on that call, and any guarantee or risk reversal that's true today, in writing. Also my rough price or deal size. It stays out of the video, but it sets the length and feeds the pricing chapter of the 80% Video.
13. The target: how many of that next step per month would make this video a win, and how many I get now?
14. Who's on camera, and how they talk. A phrase they always say. Do they want a word-for-word script on a teleprompter, or talking points they speak from?
15. Who this is NOT for, and anything we can't say (legal, compliance, claims).

When the interview is done:
- Write a VSL BRIEF with these headings: Offer, One Buyer, One Pain (Their Words), Metric, What They Tried, Mechanism, Best Proof, Other Proof, Top Objections, Cost of Waiting, Traffic Source and Awareness, Next Step and Risk Reversal, Price (Not for the Video), Monthly Target, Presenter and Voice, Delivery Format (Word for Word or Talking Points), Not For, Can't Say, Tensions, Gaps. Keep the Verified and Estimate labels on every number.
- Then recommend a framework and a length using these rules:
  - Cold email, LinkedIn DMs or sales follow-up: 60 seconds to 2 minutes.
  - Cold ad or lead magnet to a landing page: 5 to 8 minutes. PAS framework.
  - Retargeting: 10 to 15 minutes. Case Study framework.
  - Go one band longer if it's a high-ticket program or buyers don't know the problem yet. Go shorter if the next step is a free trial.
  - If two or more roles watch the same video, recommend Choose Your Path.
  - If I have a named case study with numbers, it goes in the first third. If I only have testimonials, they go right before the call to action. If I have no proof, lead with the mechanism and a guarantee, and tell me to get one case study before I scale ads.
- Ask me to confirm or correct the brief. Don't write anything until I confirm.
- When I confirm, reply with the final brief in one block, then the Script Rules below, and say: "Brief locked. Paste the script prompt you want next."

SCRIPT RULES (they apply to every script you write in this chat):
1. Written to be said, not read. Contractions. Most sentences under 15 words. Use the presenter's own phrases, once or twice, not in every line.
2. Hook first. No greeting, no name, no brand in the first line. The presenter says who they are in one line, after the hook.
3. Never say the method out loud. No "here's the one message", "hook", "agitate", "call to action" or "framework" in the spoken lines, and don't announce the structure ("why that works:", "the worry this answers is"). Just say the thing.
4. One hero number carries the video. In a cold video, say four numbers out loud at most. The rest can go on screen.
5. Credit an estimate once, the way a person would ("Sam figures it saved about four hundred hours"). Don't read disclaimers. Say a "that's one client" caveat once, not every time the result comes up. Never mention these rules in the script ("I'll say this once").
6. No pattern claims ("most founders tell me", "everyone says") unless the brief backs them. Use the buyer quotes from the brief instead.
7. Quote people word for word, right next to the result they back up.
8. One call to action. Say it in the close and once more at the very end. Nowhere else. Anything else (a PDF, a newsletter) lives on the page, not in the video.
9. No hype words: game-changer, revolutionary, unlock, leverage, seamless, cutting-edge, world-class, best, number one, in today's fast-paced world, are you tired of. No fake urgency. No em dashes or en dashes.
10. One idea per table row, about 5 to 20 seconds each. Timestamps follow the word count at about 140 words a minute.
11. Visuals back up what the presenter says. They never carry the message alone. Keep the presenter on screen for most of the video. Real humans on camera, no AI avatars.
12. Fill the length with depth, never padding. Depth is: why each step works, a concrete picture of the buyer's week when the problem hits, each objection answered fully, and exactly what happens on the call. Padding is: repeating a point, recapping steps, filler lines. Reasoning in the presenter's voice is fine ("a short list gets finished, a long one gets ignored"). New facts are not: anything concrete about what the product does, how the team works, or what happened to a client must be in the brief, or it becomes a [NEED]. If depth still can't reach the low end of the band, stop there, say how long it runs, and list the missing facts that would earn the extra minutes.
13. Every spoken line must be filmable today. Write it so it works even if a missing fact never arrives, and put the [NEED] note in the Visuals column, not in the middle of what the presenter says.
14. Answer each top objection properly: the honest answer, then the reason or proof behind it. Two or three sentences, not one.
15. If the Delivery Format is Talking Points, add a Talking Points Card after the table: for each section, 3 to 5 short bullets to speak from, plus the exact lines that must be said word for word (numbers, quotes, the call to action).

Start with question 1.

Prompt 2: PAS Script (Cold Traffic)

For cold ads or a lead magnet. Problem, agitate, solve, built for a viewer who's never heard of you.

Write my VSL script using the locked brief above. Framework: PAS (problem, agitate, solve), for cold traffic.

The job: a stranger who has never heard of us watches, recognizes their own problem in the first 20 seconds, feels what it's costing them, believes our mechanism is the way out, sees proof, and books the next step. One message. One audience. One call to action.

Target length: the length band from the brief. Write to about 140 spoken words per minute. A 6-minute script is about 840 spoken words.

Structure (share of total time):
1. Hook (about 10%). Name the buyer's problem, or the metric they're judged on, in the first sentence. If the buyer doesn't feel the pain yet, open on the exact moment it will hit them (a scene, not a statistic), so it lands for people who haven't been through it yet.
2. Who This Is For (inside the hook). Name the one buyer so the wrong buyer leaves. Then the presenter says who they are in one line.
3. Problem and Agitate (about 25%). Their pain in their words. What they tried and why it failed. The real reason it keeps happening. The cost of waiting, said once, plainly.
4. Mechanism (about 30%). How we solve it, in plain steps. For each step: what happens, a plain example, and why it works.
5. Proof (about 20%). Follow the proof placement rule in the brief. Real numbers only. If a number is missing, never make one up: put [NEED: what's missing] in the Visuals column (Script Rule 13).
6. Objections. Handle the top objections from the brief inside the mechanism and proof, not as a list.
7. Call to Action (about 15%). One next step. Say what happens on the call and who it's not for.

Follow the Script Rules from the brief. It should sound like the presenter helping a peer, not pitching.

Output:
1. A short Script Plan: the one message in one sentence (for us, not for the script), the one buyer, the hero number, where the proof sits, and a word budget per section.
2. The script as a three-column table: Time | On Camera (Spoken) | Visuals and B-Roll.
   - Time: running timestamps (00:00 to 00:12 and so on), matched to the word count of that row.
   - On Camera (Spoken): only the words the presenter says.
   - Visuals and B-Roll: presenter shot type, screen recordings, on-screen text for the key number, simple graphics.
3. Total spoken word count and estimated run time.
4. The Talking Points Card, if the brief's Delivery Format is Talking Points.
5. Gaps To Fill Before Filming: every [NEED] and any claim to double-check.

Prompt 3: Case Study Script (Retargeting)

For people who already know you. Lead with a client's result, then show how you got it.

Write my VSL script using the locked brief above. Framework: Case Study VSL, for retargeting. These viewers have seen us before. They don't need to learn the problem. They need to believe it works for someone like them.

The job: a warm, skeptical buyer sees a peer just like them get a real result, understands exactly how it happened, sees their own situation in it, and books the next step. One message. One audience. One call to action.

Target length: the length band from the brief. Write to about 140 spoken words per minute. A 10-minute script is about 1,400 spoken words.

Structure (share of total time):
1. Hook (about 10%). Open on the client's result: the number, the timeframe, the kind of company. Put the client's own quote right next to it if we have one. Then one natural line that says the viewer has seen us before ("You've probably caught a few of my posts"), who the presenter is, and who this video is for, all inside the first 40 seconds.
2. Before (about 20%). Where the client was, and the situation most viewers are in now: the pain in the buyer quotes from the brief, the metric, what they'd tried and why it didn't work. Don't put words in this client's mouth that the brief doesn't give them. Mark those gaps [NEED].
3. What Changed (about 30%). Our mechanism, told through what we actually did for this client, step by step. For each step: what we did, why it works, and which buyer worry it answers. Don't recap the steps again afterward.
4. Results (about 15%). The numbers, the timeframe, and what it meant for the buyer's own metric. Add other proof from the brief here.
5. Is This You? (about 10%). Who this works for and who it doesn't. Handle the top objections from the brief, each in its own row.
6. Call to Action (about 15%). One next step. What happens on the call. Bring back the cost of waiting in one line before the ask.

Proof rules:
- Use only the proof in the brief. If a number or name is missing, put [NEED: what's missing] in the Visuals column (Script Rule 13).
- If the client can't be named, describe them by type ("a 120-person HR software company") and say so.
- Never stretch a result. If it was one client, say so once, plainly.

Follow the Script Rules from the brief. It should sound like the presenter telling a peer what happened, not pitching.

Output:
1. A short Script Plan: the one message in one sentence (for us, not for the script), the client story, and a word budget per section.
2. The script as a three-column table: Time | On Camera (Spoken) | Visuals and B-Roll. Running timestamps matched to the word count of each row.
3. Total spoken word count and estimated run time.
4. The Talking Points Card, if the brief's Delivery Format is Talking Points.
5. Gaps To Fill Before Filming.

Prompt 4: Choose Your Path Script (Complex Sales)

For a buying group. Two or three roles watch the same video and each wants a different answer. This is the newest of the three formats and the least proven, so test it.

Write my VSL as an interactive Choose Your Path video, using the locked brief above. Several roles in the same buying group watch this video. Each one needs a different answer before they'll say yes.

The job: every role in the buying group hears the one shared message, then picks their path and gets the answer to their own question, in their own language, with their own metric. Then everyone lands on the same next step.

First, ask me which two or three roles watch this video, and for each one: their title, the metric they're judged on, and their main objection. One question at a time. If the brief already has this, confirm it with me instead.

Then write:
1. Shared Intro (60 to 90 seconds, about 140 to 210 words). Hook on the shared problem, with no greeting first. The core idea in the presenter's own words. Then the fork: the presenter tells each role which path to click, by title.
2. One Branch per Role (2 to 4 minutes each, about 280 to 560 words). Each branch answers that role's question, uses that role's metric, handles that role's objection, and brings in proof that matters to that role in its first minute.
3. Shared Close (30 to 60 seconds). Everyone lands on the same one next step. Suggest they share the other paths with their colleagues.

Rules:
- One idea across all paths. The branches change the angle, not the promise.
- If a role's metric or objection is a guess, say so in the Script Plan and keep that branch's claims small.
- Use only proof from the brief. Missing numbers become [NEED: what's missing].
- Follow the Script Rules from the brief.

Output:
1. A short Script Plan: the one message, the roles, and each branch's angle.
2. Each section as its own three-column table: Time | On Camera (Spoken) | Visuals and B-Roll. Timestamps restart at 00:00 for each branch. Include the on-screen button labels at the fork, in Title Case.
3. Spoken word count and run time for each section, and the run time one viewer actually sees (intro, one branch, close).
4. The Talking Points Card, if the brief's Delivery Format is Talking Points.
5. Gaps To Fill Before Filming. Note which tools can host branching video (for example Vidalytics, Mindstamp, VideoAsk), and that I should check which one fits my site.

Prompt 5: VSL Ad Hooks

The short ads that send people to the VSL. Film the hooks as separate clean pieces so you can test them on the same ad body.

Using the locked brief and the VSL script above, write the ads that send people to the VSL.

The job of each ad: stop the right buyer mid-scroll and get the click to the VSL page. Not to sell. Just to get the click.

Write:
1. Five hooks, 5 to 10 seconds each (about 12 to 25 spoken words). One per style:
   - A specific number from our proof or the buyer's metric
   - A question that calls out the buyer's exact situation
   - A myth-bust: what they were told is the slow path
   - A "what if" outcome, stated plainly, no hype
   - A short peer story: "One [buyer type] we worked with..."
2. One ad body (20 to 30 seconds, about 50 to 70 spoken words) that every hook can cut into. It names the problem, teases the mechanism, and ends with: watch the full video on the next page.

Rules:
- Use only proof from the brief. No new claims. Results stay framed as one client's result, never as what the viewer will get.
- No "Hey [title]" openers. No brand name in the first line.
- Most people watch with the sound off. Each hook must work on its own as on-screen text.
- Follow the Script Rules from the brief.

Output each hook and the body as a three-column table: Time | On Camera (Spoken) | Visuals and On-Screen Text. Then one line per hook saying which buyer it's for and which platform it suits best.

Prompt 6: Confirmation Video

Plays on the thank-you page right after someone books. Its job is to get them to show up, prepared.

Using the locked brief above, write the booking confirmation video. It plays on the thank-you page right after someone books.

The job: turn a booking into a person who shows up on time, prepared, and expecting a useful call.

Length: 60 to 90 seconds (about 140 to 210 spoken words).

It must do two things, in this order:
- Step 1: Accept the calendar invite now. Tell them exactly where it is (check your inbox, click Accept) and why (so it doesn't get lost).
- Step 2: Watch the short video below before the call. That's the 80% Video, which answers the questions most people ask on the call, so the call can go deeper on their situation.

Also cover, briefly:
- Thank them, by role if we know it. No over-the-top excitement.
- What the call is, how long it is, who they'll talk to, and what they'll leave with.
- Our honest promise: if it's not a fit, we'll tell them.
- If they can't make it, reschedule instead of skipping.

Rules: warm and plain. No second sales pitch, no price, no case study. Follow the Script Rules from the brief. Use the same presenter as the VSL, so the face stays the same across the funnel.

Output as a three-column table: Time | On Camera (Spoken) | Visuals and On-Screen Text. Show the two steps as on-screen text, and keep them on screen at the end.

Prompt 7: The 80% Video

Marcus Sheridan's term from They Ask, You Answer. One video that answers the top 80% of questions buyers ask on sales calls. Send it before the call, so the call goes deeper. It helps more people show up and makes the call better.

Using the locked brief above, write my 80% Video.

What it is: a video that answers the questions buyers ask on almost every sales call, honestly and directly, before the call happens. It comes from Marcus Sheridan's They Ask, You Answer approach. We send it after booking (it's linked from the confirmation video) and in the reminder emails. The job: the buyer arrives already knowing the basics, trusting us more, and ready to talk about their own situation.

First, check the brief. Ask me, one question at a time, for anything missing:
- The questions buyers ask most on calls, in their exact words, if the brief has fewer than five.
- How my pricing is decided (what makes it go up or down, and the options), if the brief doesn't say. Buyers want this answered more than anything.
- How long until the first result, and what can go wrong, if the brief doesn't say.
Then write the video.

Cover the questions buyers really ask, including the ones salespeople avoid:
- How pricing works. Explain what drives the cost and the range of options in plain words. If I don't want to give numbers on video, say how pricing is decided and that we'll cover their number on the call. Never make up a price.
- How it works, step by step, and what we need from them.
- How long it takes until they see a result.
- How we compare to the other options they're looking at, including doing nothing or doing it in-house. Be fair.
- Who it's not for.
- What can go wrong, and what we do when it does.
- Their top objections from the brief.

Length: 5 to 10 minutes, about 700 to 1,400 spoken words. One chapter per question. Each chapter starts with the question spoken out loud, the way the buyer would ask it.

Rules:
- Honest and direct, even when the answer isn't flattering.
- Use only proof and answers from the brief. If I don't have an answer to a question yet, don't make one up. Leave a [NEED] in that chapter and tell me what to find out.
- The question at the top of each chapter is in the buyer's words. If I gave you rough wording, keep it rough. Don't polish it into a quote I never heard.
- No sales pitch and no call to action beyond "see you on the call."
- Follow the Script Rules from the brief.

Output:
1. A chapter list (the questions, in order).
2. The script as a three-column table: Time | On Camera (Spoken) | Visuals and On-Screen Text. Put each question as on-screen text at the start of its chapter.
3. Total word count and run time.

Prompt 8: The 90% Watcher Follow-Up

For people who watched most of the VSL but didn't book. Run it as a retargeting ad or send it by email, ideally within two or three days.

Using the locked brief and the VSL script above, write the follow-up video for people who watched 90% or more of the VSL but didn't book.

The job: they're interested. Something stopped them. Find the most likely thing and answer it, then make the next step easy.

Length: 60 to 120 seconds (about 140 to 280 spoken words).

Structure:
1. Open plainly. Don't say "I see you watched our video." Say something like "If you've already seen our video, this one's for you."
2. Name the most likely reason they didn't book. Pick it from the top objections in the brief and tell me which one you picked.
3. Answer it honestly, with the strongest proof from the brief that fits this objection.
4. Lower the risk: the guarantee or risk reversal from the brief, and what the call is and isn't.
5. The same one call to action as the VSL.

Rules: no fake urgency, no guilt, no "last chance". Don't repeat the VSL. Add one new reason to believe that the VSL didn't use, if the brief has one. Follow the Script Rules from the brief.

Output:
1. Which objection you chose and why, in one line.
2. The script as a three-column table: Time | On Camera (Spoken) | Visuals and On-Screen Text.
3. One alternate opening line for a second objection, so I can test both.

Prompt 9: Self-Check (Outside Judge)

Run this in a NEW chat. Paste the prompt, then your brief, then your script. A fresh chat judges the script without defending it.

You are the outside judge for a B2B VSL script. You did not write it, and you have no reason to defend it. Your job is to find what will lose the buyer and fix it.

I'll paste two things below: the VSL BRIEF and the SCRIPT.

Step 1: Count. Count the spoken words in the On Camera column, row by row, and in total. Divide by 140 to get the real run time. Check it against the length band in the brief.

Step 2: Score each item from 1 (fails) to 5 (strong), with one line of evidence quoted from the script:
1. Hook: would the first 15 seconds stop this buyer and earn the next minute? No greeting or name first?
2. One Message: can you state the whole video's point in one sentence?
3. One Audience: is it for one buyer, named early? Would the wrong buyer know to leave?
4. Specific Metric: does it name the number the buyer is judged on, with real figures?
5. Proof: is the proof where the brief's rule says, with quotes next to the result? Is every number, name and quote from the brief? Flag any invented detail, any stretched result, and any pattern claim ("most founders tell me") the brief doesn't back.
6. Single Call to Action: exactly one next step, said in the close and at the very end, with no competing asks?
7. Nothing Salesy: no hype words, fake urgency, or "give me your money" energy? Does it sound like help from a peer?
8. Sounds Spoken: read it out loud in your head. Flag any line a real person would trip on, any written-sounding line, any repeated caveat, too many numbers said out loud, and any spoken line that can't be filmed yet because a [NEED] sits inside it.
9. Objections and Cost of Waiting: are the top objections from the brief handled? Is the cost of waiting there?
10. Timing Fits: does the real run time fit the band? Do the timestamps match the word counts? If it runs short, is that because the material is thin (fine, say what's missing) or because sections were skipped?
11. Visuals Support: do the visuals back up the spoken point instead of carrying the message? Is the presenter on screen for most of it?
12. Delivery Fit: does the format match the brief's Delivery Format? If it's Talking Points, is there a usable Talking Points Card?

Step 3: Verdict. Total score out of 60. Under 48 means rewrite before filming.

Step 4: Fix it. List the three weakest moments. Then rewrite only those rows, in the same three-column table format, ready to paste back in. Don't add facts that aren't in the brief. If the timing is off, say which rows to cut or add to.

Step 5: List anything that needs a real fact before filming.

No em or en dashes in your rewrites.

BRIEF:
[paste brief]

SCRIPT:
[paste script]

What These Prompts Can't Do

They get you a strong first draft. They can't stand in front of a camera for you.

Most of a VSL's pull comes from the person saying it. Natural delivery. Not read off a screen. The same face across the ads, the VSL and the follow-up videos.

That's what we do at VideoRep. A real presenter, or your founder coached into place, plus the editing and the funnel videos around your VSL.

If you want a second set of eyes on your script, book a Fit Call at videorep.co. I'll tell you straight whether it's ready to film.

Eric Presnall, VideoRep

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