skills/ugc/references/script.md

# Script and spoken beats

The picker flow supplies hook and setting. This file is for the words in between — what the
presenter actually says, and what they must not say.

## Structure by duration

| Total | Beats |
|---|---|
| Under 10s | Hook → one benefit → one visual proof. Nothing else fits |
| 10–20s | Hook → problem → product as the turn → one proof → soft close |
| 20–30s | Hook → problem → product → two proofs → objection handled → close |
| Over 30s | Only if the user asked. Completion falls sharply past 30s on social |

## The beats

**Hook (0–1.5s).** The single most important line. From `references/hooks.md`. Never open
with a greeting, the brand name, or "in this video". Those are the three ways to lose a
viewer immediately.

**Problem (1.5–5s).** Name the friction in the viewer's words, not the brand's. "It takes
an hour" beats "inefficient workflow".

**The turn (5–10s).** The product enters. Show it doing the thing; don't describe it.
Screen-reading a feature list is the difference between a demo and an ad nobody finishes.

**Proof (10–20s).** What is visibly true. Materials, controls, speed, what's in the box.
Only claims from the allowlist — see the truth gate.

**Close (final 2–3s).** One action. Not three. "Link in bio" or "try it free", never both.

## Language rules

- **Second person.** "You" and "your", not "users" or "customers".
- **Contractions.** "It's", "you'll", "doesn't". Their absence is the most reliable tell
  that copy was machine-written.
- **One idea per sentence.** Spoken copy cannot carry subordinate clauses.
- **No superlatives you can't support.** "Best", "revolutionary", "game-changing" fail the
  truth gate and read as advertising.
- **Name the product once**, maybe twice. Repetition reads as a commercial.

## Continuity across segments

When an ad has multiple segments, **only the first greets or introduces.** Later segments
continue mid-thought. Re-introducing the product in segment two is the single clearest
signal that the segments were generated separately.

## What the script may not contain

Restating the truth gate, because this is where it gets violated:

- No invented purchase, ownership, or results
- No before/after outcomes that weren't supplied
- No ratings, review counts, or social proof
- No claim that isn't in the user's allowlist, and no claim *derived* from one
- No comparison to a named competitor

With no allowlist supplied, write claim-free copy about what is **directly observable**:
what it's made of, what the controls do, how it's applied, what's in the box.