Anatomy of a PPV script

What a script is

A script is a sales sequence written in advance, made of steps. Each step has three properties: what you send, what you expect in return, and the condition that moves to the next step.

It is not a list of canned sentences. A list of sentences produces mechanical conversations and does not survive a fan who answers off-topic. A sequence, on the other hand, knows where it is going and tolerates detours.

It is also the most transferable object in the whole trade. A good script works whether it is executed by one person, by another person, or by a system. That is precisely why the lesson AI chatting explained makes it one of the six parts: without a script, a conversation system has no direction.

The six-step structure

Step 1, the opening. Its only goal is to get a reply. It contains no price, no catalog, no link. A short, open question, in the persona’s voice. On Telegram, this is the automatic greeting message described in module 3, which makes it the most profitable object of the whole operation since it applies to every arrival.

Step 2, qualification. Two or three exchanges to find out which language to write in, where the person comes from, and what they are looking for. This information becomes the conversation’s memory. A script that skips this step sells at random.

Step 3, the free teaser. A media given away, tame, that shows something and plants the idea that there is more to come. This is the step beginners remove to “go faster”, and it is the one that makes the biggest difference.

Step 4, tier 1. The entry price. Its role is not to make money, it is to turn a curious person into a buyer. Once the first transaction is done, everything else becomes simpler.

Step 5, tier 2. The core of the catalog, and the price you must spend the most time on.

Step 6, tier 3. Conditional. It is only offered to someone who has opened the two previous ones. Offering it too early breaks the sequence and burns the conversation.

Teasers

A teaser is a media that shows enough to create anticipation and not enough to satisfy it. Three rules.

A teaser always comes before a price. Never the other way around. A price announced before the person has seen anything is not negotiated, it is refused.

A teaser comes from the same series as the tier it announces. Same day, same place, same outfit. A teaser that does not match the content sold produces an unlock followed by a disappointment, which is worse than no unlock, because it kills the following sales.

A teaser is not a discounted tier. If it is enough on its own, nobody will buy what comes next.

The six writing rules

1. The description does not repeat the image. The fan already sees the photo. Describing the outfit, the pose or the setting teaches them nothing and burns attention. The description must give what they do not see: what happens right after, what is out of frame, what the persona was thinking at that moment.

2. A free step comes with a media. A text-only sequence does not hold the tension. If you have no media for a step, the step does not exist.

3. Video comes before photo. At equal tier, the object with the highest perceived value goes first in the sequence.

4. The first tier stays tame. A tier 1 that is too explicit leaves nowhere to go, and turns tier 2 into a repeat.

5. The price is said once. Repeating a price within the same step turns it into a discussion. Say it, then wait.

6. No permanent discount. The previous lesson explained it: a permanent discount is a lower price that makes any measurement impossible. If a discount mechanic exists in your tool, reserve it for a dated occasion.

Follow-ups

A conversation that stops after an unopened tier is not lost, but it is not recovered by repeating the same offer.

Three forms of follow-up work, in this order of preference.

The novelty follow-up. A new media, a new series. It is the only follow-up that brings a new reason to open.

The context follow-up. It builds on what the person said during qualification. This is where the memory described in AI chatting explained pays off.

The availability follow-up. The content will not stay available forever. It only works once per conversation, and only if it is true.

The follow-up that does not work, and which is nevertheless the most frequent, is the insistence follow-up: resending the same tier at the same price with a more pressing message. It degrades the conversation and it degrades the persona.

How to know whether a script is good

A single number, the same throughout this module: the unlock ratio, meaning the number of paid media opened per hundred sent, tracked tier by tier and not on average.

A tier 1 with a low ratio signals an opening or teaser problem. A low tier 2 while tier 1 is good signals a price or pacing problem. A low tier 3 is normal and should not be corrected.

The next lesson explains how to test these hypotheses without fooling yourself.