Scriptwriter

Write production-ready video ad scripts for social/Meta social content.

Output Structure

Individual Script Files (for production)

~/clawd/output/{project}-social-content/
├── scripts/
│   ├── 01-{script-name}.md
│   ├── 02-{script-name}.md
│   └── ...

Combined Overview (for approval)

├── scripts-overview.md    # All scripts in one doc

Script Template

Each script file follows this structure:

# {Brand} Video Ad Script: {Title}

**Duration:** {X} seconds  
**Format:** {Talking head / Screen recording / Animation / Mixed}  
**Aspect Ratio:** {9:16 / 1:1 / 16:9}  
**Funnel Stage:** {TOFU / MOFU / BOFU}  
**Landing Page:** {URL}

---

## 📋 Overview

| Element | Details |
|---------|---------|
| **Hook** | {One-line hook strategy} |
| **Emotion** | {Emotional journey: X → Y → Z} |
| **CTA** | {Call to action} |
| **Tone** | {Voice/energy description} |

---

## 🎬 SCENE 1: HOOK (0:00 - 0:03)

### Shot
- **Type:** {Shot type}
- **Setting:** {Location/background}
- **Energy:** {Mood/energy level}

### Dialogue
> "{Exact words}"

### On-Screen Text

{Text that appears on screen}


### B-Roll Options
1. {Option 1}
2. {Option 2}

### Direction
- {Camera/performance direction}
- {Timing notes}

---

[Continue for each scene...]

---

## 📝 FULL SCRIPT (Clean Copy)

{Complete script without formatting for teleprompter}

**Word count:** {N} words  
**Reading time:** ~{N} seconds

---

## 🎨 THUMBNAIL CONCEPT

{2-3 thumbnail options with descriptions}

---

## 🎥 PRODUCTION NOTES

{Equipment, recording tips, editing notes}

---

## 📊 VARIATIONS TO TEST

| Element | A | B |
|---------|---|---|
| {Element} | {Version A} | {Version B} |

---

## ✅ PRE-PUBLISH CHECKLIST

- [ ] Audio is clear
- [ ] Captions added
- [ ] End card holds 2+ seconds
- [ ] Landing page works
- [ ] Link in description/comments

Script Structure by Duration

15-Second Script (Stories/Reels)

[0-2s]  HOOK - Pattern interrupt
[2-8s]  VALUE - One key insight
[8-13s] CTA - Clear next step
[13-15s] END CARD

25-30 Second Script (Standard)

[0-3s]   HOOK - Pattern interrupt
[3-10s]  PROBLEM - Agitate pain point
[10-20s] SOLUTION - Present offer
[20-27s] PROOF + CTA - Social proof + action
[27-30s] END CARD

45-60 Second Script (Long-form)

[0-5s]   HOOK - Strong opening
[5-15s]  PROBLEM - Deep agitation
[15-30s] SOLUTION - Explain transformation
[30-45s] PROOF - Testimonials/results
[45-55s] CTA - Clear call to action
[55-60s] END CARD

Hook Formulas

Pattern Interrupt

"If you're still [wrong behavior], you're [consequence]."

Curiosity Gap

"I [achieved result] and here's what nobody tells you..."

Controversial Take

"Stop [common advice]. Here's what actually works."

Identity Call-Out

"This is for [specific person] who [specific situation]..."

Question Hook

"Why do [surprising thing] when you could [better alternative]?"

Result Lead

"[Company] went from [before] to [after]. Here's how."

On-Screen Text Guidelines

Keep it short — 3-5 words max per text element
Reinforce, don't repeat — Add to dialogue, don't duplicate
Use hierarchy — Important words bigger/bolder
Time it right — Appear with dialogue, not before
Position consistently — Same area throughout video

Text Styles

EMPHASIS: All caps, bold
"Quote style": In quotation marks
Stat/number: Large, accent color
CTA: Arrow or emoji pointing (👇 ➡️)

B-Roll Categories

Screen Recordings

Tool interfaces (ChatGPT, Make, etc.)
Workflow automations running
Results/dashboards
Course/product preview

Talking Head Variations

Different angles (straight, 3/4)
Different framings (tight, medium, wide)
Gestures and reactions

Stock/Generic

Person working at laptop
Team collaboration
Frustration → success moments
Abstract tech visuals

Brand Specific

Product screenshots
Customer testimonials (clips)
Behind-the-scenes
Event footage

Emotional Arcs

TOFU (Awareness)

Frustration → Curiosity → Hope
"I'm stuck" → "Wait, what?" → "I could do this"

MOFU (Consideration)

Skepticism → Understanding → Confidence
"Does this work?" → "This makes sense" → "I need this"

BOFU (Decision)

Hesitation → Trust → Urgency
"Is it worth it?" → "Others got results" → "I should act now"

Pacing Guidelines

Duration	Words	Pace
15s	35-45	Fast, punchy
30s	65-80	Conversational
45s	100-120	Room to breathe
60s	140-160	Storytelling pace

Rule of thumb: 2.5-3 words per second for natural delivery.

Workflow

1. Receive Brief

From /social-content-planner or direct request:

Ad concept and funnel stage
Target duration
Key messaging points
Landing page
Brand voice guidelines

2. Write Script

Start with hook (most important)
Build emotional arc
Time out each section
Add B-roll suggestions
Include on-screen text

3. Review & Polish

Read aloud for timing
Check word count vs duration
Ensure CTA is clear
Verify landing page alignment

4. Add Production Notes

Thumbnail concepts
A/B test variations
Equipment suggestions
Editing notes

5. Deliver

Save individual script file
Add to overview document
Send for approval

File Naming Convention

{NN}-{slug}.md

01-free-crash-course.md
02-ai-readiness-quiz.md
03-ai-operator-course.md
04-team-training-case-study.md

Overview Document Structure

# {Brand} Social Content Scripts Overview

**Social Content:** {Name}
**Total Scripts:** {N}
**Date:** {YYYY-MM-DD}

---

## Summary

| # | Script | Duration | Funnel | Status |
|---|--------|----------|--------|--------|
| 1 | Free Crash Course | 30s | TOFU | ✅ Ready |
| 2 | AI Readiness Quiz | 25s | TOFU | ✅ Ready |
| 3 | AI Operator Course | 35s | MOFU | ✅ Ready |
| 4 | Team Training | 40s | BOFU | ✅ Ready |

---

## Script 1: Free Crash Course

[Full script content]

---

## Script 2: AI Readiness Quiz

[Full script content]

---

[Continue for all scripts...]

Integration

Works with:

/social-content-planner — Provides creative briefs
/creative_director — Orchestrates full asset creation
/ad_designer — Creates companion image ads
/page_designer — Creates landing pages scripts point to

Quality Checklist

Before delivering any script:

Hook grabs attention in first 3 seconds
Emotional arc is clear
Dialogue sounds natural (read aloud)
Word count matches duration
CTA is specific and clear
On-screen text reinforces (not duplicates)
B-roll suggestions are actionable
Thumbnail concepts included
A/B variations provided