NMN Brain — VSL Script (Dr. Roseann Capanna-Hodge)
Status: DRAFT v1 for Roseann + Cody review · written 2026-09-26 · film after Oct 1, 2026, on camera, one sitting
Product: NMN Brain — 1,000 mg NMN + TMG + methylated B12/folate · 2 capsules each morning · 60-count bottle (30 days)
Audience: adult women / moms 35–60; burnout, brain fog, afternoon crash, tired but wired. Adults only; not pregnancy/nursing.
Shape: blend of "Roseann teaches" + story-led. Known spokesperson, so no origin epic; one real personal-journey beat (nervous-system foundation → cellular resilience; she takes NAD+ daily).
Supersedes: research/sources/NMN-Package-A/08-VSL-SCRIPT-NMN-BRAIN.md (see "What changed vs the earlier draft").
Teleprompter copy: NMN-Brain-VSL-teleprompter.md (same words, spoken lines only).
At a glance
| Item | Value |
|---|---|
| Spoken words | 2,210 |
| Runtime at 150 wpm | 14:44 (≈14.7 min) |
| Runtime at 140 wpm (slower, warmer read) | 15:47 |
| Target | 13–15 min (a little longer is OK) |
| CTAs | 3 (Beat 9 offer, Beat 11 two-paths, Beat 11 final) |
| Hook chosen | "The 4 o'clock wall" — pickup-line cold open → "not a character problem, a resource problem" → 4 open loops |
| Nickname for the problem mechanism | "The resource gap" (built from her own line: brains on her maps "don't have the resources") |
Timestamps below are computed from word count at 150 wpm. Graphics, pauses and B-roll holds typically add 20–40 seconds in the edit.
Tag legend
- [CLAIM-CHECK #n] — science/claim line;
#n= row innmn-funnel/research/claims-evidence.md(science-notes part cited where there is no row). Say these lines verbatim. - [ROSEANN-CONFIRM] — personal detail or endorsement she must confirm as true before filming.
- [PRICE-PROPOSED] — price/shipping from
offer.json, proposed until COGS; record the price-free Beat 9 pickup as insurance. - [FORMULA-CONFIRM] / [LABEL-CONFIRM] / [OPS-CONFIRM] / [ANCHOR-CHECK] — product, label, guarantee-terms and reference-price checks for Cody/ops.
Structure map
| # | Beat | Time | Words | Job |
|---|---|---|---|---|
| 1 | Hook / cold open | 00:00–01:01 | 152 | Personal-stakes open in the viewer's own afternoon. Name the reframe. Open four loops: what's going on in a tired brain, what NMN research does/doesn't show, what she takes daily + the form she won't swallow, why not NMN alone. |
| 2 | Lead / who this is for | 01:01–02:06 | 164 | Qualify (adult women 35-60, not kids, not pregnancy/nursing), name the three symptoms in their words, pre-empt skepticism with an honesty promise. |
| 3 | The pit / failed solutions / not your fault | 02:06–03:27 | 201 | Discuss and dismiss what she has tried (coffee, B-complex/multis/menopause blends, sleep, pushing through). Transfer blame from character to chemistry. |
| 4 | Her story / the journey | 03:27–05:12 | 264 | Short, real personal story (no origin epic): regulation-first expert who lives it, hits the wall anyway, realizes regulation is the foundation but not the whole house, moves to cellular resilience, takes NAD+ daily. Bridges to the mechanism. |
| 5 | The problem mechanism: the resource gap | 05:12–06:51 | 246 | Teach NAD+ in plain words, why levels decline with age (honest estimate), name the nickname "the resource gap", connect to her stress-cup framework without claiming stress depletes NAD+. State what is and isn't known about brain fog. |
| 6 | The solution mechanism: NMN (and the form she won't swallow) | 06:51–09:06 | 338 | Close the NAD+ loop (injection, not oral NAD+), introduce NMN as the direct precursor, stack human RCT proof with honest scoping, then state plainly what the research does not show. |
| 7 | Why not NMN alone: TMG + methylated B | 09:06–10:18 | 179 | Deliver the promised contrarian beat. Explain methyl support in one plain analogy, name TMG and methylated B12/folate with their separate evidence, and label the combination rationale honestly. |
| 8 | Product reveal / how to take / what to expect | 10:18–12:01 | 258 | Name the product as the delivery vehicle, give dose and routine, set honest expectations tied to the study window, repeat safety rules, and connect back to Regulate. Connect. Correct. |
| 9 | The offer + CTA 1 | 12:01–13:11 | 176 | Anchor, then 2/3/6 with per-bottle price, weeks of supply and the reasoning for six (routine continuity, lowest price, guarantee alignment). First CTA. |
| 10 | The guarantee | 13:11–13:43 | 80 | Reverse risk in plain, specific terms. Tie it to the six-month supply and to how she works. |
| 11 | Close: two paths + CTA 2 + CTA 3 | 13:43–14:44 | 152 | Crossroads close with no fake urgency, a callback to her signature reframe, a clear final instruction (six is best value, two capsules tomorrow), and a warm sign-off. |
| Total | 14:44 | 2,210 |
Spine: Copy Labs VSL recipe (Master Skeleton, RMBC lineage) compressed for a 14-minute, known-spokesperson video: lead → pit + failed solutions → not-your-fault → story/discovery → UMP (resource gap) → UMS (NMN) → ingredient proof (TMG, methyl B) → reveal → future-pace/expectations → offer ladder → guarantee → crossroads close. The Crisis/Sherpa devices from vsl-long-form-pro are scaled down to one honest personal turn ("calm but still empty") because she is already known and her own brain-map work is the discovery source.
Script
Beat 1 — Hook / cold open (00:00–01:01 · 152 words)
Job: Personal-stakes open in the viewer's own afternoon. Name the reframe. Open four loops: what's going on in a tired brain, what NMN research does/doesn't show, what she takes daily + the form she won't swallow, why not NMN alone.
| Time | Roseann says | On-screen / B-roll / notes |
|---|---|---|
| 00:00 | It's four o'clock. You're in the pickup line. You've read the same text three times and it still hasn't landed. And any minute now, somebody is going to climb into that back seat needing you to be the calm one. | B-ROLL: car in school pickup line, late-afternoon light, phone in hand, woman rubbing her forehead. No product. TEXT (lower): "4:00 p.m." |
| 00:16 | And there's nothing left. | CUT to Roseann, mid-shot, eye line to lens. Hold one beat of silence after this line. |
| 00:18 | I want to tell you what I tell parents in my office every single week. That is not a character problem. It's a resource problem. | TEXT: "Not a character problem. A resource problem." |
| 00:28 | I'm Dr. Roseann Capanna-Hodge. For more than thirty years, I've helped families calm the nervous system first. And in the next few minutes, I'm going to show you what I believe is going on inside a tired brain like yours. What the human research on NMN shows, and what it doesn't. What I personally take every single day, and the one form of it I refuse to swallow. And why, if you decide to try NMN, I don't want you taking it alone. | LOWER THIRD: Dr. Roseann Capanna-Hodge, Ed.D. · LPC · BCN · Certified School Psychologist. [ROSEANN-CONFIRM: credential line + order] [ROSEANN-CONFIRM: "30+ years" is self-reported — OK on camera] [ROSEANN-CONFIRM: OK to say she takes NAD+ daily] |
Beat 2 — Lead / who this is for (01:01–02:06 · 164 words)
Job: Qualify (adult women 35-60, not kids, not pregnancy/nursing), name the three symptoms in their words, pre-empt skepticism with an honesty promise.
| Time | Roseann says | On-screen / B-roll / notes |
|---|---|---|
| 01:01 | So let me be clear about who this is for. This is for grown women, usually somewhere between thirty-five and sixty, who are running a household, a job, or both. Women who feel like the sharp version of themselves is buried somewhere under the to-do list. | B-ROLL: kitchen counter chaos, laptop + lunchboxes, calendar full of color blocks. |
| 01:19 | Maybe it's the word that won't come in the middle of a sentence. Maybe it's the afternoon crash that hits like clockwork. Maybe it's that tired but wired feeling at night, when your body is exhausted and your brain will not turn off. | TEXT stacks one per phrase: "The word that won't come" · "The afternoon crash" · "Tired but wired" |
| 01:36 | This is not for kids. It's not for anyone who is pregnant or nursing. I'll say that again at the end, because I mean it. | TEXT: "Adults 18+ only · Not for pregnancy or nursing" [CLAIM-CHECK #16, #17] |
| 01:46 | And I know what you might be thinking. Another supplement. Another doctor. Another promise. I get it. So here's my promise instead. I'm going to be straight with you about the science, including the parts that aren't proven yet. If that's the kind of conversation you want, stay with me. | Delivery: slight smile on "I get it." No text. |
Beat 3 — The pit / failed solutions / not your fault (02:06–03:27 · 201 words)
Job: Discuss and dismiss what she has tried (coffee, B-complex/multis/menopause blends, sleep, pushing through). Transfer blame from character to chemistry.
| Time | Roseann says | On-screen / B-roll / notes |
|---|---|---|
| 02:06 | Let's talk about what you've probably already tried. | — |
| 02:10 | Coffee. And more coffee. Here's the thing about caffeine. It doesn't make energy. It borrows it. It pushes the tired feeling down the road, and at four o'clock the bill comes due. | B-ROLL: third coffee cup of the day, cold mug on desk. TEXT: "Caffeine borrows energy." |
| 02:22 | Maybe you tried a B-complex, or a women's multivitamin, or one of those menopause blends. Those can fill real gaps. But if you're watching this, my guess is you still feel the same. | B-ROLL: cabinet of half-used supplement bottles (generic, no competitor labels visible). |
| 02:36 | You tried going to bed earlier. Rest matters. I am a huge fan of sleep. But you can't sleep your way out of every kind of tired. | — |
| 02:46 | And pushing through. Oh, we are so good at pushing through. Women have been pushing through for generations. | — |
| 02:54 | So you start to wonder if something is wrong with you. If you're just not as disciplined as other people. If this is just what forty-five feels like. | Delivery: slow down here. |
| 03:05 | I want to take that off your shoulders right now. In my world, we say behavior is the signal. The fog, the snapping at dinner, the crash, those are signals too. They're not proof that you're failing. They're information. And that information usually says the same thing. Your system is running low. | TEXT: "Behavior is the signal." |
| 03:26 | Chemistry, not character. | TEXT (full screen, 2 sec): "Chemistry, not character." |
Beat 4 — Her story / the journey (03:27–05:12 · 264 words)
Job: Short, real personal story (no origin epic): regulation-first expert who lives it, hits the wall anyway, realizes regulation is the foundation but not the whole house, moves to cellular resilience, takes NAD+ daily. Bridges to the mechanism.
| Time | Roseann says | On-screen / B-roll / notes |
|---|---|---|
| 03:27 | I'll tell you how I got here, because I'm not watching this from the outside. | — |
| 03:33 | My whole career is built on one idea. Regulate first. You can't logic a dysregulated brain. I've looked at more than ten thousand brain maps. And when I look at a stressed, stuck brain on a screen, what I see over and over is a brain that doesn't have the resources it needs. | B-ROLL: Roseann reviewing a QEEG brain map on a monitor (de-identified, no client data visible). [ROSEANN-CONFIRM: "10,000+ brain maps" is self-reported — OK on camera] |
| 03:54 | And I live this. I'm a mom. I see clients. I host a podcast every week. I just launched my new book, The Dysregulated Kid. I travel to speak. And I do the work I teach. I breathe. I move. I protect my sleep. I literally carry a PEMF device in my pocket to help calm my nervous system. | B-ROLL: The Dysregulated Kid cover, podcast mic, speaking stage. [ROSEANN-CONFIRM: how she wants to reference her kids (no names/ages unless she chooses)] [ROSEANN-CONFIRM: still carries a PEMF device — sourced from her Rational Wellness #472 interview] |
| 04:18 | But a while back, I noticed something. I was doing everything right for my nervous system, and I still hit a wall. My nervous system was calmer. But my tank was still low. I'd get to the end of a clinic day and have almost nothing left for the people I love most. | Delivery: this is the emotional center. Softer, slower. [ROSEANN-CONFIRM: DRAFT SCENE built from her documented schedule. Replace with her real moment: when/where she noticed calm-but-empty. Keep it about 60 words.] |
| 04:39 | That's when it clicked for me. Regulation is the foundation. But the foundation isn't the whole house. You can calm the system and still be running on empty down at the level of your cells. | GRAPHIC: house diagram. Foundation labeled "Nervous system"; walls labeled "Cellular resilience". |
| 04:53 | So I went looking at that next layer. Not another stimulant. Cellular resilience. And that's how I ended up taking NAD+ every single day myself. | [ROSEANN-CONFIRM: she takes NAD+ daily; start date/phrasing "every single day"] |
| 05:03 | I'll tell you exactly how I take it in a minute, because it matters. But first, you need to understand what NAD+ actually is. | Open loop held until Beat 6. |
Beat 5 — The problem mechanism: the resource gap (05:12–06:51 · 246 words)
Job: Teach NAD+ in plain words, why levels decline with age (honest estimate), name the nickname "the resource gap", connect to her stress-cup framework without claiming stress depletes NAD+. State what is and isn't known about brain fog.
| Time | Roseann says | On-screen / B-roll / notes |
|---|---|---|
| 05:12 | Every cell in your body, including every cell in your brain, has to make its own energy. And to do that, it needs a helper molecule called NAD+. | GRAPHIC: a cell, mitochondria glowing, label "NAD+". [CLAIM-CHECK #3; science-notes Part 3 (NAD+ central to energy production — established biochemistry)] |
| 05:24 | Think of NAD+ like the charge in your phone battery. Your cells use it to make energy, and they use it to run their repair crews, the systems that clean up everyday wear and tear. | GRAPHIC: phone battery icon filling. [CLAIM-CHECK science-notes Part 3 (energy + DNA-repair enzymes: sirtuins/PARPs)] |
| 05:38 | Here's the problem. Research suggests NAD+ levels decline as we age. Some studies estimate by roughly half between our forties and our sixties. That's an estimate, not an exact measurement. But the direction is consistent. | GRAPHIC: gentle downward curve labeled "research estimate", age axis 40s → 60s. On-screen source line: cite the review article (not a single trial). [CLAIM-CHECK #1 — must be framed as estimate, med risk] |
| 05:52 | So picture it. Same phone. Same apps running. Same kids, same job, same group chat. But the battery holds less charge than it used to. And it runs out around four in the afternoon. | B-ROLL: phone at 12% battery, 4:02 p.m. on the lock screen. |
| 06:05 | I call that the resource gap. What your life is asking of you, versus what your cells have to give. | TEXT (title card): "The Resource Gap" |
| 06:13 | And here's where my world and this science meet. When your nervous system is stuck in stress mode, it's spending resources all day long. Your stress cup keeps filling, while your energy cup keeps emptying. That's a double hit. | GRAPHIC: two cups side by side, stress cup filling / energy cup draining (her stress-cup visual language). [CLAIM-CHECK: clinical framing only. Do NOT add "stress burns NAD+" (science-notes Part 3: assumption, no human RCT)] |
| 06:29 | Now, I want to be careful here. Researchers are still studying how NAD+ relates to mental clarity. No one has proven that raising NAD+ clears brain fog. What we do know is that NAD+ is central to how your cells make energy, and your brain is one of the most energy-hungry organs in your body. | TEXT: "Still being studied". [CLAIM-CHECK #8 — mechanism/hypothesis framing required, high risk if overstated] [CLAIM-CHECK: "brain is one of the most energy-hungry organs" is general physiology NOT in the claims table — add a source row or cut the clause] |
Beat 6 — The solution mechanism: NMN (and the form she won't swallow) (06:51–09:06 · 338 words)
Job: Close the NAD+ loop (injection, not oral NAD+), introduce NMN as the direct precursor, stack human RCT proof with honest scoping, then state plainly what the research does not show.
| Time | Roseann says | On-screen / B-roll / notes |
|---|---|---|
| 06:51 | So how do you support NAD+? This is where I get picky. | — |
| 06:56 | You can buy NAD+ capsules. I personally don't love them. NAD+ is a large, fragile molecule, and it doesn't survive digestion well in one piece. That's why I take mine by injection, under clinical guidance. | TEXT: "Oral NAD+ breaks down in digestion." [CLAIM-CHECK #4] [ROSEANN-CONFIRM: OK to disclose daily NAD+ injection on camera + exact wording "under clinical guidance"; source = her Aug 13 2026 email] |
| 07:10 | But injections aren't for everyone. They cost more, they need a clinician, and most women I know are not going to do that every day. So the question I asked was, what's the smartest way to support NAD+ by mouth? | Do NOT imply NMN Brain gives injection-equivalent results. [CLAIM-CHECK #21] |
| 07:26 | The answer the research keeps pointing to is NMN. Nicotinamide mononucleotide. NMN is the direct building block your body uses to make NAD+. It's one step away. | GRAPHIC: NMN → (one step) → NAD+. TEXT: "NMN = nicotinamide mononucleotide". [CLAIM-CHECK #3] |
| 07:36 | And unlike a lot of what's in the supplement aisle, NMN has actually been studied in people. So here's what those studies show, and what they don't. | TEXT: "Human studies only" |
| 07:47 | First. Across twelve randomized controlled trials, with more than five hundred people, taking NMN by mouth raised NAD+ levels in the blood. That's the most consistent finding we have. | ON-SCREEN CITATION: "Meta-analysis, 12 RCTs, 513 participants" (verify exact citation string before lock). [CLAIM-CHECK #5] |
| 07:59 | Second. A study published in the journal Science gave NMN to postmenopausal women for ten weeks, and it improved how their muscles responded to insulin. That's a metabolic finding. It is not a brain study, and I'm not going to pretend it is. | ON-SCREEN CITATION: "Yoshino et al., Science 2021 · PMID 33888596". [CLAIM-CHECK #6 — insulin sensitivity only; never pair with brain/energy text] |
| 08:16 | Third. A 2024 trial in older adults found NMN was linked to better sleep quality, and helped people maintain their walking speed over twelve weeks, compared with a placebo. | ON-SCREEN CITATION: "Randomized, placebo-controlled, 2024 · PMID 38789831". [CLAIM-CHECK #7 — confirm primary vs secondary endpoint before lock] |
| 08:28 | Now, here's what the research does not show yet. No study has tested NMN on memory or brain fog in women our age. And no study has tested this exact formula. So if you hear anyone say NMN is clinically proven to fix brain fog, be skeptical. I am. | TEXT: "What the research doesn't show (yet)". [CLAIM-CHECK #8; science-notes Part 1 §8] [ROSEANN-CONFIRM: "women our age" implies she is 35-60 — confirm she's comfortable with it] |
| 08:47 | What I can tell you is this. NMN has a growing body of human research behind it. In short-term trials it's been well tolerated at doses up to about twelve hundred milligrams a day. And that's why it's the foundation of what I'm about to show you. | [CLAIM-CHECK #15 — scope to short-term (weeks to ~3 months); never say "years of safe use"] |
Beat 7 — Why not NMN alone: TMG + methylated B (09:06–10:18 · 179 words)
Job: Deliver the promised contrarian beat. Explain methyl support in one plain analogy, name TMG and methylated B12/folate with their separate evidence, and label the combination rationale honestly.
| Time | Roseann says | On-screen / B-roll / notes |
|---|---|---|
| 09:06 | Now, the part a lot of NMN products skip. And it's why I don't want you taking NMN alone. | TEXT: "Don't take NMN alone." |
| 09:14 | When your cells use NAD+, one of the leftovers is something called nicotinamide. Your body clears the extra, and one of the ways it does that uses up methyl groups. Methyl groups are tiny chemical tags your body uses for hundreds of jobs every day, from making neurotransmitters to keeping homocysteine in a healthy range. | GRAPHIC: small "methyl tag" icons being pulled from a shared supply. [CLAIM-CHECK #12 — mechanistic rationale (operator); not a tested combination outcome] |
| 09:36 | So I wanted methyl support right in the capsule. That's TMG, trimethylglycine, also called betaine. TMG is a well-studied methyl donor, and human research shows it supports healthy homocysteine levels. | TEXT: "TMG (betaine)". [CLAIM-CHECK #13] |
| 09:48 | Alongside it, B12 and folate in their methylated forms, methylcobalamin and methylfolate. Those are forms your body can put to work directly. That matters, because some people don't convert standard folic acid as efficiently. | TEXT: "Methylcobalamin (B12) · Methylfolate (5-MTHF)". [CLAIM-CHECK #14 — do not imply most viewers have MTHFR variants] |
| 10:01 | And let me be honest one more time. Nobody has run a trial comparing NMN alone with NMN plus TMG. This is my clinical reasoning, based on well-understood biochemistry. But when I'm supporting one system, I don't want to shortchange another. | [CLAIM-CHECK #12] [ROSEANN-CONFIRM: she endorses this reasoning and her stated role in choosing the formula (claims row #19 is high risk until confirmed)] |
Beat 8 — Product reveal / how to take / what to expect (10:18–12:01 · 258 words)
Job: Name the product as the delivery vehicle, give dose and routine, set honest expectations tied to the study window, repeat safety rules, and connect back to Regulate. Connect. Correct.
| Time | Roseann says | On-screen / B-roll / notes |
|---|---|---|
| 10:18 | That's what's inside NMN Brain. | PRODUCT HERO: bottle on a kitchen counter, morning light (final label only). TEXT: "NMN Brain · 1,000 mg NMN · TMG · Methylated B12 + Folate" |
| 10:20 | A thousand milligrams of NMN a day, which sits within the range studied in human trials for safety and for raising NAD+. TMG for methyl support. And methylated B12 and folate. No stimulants. | [CLAIM-CHECK #2, #15 — never say "the clinical dose"] [FORMULA-CONFIRM: TMG, B12 and folate amounts; confirm formula contains no caffeine/stimulants] |
| 10:33 | You take two capsules in the morning. That's it. Each bottle has sixty capsules, so one bottle is a thirty-day supply. | B-ROLL: two capsules beside a coffee mug and glass of water. TEXT: "2 capsules · every morning · 60 capsules = 30 days". [LABEL-CONFIRM: with/without food wording] |
| 10:41 | I take mine first thing, so it just becomes part of the morning. | [ROSEANN-CONFIRM: she takes NMN Brain herself every morning. Cut this line if not true at filming.] |
| 10:46 | Now, what to expect. I'm not going to give you a fantasy date. This is not caffeine. You're not going to feel a jolt twenty minutes later. Everybody's timeline is different. The human studies ran six to twelve weeks, so give it at least that long before you decide. And some people won't notice much at all. That's real. It's exactly why I have the guarantee I'm going to tell you about. | TEXT timeline: "Weeks 1–4: build the routine · Weeks 6–12: the length of the studies · 180 days: your guarantee window". [CLAIM-CHECK science-notes Part 1 (trial durations 6–12 weeks); no product-specific outcome promised] |
| 11:15 | A few ground rules. Adults only. Not if you're pregnant or nursing. If you take medications or you have a health condition, talk with your own doctor first. And because the trials ran for weeks, not years, keep checking in with your clinician along the way. That's just good medicine. | TEXT: "Adults 18+ · Not for pregnancy or nursing · On medication? Ask your doctor first". [CLAIM-CHECK #15, #16, #17] |
| 11:35 | And this isn't instead of regulating your nervous system. It's the same order I teach parents. Regulate. Connect. Correct. You can't give from a dysregulated state, and you can't give from an empty tank. So you regulate first. Breathe, move, sleep, get outside. And then you support the cells underneath it all. That's the journey I've been on. Nervous system first. Then cellular resilience. | TEXT: "Regulate. Connect. Correct.™" then GRAPHIC: house diagram returns, walls fill in. |
Beat 9 — The offer + CTA 1 (12:01–13:11 · 176 words)
Job: Anchor, then 2/3/6 with per-bottle price, weeks of supply and the reasoning for six (routine continuity, lowest price, guarantee alignment). First CTA.
| Time | Roseann says | On-screen / B-roll / notes |
|---|---|---|
| 12:01 | So let's talk about getting started. Below this video, you'll see three options. | BUY BOX GRAPHIC animates in: 2 · 6 (center, Best Value) · 3. [PRICE-PROPOSED] FDA disclaimer visible on screen from here to the end. |
| 12:06 | NMN Brain has a list price of one hundred ninety-seven dollars a bottle. You won't pay that here. | TEXT: strike-through "$197". [PRICE-PROPOSED] [ANCHOR-CHECK: a compare-at price must be a real, bona fide price the product is or was offered at; otherwise cut this line] |
| 12:13 | If you want to start small, two bottles are one hundred nineteen dollars each. That's about eight weeks. | TEXT: "2 bottles · $119/bottle · ~8 weeks" [PRICE-PROPOSED] |
| 12:20 | Three bottles are one hundred nine dollars each. That's twelve weeks, the full length of the longest trials I told you about. | TEXT: "3 bottles · $109/bottle · 12 weeks" [PRICE-PROPOSED] (Do not say "most popular" on camera until real order data exists.) |
| 12:29 | And six bottles are eighty-seven dollars each. That's the lowest price we offer. It works out to under three dollars a day. And it lines up exactly with my one-hundred-eighty-day guarantee. | TEXT: "6 bottles · $87/bottle · under $3/day · Best Value" [PRICE-PROPOSED] ($87 ÷ 30 = $2.90/day; the "under $3/day" line is only true for the 6-bottle price.) |
| 12:42 | Here's my thinking on six. Routines take time to become automatic. The last thing I want is for you to run out right when this has become part of your morning, and have to start over. With six, you don't have to think about it. That's the one I'd choose. | [ROSEANN-CONFIRM: "That's the one I'd choose" is her personal endorsement] |
| 13:02 | Shipping is free in the US on every option. Just tap the button below this video and choose the supply that fits your life. | CTA BUTTON pulses: "Choose my supply". [PRICE-PROPOSED: free US shipping is proposed] |
Beat 10 — The guarantee (13:11–13:43 · 80 words)
Job: Reverse risk in plain, specific terms. Tie it to the six-month supply and to how she works.
| Time | Roseann says | On-screen / B-roll / notes |
|---|---|---|
| 13:11 | Now, the guarantee. You have a full one hundred eighty days. That's six months. Take NMN Brain every morning. Pay attention to your afternoons, to your evenings, to how much patience you have left at dinner. If it's not right for you, for any reason, contact my team within those one hundred eighty days and you'll get your money back. | BADGE: "180-Day Money-Back Guarantee". [OPS-CONFIRM: exact terms, e.g. whether used/empty bottles qualify, return shipping, how to contact support] |
| 13:35 | I don't want you paying for the privilege of finding out something isn't for you. That's not how I work. | — |
Beat 11 — Close: two paths + CTA 2 + CTA 3 (13:43–14:44 · 152 words)
Job: Crossroads close with no fake urgency, a callback to her signature reframe, a clear final instruction (six is best value, two capsules tomorrow), and a warm sign-off.
| Time | Roseann says | On-screen / B-roll / notes |
|---|---|---|
| 13:43 | So here's where you are. There are two paths. | TEXT: "Two paths" |
| 13:47 | You can close this video and keep doing what you've been doing. More coffee. Push through. Hope next month feels different. And look, you're strong. You'll get through it. You always do. | — |
| 14:00 | Or you can try something that works with your cells instead of borrowing against them. For six months, fully covered by the guarantee. The worst case is that you ask for your money back. | CTA 2: button "Choose my supply" + guarantee badge. |
| 14:13 | I've spent my whole career telling parents that their child isn't giving them a hard time. They're having a hard time. You're not giving anyone a hard time either. You're running low. And you deserve to put something back. | Delivery: warm, direct to lens. Her trademark line — say as written. |
| 14:29 | Tap the button below. Choose your supply. Six bottles is the best value. And take your first two capsules tomorrow morning. | CTA 3: buy box on screen. Adults 18+ · Not for pregnancy or nursing. [PRICE-PROPOSED] |
| 14:37 | Chemistry, not character. It's gonna be OK. I'll see you on the other side of that button. | END CARD: NMN Brain bottle + "Choose my supply" + FDA disclaimer (full text) + "It's Gonna Be OK!™" |
End of VSL · 14:44 at 150 wpm. FDA disclaimer (full text, on screen from Beat 9 and on the end card): "These statements have not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure, or prevent any disease."
Pickup: price-free Beat 9 (record in the same sitting)
Use this if prices change after filming. The page's buy box carries the numbers.
So let's talk about getting started. Below this video, you'll see three options. Two bottles, three bottles, or six. Two bottles is about eight weeks. Three is twelve weeks, the full length of the longest trials I told you about. And six bottles is the lowest price per bottle we offer, and it lines up exactly with my one-hundred-eighty-day guarantee. Here's my thinking on six. Routines take time to become automatic. The last thing I want is for you to run out right when this has become part of your morning, and have to start over. With six, you don't have to think about it. That's the one I'd choose. You'll see the exact prices right below this video, and shipping is free in the US. Just tap the button and choose the supply that fits your life.
(138 words, ≈00:55)
Filming notes
Before the shoot (blockers): clear every [ROSEANN-CONFIRM] item below; lock formula amounts and label directions; confirm guarantee terms; counsel skim of Beats 5–8 and 9 (reference price). If the Beat 4 scene isn't hers, she rewrites it in her own words before the day. Nothing personal goes on camera that she hasn't confirmed.
Setup (one sitting, allow ~2.5–3 hours with pickups)
- A-cam: mid-shot (waist up), eye line to lens through a teleprompter. B-cam: 30–45° off-axis, chest-up, for cutting between long teaching stretches.
- Audio: lav + boom backup, quiet room, HVAC off. No music bed on the master.
- Light: soft key + fill, warm. Set: her office or study, bookshelves, The Dysregulated Kid visible. Product not visible until the Beat 8 reveal, and only with the final label.
- No identifiable client material in frame (brain maps in B-roll must be de-identified).
Wardrobe
- Solid mid-to-jewel tone from the dev-lander palette she approved (confirm the exact color with design). Avoid white, black, fine stripes/small patterns (moiré) and visible logos.
- Minimal jewelry that won't brush the lav. Bring a second top for the hooks and 60-second cut, for ad variety.
Delivery
- Warm, direct, mom-to-mom clinician. Honor the marked pauses (after "nothing left", before "Chemistry, not character").
- She may loosen story and connective lines into her own words. Any row tagged [CLAIM-CHECK] is read verbatim. Prices are read verbatim.
- Science beats (5–7) can be shot in short chunks; B-cam covers the cuts.
Hook — three takes of the chosen hook (Beat 1)
- Take 1 — as written, measured. Full Beat 1, A-cam, natural pace (~60 s).
- Take 2 — tighter and faster. Same words about 10% quicker, longer pause after "And there's nothing left." Punch-in on B-cam for "It's a resource problem."
- Take 3 — her own words. She tells the pickup-line moment unscripted (20–30 s), then returns to the scripted line from "I'm Dr. Roseann Capanna-Hodge…" verbatim so the four open loops stay intact.
Record order: Beat 1 (3 takes) → Beats 2–7 → break → Beats 8–11 → price-free Beat 9 pickup → 60-second cut → Alt Hooks A, B, C (2 takes each) → standalone safety line ("Adults only. Not if you're pregnant or nursing…") for ad cuts.
Post: burned-in captions; on-screen citations exactly as tagged; FDA disclaimer on screen from Beat 9 to end; no countdown timers or fake scarcity; low music bed, none under Beats 5–7.
Alternative hooks (swap for Beat 1; Beat 2 onward unchanged)
Alt Hook A — "The dog's name" (symptom list, highest relatability)
If you've ever called your kid by the dog's name. Or read the same page twice. Or made it halfway home before you remembered someone was still at practice. I want you to hear this without any shame. That is not a character problem. It's a resource problem. I'm Dr. Roseann Capanna-Hodge. For more than thirty years, I've helped families calm the nervous system first. And in the next few minutes, I'm going to show you what I believe is going on inside a tired brain like yours. What the human research on NMN shows, and what it doesn't. What I personally take every single day, and the one form of it I refuse to swallow. And why, if you decide to try NMN, I don't want you taking it alone.
131 words, ≈00:52. B-ROLL: three quick vignettes matching each symptom. Hands off to Beat 2 unchanged.
Alt Hook B — "Coffee borrows" (contrarian, fastest pattern interrupt for cold ads)
Coffee doesn't give you energy. It borrows it. And somewhere around four o'clock, the bill comes due. You're foggy. You're short with the people you love. And you tell yourself you just need to try harder. I'm Dr. Roseann Capanna-Hodge, and after more than thirty years of helping families calm the nervous system first, I can tell you that's not a discipline problem. It's a resource problem. In the next few minutes, I'll show you what I believe is going on inside a tired brain. What the human research on NMN shows, and what it doesn't. What I take every single day, and the one form of it I refuse to swallow. And why I don't want you taking NMN alone.
121 words, ≈00:48. Opens on a coffee pour, then cut to Roseann. Beat 3 already covers coffee; if this hook wins, trim the Beat 3 coffee row to: "Coffee, we already covered. It borrows."
Alt Hook C — "I take NAD+ every day" (story-first, best for warm list / her audience)
I take NAD+ every single day. But there's one form of it I refuse to swallow. And if you're thinking about trying NMN, there's one mistake I don't want you to make. Taking it alone. I'm Dr. Roseann Capanna-Hodge. For more than thirty years, I've helped families calm the nervous system first. And I learned the hard way that a calm nervous system can still be running on empty. If you're the woman who's foggy by four o'clock, tired but wired at night, and out of patience by dinner, this is for you. Stay with me, because I'm going to walk you through what the research actually shows, and what it doesn't.
112 words, ≈00:45. [ROSEANN-CONFIRM: daily NAD+; "learned the hard way" depends on the Beat 4 story being hers]. Hands off to Beat 2 (skip Beat 2's first two rows if runtime is tight).
60-second cut-down for ads (153 words ≈ 01:01)
Record as its own read (not stitched from the VSL) so the pacing holds. Captions on; FDA disclaimer on the final frame.
| Roseann says | On-screen / notes |
|---|---|
| It's four o'clock. You've read the same text three times. And somebody in the back seat needs you to be the calm one. | B-ROLL pickup line → Roseann |
| I'm Dr. Roseann Capanna-Hodge. After thirty years of helping families, here's what I know. That's not a character problem. It's a resource problem. | Lower third + TEXT "A resource problem" |
| Your cells make energy with a helper molecule called NAD+, and research suggests it declines as we age. | [CLAIM-CHECK #1, #3] |
| I take NAD+ every day myself. But I don't swallow NAD+. It breaks down in digestion. By mouth, I look to NMN, the building block your body turns into NAD+. In human trials, NMN raised blood NAD+ levels. | [ROSEANN-CONFIRM] [CLAIM-CHECK #3, #4, #5] |
| That's why NMN Brain pairs a thousand milligrams of NMN with TMG and methylated B vitamins. Because I don't want you taking NMN alone. | Bottle hero. [CLAIM-CHECK #2, #12] |
| Two capsules every morning. Adults only, not for pregnancy or nursing. And it's backed by a one-hundred-eighty-day guarantee. | TEXT: Adults 18+ · 180-day guarantee [OPS-CONFIRM] |
| Tap below and choose your supply. Chemistry, not character. | CTA + FDA disclaimer on screen |
Confirmations needed before filming
[ROSEANN-CONFIRM]
- Credential lower third and order: Ed.D. · LPC · BCN · Certified School Psychologist (no "psychologist" shorthand).
- "More than thirty years" and "more than ten thousand brain maps" (both self-reported) are OK to say on camera.
- She takes NAD+ every single day — OK to say publicly.
- OK to disclose that her daily NAD+ is by injection, with the wording "under clinical guidance" (source: her Aug 13, 2026 email to Cody; not yet public).
- How she wants to reference being a mom (no kids' names or ages unless she chooses).
- She still carries a PEMF device (from her Rational Wellness #472 interview).
- Beat 4 scene ("calm nervous system, still an empty tank at the end of a clinic day") is a DRAFT built from her documented schedule; replace it with her real moment.
- "Women our age" places her in the 35–60 bracket; confirm she's comfortable with that.
- She endorses the "don't take NMN alone" reasoning and her described role in choosing TMG + methyl B (claims row #19 stays high-risk until confirmed).
- She takes NMN Brain herself every morning (Beat 8 line; cut if not true on filming day).
- "That's the one I'd choose" (six bottles) as her personal endorsement.
- Alt Hook C only: "I learned the hard way…" depends on #7 being true for her.
Product, price and ops
- [FORMULA-CONFIRM] TMG, B12 and folate amounts; confirm no caffeine or other stimulants ("No stimulants" line).
- [LABEL-CONFIRM] directions wording (with/without food).
- [PRICE-PROPOSED] $197 list, $119 / $109 / $87 per bottle, free US shipping — all from
offer.json, proposed until COGS. - [ANCHOR-CHECK] the $197 compare-at must be a genuine price the product is or was offered at; if not, cut the Beat 9 anchor line (the price-free pickup doesn't use it).
- [OPS-CONFIRM] 180-day guarantee terms (opened/empty bottles, return shipping, how to contact support).
Claims traceability (all rows from claims-evidence.md)
| Row | Used where | Wording discipline |
|---|---|---|
| #1 NAD+ decline estimate | Beat 5, 60s cut | "research suggests… some studies estimate… roughly half"; called an estimate on camera |
| #2 1,000 mg | Beat 8, 60s cut | "within the range studied in human trials"; never "the clinical dose" |
| #3 NMN direct precursor / NAD+ role | Beats 5, 6 | plain biochemistry |
| #4 oral NAD+ doesn't survive digestion | Beat 6, 60s cut | as stated |
| #5 NMN raises blood NAD+ (12 RCTs / 513) | Beat 6, 60s cut | the headline proof point |
| #6 Yoshino, Science 2021 | Beat 6 | scoped to insulin sensitivity; "not a brain study" said on camera |
| #7 2024 older-adult trial | Beat 6 | "linked to better sleep quality… maintain walking speed" |
| #8 brain fog / cognition | Beats 5, 6 | hypothesis framing + explicit "not proven" line |
| #12 TMG methylation rationale | Beat 7, 60s cut | labeled on camera as her clinical reasoning, not a trial result |
| #13 TMG homocysteine | Beat 7 | as stated |
| #14 methylated B12/folate | Beat 7 | "some people" (no MTHFR generalization) |
| #15 safety/dose range | Beats 6, 8 | "short-term trials… up to about 1,200 mg"; "weeks, not years" |
| #16, #17 exclusions | Beats 2, 8, 11, 60s cut | said twice in the VSL, on screen at the close |
| #21 IV/injection vs oral | Beat 6 | no equivalence implied |
Deliberately left out: Alzheimer's statistics (#10), celebrity NAD+ references (#11), any testimonial or review (#20 — none exist; add a real-review beat after launch), animal/Sinclair-lab studies, the FDA 2022/2025 NMN status story (#23, needs counsel + supplier NDI check), "FDA approved", "Most Popular" on camera (no order data yet), Subscribe & Save (not in offer.json), "under $3/day" on any option except six bottles, invented discount percentages and countdown urgency. Unverified extras flagged in-line: "brain is one of the most energy-hungry organs" (Beat 5) needs a source row or cut.
Self-check (run before return; fixes applied)
| Checklist item (source) | Result |
|---|---|
| Hook opens a loop in the first 60 s (vsl-long-form-pro) | Pass — 4 loops opened by ~0:55; the daily-NAD+/won't-swallow loop closes in Beat 6, the "not alone" loop in Beat 7. |
| Lead opens ≥8 of 12 loops (vsl-long-form-pro) | Pass for a 14-min format: problem, promise, story tease, mechanism tease, contrarian ("don't take it alone", "the form I refuse to swallow"), credibility, qualifiers, skepticism, story-coming loop, nickname (Beat 5). No testimonials (none real) — logged gap. |
| Big idea before minute 6 (vsl-long-form-pro) | Pass — "resource problem" at ~0:30; named "resource gap" in Beat 5. |
| Crisis/Sherpa dramatized (vsl-long-form-pro) | Scaled by design: known spokesperson, brief says no long origin. One concrete turn in Beat 4, flagged [ROSEANN-CONFIRM] so it is her real moment, not invented drama. |
| UMP named + proof-backed; UMS is its inverse (vsl-long-form-pro) | Pass — resource gap (NAD+ decline, row #1) → support NAD+ with its direct precursor, plus methyl support (rows #3–#5, #12–#14). |
| Proof distributed; each ingredient 2+ proof points | Mostly — NMN has 3 human RCT points + safety; TMG and methyl B have one supported point each (the evidence available; no padding). |
| Value stack 5–10x price (vsl-long-form-pro) | Not used — no bonuses exist; inventing a stack would breach the brief. Anchor + per-day math + guarantee carry value. |
| Specific guarantee; 3 CTAs across the arc | Pass — 180 days, tied to six-bottle supply; CTAs in Beats 9 and 11 (×2). |
| Word count in target (±10%) | Pass — 2,210 words ≈ 14:44 at 150 wpm (brief: 2,000–2,300). |
| Read-aloud test | Pass on review — no parentheses or footnote furniture in spoken lines (Copy Labs VSL note); em-dashes removed from spoken copy; numbers written as spoken words. |
| Compliance (Copy Labs BASE_QA) | Structure/function only; no disease, Alzheimer's, ADHD or cure language; FDA disclaimer on screen; exclusions said twice. Not a legal certification; counsel skim still recommended. |
| Traceability (Copy Labs BASE_QA) | Every science line tagged to a claims row; personal lines tagged [ROSEANN-CONFIRM]; prices tagged. |
| Voice (Copy Labs BASE_QA; VOICE-BIBLE) | Her real lines used: "behavior is the signal", "you can't logic a dysregulated brain", "Regulate. Connect. Correct.", "having a hard time", stress cup, "It's gonna be OK"; chemistry-not-character from the brand doc. No biohacker hype. Trademarked phrases are hers to say; not used as product names. |
| De-slop pass (copywriter) | Removed generic verbs and hype; "not X, it's Y" kept only for her signature reframe (resource problem / chemistry not character). |
| No invented studies, testimonials, results (stefan-tsl-copy, wbm-copy-workflow) | Pass — no testimonials; no product-outcome promises; expectation line is tied to trial duration, and includes "some people won't notice much". |
What changed vs the earlier draft (08-VSL-SCRIPT-NMN-BRAIN.md)
- Kept: the anti-shame reframe, "caffeine borrows energy", oral NAD+ vs precursor logic, "not for kids / pregnancy", no-countdown stance, chemistry-not-character close, filming bank idea, the dog's-name hook (now Alt Hook A).
- Added: her real journey beat (regulation is the foundation, not the whole house → cellular resilience → daily NAD+), the named "resource gap" mechanism with her stress-cup language, three scoped human RCTs plus an explicit "what the research doesn't show" beat, the full "don't take NMN alone" TMG/methyl-B teaching, expectations tied to trial length, the 2/3/6 offer with six as best value, and three CTAs.
- Fixed: removed "clinical-style serving" and "NMN Beta" framing (row #2), removed Subscribe & Save (not in the offer), switched the default from three to six bottles per the brief, replaced "licensed therapist" with her standard credential line, and removed the unverified "I take this myself" promise unless she confirms it.
- Length: ~1,450 → 2,210 spoken words (8–12 → ~14.7 min).
Evidence note
- KNB copy pack:
copy-35007ff76d0e1f9b. Query:doctor-fronted 13-15 min VSL for NMN supplement, adult women/moms, teach + personal story(rolevsl), run 2026-09-26. - Source IDs returned and how they were applied:
T-sales-page-tsl-copy-review-805751241— length scaled to the ask (14 min, not a 45-min template); mechanism teased early, explained mid-video.T-vsl-sales-copy-review-yogi-1000426150— every biology term (NAD+, NMN, TMG, methyl group, nicotinamide) gets a one-sentence plain definition; mechanism named early, fully explained right before the offer; benefits stated as give/take/mechanism without medication or disease claims.S-swipe-vision-supplement-four-leads-carlene-pick— personal-stakes open with no setup sentence (pickup line); story thread kept rather than abandoned; real founder detail flagged for confirmation instead of invented.T-vsl-email-copy-refinement-multi-coach-844670705— redundant connective phrases cut in the line edit; hook vocabulary ("four o'clock", "resource") reused through the body so ad/email hooks can match.T-vsl-sales-letter-structure-outline— three escalating CTAs; reasoned case for the larger bundle; contrarian mechanism tease in the lead (treated as testable claims, not proven lifts).T-copy-review-office-hours-vsl-ecom-hybrid-upsell-863278865— VSL treated as its own linear read (spoken pacing, no page furniture) separate from the lander copy.T-email-copy-editing-supplement-positioning-801735685— story-first vs benefit-first opening noted as a test variable (chosen hook = story-in-pain; Alt Hook B = benefit/contrarian). Its 30–45 min length default was not applied because the brief sets 13–15 min.S-nooroo-in-feed-medium-vsl-2— contrast case: giving the mechanism away in the lead weakens curiosity, so the mechanism is only nicknamed until Beat 5.- Pack gaps reported: backlog not fully reviewed; no dedicated VoC corpus (customer wording came from
nmn-funnel/research/voc-bank.md); private-context notes withheld; some lessons withheld for evidence corrections. - Skills / recipes used: vsl-long-form-pro (architecture, loop checklist, quality checklist, compliance layer), wbm-copy-workflow + copy-method, stefan-tsl-copy (process + claims discipline), copywriter (voice, de-slop pass), Copy Labs
lib/recipes.jsVSL recipe (Master Skeleton blocks, BASE_QA: compliance, traceability, voice, framework). Note: the Copy Labs VSL recipe's 6,000–9,000-word default was overridden by the brief's 13–15-minute target. - Project sources:
nmn-funnel/offer.json,research/claims-evidence.md,research/science-notes.md,research/voc-bank.md,research/competitor-matrix.md,../research/client-words.md,../research/proof-bank.md,NMN-Package-A/appendix/VOICE-BIBLE.md,NMN-Package-A/04-BRAND-AND-VOICE-FOR-NMN.md,NMN-Package-A/08-VSL-SCRIPT-NMN-BRAIN.md. - VoC applied: afternoon "flagging"/crash, "switched on" desire, placebo and "how long before I notice" skepticism (3–4 month threshold → honest timeline + 180-day window), failed B-complex/menopause-blend solutions, no-responder segment acknowledged. Competitor gap used: most NMN brands sell dose or delivery tech with no on-camera clinician teaching the limits of the evidence; this script's differentiator is a known clinician being openly honest about the science.