Project Type: VSL Script
Selling strength training to a sport that says strength doesn't matter
A video sales letter for an 8-week strength and conditioning program, built on one contrarian premise: that jiu jitsu's most repeated belief is the thing holding its practitioners back.
My Thought Process
Attack the belief, not the objection
Every practitioner in this market has heard the same thing since their first class: technique beats size and strength. It is the sport's founding promise. Selling a lifting program into that belief means the reader's first reaction is that you don't understand their art.
So the script doesn't argue with the belief. It reframes it as the lie everyone already privately suspects - opening on the reader's own lived experience of being smashed by a stronger, less skilled opponent, then naming that experience before making any claim.
From there the mechanism arrives as permission rather than persuasion: jiu jitsu was built to beat the bigger guy, and nothing stops you from being the bigger guy. The proof stack leans on names the market already respects - Gordon Ryan lifts weights, Lucas Barbosa is nicknamed Hulk - so the argument is settled by their own heroes instead of by the copy.
Full VSL script
Reproduced as delivered. Bracketed values are placeholders for client-supplied specifics.
You already know the biggest lie in jiu jitsu:
That size, strength, and athleticism don't matter.
Yet when you look at the top performing athletes today, that couldn't be further from the truth…
In a game where everyone has the same technique, the edge goes to the person who's built different.
And it’s not just how you perform on the mats either…
That spazzy white belt or corn fed college wrestler punishes you for every competitive roll.
You feel aches and pains, and sustain more injuries between classes when it feels like you’re smashing against a wall that’s trying to kill you.
Sure, you might have won, but at what cost…
It's much harder to implement your game when your opponent's sheer strength shuts you down.
Which impacts your technique too…
It can take months or even years to develop moves because there's zero room for error.
So you progress at a snail's pace between each belt…
Meanwhile, someone who’s started after you runs through the ranks at lightspeed because they're faster, heavier, stronger, or younger.
It's not technique as much as it is their aggression.
And your rival in another gym… the one who you'll see at tournaments in your weight bracket… has no one to slow them down.
It's time to even the odds.
In the next 7 minutes I’m going to show you how to reverse all that.
So that you go from being dominated to dominating your opponents…
So that you go from gassing out to having seemingly endless cardio…
So that you can confidently impose your game before the buzzer and try new techniques with a high success rate.
So that you can recover FASTER and train harder and longer.
Even if you're in your forties like me.
Hi, I’m Will Brooks, a Strength & Conditioning coach to [known names].
And I've been both the hammer and the nail.
At age 14 my Dad convinced me to take up wrestling, and I immediately fell in love.
Yet it was clear that my wiry frame needed to put on muscle to stand a chance.
Which led to building an aesthetic physique worthy of multiple medals.
And my love of grappling continued into jiu-jitsu…
Where I thought that I was going to ragdoll everyone with my strength and explosiveness.
But I learned that it was a different beast…
The matches were longer, and the fun had only begun once we hit the ground!
In wrestling, we’re constantly coming forward…
While jiu-jitsu uses weird angles, such as when passing or playing guard.
I was gassing out minutes into a roll.
It felt like I’d swapped my wrestling shoes for cement blocks!
I was frankly getting my ass kicked.
That’s when I realized that it wasn’t enough to be strong, and it wasn’t enough to have good cardio…
This art requires efficiency.
The OLD masters fought without a time limit…
Which meant that they could preserve their gas tank and win through attrition.
In UFC 4, we saw Royce Gracie underneath Dan Severn for 15 minutes until he slapped on a triangle choke.
That’s how jiu-jitsu allows the weaker person to overcome a stronger, untrained attacker when it’s a fight for their life…
By patiently waiting for openings.
Today, a roll rarely lasts longer than 5 minutes.
And all serious competitors cut weight, watch footage, and do whatever it takes to have the slightest advantage over their opponent.
Which is why technical athletes like Gordon Ryan lift weights.
Hell, multiple time IBJJF World and Pan Am Champion Lucas Barbosa is nicknamed “Hulk”.
Strength is the first line of defense.
So, out of necessity, I developed a Strength & Conditioning program to give me an edge.
Since then, I’ve medaled in numerous tournaments on my quest for blackbelt.
I’m never taken for granted on the mats, and I’ve earned the respect of every higher ranking belt I’ve crossed paths with.
And now you too can be an absolute monster on the mats by using this same strength & conditioning program.
Whatever your weight class is, and whatever format you compete in…
Whether you do it for fun, or dream of a world title…
Whatever your style…
In 6 - 8 weeks I’ll put you on the path to being one of the strongest and most explosive grapplers in your gym with the cardio to keep going round after round.
You’ll be able to train more frequently with less wear & tear.
You’ll be able to move in ways that you never thought possible thanks to newfound flexibility.
Plus you’ll look damn good.
And no - the answer isn’t steroids.
Though your favorite partner might think you’re on steroids…
Because it’s possible for you to gain an advantage while others are training incorrectly.
(Yes, even if they’re on gear.)
Fact is, you don’t have to live in the gym, or do anything unethical.
You just have to focus on a few key lifts off of the mats that take less than [time] per [time].
This program gets you jacked, keeps you jacked, and gives you an insane advantage over people of your skill level - or even above.
It balances bodybuilding with sport specific training.
Here's how it works:
First, we focus on bodybuilding style lifts so that you can’t be pushed around.
It gives you the size and strength that you need to build momentum.
Jiu-jitsu was made to beat the bigger guy…
Yet nothing is stopping the bigger guy from training jiu-jitsu!
You can have the best of all worlds.
It’s programmed so that you avoid overtraining and injuries.
You’ll have ample time to recover between sessions.
Next, we perform lifts that carry over to common techniques.
These make you more efficient when you’re performing an attack, escape, sweep, or getting grips because they imitate the movements.
And when you’re more efficient, your gas tank lasts longer.
You’ll be powerful in ALL scenarios.
Whether you’re moving forward or side-to-side…
Whether you’re on your feet or playing guard…
Your stamina won’t quit, you’ll have great functional fitness, and you’ll look incredible!
When an opponent lays hands on you, they’ll feel that real, practical strength coursing through every fiber of your body and think, “Oh, Sh*t!”
You’ll feel like you could go for 10 rolls in a row!
I call it the Grapplers Strength Blueprint.
It’s an 8-week strength & conditioning program.
I made this because I'm frankly tired of people being shamed for wanting to develop their physical attributes.
Especially when there's rolls they know that they could have won…
…and submissions that they could have escaped…
…had they been just a little bit stronger, athletic, and more flexible.
There's nothing wrong with that.
It sucks when a practitioner with less skill and less drive is rewarded for something that they didn’t even work for.
All the private lessons and instructionals in the world won’t help if you can’t manipulate an opponent’s limbs.
And it sucks to suffocate under their pressure.
That's why I'm giving you this program today.
So that you can’t be pushed around.
So that opponents hesitate after that first contact.
So that you can show off what you’ve been drilling without having wasted hundreds of reps!
Whatever style it is that you choose to play.
Top, bottom - the choice is yours.
You can develop a style because you WANT to, not because you have to, using your new size, strength, and athleticism as a springboard.
All this requires is access to the most basic free weights found in any normal gym.
You can start this program the second that you get it.
And the sooner that you start, the sooner you’ll narrow the gap between you and your classmates.
Within just 1 - 2 weeks they’ll feel that something is different about you.
Within 6 - 8 weeks, you’ll be leaving them bewildered after a roll.
Before you know it, you’ll be taking on the biggest, strongest, meanest guys.
And in addition to the 8 Week Strength and Conditioning Program, you’ll get:
Bicep for Grapplers, which helps you develop a key muscle for pulling movements, which is what 80% of submissions and guard passes are. (Plus you’ll get awesome python arms.)
Grapplers Flexibility, which increases your range of motion so that you can use submissions, guards, and escapes more effectively.
The Grapplers Explosiveness Guide, to execute techniques before your opponent even has time to react!
You’ll get my Rise and Thrive Mindset Routine to rewire your subconscious mind so that it works with you, not against you when the moment counts.
Finally, you’ll get my 24 Plant Based Protein Sources to fuel your body and reduce inflammation for maximum performance on the mats.
You don’t have to be Vegan or Vegetarian to benefit from their properties…
I chose them after experimenting with every kind of protein source and personally saw an improvement in my game while making gains.
Which led to classmates begging to know my secret.
Our rolls got closer and closer until they asked,
“Hey, you’re strong as hell! Show us how you’re putting on muscle while doing jiu jitsu.”
So I uploaded a YouTube video explaining how I balance the two…
And it skyrocketed hundreds of thousands of views!
It was obvious that both the people in my life and players from ALL walks of life needed a structured program.
Except, until then, I’d only ever done private coaching…
Where clients paid me [amount] to improve their strength & conditioning…
I knew that I had to do something better that doesn’t require you coming to my gym…
Hence, the blueprint was born!
Simply follow the instructions laid out step-by-step on any phone, computer, laptop, or tablet.
It’s literally foolproof.
Now here’s how to get everything:
On this page you’ll see a form to enter the email that we should send the blueprint to.
You’ll be taken to a secure page where you can enter your personal details.
Then we’ll send the blueprint to you immediately.
Most instructionals charge at least $100 - and you’re learning just one facet of the game.
Whereas the blueprint gives you the strength, cardio, AND flexibility to implement ANY style that you choose.
So that when you DO get an instructional, the technique comes much easier to you, and you’re forgiven for making mistakes.
In fact, every move that you learn in class becomes much easier!
You won’t feel like you’re falling behind your professor's commands.
However, I’m not going to charge $100.
Today, for you, on this page, I’m offering the blueprint for just [price].
Plus you’ll get access to everything that I’m going to show you in a minute from now.
The best part is that your purchase is backed by our 30-Day 100% Money Back Guarantee.
Meaning that if you get the blueprint and decide that you don’t see the strength gains in the mirror…
And your opponents don’t feel lighter and less threatening…
And you don’t feel that you can slap on a choke or joint lock more easily if you wanted to…
OR if you simply don’t like it for any reason, you can ask our support team for a full refund.
And I’ll even let you keep the blueprint free of charge.
That’s how confident I am that this will work for you too.
To take advantage of this offer, simply enter your email and click the button.
You’ll be taken to a secure checkout page.
Once you complete the form, you’ll be shown a brief introductory video, and you’ll be sent the blueprint and bonuses immediately.
You can get this bundle at any time.
I don’t plan to take it down.
But remember:
Every second that you delay is one more where your classmates and rivals have an advantage over you.
And that gap only widens if they’re training consistently.
Decide if you’d rather be smashed underneath your opponents…
Feeling those nibbling aches and pains between classes…
Or showing up fresh every class, ready to take the fight to them.
You know it’s the latter option.
So enter your email and click that button.
Alright - this is Will Brooks signing off.
Have a great day, and I’ll see you on the other side.
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