---
name: webinar-sales-script
description: "Creates webinar presentation scripts designed to sell, with teaching content, transition, and pitch sections. Use when building a webinar that converts to sales."
allowed-tools: Read Write Glob
metadata:
  author: matthewhitcham
  version: "1.0"
---

# Webinar Sales Script

## When to Use This Skill

Use this skill when you need to:
- Write a webinar presentation script that teaches and then transitions to a sales pitch
- Structure a 45-90 minute presentation with engagement hooks and a natural close
- Design slide-by-slide talking points for a live or automated webinar
- Build a webinar script that balances genuine value with an effective offer presentation

**DO NOT** use this skill for pure educational webinars with no offer, podcast scripts, or video sales letters. This is for webinars that include a product or service pitch.

---

## Core Principle

TEACH SOMETHING GENUINELY VALUABLE, THEN SHOW WHY YOUR PAID OFFER IS THE FASTEST PATH TO THE FULL RESULT — THE TEACHING EARNS THE RIGHT TO PITCH.

---

## Phase 1: Brief

### Required Inputs

| Input | What to Ask | Default |
|-------|------------|---------|
| **Webinar topic** | "What will you teach?" | No default — must be provided |
| **Offer to pitch** | "What product/service will you sell at the end?" | No default — must be provided |
| **Price point** | "What is the offer price?" | No default — must be provided |
| **Audience** | "Who will attend?" | Solopreneurs interested in the topic |
| **Webinar length** | "How long is the presentation?" | 60 minutes |
| **Bonuses** | "Any limited-time bonuses for live attendees?" | None — will recommend |

**GATE: Confirm the brief before building the script.**

---

## Phase 2: Script Architecture

### Webinar Timeline (60-minute format)

```
## Webinar Structure

**Minutes 0-5: Opening Hook & Promise**
- Bold opening statement or surprising stat
- State what they'll learn (3 specific takeaways)
- Quick credibility: "I'm [name], I've [relevant achievement]"
- Set expectations: "Stay to the end for [bonus/special offer]"

**Minutes 5-10: Story & Context**
- Your origin story (short) — how you discovered this method
- Establish relatability: "I was where you are..."
- Transition to the framework

**Minutes 10-35: Teaching Content (3 Key Pillars)**
- Pillar 1 (~8 min): Teach a concept + give a quick win
- Pillar 2 (~8 min): Teach a concept + give a quick win
- Pillar 3 (~8 min): Teach a concept + give a quick win
- Each pillar: reveal the WHAT and WHY, save the detailed HOW for the offer

**Minutes 35-40: The Pivot**
- Recap the 3 pillars
- Identify the gap: "Now you know what to do, but doing it alone takes [time/effort]"
- Transition: "Let me show you how to shortcut this..."

**Minutes 40-52: The Offer**
- Introduce the product/service
- Walk through what's included (value stack)
- Show case studies / results
- Reveal the price with anchoring
- Present bonuses (live-attendee exclusive)
- State the guarantee

**Minutes 52-58: Objection Handling**
- Address 3-4 common objections
- "If you're thinking [objection], here's what I'd say..."

**Minutes 58-60: Final CTA & Close**
- Clear instruction: "Go to [URL] and [action]"
- Urgency element (bonus expires, limited spots)
- Thank attendees and open for Q&A
```

**GATE: Approve the architecture before writing the full script.**

---

## Phase 3: Write the Script

### Slide-by-Slide Talking Points

For each section, provide:
1. **Slide title / visual description**
2. **Talking points** (what to say, not word-for-word unless requested)
3. **Engagement cue** (question to ask, poll to run, "type YES if...")
4. **Transition line** to the next slide

### Writing Rules

- Teaching content must deliver real value — attendees should get a quick win even if they never buy
- The transition from teaching to pitching must feel natural, not jarring
- Value stack the offer visually: list each component with its standalone value
- Never read slides word-for-word — talking points guide natural delivery
- Include engagement prompts every 5-7 minutes to maintain attention
- Bonuses should be exclusive to live attendees to reward staying on

### Engagement Prompts

Sprinkle these throughout:
- "Type in the chat: what's your biggest struggle with [topic]?"
- "On a scale of 1-10, how confident are you with [skill]?"
- "Can I get a YES in the chat if you've experienced this?"
- Quick polls with 2-3 options

---

## Phase 4: Polish

### 1. Offer Slide Design Notes

Describe what the key offer slides should look like:
- Value stack slide with prices
- Bonus slides with urgency
- Guarantee slide
- "Here's what to do next" CTA slide

### 2. Q&A Prep

Prepare 5-8 anticipated questions with suggested answers, focusing on objections that often come disguised as questions.

### 3. Performance Benchmarks

- Webinar attendance rate: 30-40% of registrations
- Stay rate to the pitch: 60-70% of attendees
- Conversion rate: 5-15% of attendees (varies by price point)
- Revenue per attendee benchmark: $20-50 for a $500-1000 offer

---

## Anti-Patterns

- **All pitch, no teach** — if the webinar doesn't deliver genuine value, attendees feel tricked and won't buy.
- **Burying the pitch at minute 80** — most attendees drop off after 60 minutes. Get to the offer by minute 40.
- **Teaching too much** — if you solve the entire problem for free, there's nothing left to sell. Teach the what, sell the how.
- **No engagement prompts** — a one-way lecture for 60 minutes loses attention by minute 15.
- **Apologizing for selling** — "I hate to pitch, but..." undermines your offer. You earned the right to present it.
- **No urgency** — "This offer will be here whenever you're ready" kills webinar conversions. Give a reason to act now.

---

## Recovery

- **No case studies for the offer slide:** Use personal results or describe the typical outcome in specific terms. "Students typically see X within Y weeks."
- **User has never done a webinar:** Simplify to a 45-minute format and recommend practicing the script 3 times before going live.
- **Low-price offer (under $100):** Shorten the webinar to 30-40 minutes. Low-ticket offers don't need 60 minutes of trust-building.
- **User wants no pitch:** Redesign as a pure value webinar with a soft CTA ("If you want help implementing this, here's what I offer"). No hard pitch.
- **Automated webinar (not live):** Remove live-only elements (polls, chat prompts) and add on-screen text overlays for engagement.
