| 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:
- Slide title / visual description
- Talking points (what to say, not word-for-word unless requested)
- Engagement cue (question to ask, poll to run, "type YES if...")
- 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.
