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Event Marketing

The Perfect Webinar Script

Jerry Shen
min read
Event Marketing

The Perfect Webinar Script

Jerry Shen
min read

The perfect webinar script

So you want to run a webinar? There are a variety of reasons to do so. Maybe you want to create top-of-funnel awareness for your product. Perhaps you want to bring prospects deeper into your sales funnel. Maybe you want to share expert secrets with your customers. At the end of the day, hosting a webinar is a great way to connect with your audience. To ensure a successful webinar, a script is absolutely essential to making sure that you stay on track. In this blog post, we will be discussing the perfect webinar script, pioneered by Russell Brunson (creator of ClickFunnels and DotCom Secrets) in his classic “The Perfect Webinar Secrets” book. In this book, he helps digital marketers, business owners and bloggers run their very own webinars. This book is focused on creating the perfect webinar funnel.

These are:

  1. Intro/Building Rapport
  2. The One Thing
  3. The Three Secrets
  4. The Stack

We will go into each one of those step-by-step and provide concrete examples of how we’ve done this at Welcome. Consider this a template you can use as a starting place.

Intro / Building Rapport

The perfect webinar template starts with creating a good impression. Think about the experience that an attendee will have as soon as they enter your webinar. Too many webinars these days feel like glorified Zoom calls. Spice up your webinar introduction with music, pre-recorded videos, and effects. Tools like Welcome’s studio can make your webinar feel like a Hollywood production with very little effort. You want to build a sense of anticipation at the start of your webinar so that attendees can’t wait for the show to start. One way to do this is to ask engaging questions in chat. Questions such as “where are you from?” or “What’s your favorite restaurant in your home city” can create a sense of engagement before the live webinar even starts. Russell Brunson’s Perfect Webinar calls this building rapport. Once you've built rapport, its time to highlight the one big thing that your webinar attendees came for.

The One Thing

As many entrepreneurs will tell you, the key to success is focus. Your webinar should have a singular theme and call to action. Pick a webinar topic that is relevant to your buyer. As soon as you start the webinar, it should be clear what that is. The best webinars use this to create a hook, that will be explored in-depth later. Think of what prompted your attendees to sign up for this webinar. This will largely depend on your target audience. Our webinars tend to target demand-gen and event marketers, so our topics center around things like conversion rates, pipeline generation, branding, virtual events, and performance marketing. The most important thing is to make sure that it’s attention-grabbing and relevant. One recent webinar we held was about “Recession-Proof Marketing” - with the market being quite unpredictable in recent years, this was a very timely and relevant topic.

Consider using webinar slides to help you stay on track. Most webinar software these days will support Powerpoint, Keynote, or Google Slides. If you want to get really fancy, you can create overlay slides using a tool like Welcome. One common mistake to avoid is having too many bullet points on the screen. You should ideally have at most 3-5 bullet points per slide. Try your best to make sure the content is unique and insightful. You don’t want to regurgitate things that your audience has already heard. Case studies are a great way to make your content unique since no two businesses will have the exact same case study.

The Three Secrets

Providing value during a webinar or virtual event is essential and this can take the form of "three secrets" that your audience walks away with. All three secrets, or key insights, should relate directly to your "one thing". For example, for our webinar on "recession-proof marketing" the three secrets or insights we want to make sure people walk away with are:

  1. Brand perception is critical
  2. Focus on less marketing channels and execute well against them
  3. Don't pick channels and strategies JUST because they're easy to measure

When you have a panel of experts joining the webinar its important to make sure each subject matter expert hits on at least one of the three things. They should be prepared and expect to talk about these topics BEFORE the webinar happens so make sure to prep then when you plan your webinar.

The Stack and Close

The concept of the stack is best illustrated by the idea of “stacking value”. The stack slide is important before moving to the close. The reason is, it’s the one place where you quantify the value of your product or service, or the value of the webinar they just attended. Webinar attendees have short attention spans and many people only remember the last thing they saw so you need to remind them of all of the value they are getting before closing or moving to any call to action.  

While some people may suggest that you simply stuff all of the relevant points in your webinar into a single slide, it's important to make sure its memorable and highlights your branding. We suggest a clean graphic or illustration that has your branding present. Think of it as something someone may take a screenshot of or download as a single slide or PDF - you want your company name and brand on it and you want it to represent your company or brand in the best possible light.


While there is no perfect webinar structure, Russell Brunson’s book is a good start. It’s very focused on bottom-of-funnel marketing, so some concepts like the stack won’t be appropriate for everyone. However, as social media testimonials can attest, it’s very effective when used properly and we integrate a lot of the concepts into our own run of show when hosting webinars. If you want a more detailed template on webinar planning in general, check out our webinar planning content and template.


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