Demand Generation

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.

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 marketers, so our topics center around things like conversion rates and upsells. For affiliate marketers, this may not be very relevant. The most important thing is to make sure that it’s attention-grabbing and relevant. One recent webinar we did talked about “Recession-Proof Marketing”.

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 too many bullet points. 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 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 one place where you quantify the value of your product or service. Webinar attendees have short attention spans, so you need to remind them of all of the value they are getting before getting to the call to action. This is a similar concept used in SEO, where you want to stuff all of the relevant keywords into your article. Likewise, you want to stuff all of the relevant points in your webinar into a single slide.


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. One of my mentors once told me that


Share this post