Webinars that work
Hire a professional webinar script copywriter
Does this sound familiar?
You've heard from other course creators that webinars are a game-changer—but you have no idea where to start.
You're not sure how sales webinars should be structured or what content to include.
You know it'll take a while to figure out the script, and you don't want to waste time making something that doesn't convert.
Maybe you've even created a webinar before and it was a flop—so now you're embarrassed about trying again.
Webinars work—they're just too easy to get wrong
Usually, course creators make the same five mistakes before their webinar starts working:
Mistake #1:Not following a script
You might think you can wing it because you know your topic inside-out, but not sticking to a script usually means missed points and an inconsistent flow.
A solid script makes sure all of the important aspects are covered appropriately, guiding potential students through each part of the decision-making process systematically.
Mistake #2:Overloading with information
It's tempting to pack your webinar with as much information as possible, thinking it adds value or showcases your expertise. But overwhelming your audience can actually backfire.
A sales webinar is supposed to focus on a handful of strategic persuasion points—carefully chosen to remove any friction from the buying decision.
Your job is to deliver absolute clarity on those 3-6 simple points, and not overwhelm them with other information.
Mistake #3:Teaching instead of persuading
It's easy to think that showing off your expertise with lots of content will attract buyers, but what really matters is showing how your course solves their specific problems.
Remember, the goal of the webinar is to sell, not just to teach. This isn't free training or a seminar.
You need to understand their needs and highlight the unique value of your course. That’s what drives urgency and makes them want to buy. Sure, your webinar will begin with educational content, but even that content should be strategically designed to lead to the sale.
Mistake #4:Cutting the sales pitch short
It’s normal to feel a bit awkward about the selling part of your webinar, but cutting it short means you miss out on reinforcing the benefits and addressing objections.
Some webinar script frameworks will even insist that up to half of your webinar is focused exclusively on pitching. That's how integral it is.
Remember, if attendees have stuck around until the end of your webinar, it's because they want more from you—so don't be shy about offering it.
Mistake #5:Not giving a reason to buy now
Without a compelling reason to act right now, people tend to put off making decisions.
You might think the value of your course will be enough, but if there's no push to buy immediately, webinar attendees will lose motivation.
It's important to include specific, time-sensitive incentives or bonuses to motivate immediate action. These need to be offered at the end of your webinar and in a series of strategic follow-up emails.
But when they're done right, webinars are "paint by numbers" sales machines.
Plot twist
Buy one of these $10 books and you won't need to hire a webinar copywriter at all.
Expert Secrets
by Russell Brunson
This book gives you a step-by-step webinar framework to follow, along with the underlying principles for each part. It's worth reading even if you do hire a copywriter because it's a masterclass in storytelling. Choose this one if you want to go deep.
One to Many
by Jason Fladlien
This is a brilliant framework for sales webinars and it's the easiest to implement out of the two. It's got everything you need to create a webinar—it just doesn't extend into the storytelling strategies as much as Expert Secrets does.
But if you don't want to spend months learning how to write your own webinar, I'll write every word for you.
I'm Siobhán James
Professional copywriter for course creators
I write high-converting webinars for online courses. That means writing a full script that's optimised for conversions, written in your voice so it's easy for you to deliver.
My clients hire me because they they want more course sales. They've heard that webinars are the way to go, but they don't want to spend all that time writing a script themselves—especially if it doesn't convert. They want it done right.
