The Ultimate Guide to Writing the Perfect Webinar Script

Joni Taisey
09-Oct-2019 08:45:00

Whether it's a blog, whitepaper, or webinar script, the hardest part about writing is always getting started. So, for all of the marketers, copywriters and webinar creators out there who just need a little push to get going, here it is.

We've put together your ultimate webinar scripting guide to help you write the best webinar script possible.

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Bullet Point Webinar Scripts

The first rule of webinar scripting is that you want your speakers to sound natural and conversational, as if your script doesn't even exist.

The easiest way to achieve this effect, is to provide your webinar presenters with key ideas and bullet points for each slide, rather than a lengthy webinar script that they're expected to memorize. This strategy is frequently used in media training when prepping for a live on-air interview, which is why it works for any live speaking event.

By limiting your script to key words and phrases, you allow the speaker to inject their own personality and vocabulary into the narrative. This keeps your presenters focused on making their point, rather than getting all of the words right.

It also forces your presenters to practice, which is an added bonus for you!

Writing Traditional Webinar Scripts

When a bullet point webinar script is not an option, follow these simple tips to ensure your webinar script and content is engaging, impactful and future-proofed.

Scripting Introductions

Kicking off your webinar on a high note is the best way to ensure that your audience will stay engaged throughout your webinar. Speaker introductions are the perfect opportunity to do this.

A good introduction tells your audience something they didn't know about the speaker. It should also showcase their personality and make them more relatable for your audience. Consider the following examples.

Example 1:

'We're joined by California's top sommelier, Ms. Vina Glassfull. Vina studied ten years in Chile, France, Spain, Australia and the United States before earning the coveted Master Sommelier diploma. She is one of only a handful of women to ever receive this level of certification and we're thrilled to have her join us today to discuss the future of the local wine industry in California.'

Example 2:

'We're privileged to have who the LA Times recently called 'the most influential palate of the Pinots', joining us as a guest speaker. Known for curating wine collections for Michelin Star restaurants around the globe, Ms. Vina Glassfull is one of only a handful of female Master Sommeliers in the world. She will be shedding light on the future of the local wine industry and will provide us with a few tips on how to pick a good pinot at an affordable price.'

The first example is a more traditional webinar introduction that relies on the speaker's professional credentials to justify why they're joining you to speak on your topic. The second example alludes to your speaker's robust credentials, but uses third-party proofing (a PR piece) to add credibility and a bit of fun.

Whenever possible, script the second style of introduction to inject some personality and intrigue into your speakers' bios.

Keep it Simple

When writing webinar scripts, keep your sentence structure simple.

Even if you have mastered the use of the semicolon, a webinar script is not the place to show off your rare skill set. The best webinar scripts use short, impactful sentences to get your point across and build on the narrative.

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Write For a Global Audience

Webinars can attract global audiences with hundreds or even thousands of attendees, so consider your language choice, points of references and even units of measure when scripting webinars. Even if you're a proud Scottish company, don't talk about "braw bricht moonlit nichts" unless you know your audience will understand.

Using clear, professional language throughout your script will also make your webinar more accessible for attendees who are using subtitling or closed captioning software to follow along.

Share Personal Experiences and Stories

Including personal stories and experiences in your webinar script makes your content memorable and differentiates your webinar from your competitors.

Your speaker may want to go 'off-script' while sharing their personal experience, so don't worry too much about perfecting this section of your webinar script. Just include cues and timing expectations for them to follow. The story will be more impactful if your speakers give an authentic first-hand account of their experience.

Include Numbers and Stats

Everybody loves a good stat. Including stats and figures in your script adds a degree of credibility and proof behind what you're saying.

However, if speakers start listing off long and complicated numbers your audience will struggle to follow along and tune you out. Numbers are hard to grasp when they aren't visualized, so stick to percentages when speaking and include the stat on your slides so your audience has more time to process the data.

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Future-proof Your Script

After your webinar goes live, it will be made available on-demand for people to watch months, or even years after it was first published. For evergreen topics, avoid scripting references to time, dates, and current events that won't be culturally significant for a long period of time.

Scripting in an accidental 'recently', or 'in the news' will be a dead giveaway to your on-demand audiences that the content is outdated and will result in a higher drop-off rate.

Script for Chunking

First things first, what is chunking? Video chunking takes a recording of a long, complex webinar and sections it into shorter mini-webinars. These are typically 30 seconds to 10 minutes long and are a great way to extend the lifespan of your webinar content.

When scripting your webinar, anticipate which sections your team will want to carve out into a smaller segment. Be sure to properly introduce these sections and bring them to a natural close. This will allow your video team to simply top and tail your recording with minimal editing.

Read it Out Loud

Now that you've written a webinar script you're happy with, don't forget to have somebody else read your script out loud to you before submitting it.

What reads well in your head, doesn't always sound natural when spoken. Having somebody unfamiliar with your webinar script take a crack at reading it aloud will make any areas that need tweaking glaringly obvious to you when there's still time to fix it.

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Whether you're a seasoned webinar presenter or it's your first webinar rodeo, you can create the perfect webinar script every time by following these simple steps. Not only will you drive maximum engagement, but you will extend the shelf-life of your webinar content, so that it can be viewed and shared well beyond its publishing date.

Now you have the tools to craft the ultimate webinar script. If you want to take your webinars to the next level, download our free eBook 'How to Create Engaging Content for Webinars' to discover how to compose content to boost audience engagement and ultimately, generate more leads.

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