Webinar Brief
Comprehensive webinar briefs covering the lifecycle: positioning, content, run-of-show, promotion, follow-up, repurposing.
Doctrine inherited (Step 7 — 0626 rollout)
Output complies with:
Refinements applied to this skill:
| Code |
Refinement |
How it lands in webinar-brief |
| R1 |
Source placement (three layers) |
Brief is client-team review surface. Cleaned [VERIFIED:...] tags live in a collapsed appendix toggle. Registration page + promotion copy (end-customer surfaces) carry NO source tags. |
| R2 |
Single-doc-with-toggles |
Multi-asset webinar pack (registration page + promo email + reminder email + run-of-show + follow-up + repurpose plan) ships as one Notion doc with one toggle per asset — not 6 separate files. Tessa's Step 6 pattern. |
| R3 |
Product-update tone |
When the webinar features a product capability, frame as "we ship X" not "we are thrilled to announce." Promo copy stays even-keeled. |
| R5 |
Blog as voice anchor |
When paired with an anchor blog post, the blog's opening line becomes the canonical voice anchor across registration page + promo email + run-of-show opener. Cross-channel voice consistency. |
| R6 |
CTA hierarchy |
Promo copy → register-for-webinar primary, blog as fallback. Post-webinar follow-up → trial / demo CTA per Step 6 hierarchy (depends on attendee stage). |
| R9 |
Action-oriented section names |
"How to register / What [Webinar] covers / Why attend [Webinar]" — verb-led + entity-named. |
When to run
Trigger on "plan a webinar", "webinar brief / strategy / promotion plan", "run-of-show", "virtual event brief", "co-marketing webinar", "partner webinar". Skip if the user only needs slides (use presentation tools), demo script (demo-script), email sequence (email-nurture), or registration page copy (landing-page-copy). Full triggers and inputs in the premium reference.
Inputs
Required: webinar topic, target audience, date/time, speakers. Optional but improve quality: product messaging (alignment), co-marketing partner, past webinar data (benchmarks), bonus content assets, demo environment, promotion budget. If required inputs are missing, ask for topic + date + speakers and confirm whether a live demo is included. Full input table in the premium reference.
Steps
- Validate inputs — topic, date, speakers, audience, format (live/recorded, demo/no demo). Mark unconfirmed logistics with
[CONFIRM: detail].
- Define positioning — topic angle, promise, why now, differentiator. One-sentence positioning statement.
- Set goals + metrics — registrations, attendance rate, engagement, pipeline. Mark targets
[TARGET] if not benchmarked.
- Pick format — solo / panel / interview / demo+Q&A / workshop. Match duration to format. See the premium reference.
- Build content outline — fit time-realistic sections (default 45-min: 5 intro / 10 context / 20 core / 5 application / 5 Q&A). Templates in the premium reference.
- Write speaker prep — talking points per section, transitions, Q&A anticipation.
- Create run-of-show — T-30 tech check, T-15 speakers online, T-5 green room, 0:00 go live, section timings, close + stop recording. Owners on every row.
- Plan engagement moments — polls, Q&A prompts, resource drops, live reactions, with timing.
- Build promotion calendar — T-3 weeks → T-1 hour. Channels: email (3-4), LinkedIn, Twitter, partner. Owner on every row.
- Write promotional copy — registration page (headline <70ch, sub <120ch, 3-5 bullets, speaker bios, form fields), 3-4 email invites, social posts, partner kit if co-marketing.
- Design follow-up sequences — attendee (Day 0 recording, Day 2 takeaway, Day 5 demo offer) + no-show (Day 0 recording + FOMO).
- Plan repurposing — blog post (Wk1), quote cards (Wk1-2), short clips (Wk1), podcast extract (Wk2).
- Define metrics review template — registrations vs target, attendance rate, watch time, Q&A volume, demo requests, pipeline.
- Self-evaluate — positioning differentiated? content time-realistic? all copy written? no invented speakers/metrics? Fix or flag.
- Present at Gate 2 — full brief, run-of-show, promotion calendar, follow-up. Suggest chains:
demo-script, email-nurture, landing-page-copy.
Detailed phase-by-phase substeps and checkpoints in the premium reference.
What good looks like
Examples
Evaluations — self-eval gate before delivery: positioning clear+differentiated, content fits time, all copy written, no invented speakers/metrics, run-of-show complete with owners, promotion calendar covers full timeline, follow-up sequences both attendee + no-show, repurposing plan defined. Failures → fix or flag with [CONFIRM] / [TARGET].
Final ship gate
Run /premortem --output before ship. See /premortem skill for the 5 execution domains (will-it-resonate / will-it-convert / will-it-stay-on-brand / will-stakeholder-push-back / will-it-degrade-over-time) and output template.
Trivial-case escape: ## Premortem\nNo failure modes — trivial change satisfies the contract for genuinely trivial outputs.
Persuasion & stickiness pass
Output complies with persuasion-and-stickiness.md — Cialdini's 7 persuasion levers + Heath's SUCCESs. Deploy the 1-2 Cialdini levers that fit the reader's barrier (never all seven; every lever must be TRUE), run the SUCCESs diagnostic (Simple / Unexpected / Concrete / Credible / Emotional / Stories) over the near-final draft, then the rule's pre-ship gate.
1---2name: webinar3description: Webinar Brief4---56# Webinar Brief78Comprehensive webinar briefs covering the lifecycle: positioning, content, run-of-show, promotion, follow-up, repurposing.910## Doctrine inherited (Step 7 — 0626 rollout)1112Output complies with:1314- [`output-tenets.md`](../../../../../rules/output-tenets.md) — the seven tenets15- [`output-simplicity.md`](../../../../../rules/output-simplicity.md) — length caps, three-layer source placement, robot-tells ban16- [`doc-output-structure.md`](../../../../../rules/doc-output-structure.md) — GDoc/Notion structural defaults17- Step 6 calibration: see [[feedback_execution_doctrine_refinements_step6]]1819**Refinements applied to this skill:**2021| Code | Refinement | How it lands in webinar-brief |22|---|---|---|23| **R1** | Source placement (three layers) | Brief is **client-team review surface**. Cleaned `[VERIFIED:...]` tags live in a collapsed appendix toggle. Registration page + promotion copy (end-customer surfaces) carry NO source tags. |24| **R2** | Single-doc-with-toggles | Multi-asset webinar pack (registration page + promo email + reminder email + run-of-show + follow-up + repurpose plan) ships as **one Notion doc with one toggle per asset** — not 6 separate files. Tessa's Step 6 pattern. |25| **R3** | Product-update tone | When the webinar features a product capability, frame as "we ship X" not "we are thrilled to announce." Promo copy stays even-keeled. |26| **R5** | Blog as voice anchor | When paired with an anchor blog post, the blog's opening line becomes the canonical voice anchor across registration page + promo email + run-of-show opener. Cross-channel voice consistency. |27| **R6** | CTA hierarchy | Promo copy → register-for-webinar primary, blog as fallback. Post-webinar follow-up → trial / demo CTA per Step 6 hierarchy (depends on attendee stage). |28| **R9** | Action-oriented section names | "How to register / What [Webinar] covers / Why attend [Webinar]" — verb-led + entity-named. |2930## When to run3132Trigger on "plan a webinar", "webinar brief / strategy / promotion plan", "run-of-show", "virtual event brief", "co-marketing webinar", "partner webinar". Skip if the user only needs slides (use presentation tools), demo script (`demo-script`), email sequence (`email-nurture`), or registration page copy (`landing-page-copy`). Full triggers and inputs in the premium reference.3334## Inputs3536Required: webinar topic, target audience, date/time, speakers. Optional but improve quality: product messaging (alignment), co-marketing partner, past webinar data (benchmarks), bonus content assets, demo environment, promotion budget. If required inputs are missing, ask for topic + date + speakers and confirm whether a live demo is included. Full input table in the premium reference.3738## Steps39401. **Validate inputs** — topic, date, speakers, audience, format (live/recorded, demo/no demo). Mark unconfirmed logistics with `[CONFIRM: detail]`.412. **Define positioning** — topic angle, promise, why now, differentiator. One-sentence positioning statement.423. **Set goals + metrics** — registrations, attendance rate, engagement, pipeline. Mark targets `[TARGET]` if not benchmarked.434. **Pick format** — solo / panel / interview / demo+Q&A / workshop. Match duration to format. See the premium reference.445. **Build content outline** — fit time-realistic sections (default 45-min: 5 intro / 10 context / 20 core / 5 application / 5 Q&A). Templates in the premium reference.456. **Write speaker prep** — talking points per section, transitions, Q&A anticipation.467. **Create run-of-show** — T-30 tech check, T-15 speakers online, T-5 green room, 0:00 go live, section timings, close + stop recording. Owners on every row.478. **Plan engagement moments** — polls, Q&A prompts, resource drops, live reactions, with timing.489. **Build promotion calendar** — T-3 weeks → T-1 hour. Channels: email (3-4), LinkedIn, Twitter, partner. Owner on every row.4910. **Write promotional copy** — registration page (headline <70ch, sub <120ch, 3-5 bullets, speaker bios, form fields), 3-4 email invites, social posts, partner kit if co-marketing.5011. **Design follow-up sequences** — attendee (Day 0 recording, Day 2 takeaway, Day 5 demo offer) + no-show (Day 0 recording + FOMO).5112. **Plan repurposing** — blog post (Wk1), quote cards (Wk1-2), short clips (Wk1), podcast extract (Wk2).5213. **Define metrics review template** — registrations vs target, attendance rate, watch time, Q&A volume, demo requests, pipeline.5314. **Self-evaluate** — positioning differentiated? content time-realistic? all copy written? no invented speakers/metrics? Fix or flag.5415. **Present at Gate 2** — full brief, run-of-show, promotion calendar, follow-up. Suggest chains: `demo-script`, `email-nurture`, `landing-page-copy`.5556Detailed phase-by-phase substeps and checkpoints in the premium reference.5758## What good looks like5960**Examples**6162**Evaluations** — self-eval gate before delivery: positioning clear+differentiated, content fits time, all copy written, no invented speakers/metrics, run-of-show complete with owners, promotion calendar covers full timeline, follow-up sequences both attendee + no-show, repurposing plan defined. Failures → fix or flag with `[CONFIRM]` / `[TARGET]`.6364## Final ship gate6566Run `/premortem --output` before ship. See [`/premortem` skill](../../../../meta/orchestration/premortem/SKILL.md) for the 5 execution domains (will-it-resonate / will-it-convert / will-it-stay-on-brand / will-stakeholder-push-back / will-it-degrade-over-time) and output template.6768Trivial-case escape: `## Premortem\nNo failure modes — trivial change` satisfies the contract for genuinely trivial outputs.6970---7172## Persuasion & stickiness pass7374Output complies with [persuasion-and-stickiness.md](../../../../../rules/persuasion-and-stickiness.md) — Cialdini's 7 persuasion levers + Heath's SUCCESs. Deploy the 1-2 Cialdini levers that fit the reader's barrier (never all seven; every lever must be TRUE), run the SUCCESs diagnostic (Simple / Unexpected / Concrete / Credible / Emotional / Stories) over the near-final draft, then the rule's pre-ship gate.
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