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:

• output-tenets.md — the seven tenets
• output-simplicity.md — length caps, three-layer source placement, robot-tells ban
• doc-output-structure.md — GDoc/Notion structural defaults
• Step 6 calibration: see [[feedback_execution_doctrine_refinements_step6]]

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

1. Validate inputs — topic, date, speakers, audience, format (live/recorded, demo/no demo). Mark unconfirmed logistics with [CONFIRM: detail].
2. Define positioning — topic angle, promise, why now, differentiator. One-sentence positioning statement.
3. Set goals + metrics — registrations, attendance rate, engagement, pipeline. Mark targets [TARGET] if not benchmarked.
4. Pick format — solo / panel / interview / demo+Q&A / workshop. Match duration to format. See the premium reference.
5. 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.
6. Write speaker prep — talking points per section, transitions, Q&A anticipation.
7. 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.
8. Plan engagement moments — polls, Q&A prompts, resource drops, live reactions, with timing.
9. Build promotion calendar — T-3 weeks → T-1 hour. Channels: email (3-4), LinkedIn, Twitter, partner. Owner on every row.
10. 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.
11. Design follow-up sequences — attendee (Day 0 recording, Day 2 takeaway, Day 5 demo offer) + no-show (Day 0 recording + FOMO).
12. Plan repurposing — blog post (Wk1), quote cards (Wk1-2), short clips (Wk1), podcast extract (Wk2).
13. Define metrics review template — registrations vs target, attendance rate, watch time, Q&A volume, demo requests, pipeline.
14. Self-evaluate — positioning differentiated? content time-realistic? all copy written? no invented speakers/metrics? Fix or flag.
15. 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.