---
genome: copywriting-brunson
reference: frameworks-perfect-webinar
load_priority: high
---

# Perfect Webinar Script — 7-Phase Structure

Brunson's signature webinar pitch structure. Adapts to long-form sales letters, VSLs, and email sequences. Originally designed for live/recorded webinars selling high-ticket info-products.

## The 7 phases

### 1. Powerful Promise + Qualification
Open with a specific promise of what the audience will learn. Immediately qualify: who this is for, who this is NOT for.

Format:
> "In the next 60 minutes, you'll learn [specific outcome]. This is for [specific audience]. This is NOT for [excluded audience]."

The qualification filters: serious prospects engage; tire-kickers self-eliminate.

### 2. Breaking 3 Limiting Beliefs
The 3 beliefs that block the audience from buying. Brunson dogma: there are typically 3 — find them and break them.

Common belief categories:
- **Vehicle belief:** "This kind of solution doesn't work" → break by showing the new opportunity
- **Internal belief:** "I'm not capable / talented enough" → break by showing accessibility
- **External belief:** "My situation is too unique" → break by showing universality

Each belief gets ~5-8 minutes (in webinar) or ~500-1000 words (in written form). Each broken with a story + evidence + reframe.

### 3. The New Path (new opportunity that solves everything)
Reveal the path that emerges once the limiting beliefs are broken.

Format:
> "Now that we've cleared those out of the way, here's what's actually possible..."

The "new path" is **not the product yet** — it's the new opportunity / new way of seeing the situation. The product enters in phase 5.

### 4. Case Study / Transformation Story (living proof)
Show that the new path works for someone like the audience. Specific named case, specific timeline, specific results.

This earns the right to make the offer.

### 5. The Offer (irresistible value stack)
Present the offer with full value stack (see `frameworks/value-stack.md`).

Components:
- Core product / service
- Stacked bonuses (each addressing an objection)
- Total stacked value
- Final price (visibly less than stacked value)

### 6. Objection Handling (guarantees and risk removal)
Address remaining objections directly. Risk reversal (strong guarantee). Common objections:
- "What if it doesn't work for me?"
- "What if I don't have time?"
- "What if I can't afford it?"
- "What if it's too complicated?"

Each gets a direct answer + risk-reversal element (guarantee, refund, payment plan, support, etc.).

### 7. CTA with Real Scarcity (genuine reason to act now)
Direct call to action with REAL scarcity. Real:
- Limited cohort size
- Time-bound bonus
- Founder cohort with one-time pricing
- Limited 1:1 access

Manufactured scarcity (fake countdown timers, "while supplies last" with unlimited supply) **destroys the trust the entire script built**.

## Phase proportions (in 60-minute webinar)

| Phase | Duration | % |
|-------|----------|---|
| 1. Promise + Qualification | 5 min | 8% |
| 2. Breaking 3 Beliefs | 18 min | 30% |
| 3. New Path | 8 min | 13% |
| 4. Case Study | 8 min | 13% |
| 5. Offer / Value Stack | 12 min | 20% |
| 6. Objection Handling | 6 min | 10% |
| 7. CTA + Scarcity | 3 min | 5% |

The 30% on belief-breaking is intentionally heavy — Brunson dogma: epiphanies (belief shifts) are what convert, not features.

## Adaptation to written formats

### Long-form sales page (5000+ words)

| Phase | Word count | Section |
|-------|------------|---------|
| 1. Promise | 200-400 | Headline + lead |
| 2. Beliefs | 1500-2000 | Belief-breaking trio |
| 3. New Path | 600-1000 | Solution introduction |
| 4. Case Study | 600-1000 | Testimonial / transformation story |
| 5. Offer | 1000-1500 | Value stack |
| 6. Objections | 400-800 | FAQ / risk reversal |
| 7. CTA | 200-400 | Close |

### Email sequence (7 emails)

One phase per email:
- Email 1: Promise + Qualification
- Email 2: Belief 1 broken
- Email 3: Belief 2 broken
- Email 4: Belief 3 broken
- Email 5: Case study / transformation
- Email 6: Offer + value stack
- Email 7: Final CTA + scarcity

### VSL (15-30 minutes)

Compressed version of webinar:
- Phase 1: 1-2 min
- Phase 2: 5-8 min (often 2 beliefs instead of 3 for VSL)
- Phase 3: 2-3 min
- Phase 4: 2-3 min
- Phase 5: 3-4 min
- Phase 6: 1-2 min
- Phase 7: 1 min

## Common violations

| Violation | Symptom | Fix |
|-----------|---------|-----|
| Skipping belief-breaking | Audience never converts | Add 3 beliefs section, even if shorter |
| Generic case study | Reader doesn't see themselves | Specific named, dated, dollar-amount case |
| Weak value stack | Conversion drops at offer | Build full stack with each item's value |
| Manufactured scarcity | Long-term trust erosion | Use REAL scarcity only |
| Premature offer | Audience hasn't earned the right yet | Move offer to phase 5; keep phases 1-4 first |

## Why this structure dominates 2026 launches

Brunson's Perfect Webinar is the most-replicated launch structure in 2026's info-product world. Reasons:
- Maps cleanly to webinar / VSL / sales letter / email sequence
- 30% on beliefs is empirically high-converting
- Risk reversal at phase 6 catches late-stage objections
- Real scarcity at phase 7 closes serious prospects

Most modern course launches use SOME version of this structure. Variations exist (Brunson + Kennedy = "Perfect Webinar with Kennedy 10 Rules"; Brunson + Halbert = "Perfect Webinar with long-form sales letter at end"), but the 7 phases remain.
