Last week, Jason—a senior marketing manager at a fast-growing startup—sat down with one of our Creative Directors for a brainstorming session.
“I’ve got this presentation for a potential investor tomorrow,” Jason said, pacing nervously. “I’ve been working on the slides for days, but something just doesn’t feel right. I’m stuck. I don’t know if the copy is hitting the mark, and I’m worried I’ll bore them to death.”
As a presentation design agency, we've seen this story play out countless times. Entrepreneurs, executives, and marketers are in a constant battle: how to make sure their presentations don’t just look good, but actually communicate a message that grabs attention and compels action.
So, if you’re staring at a blank slide deck wondering how to approach the presentation copywriting, don’t panic. This blog is your rescue mission. We’ll break down the process in a way you might not have heard before—and maybe even give you some insight that will make you rethink everything you thought you knew about writing for presentations.
Presentation Copywriting [The right approach]
1. Forget About Being ‘Formal.’ Write Like You Talk.
The first mistake many people make when approaching presentation copywriting is thinking it has to sound professional, stiff, or overly “polished.” That’s not the vibe you want. If your audience feels like they’re reading a textbook, they’ll check out faster than you can say “slide transition.”
Instead, treat your presentation like a conversation. When you’re presenting, you’re not just reading from a script—you’re engaging with your audience. The more natural and approachable your copy is, the more your audience will feel at ease and connected to what you're saying.
For example, instead of saying, “Our company’s innovative solutions have led to a 45% increase in customer retention,” try: “We helped our clients hold on to 45% more of their customers—and we’re not stopping there.”
See the difference? It’s friendly, it’s conversational, and it makes the same point—but with more personality.
2. Don’t Just ‘Explain.’ Show. Tell a Story.
There’s a reason people remember stories long after they’ve forgotten stats. Humans are wired for storytelling—it’s how we’ve communicated for centuries. When you approach presentation copywriting, think about what narrative you’re trying to tell. Is it a success story? A customer journey? The problem your product solves in a real-world scenario?
Here’s an example: Instead of saying, “We provide an easy-to-use platform that simplifies team collaboration,” show it with a short story: “Imagine this: Sarah, a project manager, starts her day frustrated with a dozen email chains and endless Slack messages. Then she opens our platform, and within minutes, the entire project is on track—no confusion, no clutter. Just results.”
This shifts the focus from abstract product features to tangible, relatable outcomes. You’re letting your audience feel the value.
3. Think About Your Audience—Not Just Your Product
If your presentation feels like a one-sided conversation where you’re doing all the talking about your company, you’re missing the mark. The best copy doesn’t just focus on you—it focuses on your audience. What’s in it for them? What are their pain points, and how can you solve them?
For example, when writing copy for a business proposal, don’t just say, “Our service provides top-tier customer support.” Instead, say something like: “We know your customers are the lifeblood of your business. Our team will be there every step of the way, ready to resolve issues quickly and keep your customers happy.”
This approach shows empathy and positions your solution as directly aligned with your audience’s goals. You’re not just offering a product—you’re offering a solution that meets their needs.
4. Be Bold. Make Your Key Points Stand Out
If you’re writing presentation copy with the expectation that your audience will catch every little detail, you’re setting yourself up for failure. Here’s the truth: people don’t absorb everything in a presentation. They absorb highlights. So, give them what matters most, and make sure those key points are unmissable.
Don’t bury the lead—make your most important message stand out. Use bold headlines, punchy phrases, or even simple one-liners that capture the essence of your pitch. For example: “We’re not just another software company. We’re the future of how businesses work.”
This is what we call the ‘power of brevity.’ Make your message punchy, and deliver it with impact. It’s amazing how one sentence, well-crafted, can do more than a whole paragraph of fluff.
5. Use Humor Wisely (Yes, Seriously)
Okay, let’s get something straight—humor is a double-edged sword in presentations. Use it wrong, and you might lose your audience. Use it right, though, and you can turn a good presentation into an unforgettable one. A little wit can break the ice and make the whole thing feel more human.
For instance, if you're presenting on a topic like cybersecurity, you could ease the tension with something like, “We know, talking about data protection isn’t the most exciting thing in the world. But trust us—it’s a lot more thrilling than having your email hacked.”
It’s light, it’s clever, and it makes your audience smile without taking away from the importance of what you're presenting.
6. Be Visual. It’s Not All About the Text
Finally, let’s talk visuals. Presentation copywriting isn’t just about words; it’s about how your words work in harmony with visuals. Make sure your text doesn’t overwhelm your slides—keep it concise, and leave room for imagery, icons, and infographics that complement your message.
And here’s a hot tip: Use visual metaphors to enhance your points. For example, if you’re talking about growth, don’t just say “Our company has grown rapidly.” Show it with an image of a plant sprouting, with your brand’s logo as the seed. Simple, but impactful.
The Real Secret to Great Presentation Copywriting
If there’s one thing to take away from this blog, it’s this: presentation copywriting isn’t about writing a bunch of words on slides—it’s about crafting an experience. Think of yourself as a guide leading your audience through a journey, keeping them engaged, informed, and—yes—entertained along the way.
At the end of the day, you’re writing to connect, to move, and to persuade. Don’t get caught up in the noise. Get to the heart of your message, and make every word count.
Work with us
And, of course, if you need a little expert help turning your vision into a visually stunning, engaging presentation, well… we're a presentation design agency.
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