Copywriting Strategies for Creating Presentations
Never underestimate the impact of good copy on your presentations. A good presentation can be seen as an opportunity to showcase your skills and interests, or as terrifying experiences in which hundreds of eyes silently judge you (but not me of course). Regardless, the best way to prepare for these is laying a presentation’s foundation upon great copywriting.
Keep in mind that you have a finite amount of time to present whatever information it is you with to explain. A group of people, no matter how big, want to be given something memorable; a presentation that can take something away from, as well as something different from the others (i.e. not a boring copy-and-paste arrangement of slides they’ve seen before).
First, know your audience. Much like I have discussed in my past blog, knowing exactly who you are speaking to is crucial in creating memorable dialogue. Adjust your presentation accordingly depending on whether your are speaking to a small office of 6 to 7 people, or at a national conference in front of hundreds. Similarly, adjust how you present this information. For example, talking in front of a large crowd should entail straightforward information, whereas a small crowd should be approached more intimately, possibly touching on subjects like personal feelings and asking them questions.
Highlight the benefits of whatever it is you are presenting. In other words, what is this thing and why should people be interested? Is it a good, service, or valuable piece of knowledge? Always explain why this thing is beneficial to those who do not have it, not how it works. However, there are situations in which you must explain how this beneficial thing operates, but don’t spend too much time doing so lest you take away from the product itself.
Always remember one of the most important rules to remember in copywriting: What’s in it for me?
Pitching is something that every presentation must include. After all, what is a presentation if not a lengthened pitch? With that said, persuasion is key. Whether you are trying to change one’s behavior or sell a product, persuasively and effectively pitching this idea is the end goal. One way of doing this is including copy about an individual who has benefitted from what it is you are pitching in the past.
Give numbers whenever possible. Capturing data to illustrate your point is always a great method for persuasive arguments.
Give direction in your presentation, or in other words, a call to action. If you have a link including in a text presentation during a webinar, include something along the lines of “click this link to download.” How you approach this call to action is entirely up to you. Again, take the specific audience into consideration. Would they respond more to a blunt approach, or rather one that subtly convinces them? Explain that they can stay updated on your “thing” through social media or an email list.
Remember that you are the expert when presenting. Ensure that that comes across in the copy you choose to include. Confidence is key in your verbal, physical, and written actions.