Presentation Copywriting That Actually Works [Here’s How]
- Ink Narrates | The Presentation Design Agency
- Nov 13, 2024
- 7 min read
Updated: Jul 7
While we were working on a product deck for our client, Beth, she asked us a surprisingly sharp question.
“How do you write slides that actually make people want to listen?”
Our Creative Director didn’t blink before replying,
“Make every line earn its place on the slide.”
As a presentation design agency, we work on dozens of pitch decks, strategy presentations, and investor slideshows throughout the year. And the one thing we consistently see? Presentation copywriting trips people up more than design. That’s the real challenge. The words. Not because people can’t write, but because writing for slides is not the same as writing for reading.
In this blog, we’re going to show you how to write presentation copy that works — copy that holds attention, builds narrative tension, and moves people to action.
Let’s get into the why first.
Why Presentation Copywriting Deserves More Respect Than It Gets
Let’s clear something up. Most people treat presentation copy as an afterthought. They think, “I’ll just take what I wrote in the doc and throw it on the slides.” Big mistake. That’s like dressing your dinner leftovers and serving them at a wedding. No one’s impressed.
Here’s what we’ve seen: the way people read a slide is nothing like how they read an article or an email. Eye-tracking studies from Nielsen Norman Group show that users skim web content in an F-shaped pattern. On slides, this behavior is even more extreme. Viewers give you about 3 to 5 seconds per slide to make your point. That’s it.
Add to that: Microsoft found that the average attention span today is 8.25 seconds, which is shorter than a goldfish’s. And let’s be honest — most slides aren’t competing with just attention spans. They’re competing with phones, side conversations, and caffeine crashes.
This is why your copy matters.
Good copy doesn’t just support the message. It is the message. It frames what you’re saying, guides what people remember, and makes ideas stick. When it's done well, it feels invisible — but it’s doing a ridiculous amount of heavy lifting behind the scenes.
And here’s the punchline: in high-stakes presentations, bad copy can quietly tank your pitch. Not because it’s obvious. But because it’s forgettable.
So, if you're still writing slide copy like it's a condensed blog post or a bulleted email summary, you're setting yourself up to be ignored.
The good news? Writing presentation copy that actually works is a learnable skill. Let’s break it down.
Presentation Copywriting That Actually Works: Here’s How
Let’s start with a simple rule: Presentation copy is not about what you want to say. It’s about what your audience needs to get.
If that sounds harsh, good. Because it needs to be. Most of the presentation copy we get handed starts from the wrong place. It tries to impress, explain, or sound “smart.” But slides aren’t essays. They’re billboards. They're meant to be absorbed quickly and remembered easily.
So let’s talk about how to write presentation copy that actually works.
1. Start with the story, not the slides
Before you touch a single line of text, ask yourself: What’s the story here?
We’re not talking about the formal “once upon a time” kind of story. We’re talking about flow. Tension. A clear beginning, middle, and end. What’s the problem? What’s the impact of that problem? Why does it matter right now? And why are you the answer?
A lot of people jump straight into slides and end up Frankensteining their thoughts together. That’s not presentation copywriting. That’s panic.
Instead, we map out the story on paper first. Think headlines. Think beats. Think structure.
If you don’t know what you’re trying to say, your slides won’t save you. But if the story is solid, the copy almost writes itself.
2. Your headlines do the heavy lifting
This is where most decks fall flat.
People treat slide headlines like labels: “Q1 Performance,” “Our Vision,” “Product Benefits.”
That’s a missed opportunity.
Headlines should say something. Not just what the slide is about — but why it matters. Think of them as your argument in one sentence. They should have a point of view.
Bad: “Revenue Breakdown”Better: “Q1 Revenue Grew 28% Despite Market Slowdown”
See the difference? One is just a title. The other is a message.
If someone only reads your headlines, they should still walk away with the core story.
That’s how you win attention in a distracted room.
3. Body copy should earn its place
Here’s a mindset shift: every word on a slide has to fight for its survival.
Your audience is not sitting there thinking, “I hope this next slide has 7 bullet points.” They’re already overwhelmed. Your job is to cut the clutter and make the message land.
Three simple principles to follow:
Write in short, punchy lines. Avoid full paragraphs. Think phrases, not prose.
Use plain language. No “leverage synergies to drive innovation.” Say what you mean.
One idea per slide. If a slide has multiple messages, split it.
We’ve worked on slides where clients packed in 80 words thinking it would “save time.” What it really did was kill attention.
Less is not just more. In slide copy, less is necessary.
4. Slides are not self-explanatory — and they’re not supposed to be
We often hear, “But what if someone looks at the deck later? I need to add more details.”
Wrong approach.
There’s a big difference between a presentation deck and a leave-behind deck. The first is meant to support your live narration. The second is designed to be read without you.
Don’t try to write a one-size-fits-all deck. You’ll end up with a confused mess that does nothing well.
For live presentations, write copy that pairs with your voice. Use keywords. Use simple triggers. Let your presence do the explaining.
If you need a detailed deck later, make a version for that.
Treat your slides like stage partners, not crutches.
5. Format like a minimalist
Designers and writers agree on one thing when it comes to presentations: Whitespace is powerful.
If your slide looks like a blog post in landscape mode, you’re doing it wrong.
Good presentation copy respects visual rhythm. That means:
Break up text into clear, breathable chunks
Use line breaks to guide how the eye moves
Align everything with ruthless precision
We’ve had clients who wanted to cram 5 paragraphs and a bar chart into one slide. We cut it down to one powerful line, one visual, and space to breathe. The result? The room listened.
Your words are only as strong as the space around them.
6. Show, don’t tell (especially with proof)
People don’t believe claims. They believe examples.
Saying “We’re innovative” means nothing. Showing how you solved a specific client’s problem faster than anyone else? That sticks.
When you write presentation copy, especially in pitches or product launches, swap vague statements for sharp proof points.
Instead of: "We’re growing rapidly.”
Try: "Tripled our user base in 6 months across 3 new markets.”
Instead of: "We offer best-in-class service.”
Try: “97% of customers rate our support 5 stars, consistently since 2022.”
Your slide copy should earn the audience’s trust, not demand it.
7. Edit like a maniac
First drafts are always too long. Always.
When we write copy for client presentations, we treat editing as a separate job. Not a light polish. A full teardown. We ask:
Is this the shortest way to say this?
Is this helping the story or slowing it down?
Can we show this visually instead of saying it?
We often take 50-word slides down to 12. And they’re better for it.
Here’s a tip: read your slides out loud. If you’re out of breath or tripping over jargon, your audience will too.
Write like you talk, then cut like you mean it.
8. Mirror the audience’s language
The best copy feels familiar.
That’s not an accident. It’s intentional mirroring.
When you’re writing slides for a specific audience — say, a boardroom full of finance leaders or a team of creative directors — you need to speak their language. Use the terms they use. Reflect their challenges. Echo their phrasing.
This isn’t about buzzwords. It’s about clarity and connection.
We once rewrote a deck for a B2B SaaS company targeting mid-size retail clients. The original copy talked about “omnichannel integrations” and “workflow automations.” We rewrote it to say “connect in-store and online systems” and “save your team hours each week.” Response rates went up.
Because it finally made sense to the reader.
If your audience doesn’t hear themselves in your copy, they’ll tune out.
9. Use hierarchy like a storyteller
Not all copy is equal. Some lines carry the punch. Others set it up.
This is where visual hierarchy matters. Your most important line (usually the headline) should stand out. Supporting text should feel lighter. Pull quotes, numbers, or bold words should guide the eye.
We call this slide choreography — moving the audience’s attention in the order you want.
Too often, we see slides where every element screams at the same volume. The result? Cognitive fatigue.
Think of your copy like a song: you need quiet moments to make the loud ones land.
10. Don’t hide the ask
If your deck is leading to an ask — a sale, an investment, a sign-off — say it clearly.
Don’t hope they’ll “get the hint.” Make it obvious. Use language like:
“Here’s what we’re asking for”
“Our next step is simple”
“We’re ready to start. Are you?”
Passive slide copy leads to passive outcomes. You’re there to move the room. Own it.
Why Hire Us to Build your Presentation?
If you're reading this, you're probably working on a presentation right now. You could do it all yourself. But the reality is - that’s not going to give you the high-impact presentation you need. It’s a lot of guesswork, a lot of trial and error. And at the end of the day, you’ll be left with a presentation that’s “good enough,” not one that gets results. On the other hand, we’ve spent years crafting thousands of presentations, mastering both storytelling and design. Let us handle this for you, so you can focus on what you do best.