Why it makes sense to hire a B2B copywriter for your CPD presentation

Ruth Taylor
Jul 21
4 min read

If you’re a building products manufacturer or supplier, you don’t need me to tell you how valuable a CPD presentation can be.

It gets your brand in front of architects, specifiers and engineers. Helps you position your company as a trusted technical expert. It opens doors to future conversations and ultimately, specifications.

A man with scruffy hair sitting at a desk. His face is resting on his hands and he looks bored.

But a CPD is only as good as the content behind it

I’ve reviewed several CPDs recently. And sadly, building product companies are wasting a great opportunity with their presentations.

When your technical or sales team creates CPD presentations, they’re brilliant at explaining what your products do. But they’re not trained to write content that grabs attention and builds engagement. The result? Presentations packed with technical specifications that send the audience to sleep.

Your in-house team is already stretched thin. Adding “compelling presentation writer” to their job description is just unrealistic. It’s also expensive. Every hour they spend wrestling with the slide copy is an hour not spent on their real role, the critical areas like product development, strategic planning, or client relationships.

What does a copywriter bring to the table?

A good B2B copywriter understands your audience, your industry and your commercial objectives. But importantly, we know how to take technical information and turn it into a clear, professional and persuasive story.

Your CPD presentation isn’t just a set of slides, it’s your opportunity to:

Educate the audience about an issue that affects them or that they care about
Show how your product provides a solution
Position your business as an expert and credible
Build brand awareness and trust

But this only works if your presentation is easy to follow, well-structured and professionally written. And that’s where a CPD copywriter comes in.

Slide content that’s clear, concise and engaging

One of the biggest mistakes companies make is overloading their slides with text. A CPD should never feel like a product brochure that has been copied and pasted into PowerPoint, or slides crammed with bullet points in 12pt font.

A B2B copywriter will write clear, focused slide copy that doesn’t overwhelm your audience. We’ll cut out the waffle, highlight key takeaways, and use formatting and structure that works on the screen and in person.

And because we write with your audience in mind, we’ll ensure the content meets their level of knowledge.

At the end of the day, you want your audience to listen to what you have to say, not spend all their time trying to read everything on the screen.

Powerpoint CPD slide with a lot of text on about impact resistance for glazing. This is to show a bad slide layout

Speaker notes that support your delivery

What you say in the room is just as important as what’s on the slide.

Actually, what you say is more important, as people are more likely to remember what you say and how, rather than points on a slide.

Many CPDs fail when it comes to delivery. Either the presenter ends up reading off the slides word for word, or they improvise to fill the gaps.

That’s why a professional CPD pack should include clear, helpful speaker notes, written in a natural, conversational tone to support whoever’s delivering the session.

It doesn’t matter if it’s a salesperson, technical or product manager, or director presenting; a CPD copywriter will create a script or notes that sound confident, knowledgeable, and approachable. We’ll ditch the jargon. Our notes will be like a conversation, not a lecture.

Visuals that support your message

Choosing the right visuals can make a massive difference to how your CPD is received. I don’t produce the slides, but I can suggest imagery and diagrams to support the copy, reinforce your message, and keep audiences engaged.

It’s not about adding decoration, it’s about visual storytelling. When text and visuals work together, your message is memorable.

Businessman delivering a CPD presentation to a group of people sitting around a desk.

Why it matters for your CPD presentations

CPDs are an investment. You’re sending someone out to represent your company, often for an hour or more, but in reality, it will take up a good part of their day.

You want the audience to learn something, remember you, and then have follow-up conversations and specify your product.

But if your slides are confusing, the structure is weak, or the delivery feels wooden or robotic, it won’t have the desired impact.

Working with a B2B copywriter for your CPD will help avoid this. You get a presentation that’s professionally written, clearly structured, and aligned with your brand and goals.

Ultimately, your CPD should build trust. When you deliver something well-written, professional and relevant, it reflects well on your company and starts a conversation.

It’s about making sure the effort you’re putting in is actually working for you.

Need help with your CPD? Whether you’re starting from scratch or refreshing an old deck, I can help. I write CPD presentations, including slide copy, speaker notes, and imagery suggestions, all tailored to your audience, product, and brand. Please do get in touch, and let's talk.