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ABC Copywriting creates valuable new online resources


ABC Copywriting, the independent copywriting agency based in Norwich, UK, has created a new suite of online presentations on key copywriting topics. The material has been created in PowerPoint and is hosted at SlideShare, the popular website where users can share and view presentations. This approach means that, as well as being easily viewable online, the content can be downloaded and re-used by anyone with the PowerPoint software package.

ABC’s ‘Five Slide Guides’ aim to offer useful copywriting knowledge in the most concise, user-friendly way possible. ‘We know people are busy,’ explains Director Tom Albrighton. ‘Five slides is plenty to cover the basics, and will help those who need to get up to speed quickly before a meeting, or complete a project on a tight deadline. There’s nothing more dispiriting than opening up a 30-slide presentation, particularly if you don’t know whether it will actually help you or not.’

The four presentations cover NLP copywriting tips and tricks, SEO copywriting, creating and designing an advertisement and using SlideShare itself. ‘Using NLP concepts is a great way for marketers or general business people to add focus and persuasion to their writing,’ explains Tom. ‘Even if you’re just writing an email, you could get a more positive or effective response by deploying NLP techniques such as well-formed outcomes and embedded commands.’

Using a professional is the best approach to SEO copywriting, but ABC’s presentation on the topic is still recommended reading for clients. ‘One of the foundations of good SEO is choosing keywords,’ notes Tom Albrighton. ‘Our presentation offers useful pointers on how to select keywords that link in to searchers’ priorities as well as reflecting what your business does.’

The presentation on creating an advertisement covers the essentials of planning, writing and designing an ad, in a refreshingly ‘back to basics’ manner. ‘Too many ads try to be too clever or attention-grabbing,’ Tom points out. ‘Instead, they should be focusing on connecting with readers and communicating benefits. If you do that, conversions will surely follow.’

The final presentation is on using SlideShare. ‘Although everyone’s talking about Twitter, we see SlideShare as a more powerful marketing tool, particularly B2B,’ says Tom. ‘Twitter content is like a sandcastle – fun to make, but ultimately too ephemeral to have any value for search or generating long-term credibility. SlideShare is a great way to get valuable content out into the world in a usable, long-lasting format. We hope our presentation will convey that to people.’
All four presentations are available via the ABC Copywriting website,



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