As the world and our day-to-day lives move faster with each passing year, attention spans are changing. When it comes to effective content, you need to speak directly to the market you are targeting in a way that captures their attention. This can only be done through well-localised content pieces that suit the cultural needs and standard verbal exchanges within the region concerned.
However, sometimes, you need more. Individuals are intensely tuned to the cultural way of conversing in their own language and a translation, edit and proofread process sometimes won’t suffice to capture their attention. The source language may differ too much in tone from a natural way of communication in the foreign market to warrant their interest when simply translated.
What you’ll need is a copywriter, based in the country or region of the target market, to emulate your English piece in the target language and actually recreate the piece entirely, from scratch, to suit the market in question. This is where multilingual copywriting comes in.
A definition to further clarify:
Copywriting is the act of writing text for the purpose of advertising or other forms of marketing. The product, called copy, is written content that aims to increase brand awareness and ultimately persuade a person or group to take a particular action.
Multilingual Copywriting may indeed be your best bet when it comes to marketing materials effectively in foreign markets. A brief can be created, so all your international communications contain the same information and run with the same style/tone etc, whilst still creating an essence of individualism in the communications, particularly created for the marketing region in question.
For all other requirements, a translation – editing – proofreading process should suffice in creating a translation that is true to the original and conveys the message at hand accurately. However, if you’re looking for a more personalised tone and extra punch, copywriting may be the best way forward.
Please e-mail info@web-lingo.com should you need any insights or advice on how we could assist you in offering effective international communications.