For our translators interested in copywriting, we would like to share an article series on international copywriting by our friend and author Lawrence LaFerla, from JAPANTranslation. Through his blog "Marketing on the Japanese Web", Lawrence shares the valuable insight of an experienced copywriter in the Japanese web market that myGengo translators can add to their skill set.
Although I provide a brief summary for some parts in the series, you owe it to yourself as a translator and writer to click through and engross yourself in Lawrence's knowledge! So, enjoy :)
English-to-Japanese translation for persuasion: Words to the wise (and words of warning!)
As a business or service about to sell products or services in another country, getting sales and marketing material translated is just the beginning. Adapting the language, which includes cultural and linguistic elements of your target audience, is where the real task lies. This section kicks things off by explaining the importance of going beyond literal translations of copy and to cater specifically to your target audience. It all seems pretty simple and self-explanatory, but first time out you may miss what it really takes to capture the essence of your marketing message in another language. The process requires more investment of time, research, and even money. The article concludes with sharing 4 common "pitfalls" to avoid, as a single marketing or translation misstep could spell utter disaster.
Dealing with special sensitivities – a real-world international copywriting case study
With the basics on writing international marketing copy and why this is important under your belt, this next article shows how these concepts work their magic in the real world. As an example, Lawrence shares a case-study - transforming Japanese internet users interested in Swiss private banking and wealth management into viable customers. You'll read about particular difficulties Japanese copywriters faced to create a marketing strategy that would become successful.
Adaptation agencies cf. plain old translation agencies: All about “Advertising sans frontieres”
As was alluded to in an earlier article, translations must often go through additional phases to be most effective in growing a business. International copywriters in so-called "adaptation agencies" serve one such purpose. This article shares how a translation agency differs from an "adaptation agency" and how these agencies use their expertise as a "cross-bred with an ad agency + branding consultancy + copywriting firm" to help businesses fine-tune their message for their target audience. The process requires much more than knowledge of the language to write international copy because more than just words and meaning must be translated.
Six steps for preparing a nuanced marketing campaign for a local translation… and getting great results
Although you may have found the right agency to work with on international copywriting and marketing strategy, there are always tips on how best to utilize and foster the relationship. The final part of this series gives 6 key steps to follow (and avoid!) in preparing a successful business venture.
