|
|
|
ARE YOU WRITING FOR A CHANGE?
Whenever you reach one of those writer's roadblocks, it helps to take some time to reexamine what drives you to write in the first place. I submit, however, that regardless of your reason(s) for being, or wanting to be, a writer, or what kinds of...
Crime Writing beckons
If your cash is running out fast and you have an incessant need to write, why not turn to crime? No! Not committing crime, but to writing about crime. Crime is all around us, and people want to know about it. Don't believe me? Turn on the five...
How To Overcome The Lyric Writing Hurdles That Are Keeping You Behind
The lyric writing side of songwriting is known to create an enormous number of problems for some folks. No matter how hard they try, they are unable to write a single line that they can be pleased with.
In many cases these very same people...
Keyword Article Writing: the Key to Your Success!
Ready to jump on the keyword article bandwagon? Billions of companies are using keyword articles to gain free exposure on the internet. Whether you're a netpreneur marketing a product or a writer seeking freelance work, odds are you can benefit...
Writing Fiction, literature and Large blocks of text for the Internet
Have you always wanted to write a novel? If your have then the time has come to put pen to paper, or byte to RAM and actually tell it to the world. Unless you don't keep up with the trends, and as your on the Internet that probably not you anyway,...
|
|
| |
|
|
|
|
Copywriting for the Non-English-Speaking Audience
The power of the Internet lies in its global pervasiveness. It is practically everywhere. People of all languages access the Net from all over the globe. Just think of it as an infinite vastness for your business and marketing possibilities. Your marketing potential is directly proportional to the number of people who can understand your message.
Keep the following points in your mind while writing the copy for a non-English-speaking audience:
==> SHORTER SENTENCES <==
Keep your sentences short. Keep the language simple. Don’t use phrases that depend on the previous knowledge of English, such as “leapfrogging”.
==> AVOID COMPLICATED WORDS <==
Heavy or slangish words intimidate people who do not speak much English. If the language becomes hard to understand, it draws the attention away from the intended message. Use words that are very common and require no endeavor on the part of the reader. But don’t use them in a way that people who have sufficient knowledge of English end up feeling offended. Be simple, sound natural, but do not condescend.
==> USE LOCAL EXAMPLES <==
Regional nuances play an important part in brand awareness. Try to stir up feelings intrinsic to the local populace. For instance, if you are preparing a copy for the Chinese audience, use some Chinese anecdote while explaining something. I remember when Pepsi came to India they tried to associate themselves with many local products and occasions. Most of their products couldn’t compete with the local brands (with the exception of the
soft-drink), but the localization surely helped. The same happens with your copy.
==> BLEND IN THE LOCAL CULTURE <==
Our unique culture gives us our roots. It is sacred to us, it gives us a sense of belonging, and it always invokes strong feelings. Use it. Make your copy as familiar sounding as possible. A person reading your copy in France probably wouldn’t understand if you write, “Howdy, buddy!”
If you have to use names, use the local names. If you have to talk about some city, talk about some local or national city. If you have to mention an animal, mention an indigenous animal. If you are demonstrating an emotion, demonstrate it in a local manner.
==> COLLECT INFORMATION <==
It may not sound apparent at the outset, but the more you know about the target-audience you are preparing your copy for, the more confident you feel while writing for it. You may never use most the information you gather, but it helps you in the long run, and you develop a good habit.
Read about them. Read about what they eat, how they greet, what they wear, what they avoid, what are their social values and their religious beliefs. Eventually you’ll discover you are talking exactly what they want to hear.
About the Author
Amrit Hallan is a freelance copywriter, copy editor and a writer.
He also optimizes web page content for higher Search Engine
ranking.
Read his weekly essays and articles by subscribing to
amritscolumn-subscribe@topica.com
For Copywriting and Copy Editing Services, visit:
http://www.amrithallan.com
|
|
|
|
|
|
