In today’s global economy and with the extended reach that e-commerce provides, businesses are often able to expand well beyond their own borders. No longer are they limited to their small local area as their target market. Their customers can come from almost any state or country, increasing their revenue potential exponentially.
The challenge for these companies is how to market their business abroad. How can they make their products and services known to people overseas? Their marketing and brand-building materials must be as effective globally as they are locally. Often the best place to start is to create marketing materials in English. Enter translation companies.
Translation agencies can take existing marketing copy in a foreign language and translate it into English. But the work doesn’t end there.
Although the copy may be technically correct at that stage, it usually requires something more. It needs copy editing and possibly rewriting to turn awkward, foreign-sounding sentences into smooth, compelling prose.
A professional copywriter who is a native English speaker can work with the translation company to perfect the text. She can correct the copy so it no longer sounds like it was translated from another language.
Why bother? Well-written copy becomes “invisible.” It allows the reader to focus on what the content is saying rather than how it’s being said.
In some cases, the copy may even require localization, adapting the copy to appeal to the readers’ cultural preferences and better connect with them in their own language. For example, a website targeting British customers might refer to travel as “going on holiday,” while a site that targets U.S. customers would refer to travel as “going on vacation.” Those slight differences can be critical to the copy’s effectiveness in persuading the reader to take action.
According to The Language Blog, a good translation “is an intricate and often subjective process that goes far beyond a simplistic word-for-word exchange. A good translation needs to carry the meaning and the tone of the original text, while still remaining culturally sensitive and appropriate to the target audience.”
A freelance copywriter can provide copywriting, proofreading, copy editing and localization services to translation companies at an affordable rate and for wide variety of content including:
Working with a professional copywriter will help you ensure your translated or custom-composed copy sounds authentic and is effective at connecting with your prospects. In particular, working with an American copywriter, someone familiar with the literary and cultural nuances of the U.S., will result in copy that resonates with fellow Americans.