Sales/web copy - nationality

[RBS]

I need to change my web and brochure text, as its completely agaist all rules, but this idea came to me:

I am just thinking if one sales letter would work the same for American, British and lets say Italian/Spanish/Russian?

If you ask American to write a web copy for Italian online shop - would it work?

[Scott-CopyandDesign]

I need to change my web and brochure text, as its completely agaist all rules, but this idea came to me:

I am just thinking if one sales letter would work the same for American, British and lets say Italian/Spanish/Russian?

If you ask American to write a web copy for Italian online shop - would it work?

This is much argued subject amongst copywriters. For example, some say copy by American copywriters for American audiences is too brash and doesn't work in UK markets. Others say that it will work in both audiences and UK business owners should take notice of popular US copywriters.

In my opinion the principles of copywriting are the same, but certain markets react differently to certain styles of writing. It's the effect of a lift-time of being exposed to specific types of advertising (In the UK, the population grows up with more subtle, less 'in your face' advertising. In the US, a lot of the advertising is very 'to the point' and brash).

A very good piece of copy should work well in all countries. However, the results might vary quite considerably (great results in one country, but only slightly above average in another). If you're going for such a large international campaign, then you should hire the right copywriters to tailor the sales letter for each country.

[directmarketingadvice]

If you ask American to write a web copy for Italian online shop - would it work?

How good is his Italian?

Steve

[RBS]

How good is his Italian?

Steve

Italian then will translate to Italian for his online shop.

[directmarketingadvice]

Italian then will translate to Italian for his online shop.

Surely they should hire an Italian copywriter to start with?

Steve

[RBS]

Surely they should hire an Italian copywriter to start with?

Steve

Its was just an example about Italian. It can be Nigerian copywriter writing for Turkish company.

You won`t believe, but we do not have copy writers(just one guy who have finished some marketing course in Europe) in our country or huge marketing industry as itself, so I have to outsource it from other country, hence I am asking question about nationality. If I get British copywriter to write web/sales copy for me - would it work in my country?

[directmarketingadvice]

Its was just an example about Italian. It can be Nigerian copywriter writing for Turkish company.

You won`t believe, but we do not have copy writers(just one guy who have finished some marketing course in Europe) in our country or huge marketing industry as itself, so I have to outsource it from other country, hence I am asking question about nationality. If I get British copywriter to write web/sales copy for me - would it work in my country?

It depends on the country.

If you're going from one language to another, then you'll lose so much in translation that it'll be hard to imagine you can't get someone local to write it from scratch.

(or knock off a version that was written in English)

Between the US and the UK, there isn't a lot of difference... though John Carlton once read me the roit act because I used the phrase "people like you" in a salesletter.

I'd used it as a bit of social proof ("we've helped people like you..."), but to him, it's a phrase that's used as a put down.

I'm still not sure he was right (for the UK), but I took it out anyway.

Steve

[Scott-CopyandDesign]

I think the only issue is when you use a UK copywriter to write copy in a country which already has it's own strong style when it comes to media, TV, culture and advertising.

So, for example, the US has some of it's own style of media (it can vary because it's such a big country), and a country like Japan will also have it's own unique style.

Other than a few more examples, it generally won't pose a major problem. The letter might not be perfectly tailored to get the best results in that country, but it should do well.

Also, as Steve says, translation is important. You would need some kind of professional translator or copywriter to re-write the English text with a syntax and style which works very well in another language.



Between the US and the UK, there isn't a lot of difference... though John Carlton once read me the roit act because I used the phrase "people like you" in a salesletter.

I'd used it as a bit of social proof ("we've helped people like you..."), but to him, it's a phrase that's used as a put down.

I'm still not sure he was right (for the UK), but I took it out anyway.

Steve

For me it depends heavily on the context. "People like you" on its own does sound like a put down. It sort of implies that the prospect is just like the rest of them and needs help. However, if you're referring to the prospect in a very positive way, then you could probably pull it off. It's somewhat risky.

[RBS]

If you're going from one language to another, then you'll lose so much in translation that it'll be hard to imagine you can't get someone local to write it from scratch.


Exactly. I have to try myself then and test the water. I did read some stuff in last few days and went for these two things: attention grabbing headline +sell benefits not features of your product. I changed few things today and I can see already some improvement in clicks on link.

I had headline: Latest wireless security alarm for your house
Text: listed all the features it has, how good it is, all spec and functions.

Chnaged headline to: How to effectively protect yourself and your property in current economic climate, without spending lot of money.

Text to:
How much does it cost?
Cheaper than your safety and your property.

Visit our home page, where you will find useful information on ways to protect yourself and what you own.

Any questions, comments? Write us or call.

--------
After visiting my webpage they can see that I offer CCTV and security alarm sales and service.

I am trying :rolleyes::cool:

[Cartoon Logos]

I had headline: Latest wireless security alarm for your house
Text: listed all the features it has, how good it is, all spec and functions.

Chnaged headline to: How to effectively protect yourself and your property in current economic climate, without spending lot of money.

Text to:
How much does it cost?
Cheaper than your safety and your property.

Visit our home page, where you will find useful information on ways to protect yourself and what you own.

Any questions, comments? Write us or call.

--------
After visiting my webpage they can see that I offer CCTV and security alarm sales and service.

I am trying :rolleyes::cool:

How about


Which is worse?

Home alone or out of town when thieves strike?

For security and peace of mind protect yourself and your home with
ABC home safe security CCTV systems


(or whatever your company name is)

This headline asks a question which makes us think about that scenario, it aint pretty!
Thus it focuses on our fears then.....
Provides a solution and an escape from that fear

ie



peace of mind,
protection
security


THESE are your products benefits first and foremost

Not the products specs.

good luck

Leah