8 Important Truths About International Copywriting

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Copywriting for international audiences is more complicated than you might think at first. Advertising and marketing copy depends on culturally and linguistically-specific factors to motivate the audience to act. For example, clever wordplay is challenging to translate, as is humour.


Copy is more appealing when it’s in your customers’ native language.


However,research shows that people are more likely to buy products当产品信息以其母语提供时,即使他们也会说英语。



Always be researching.

Research is the foundation of almost all successful marketing and advertising campaigns. However, you can’t assume that the research you did before you came up with your original campaign will carry over to new markets. Here are some sample questions to answer before you even begin:

  • Will your product appeal to the same age groups and personas?
  • Are the demographics the same?
  • Will customers in your new target market consume the same types of media?

Also, it’s essential to understand how your target customers talk. That means you need to know not just what language they speak, but what dialect? Do they speak formally or informally? What about slang?

Don’t forget multilingual SEO.

If you’re writing to an international audience online, you absolutely have to take multilingual SEO into account. Look at it this way – would you hire a copywriter with no SEO knowledge to rewrite your website? Probably not, at least not without an SEO specialist for guidance. If your customers can’t find you, they won’t buy from you.


For more, seeHow to Win at Multilingual SEO in 2019.



For example, a TV commercial for GripEx HotActive was banned in Poland for not complying with consumer health marketing regulations there. According to the MM&M magazine网站,“主要药物监察机构质疑广告,因为它显示了一名记者包围着饮用产品后立即消失的症状的名称。记者在几秒钟内重新开始工作,这被发现是误导性的。“


Attracting an international audience often requires more than a direct translation.


For more, see什么是transcreation?



A picture is worth a thousand words, so customise your images, too.

Ideally, when you’re copywriting for international audiences, you’ll need to adjust more than just the words. Images should also be customised to resonate more effectively with your customer and to avoid causing unintentional offence. For example, an ad with a woman in a bikini is normal in most of the Western world but would be offensive in most Arabic countries. Colours, too, can have different meanings depending on culture.


The bottom line is that it’s almost impossible to create a marketing campaign that will be equally effective in different parts of the world without at the very least making some adjustments. Your company probably spends a significant amount of time and effort getting your messaging “just right,” so don’t let it get lost in translation.

相信我们的营销专家团队,母语撰稿人,语言学家和其他专家,以定制您的营销活动,以吸引您的每一个国际受众。yobet安卓for your next international copywriting project today!