8 Important Truths About International Copywriting

国际受众的文章
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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.

这些因素可以使国际企业在全球范围内向客户提供更加困难。但它不一定。以下是关于国际受众的撰写文案的八个真理,以增加您的成功几率。

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

因此,请确保您的公司的内容以这种语言提供。是的,这听起来很基本。然而,由于世界各地的许多人至少讲了一些英语,因此可以宽恕思考它可以削减角落并为您的国际观众写入英语。

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。

没有“国际观众”这样的东西。

相反,有国际audiences,复数。每个目标市场都是自己的受众,需要定制方法。

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.

仅仅因为您的原始网站副本在谷歌中排名良好,那并不意味着直接翻译将以另一种语言表现良好。此外,根据市场,谷歌甚至可能无法成为顶级搜索引擎。

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

确保您的广告索赔符合您所针对的市场中的法律。

每个国家都规范了不同的广告声称,并必须确保您的广告符合所有适用的法律是必不可少的。不要假设在祖国传递集合的广告​​将符合另一个人。当涉及在诸如消费者医疗保健或膳食补充剂等重金属部门的产品时,需要额外的谨慎。

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。“

在其他国家,使用一点夸张来突出产品的快速行动是可以接受的。在波兰,并非如此。

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

在游戏中有了这么多的文化变量,有时候最好的行动方案只是为了采取原来的简要介绍,从头开始创建一个新的广告活动,吸引与原始情绪相同的情绪。该过程称为Transcreation。当它做得正确时,结果是一个适合目标受众和文化的新运动。

For more, see什么是transcreation?

母语的撰稿人最好。

谈到对国际观众的文案来说,母语的撰稿人是一个原因的黄金标准。他们深入了解营销活动或广告,将营销活动或广告分为本地化版本,将与原件相同的打孔。

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.

不同的文化也有不同的设计敏感性来考虑。同时,一旦文本已翻译或横划,可能需要以纯粹的实际原因来改变布局。

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!