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Tokyo, Japan

What to consider when adapting translated content into effective marketing copy

Posted 15 June 2017

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Are you planning to translate marketing copy?

If you are, there are a few important things you need to know first before translating the following documents:

  • Web pages
  • Landing pages
  • Brochures
  • E-shots
  • Any publicity material

For this type of content to work for you, to translate marketing copy will not be be enough. Here is our quick guide to adapting translated copy into effective marketing copy.

Time is limited…

You only have a few seconds to appeal to a reader before they decide to stay or go.

Want to appeal to your reader?

Translation will provide the basic information you want to get out to your customers, but if you want to sell to your audience, to translate marketing copy correctly, the text needs to be polished first.

Why is translation alone not enough?

A ‘raw’ translation is great for getting the gist of something or for understanding instructions, but if you’re trying to connect with potential clients, your copy needs to be persuasive and not sound like a translation.

Concepts become more persuasive when you manipulate words and craft them into something that compels your reader to read on right to the call to action.

If it’s in writing for the whole world to see, it must be right!

When communicating verbally, there is always the option to rephrase or explain further if it appears that your conversation points aren’t clear.

When it comes to written communication, the luxury of rephrasing and further explanation isn’t there. It’s therefore extra-important to be clear and for your copy to be appealing and informative.

When is translation alone OK?

If text is translated for information only, then translation and the usual Quality Assurance checks are usually adequate, although there is never any excuse for poor style!

On the other hand, if you’re publishing, then to effectively translate marketing copy you need to invest in the extra copy editing step. Why?

  • Every language has its own unique style
  • Literal translations from different languages will read very differently in English.

For example: German-English literal translation will not flow due to the word order differences. French-English literal translations are often more poetic. Concepts in both languages may not make much sense unless they are adapted properly in English or their target language.

A simple way to decide how to translate your marketing copy…

ALM Translations offers 3 service levels, depending on a translation’s end use and the client’s availability of suitable reviewers.

Don’t automatically opt for the standard translation option. Check the type of document you’re looking to translate and ensure you’re selecting the right service for your needs.

Still unsure?

ALM Translations is on hand to answer any questions to help you decide on the service level you require. We will give an honest appraisal on all copy and will give the best advice according to a document’s end use. Advice is free, as are quotes, so please get in touch with us as soon as you have the need for a translation. We’ll ensure that you receive exactly the right advice for your needs.


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