Creativity and great writing skills are just part of it takes to be a good copywriter – they only count if you and your client have a shared idea of success. As a translator and marketer, my experience on both sides of the industry has shown that there is a gulf between the expectations of marketing clients (agencies, in-house teams, etc) and the effectiveness of the copy that translators deliver. This is understandable – the background and training of the typical marketing copywriter is so unlike that of a translator that we might as well be from different planets, not to mention the difference in the value given to our work.
But if translators learn to think like a copywriter, we can start to bridge that gulf and open up a world of opportunities for ourselves and our clients. In this session, we’ll discuss two essential approaches to the work of a copywriter: – The brief: how to develop clear understanding of the client’s business needs and strategy – The practice: how to hone your writing skills by observing the culture and incorporating feedback I’ll also de-mystify the marketing process and provide you with plenty of timeless wisdom courtesy of some of the world’s most successful copywriters.
