9 Effective Tips for Spanish Copywriting
September 09, 2013
Translation services are often differentiated as either "straight translation" appropriate for technical content for instance, whereby a more literal translation is used, OR "Copywriting-transcreation" where content is actually written from a more creative, compelling perspective, rewritten in another language if you will.
In most cases, source content which is used for marketing must be rewritten in the target language to truly capture the essence of the message in a persuasive, as well as accurate and culturally appropriate manner.
Whether you are transcreating a source text from another language into Spanish or you are writing a marketing related message directly in Spanish, here are some tips that will help you craft your Spanish language message.
- Give your headline a creative twist that makes it sound new and amazing. It should be a short title which can make the reader feel he will be benefitted from reading your article.
- Use numbered lists, such as "The 5 most efficient methods to quit smoking". However; offering "475 ways to save time" would not be very wise :)
- Make the actual content as credible as possible showing, if needed, evidence of what you are telling so you don't let your readers down after the expectations generated in your heading.
- Use short and clear sentences. A good Spanish translator/copywriter must know how to break longer sentences from the source content into several short sentences to make the translation more reader-friendly for Spanish consumers. Sometimes, it is even necessary to change the structure of an entire paragraph to make it read smoothly in the target language. So once your first draft is ready, re-read the whole text making your sentences as short and simple as possible.
- Address the reader directly; unless a third-person reference is a best alternative in a specific situation such us a brochure meant to sell a treatment to lose weight. But in general, the use of "tú" or "usted", (i.e. you), definitely helps you connect with your reader more closely.
- Introduce the content of your copy by sharing a nice personal story with which the reader can identify with and make him/her want to continue reading further.
- Pose questions to your reader. Preferably questions which have a "yes" for an answer -do you know what I mean? ;)
- Identify with your readers as much as possible. You must completely understand everything about your target audience, know the culture and be fluent in the target language so you can address the reader directly. For example, if you are working on a Spanish translation/copywriting project of an English ad on a new car model, you need to take into account that car in Spain is a "coche", in Argentina it is an "auto" and in Colombia it is a "carro".
- Ensure that any images used within the creative message are suitable for the target local market and most important, are not offensive.
Hope you found these Spanish copywriting tips useful to help you capture the real meaning of your message in a persuasive and culturally appropriate manner.
Further resources on Spanish translation and localization
You may gain further insights into Spanish language translation and related topics by reviewing blog posts and resources written by GPI:
- Spanish Variations: Spain vs. Latin America
- What is neutral Spanish?
- Insights into Spanish Translations for Latin America
- Why You Need a Localized Website for the U.S. Hispanic Market
- Spanish Translation Services
Globalization Partners International has created a more extensive overview of website globalization for U.S. Hispanic consumers in two white papers: Website Globalization and E-Business U.S. Hispanic Market and Website Globalization and E-Business U.S. Hispanic Market - In Depth are available in PDF format via a free download.
You may contact GPI at firstname.lastname@example.org or at (US toll-fee) 866-272-5874 with your specific questions about Spanish translation and your project goals. You may also request a complimentary Spanish translation quote for your project as well.
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Daniela Bustamante - Director: Global Production Services
Daniela has over 16 years' experience in the translation, localization and language instruction professions. She holds a degree in Sworn, Literary, Technical, and Scientific Translation from the Instituto Nacional de Enseñanza Superior Olga Cossettini in Rosario, Argentina. Starting her career as a translator for English-Spanish/Spanish-English in 1990 over the years she has worked for several Localization Agencies as a translator, assistant project manager and senior project manager. She has completed a wide range of professional certifications in document and website localization with emphasis on translation, budgeting, quality control and project management including The Localization Institute’s Triple Certification in Localization Project Management (Localization Institute Chico, CA, USA). She has managed a wide variety of document, website, software and audio-video localization projects utilizing different Translation Management Systems (TMS), Translation Memory (TM) and I18n and L10n tool suites.