Clients often ask me why their copy isn’t as successful as they thought it would be.
Despite it being precise.
Despite it describing the company or the product / service.
Despite it being created by a highly paid individual.
The first question I ask my clients is usually
“Who did you write the text for?”
This can evoke anything from funny looks to uncomfortable laughs.
“No, seriously, who did you have in mind when coming up with it?”
It is often the case that someone in production or R&D, who knows the product or service intimately, writes the promotional text. It’s true that no one knows the product better than they do.
The issue is, however, that their knowledge and their faith in the product do not translate into sales. They have not walked a mile in their client’s shoes, have not taken a seat on their side of the table, and have not looked at the product with their client’s eyes.
Your ophthalmologist will confirm that your vision will always remain blurred if the angle of vision is incorrect. You must change your perspective. The same applies to me. Clients who want their copy translated and localized should keep in mind who they want to address, in which way they intend to address them, and how. Only by identifying their intended audience and setting can I generate the translated copy that effectively promotes their product or service.
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