If your Spanish message is not crystal clear, your conversion rates will fall ...
Put some selling power behind your words for your Spanish-speaking audience ...
Here you will find expert Latin American Spanish copywriting tips and secrets I share with my readers to persuade Spanish-speaking audiences.
Hi, I'm Fer Morales, an experienced Latin American Spanish copywriter.
The first tip I want to share with you is this:
Some translators offer "Spanish Copywriting services." However, I'd be cautious about such an offering.
The training of a translator and that of a copywriter couldn't be more different.
Just because you had your English language copy translated doesn't mean it will persuade a Spanish-speaking audience.
Persuading and convincing with words is not a translator's job but a copywriter's.
I've seen superb English copy lose its selling power when translated into Spanish.
In any language, a good copywriter is first and foremost a good salesperson and a keen observer that happens to have a way with words.
One will not acquire the skill of selling simply by writing or translating for a living.
It takes experience and knowing how to identify and use the correct information to write to sell things or convince others.
Furthermore, a salesperson who doesn't know her product well will not be able to sell it.
Likewise, a copywriter is only as good as her knowledge of what she intends to promote.
To persuade and convince, a copywriter must first study and get to know the product or service, as well as those who benefit from using it.
Unfortunately, a simple translation job negates this crucial step.
When I'm called upon to translate existing English copy for a product or a service, I always request customer reviews, white papers, brochures, and market research reports.
I may even call my client's customers to find details that existing literature or the first copywriter may have missed.
In my opinion, those jobs shouldn't be just about translating but making sure that the resulting message compels its new Spanish-speaking audience to act.
Studying what I intend to promote helps me create compelling Latin American Spanish copy regardless of the original copywriter's ability.
That is why a simple content translation may fail to have what it takes to convince Latin American Spanish speakers.
An experienced Spanish copywriter with a product study at hand will be better prepared to create compelling copy.
But a translator with no copywriting experience and only an existing English composition to work off of will likely produce copy that will fail to resonate with the intended audience.
A skilled Latin American Spanish copywriter will find appropriate words to convince and persuade, even if original English words lose their convincing strength after translation.
An excellent Spanish copywriter will often discover things related to a product and its users that make it easy to sell it.
To create an excellent advert for Rolls-Royce in 1959 to promote their Silver Cloud model in "The Motor," a British magazine, David Ogilvy spent close to a month at Rolls-Royce's headquarters.
It was during that time that Mr. Ogilvy overheard an engineer say: "At 60 miles an hour, the loudest noise in this new Rolls-Royce comes from the electric clock."
Mr. Ogilvy was all ears, and nothing that would prove to be advantageous for his work escaped his attention.
That sentence became one of the best titles in copywriting history!
Being the excellent observer that he was, Mr. Ogilvy immediately capitalized on his observation.
But of course, we are talking about the father of modern copywriting.
My point is that a simple translation will dilute the effectiveness of your English copy unless your translator is an experienced Spanish copywriter.