5 powerful strategies to translate and appeal at the same time

The most important concept some companies seem to forget: It's not about YOU. It’s about YOUR CLIENT.

That’s why to transcreate (recreate) your content for any Spanish-speaking market, the translator in charge should have copywriting skills.

And they should know these 5 powerful strategies to translate and appeal at the same time:

1. Find out all about your ideal client and write for them

Brand personas are useful, but it’s better to simply focus on a real person who has chosen your company and see what they have to say about it.

If you have feedback or a case study, it will be easy to see what clients were struggling with and the problem you helped them solve.

While writing, it will be useful to even use their own expressions in your copy (or have them translated).

2. Reflect your style in your transcreated materials

Your style is in your vocabulary, grammar, and tone. Will you be formal or chatty? Detached or warm? Serious or humorous?

Your transcreated copy should simply reflect your brand’s personality: it’s all about how your brand would sound if it were a person.

Extra tip: to connect with your readers, your copy shouldn’t be too formal, detached or serious.

3. Discuss your unique selling point

A USP is what makes you different from everyone else. It’s an attribute that will urge buyers to choose you (if price isn’t that important).

A strong USP explains a benefit in a compelling way. In “All the cloud solutions you’ll ever need in one place”, for example, the USP is that you’re a “one-stop-shop”.

An easy shortcut is to translate a unique customer experience into a strong USP.

4. Mention benefits, not features

For your copy to be compelling, it should answer your prospect’s main question: “What’s in it for me?”

Instead of a company or product-oriented approach, it should include a customer-centered one. This can happen by turning features into benefits.

• Feature:?“Customer support available 24/7.”
• Benefit: “Rest assured, you can contact our support team 24/7.”

5. Connect with your readers

Do you know why literal translations or machine-translated copy isn’t compelling?

The behavior, thoughts, and belief systems of your US-based readers, for example, will be different from those of your Argentinian readers. And that’s a fact.

Think baseball vs. soccer, peanut butter vs. dulce de leche, coffee vs. mate… Cultural differences are real, and they matter when it comes to connecting with your audience.

To sum up, don’t jeopardize your good name… Make sure your target audience gets to really know what you have to offer!