Is translating the new copywriting?
In the midst of the twenty-first century, competition is on the rise everywhere. Whether it be business, fashion, arts and who knows what else. The competition is rising and so are the demands of the people and the companies behind it. In order to survive in this world, an individual must possess more than one specific quality or expertise.
Translation is still highly prevalent, but there is a misconception in some parts that it’s outdated. New forms of English writing have taken over the original classic translation. One such English form is copywriting.
You may be wondering, what is copywriting? To put it simply, copywriting is the kind of creative writing which is key in generating sales and these days must be both engaging for the reader and where for web content very SEO (Search Engine Optimisation) focused. Combining this readability for both users and the search engines is a real skill. This content serves as an advertisement and promotional material for selling a product and/or convinces people to take action.
Now the question is, how is it different from translation? Translation, as we know, is the service of changing a text from one language to another. One language is usually the first language (mother tingue) of the translator whereas the other language is their second language which they have studied and become highly proficient in. In other words, they might also be known as bilingual. The individual must know the two languages expertly. On the other hand, a traditional copywriter doesn’t have to know additional languages when writing their original content. Their task is to produce an amazing piece of writing which would aid in customers taking positive action.
When we talk about translations, often the quality of the original text determines the quality of the translated text. When the translation involves promotional copy or content the translator is often expected to not simply translate word for word but to portray the original meaning in the target language, ensuring it is adapted for the local audience. This is called transcreation and involves a great deal more creativity than a standard translation.
With the world moving towards technology and everything happening online from advertising to buying and selling, it is essential for an individual to possess qualities which stand out in the market.
These days, to own a reputable and respectable place in the market, translators need to step up their game and have some basic and as well as advanced skills. Taking an example of the sales pitch, if a sales pitch is written in German and a translator changes the text into English the text might not retain its charm. The text will need creatively modifying to ensure it sounds as convincing as the original. This is where copywriting steps in. The translator must have English creative writing skills in order to create a sales copy in English that sells, and selling is ultimately what it’s all about.
Taking an approach of using translation along with copywriting is highly in demand. Companies these days hire someone who is capable enough to translate their text as well as produce a high performing sales page out of it on their own.
In addition, a translator must have other skills to produce a nicely written translation. These skills include, but are not limited to having outstanding writing, reading and comprehensive skills in the native language. This ensures that the translator understands the meaning of the original text and comprehends it fully for the translation. Cultural knowledge also plays a factor, a translator writes in such a way which will be acceptable to both the cultures.
In conclusion, it can be said that translation is still very much in demand, however, it has to be part of a complete and varied skill set in order to cater to the market demands.