It’s copywriting-as-a-service that particularly resonated with us. Here at Wordoid Global Translator, we always encourage our translators to spend time honing their native language writing skills as part of their continued professional development. In marketing translation, and even more so in transcreation, the line between translation and copywriting can become increasingly blurred the further we move away from the source text to convey the essence of the meaning in the target text. For the more creative translators, copywriting is essentially already part of their daily craft, and could present a natural evolution in terms of service offering. In other words, it may just be a matter of formally offering a service they’re already performing for clients. And in the context of the encroaching automation of our industry, being able to offer additional language services that go beyond translation, is naturally an attractive proposition.
But is it really that easy to move from translation to copywriting? Although copywriting ‘rubs shoulders’ with translation, it does demand an additional set of skills. Whereas translators work with an existing text that they have to ‘transpose’ into another language, copywriters must create the text from scratch by working to a brief, which will generally contain information about the objective of the content, the desired length, where it will appear, the target audience etc. Copywriters need to be able to carefully structure their arguments throughout the text, apply storytelling techniques, express themselves in a certain tone of voice, and write eloquently, of course.