Vorsprung durch…Branding [GER]

In London, dem europäischen Zentrum für Branding und kreativem Nabel der Welt, habe ich einige interessante Sachen gelernt. Eine meiner Aufgaben während meines Praktikums bei Barnaby Benson Copywriting war das Durchführen von Marktforschung auf dem deutschen Markt. Als ich nach potentiellen neuen Geschäftspartnern in Deutschland gesucht habe, haben sich mir auffällige Unstimmigkeiten eröffnet.

Mir sind viele englische Versionen deutscher Webseiten mit nur durchschnittlich gutem Englisch begegnet. Um es kurz zu fassen: Hier gibt es eine Menge Verbesserungspotential. Wenn man darüber nachdenkt, ist es logisch, dass jedes Unternehmen eine englische Webseite benötigt, um internationale Kunden anzuziehen. In Deutschland jedoch ist es Gang und Gäbe Übersetzungsagenturen zu beauftragen. Diese fertigen dann eine gute, wörtlich übersetzte englische Version der deutschen Originalwebseite an. ‚Aber selbstverständlich‘, könnten Sie jetzt sagen. ‚Wo liegt das Problem? Wenn die deutschen Werbebotschaften großartig sind, sollte eine Übersetzung doch genügen. Wir haben bereits die komplette Kommunikation dem Tone of Voice entsprechend formuliert und das notwendige Branding auf Deutsch durchgeführt. Jetzt müssen wir die Texte nur noch korrekt übersetzen.' 

Vorsprung durch…branding

I have learned interesting things in London, the European centre of branding and creative hub of the world. During my internship at Barnaby Benson Copywriting, one of my tasks was to do some research on the German market. While working on potential new business partners in Germany, interesting inconsistencies made themselves clear to me.

I came across many English versions of German websites with only average English. To sum it up: there is a lot of potential for improvement. If you think about it, it is quite obvious that you need an English website, if you want to attract international clients. In Germany, though, it is customary to use translation agencies to simply translate the original German texts into a good, literal English version. ‘Of course’, you might say. ‘What’s the problem with that? If the messages are great in German, a translation should be good enough. We have already done all the messaging according to the Tone of Voice and all the necessary branding in German. All we have to do is translate it.’

How to crack into copywriting (when you have no experience)

We get emails pretty much every day from students or graduates looking to clamber onto that greasy first rung of the copywriting ladder. And guess what? Most of them are going about it all wrong. So here’s a helpful rant.

To break into any competitive industry you need to show affinity and aptitude. Potential employers are looking for commitment and ENTHUSIASM! So all this needs to shine through in the tone and content of your speculative email.

Chuck in a contraction or two

Let’s start with the tone. So many of the messages we receive are the email equivalent of a corpse in a tux: they’re stiff, formal and not something you really want to look at for too long.

This won’t do. You’re looking to enter an industry where the written word is your horse and sword. Your copy will be your weapon; your livelihood. It will need to excite, persuade and surprise. So loosen up and show some personality in your writing. Take the odd risk. Sell yourself – and your writing ability – through your writing. Makes sense, hey?

Bringing order to chaos

At their core, all products and services are nothing more than meticulously ordered information. Here’s why – and how copywriters help make it happen.

You know those rock star scientist types? Like that NASA guy with the tats and the risqué shirt? Well, there’s a new one on the scene: MIT’s Cesar Hidalgo.

Rocking shoulder length hair and seemingly never snapped without a leather jacket, he’s just released a book entitled ‘Why Information Grows: The Evolution of Order, from Atoms to Economies.’

It makes the point that our atoms and the atoms around us are equal to those available to cavemen. What’s different is how they’re arranged: that’s information.

A matter of energy

As the title suggests, Cesar uses this fundamental principle to explain how economies grow – which is something we know surprisingly little about. As a physicist, he looks at things differently to economists. To Cesar, the economy’s building blocks aren’t labour and capital. Instead, they’re matter, energy and information. Therefore, to grasp how economies grow, we first need to understand how information grows.

Hang on. This is a copywriting blog, isn’t it?

Bear with me.