[Copy Translation] Things a Translator Needs to Know !

by no1d
14 replies
Hi guys,

Need some help here.

I need to translate my original copy, written by a copywriter, in a few other languages in order to make a VSL for more markets.

I know that most translators are not copywriters or never heard about this word.

So their translation might kill the VSL performance.

What guidance/advices to give them to avoid that?
How to keep its power when translating?

Thanks in advance.
#copy #things #translation #translator
  • Profile picture of the author RickDuris
    Simple enough. Pay copywriters who are bilingual to do the translations.
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    • Profile picture of the author KreativCopy
      Originally Posted by RickDuris View Post

      Simple enough. Pay copywriters who are bilingual to do the translations.
      Agreed. It is called Transcreation. So what you are actually looking for is someone who offers transcreation services in the target language. Transcreation is to translation what copywriting is to writing.

      Otherwise the message you are trying to convey could well be lost as you are also going across cultures, not just languages.
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  • Profile picture of the author no1d
    Thanks Rick and Kreativ.

    I heard about transcreation, but I don't know any trusted agencies.
    Can you recommend me some?

    Usually I use One Hour Translation but even if I pay for expert translation (that's double) some times I am not satisfied with the output.

    So, how to start?
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    • Profile picture of the author Alex Cohen
      What languages do you want to translate to?

      Alex
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  • Profile picture of the author no1d
    I need german, french, italian, swedish and spanish, maybe more.

    The whole project is the lp + VSL.
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    • Profile picture of the author Alex Cohen
      Originally Posted by no1d View Post

      I need german, french, italian, swedish and spanish, maybe more.

      The whole project is the lp + VSL.
      Here's what I would do...

      1. Michel Fortin writes copy in both English and French (or at least he used to). I'd contact his agency.

      2. Join the Facebook Group "Cult Of Copy Job Board" and make my need known there.

      3. Search Google using the phrase - bilingual <language> copywriters. I just searched "bilingual german copywriters" (no quotes) and saw several possibilities.

      Alex
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      • Profile picture of the author KreativCopy
        Originally Posted by Alex Cohen View Post

        Here's what I would do...

        3. Search Google using the phrase - bilingual <language> copywriters. I just searched "bilingual german copywriters" (no quotes) and saw several possibilities.

        Alex
        I would add to search Google using the word 'transcreation' too.
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  • Profile picture of the author no1d
    Thanks for suggestions guys.

    I looked up on google and I found this website: Find freelancers - Copywriters, art directors and designers

    Do you have any experience with it?
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    • Profile picture of the author KreativCopy
      Originally Posted by no1d View Post

      Thanks for suggestions guys.

      I looked up on google and I found this website: Find freelancers - Copywriters, art directors and designers

      Do you have any experience with it?
      I have not used them but I do know of them and they seem reputable. They often have interesting well written content on their website. Also, they only employ experienced copywriters, often those who have awards or a really good track record.
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  • Profile picture of the author DougHughes
    Here is what I have done in the past.

    Post the job on Odesk or Elance. Be descriptive in your post about what you are trying to accomplish and that it is important to have a translator that understands the persuasive and emotive content of the message is more important than a word for word translation.

    If you can find someone who understands...or has worked in sales in your niche who can write even better.

    Once you filter through and shortlist a few applicants have a brief discussion with them. My approach was to question them in a way designed to trip them up. By that I mean asking questions that are counter to my understanding of what makes a successful promotion and seeing if they agree. Or...if they disagree and show they can think critically with an understanding of sales psychology.

    Once I have filtered through and further shortlisted the candidates pay them for a short test assignment ( a paragraph or two containing essential copy techniques).

    Take the test assignments and run through Google Translate. Return to the candidates with the translated copy and ask them to explain their thinking process while going through the assignment with you.

    This should give you a good idea of the persuasive quality and sales mindset of the candidates. You could also have the candidates exchange projects and then re-translate to English and evaluate the persuasiveness that way.

    Finally, once the copy is written have another translator/editor proof it.

    If you need a spanish translator PM me and I can refer you to someone and provide you with samples of some stuff he's done for us.
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    • Profile picture of the author KreativCopy
      Originally Posted by DougHughes View Post

      Here is what I have done in the past.

      Post the job on Odesk or Elance. Be descriptive in your post about what you are trying to accomplish and that it is important to have a translator that understands the persuasive and emotive content of the message is more important than a word for word translation.

      If you can find someone who understands...or has worked in sales in your niche who can write even better.

      Once you filter through and shortlist a few applicants have a brief discussion with them. My approach was to question them in a way designed to trip them up. By that I mean asking questions that are counter to my understanding of what makes a successful promotion and seeing if they agree. Or...if they disagree and show they can think critically with an understanding of sales psychology.

      Once I have filtered through and further shortlisted the candidates pay them for a short test assignment ( a paragraph or two containing essential copy techniques).

      Take the test assignments and run through Google Translate. Return to the candidates with the translated copy and ask them to explain their thinking process while going through the assignment with you.

      This should give you a good idea of the persuasive quality and sales mindset of the candidates. You could also have the candidates exchange projects and then re-translate to English and evaluate the persuasiveness that way.

      Finally, once the copy is written have another translator/editor proof it.

      If you need a spanish translator PM me and I can refer you to someone and provide you with samples of some stuff he's done for us.
      Good points.

      However, I would add that if you are going down the Odesk/Elance route that you ask for a native speaker in the target language, or someone who lives in that particular country who is aware of marketing practices and the local culture.

      I don't necessarily agree with asking candidates questions to 'trip them up'...to my mind it doesn't really set the ground for a productive or trusting work relationship. Also, I would not rely on Google Translate for testing; I know that for Hungarian (because it is an agglutinative language) Google Translate is woefully inadequate.

      There are transcreators/copywriters out there who can help, its just a matter of finding them.

      Sorry about copying the whole post, having issues with the multiquote button
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  • Profile picture of the author no1d
    Thanks Dough, that's a really good idea.
    I was hoping to find a few people here to save time, but you suggestion will help a lot.
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  • Profile picture of the author tracy12
    Originally Posted by no1d View Post

    Hi guys,

    Need some help here.

    I need to translate my original copy, written by a copywriter, in a few other languages in order to make a VSL for more markets.

    I know that most translators are not copywriters or never heard about this word.

    So their translation might kill the VSL performance.

    What guidance/advices to give them to avoid that?
    How to keep its power when translating?

    Thanks in advance.
    May be I am late in saying this. I am using ccjk.com for getting translation services. I have got them from my friend.
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  • Profile picture of the author titodejota
    For transcreation services you might want to check Textappeal.
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