Copywriting For Hard Copy
Hello, this is Craig again.
Copywriting for Websites was working on an unusual client project recently. It falls somewhere between ghost writing (where the writer creates a document to be published under the client’s name) and translation from “foreign English” to standard English. All of this comes under the category of copywriting for hardcopy clients.
A little more information is required, without naming the client, so that you understand the circumstances a little better.
The client is a technical company, working in both engineering and hardware construction. The company is located in a non-English-speaking European country. Their personnel are predominantly from the home country and from other areas where English is not a native language. To make things easier to understand, lets just call the country “Nirvana.” The Nirvanians speak their own language, Nirvanan. They are not really familiar with English except as a second (or maybe third) language on a job site.
The Nirvanian client has an older English brochure they use in their marketing and public relations activities. They used this in both Nirvana and for their activities in international areas. They feel that English is the most widely used language in their marketing area and their technical arena. Therefore, they desire a presentable brochure that the majority of their potential customers can read and understand. That’s why they came to Copywriting for Websites.
Because of the “Websites” part of our name, they were a little hesitant to approach C4W. However, our expertise in their technical area convinced them that we would be a good selection. Luckily, Craig has a little exposure to Nirvanan. That made communications with them easier. We negotiated a deal, and C4W started working on the project.
Because they were in the middle of a marketing personnel change, the project was strained in terms of coordination, but we got the job done. Also, there were changes in some of their existing client areas. That meant we were aiming at a target that was sometimes moving politically as we wrote. But we did get the job done.
What was involved? Basically, C4W went through the existing brochure as a first draft. In doing this, we cleaned up the English so there was a firm basis for understanding the work. We also clarified some inconsistencies and rectified some misstatements. Next, we discussed some modifications to the brochure. These made it more of a selling device than a simple recital of their work experience. We also agreed on some fundamental ideas. After that, we adapted the existing text to the new ideas. Then fit things together with some new information. Finally, we dropped some policitally inappropriate text.
All that is left now is a final read over the finished product. This will assure that we catch all the typos and logical mistakes. It will also make sure we are consistent with numbers and names and formats before it goes to the printer. We also had to coordinate the text with the visual images they want to use in the brochure.
Think you could do that? Of course you can, otherwise you wouldn’t have read this far down the page! 🙂 The catch is to have your own expertise niche, where you can provide a useful service. Then sell, sell, sell, based on your advantages.
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