A few years ago, the Swiss retailer Coop made an embarrassing translation blunder. The company ran a campaign across German-speaking Switzerland – on billboards, on television and on the radio – using the slogan “Chame das grille?” to promote its barbecue range. The campaign did not go down well with consumers, because in Swiss German, people say “grillieren”, not “grillen”.
This is just one of many examples of a marketing campaign derailed by a poor translation. Marketing copy must be handled with particular care: simply transposing words from one language into another is barely ever enough. What matters is impact – and impact rarely survives a bad translation.
In this post, I’ll walk you through what makes a great marketing translation, the different types of marketing translation that exist and how to brief your translator effectively to get the best possible result.
How marketing copy differs from other texts
A contract must be precise. An instruction manual must be clear. Marketing copy, on the other hand, must have impact.
That impact doesn’t come from the right words and correct grammar alone. It comes from tone, rhythm and imagery – and the emotions these evoke. Translating marketing copy therefore requires a good understanding of the target audience and what they need. Readers must feel addressed directly and see that their expectations are being met. Only then can they be won over.
The translations of your marketing copy shape how your brand is perceived in the target market. Translated texts must feel true to your business and read as naturally as if they had been written in that language from the outset. Inconsistencies, factual errors or clumsy phrasing can cost you a great deal of trust.
What to bear in mind for marketing translations
A good marketing translation is one that achieves the desired effect. But how do you get there? Here are the key points to keep in mind:
Know your target audience
This point is non-negotiable: before you do anything else, analyse and define your target audience. You can only write persuasively when you know who you’re writing for. So take the time to get to know your audience – their needs and their expectations included.
Focus on the message, not the text
One of the most widespread misconceptions about translation is that a good translation simply swaps words out – when in fact it renders the meaning of a text in another language. This is especially important in marketing translation: the goal is to ensure the right message reaches the target audience. Sometimes that means the surface-level wording has to look quite different from the original.
Context, context, context
Communication always takes place in context – and in marketing translation, that context is decisive. A successful translation fits seamlessly into the context in which it appears. You need to adapt cultural references, imagery and phrasing to suit the target culture, and you must also take into account the place and timing of the translation’s publication.
Find your voice in a new language
Many businesses have a clearly defined corporate language. However, this often doesn’t extend to translated content. It’s important to develop a voice for the target market – one that fits your brand and works within the target culture – and to apply it consistently across all translations. That’s how you build trust and a professional image.
Translation, localisation, transcreation: types of marketing translation
Not every piece of marketing copy calls for the same translation approach. Depending on the type and purpose of the text, different methods can make sense:
With a classic translation, the source text is rendered into the target language as accurately as possible. This works well for texts where factual precision is paramount – such as product descriptions, instruction manuals or FAQs.
With localisation, the content is adapted to reflect the cultural and linguistic nuances of the target market. Localisation is well suited to landing pages, blog articles and social media posts.
With transcreation – a blend of translation and creative rewriting – the translator focuses on the message and the emotional effect of a text rather than its precise wording. This approach is particularly suited to slogans and headlines.
The rule of thumb is this: the more creative and emotionally charged the source text, the more creative latitude the translator needs to craft an equivalent in the target language.
How to brief your translator effectively
A translation is only as good as the brief you give your translator. You should therefore provide your translator with all the information they need to produce an effective translation.
A good brief includes:
- Target audience: Who will be reading the text? What prior knowledge do they bring? What are their needs and expectations?
- Context: Where will the text be used? In an email campaign? At a trade fair stand? On your website?
- Tone and style: How does your company communicate in the target language? Does it use formal or informal address? Does it keep things factual and professional, or does it lean towards the emotional and personal?
- Brand values and no-gos: What must absolutely come across? And what messages must never be communicated?
- Glossary or style guide: Where these exist, they help ensure consistent terminology and linguistic coherence across all texts.
The more context you provide, the better your translator can convey your message in the target language – and ensure your marketing copy has the desired effect.
Conclusion: marketing copy demands professional translation
Having your marketing copy professionally translated is an investment that pays off. You’ve already put a great deal into your marketing campaign – from developing the concept to writing the copy, creating the visuals and perhaps hiring professional actors and voiceovers for adverts. Whether that campaign succeeds in another language now comes down to the translation. It’s what determines whether your message lands in the target market – or falls flat.
As your translator, I translate your marketing copy into German in a way that delivers the right impact in the Swiss German market.