Hannes Ben says, Whether it’s for a regional website, direct response marketing or a content campaign, international copywriters have to find the difficult balance between brand guidelines, linguistic standards and marketing performance.

This is further complicated in online marketing, where search engines and social media platforms impose distinct rules on the length of copy, the use of particular terms, punctuation etc. All things that copywriters need to factor into their work.

If that wasn’t enough, moving into new territories adds a third dimension of complexity – language. A phrase in English may take far fewer characters to express in another language, so how should you use the extra space afforded?

A single word in English may translate into three different words in another language, all of which are linguistically correct. So how do you pick which one to use?“.

How to overcome the difficulties of copywriting for the Chinese market

‘Econsultancy’ Blog

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