COPYWRITING: CREATIVE WRITING IN EUROPEAN SPANISH

Are you launching a product or service? Do you want to revamp your website or create an effective campaign? Then you should convey a relevant message to each target audience. It is not only about informing of the benefits and advantages, but also explaining why they should choose you. In a globalized world where the competition is ever-increasing, standing out with a unique brand image is necessary for the survival of any business. Here is where copywriting can make the difference.

Creative writing is the process of creating persuasive texts for selling and marketing actions, usually involving content for emails, websites, catalogs, ads, or commercial letters. These messages are frequently referred to as copies. But what is their goal? Specialists in advertisement writing focus on convincing users to buy a product, service, or idea. Therefore, copywriting techniques appeal to their feelings to make them reach an emotional decision like a purchase, although this may also be to subscribe to a newsletter, type an email, call a phone number…

However, before publishing any ad copy resonating with the audience, first a trusting relationship must be built with clients and any promises should be delivered on. It is also important to adapt the information offered to each public and market because otherwise it will become generic content that nobody will identify with.

Jargon and specialized vocabulary are limited in favor of inclusive, straightforward, and plain language. In addition, benefits are mentioned together with characteristics to convince the audience of the fact that they need what they are been offered because that product or service solves their problem perfectly.

Now that you know what to avoid in copywriting, which are the best practices that can make your message unforgettable? At Pontis Translations we apply certain psychological principles activating mental triggers, i.e., brain mechanisms that accelerate decision-making:

• Reciprocity. Human beings tend to respond to a positive action with another positive action.
• Social approval. The more people are choosing something, the bigger the chance for the rest of society to do so too.
• Affinity. People tend to connect psychologically with those who resemble them more closely.
• Authority. Human beings usually obey who they consider to be superior.
• Commitment. When a person intends to do something, they tend to feel pressure to act coherently with such commitment.
• Scarcity. When someone is about to lose something, they react emotionally to try and avoid such feeling.

These 6 rules of psychology can be utilized in creative writing in different ways. For example, to:

• Know each public. With affinity you will convince your audience because you will know how to communicate with them and understand what they need.
• Offer added value. By reciprocity you won't ask for something from the beginning. Instead, you will first provide what may help without expecting anything in return.
• Prove with facts. Based on the principles of authority and social approval, you will know your solution's benefits are not enough if nobody supports them. You will be backed up by real testimonies.
• Acknowledge mistakes. With compromise you will demonstrate your ability to admit when you are wrong and solve any situation honestly.
• Limit quantities. You will learn to present your products or services as exclusive to activate the trigger for scarcity. You will also include their competitive advantages and differential values for a limited period.

Therefore, copywriting is a creative writing specialization in marketing aiming at influencing people's perception of a brand and making them feel identified with its storytelling. If you build a strong relationship with your clients throughout the steps of the buying process, you will improve your sales, and more users will be interested in your products or services. Ad copies are usually combined with SEO-optimization to improve their position on Google.

At Pontis Translations we have experience in copywriting from English or French into European Spanish for the fashion, retail, beauty, and cosmetics industries. If you have any questions or want to receive an estimate, please fill in our contact form or write to amanda@pontistranslations.com. We can help you connect with your audience without losing your brand essence.