Those not in the field often believe that copywriting is easy. Spoiler alert: It’s not! Copywriting is hard in any language, but thankfully there are experts out there who know what they are doing. Let’s take a look at 5 tips for copywriting in Spanish.
1. Place your benefits at the beginning
Since copywriting is about making conversions and sales, it’s a good idea to open with strong benefits about the product or service you are pushing. Studies show that information has a more profound effect when presented at the beginning of a sequence; this is called the primacy effect.
Don’t underestimate the value of opening with advantages.
2. Get metaphorical
A lot of copywriters erroneously believe that they just have to describe what’s in front of them. In reality, it pays off to possess a certain degree of flair and writing finesse. That’s where metaphors come in.
When describing abstract concepts, you can employ metaphors to make them more understandable. Intangible concepts can’t be easily visualised by the audience, so you can use metaphors to make them more tangible. For example, Tropicana called their juice a “daily ray of sunshine” – this image projects health and vitality associated with drinking orange juice. Good news is that, when writing in Spanish, although copywriting usually asks for simple sentences, Spanish allows more complicated structures than English because this is just the nature of the language. As a result, you can make richer metaphors without overcomplicating your texts for the audience.
3. Don’t be generic
Waffling is the enemy of copywriting. Bad copywriters will write generic statements that have been seen before time and time again – that’s not the way to grab audience attention. Although the ultimate aim of copywriting is to make a sale, the audience does not want to read something that sounds like a sale.
Instead of writing generic statements, throw in statistics and evidence to sound more persuasive.
4. Evoke emotions
You’ve probably heard this one before. Using powerful, emotive language is the key to a reader’s heart. Copywriting is based on persuasion, so it’s vital that you get the hang of tugging on the audience’s heartstrings and evoking powerful emotions that will later trigger a sale.
It’s important to write in a way that speaks to the emotional perspective of the reader. When it comes to Spanish, some good words to use are, for example, “limitado” (hurry up or you will miss the opportunity), “gratis” (do you know anything more attractive than free?), “tú” and “tu” (everyone likes to read about oneself and not about others).
5. Ask questions
Rhetorical questions are the fundamental persuasive device that they teach you about in school. They might seem cliché and generic, but that’s because they really work. By asking your readers a question, you incite a mental response from them. Through this, they are engaging with your copy and really considering what you have to say.
It’s a good idea to incorporate second person pronouns into rhetorical questions, too. Asking the reader about their own experiences is a sure-fire way to get them involved with the copy. Now, the common problem with Spanish is whether use tú or usted. Since you want your copy to be friendly, I almost always would recommend tú. In fact, even big banks and law firms are using it more and more in their copy.
Writing Spanish copy is much like writing copy in any other language. Since copywriting does require an excellent grasp of the language and a flair for writing, it’s a good idea to write in your native tongue. You can, in fact, hire a Spanish copywriter if you wish to advertise your products and services in Spanish; this is especially great if you think the above tips are a bit out of your league!