Are You Speaking to Your Prospects in a Foreign language?

Secret of Great Copywriting: Translate what you
want to say into simple words and concepts that make sense to
your *readers.*


Imagine someone hands you the following message–
“Riguardo a gli dice il mio segreto di dollaro di milione per
scrivere di copia di vendite. Questo è qualcosa non ho mai detto
nessuno altro nel mondo intero. Lo dirò giustamente adesso, se
lei promette a tiene quest’un segreto. Stato d’accordo?”

You wouldn’t be too interested in it, would you? It would look
strange. Confusing. You might assume it’s from another language,
but unless you knew Italian, you would only be guessing to the
language and the message.

What would you do?

Obviously, you would need to translate the message.

How? In this case, you might just go online at a great website
for translating languages, enter the above text, and quickly
discover that those words in Italian actually mean—

“I’m about to tell you my million dollar secret for writing sales
copy. This is something I’ve NEVER told anyone else in the entire
world. I’ll tell you right now, if you promise to keep this a
secret. Agreed?”

Ah! Now it all makes sense! Now you know what the words mean
and you are free to enjoy them, act on them, or just dismiss
them. But at least now you’ve gotten the communication. Relax.
Breathe. Smile. Ahhhhhh…

But what does all this translation business have to do with how
I write hypnotic sales letters, ads, and news releases?

In a nutshell, translating is EXACTLY what I do in writing sales

When someone hands me a technical manual on a new software program—with
the idea they want me to write a sales letter for the software—what
I do is translate that manual.

In short, I do the same thing the language translation website
does. I simply look at what the manual says the software does,
and then I translate it into benefits that make sense to you,
the consumer. In a way, the manual is written for techies, much
like Italian is written for Italians. I have to translate both
so you can understand and make sense of them. If I don’t, you
won’t care.

Here’s an example of what I mean:

Recently I was hired to rewrite a brochure. My client handed
me their draft. It read well. There were lines such as, “When
was the last time you felt OK?” Well, nothing wrong with that.
It works. But I found a way to translate it into something more
meaningful, understandable, and emotional. And I did it with
just one word. I wrote, “When was the last time you felt fantastic?”
The translated line communicated better. It’s the difference
between hearing the line in Italian or in English. As Mark Twain
put it, it’s the difference between lightning and the lightning

But maybe that example is too simple…

At another point in their brochure they were trying to explain
the concept of suppressing emotions, and how suppression could
be harmful. Their words were fine, just as Italian words are
fine. But they didn’t communicate in a way most people would
hear. So I translated their words to, “Suppression is building
bombs. When you bury an emotion, you bury it alive.”

See the difference? I do this with all my copywriting. I take
what I’m handed and I translate it into benefits, clear language,
and bottom line emotion. This truly does feel like translating
languages to me. And like learning any new language, it takes
time to master.

Now I take the copy given to me, turn on the part of my mind
that knows how to speak copywriting, and I translate the words
in front of me into words YOU can understand.

I also do this “Copywriting Translation” with news releases.

For example, last month I was hired to write a news release for
a woman’s book. I could have written a headline that said, “New
book explains how to communicate better,” which is what the book
was about. But that’s Italian. It doesn’t speak in emotional
terms or in a way most editors want to hear.

After doing some research and learning more about the author,
I translated the above headline to instead read, “Female Pentagon
Advisor Reveals Tips to Success.” The latter is far more intriguing.
All I did was translate her book into news. I took it from Italian
to English. I took it from English to Emotion. I took it from
words to power.

What’s the secret to being a good “copy translator”? I could
probably quote a relevant line from any number of books on marketing.
But I’ll grab one from a 1965 book I just received today. It’s
by Robert Conklin. The title is “The Power of a Magnetic Personality.”
He wrote: “Putting it simply, it means this: Every time you state a fact,
describe how that fact will *benefit* the other person.”

There you have it. It’s what I’ve been saying for years: “Get
out of your ego and into your reader’s ego.” Translate what you
want to say into simple words and concepts that make sense to
your *readers.*

I hope I’ve done that with this brief article. I began with the
idea to tell you how I write sales copy. But I didn’t want to
just say, “I translate all words into sales copy,” which may
or may not make sense to you. Instead, I wanted to describe,
with examples, what I do so you truly comprehend it. Finally—
“Adesso che lei sa il mio segreto, va avanti e traduce le sue
lettere di vendite, l’advertisements, e le liberazioni di notizie
nell’ones che farà lei milioni dei dollari. Piacere!”

Translation: “Now that you know my secret, go forth and translate
your sales letters, advertisements, and news releases into ones
that will make you millions of dollars. Enjoy!”

Joe Vitale is the world’s first Hypnotic Marketer. He is the
author of way too many books to list here, including the new
book “Spiritual Marketing,” the best-selling e-book “Hypnotic
Writing,” and the best-selling Nightingale-Conant audioprogram,
“The Power of Outrageous Marketing.” See his Unspoken Marketing
Secrets at