Thorsten Distler
Diplom-Übersetzer (BDÜ)
+49 (0)9270 349216
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Marketing translations: text type versus specialisation

There are two types of marketing translations: on the one hand there are specialised translations in the specific field of marketing. These documents provide a factual analysis of your business. The source and target texts are accordingly dry and prosaic. At the other end of the scale is the transcreation and marcom translation service I offer. Here, “marketing” relates to the purpose of your publications. The translation service equates to multilingual copywriting.

Shift up to the next gear with my creative translations.
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Streamlined for maximum performance: I use the following techniques to whip your PR and advertising texts into shape:
  • Catchy claims
  • Captivating storytelling
  • Vivid metaphors
  • Emotional addresses
  • Convincing arguments
  • Conceivable benefits
  • Targeted language

From adverts through newsletters to your website: I transform your successful image films into three-dimensional text.

Your multilingual text director

A talented marketing translator is like an accomplished film director: a visionary filmmaker conjures up masterpieces on the screen – intriguing thrillers and brilliant blockbusters that captivate viewers. Applied to translation, this means: to create an original smash hit in HD, you need a competent wordsmith.

Imagine the picture: your customers can see it all in their mind’s eye and your brand is the star! I turn your products and services into a blockbuster.

Your marketing translator – a commissioned artist

A master of their trade must be familiar with the basic forms of presentation. A film director is thoroughly familiar with the different film genres. Or the basic components of a film script. In multilingual copywriting, this means: your multilingual copywriter must be familiar with the text conventions. Press releases and magazine articles have a set basic structure, for instance. A framework to help convey and support your sales and marketing goals.

Modern marketing translators are a kind of commissioned artist. Those who translate advertising and PR receive a clear brief from their client. And they write for a specific target audience. Within this strategic framework, they enjoy relative creative freedom. Success thus depends on their individual expertise. High demands are made of multilingual copywriters. The ideal candidate ...
    • has several years' training as a translator.
    • masters their source and target languages perfectly.
    • is extremely familiar with the background of their source and target cultures.
    • has an excellent feel for language and rhythm.
    • employs an extensive repertoire of creative techniques.
    • impresses with their natural creative power.
    • holds an additional qualification in copywriting.
    • completes regular further training in YOUR specialist fields.
    • demonstrates ample practical experience in YOUR field of expertise.
    • has already successfully managed projects in YOUR subject areas.

Resourceful, well-trained multilingual copywriters with creative flair and translation expertise are required. Specialised language artists cater to contemporary audiences and your recipients’ tastes. A multilingual specialist conveys vivid positive messages for you. In line with your corporate identity.

I capture the spirit of the times and fashion masterpieces for you. Creating texts that sell and convince.

Workflow in marketing translation

Copywriting across linguistic borders is a complex, multilayered process. Particularly when planned strategically and executed impeccably. To recap: feelings, messages, emotions and connotations must be conveyed. From the foreign language into the mother tongue. From one culture to another. It involves far more than just creating advertising copy – in itself a demanding task.

Note: transcreation and marcom translation = translation PLUS copywriting = multilingual communication for your brand image and sales

Marcom translation workflow

The work required and creative process involved in transcreation and marcom translation are similar. The process for the latter is highly condensed though: short brief – draft translation – internal copy-editing. Both the research and the creative processes (e.g. brainstorming, incubation, copywriting and adaptation) take place in parallel to translation. Extensive experience and creative talents are required.

Transcreation workflow

The transcreation process is far more transparent and easier to follow. It is the most extreme kind of marketing translation.

The workflow is as follows:
  1. Brief
  2. Research
  3. Draft translation
  4. Further research
  5. Brainstorming
  6. Consolidation
  7. Copywriting and adaptation
  8. Review
  9. Polishing
  10. Final checks
(Adapted from the workflow by the copywriter and seminar leader Nina Sattler-Hovdar)

A clear brief based on a questionnaire forms the basis. This is followed by research and preparation of a draft translation. I immerse myself in your field even further. It is of course hugely advantageous if the translator already specialises in your field. This will save you time and money. And render the need for additional research obsolete. The quality of the target text is also significantly enhanced.

Next comes the brainstorming. Among others, creative techniques imparted during seminars are applied here. The subsequent consolidation involves taking a step back. I consider the work thus far from the perspective of your target audience.

The advantage: I pick out the best intuitive communication strategy for your presentation. So that everything fits with your overall presence, brand image and target audience.

Scene by scene, I orchestrate the perfect show from my text atelier.

My constructive solutions are transformed into print-ready texts and adaptations. All content naturally then undergoes the requisite grammar and style review. Then comes one last polish before the final read-through.

Monolingual and multilingual copywriting

Do you not yet have a print-ready source text? If need be, I can gladly draft entire lines of argument. From the features through the benefits to the advantages! Specifically: you brief me in English or French and I prepare the German copy for you.

For monolingual or multilingual copywriting: I’ll pull out all the stops for you.

Benefit from my sound skills and present yourself in the best possible light.

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Thorsten Distler Creative Translations

    Marcom translations for other industries

    As a specialised editor and copywriter, I exclusively prepare sports-related copy. As a marcom translator, I also flex my creative muscles for you in other specialist areas:

    Competitive Edge
    stay one step ahead
    I’m always on the ball, keeping on top of my game so you can outpace the competition.
    From top sports physiotherapy publications to Germany’s leading sports magazines to the latest pop culture news and other sources of inspiration: I keep up with the scene and know what’s happening in my field. I also regularly complete further training to remain at the top of my game – I am a qualified personal trainer, for instance.
    Perfect Start
    set up for success
    Put your best foot forward right from the get-go.
    Prepare for the moment you take your mark and get set to compete in the German-speaking world. To win, you need a first-class word coach. How do you find one? Look at how they developed their essential skills – such as degrees in linguistics or cultural studies and memberships in translation and copywriting associations. And ask to see previous results. That way you know you’ll hit the ground running and make a perfect start.
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