“We don’t need an English copywriting training! My team already has have a good level of English. Or we use AI!” – this is a comment often made by Marketing Managers when talking about the skills of their teams.
In the Netherlands (and in countries where English is widespread and taught in schools), there is often the assumption that Dutch or non-native English speakers can speak and write flawlessly in English. In my experience, the Dutch have a good level of spoken English, but when it comes to writing, the level is often below par.
Therefore, how can non-native English speakers be expected to know the nuances of the English language in order to persuade their target audience? Marketing teams that do not learn these nuances risk their copy being misinterpreted or even ridiculed by customers.
As a copywriting trainer, I have seen this time and time again. And we all know that once poor copy has been sent out to thousands of customers, it is very difficult to change this damaged reputation.
English copywriting training can help you:
1. Gain a Competitive Edge
We live in a highly competitive world where more and more international companies are positioning themselves in the Netherlands (as well as in major cities around the world). Therefore, writing properly and persuasively in the English language can help companies gain a competitive edge in their marketing activities.
2. Retain Existing Customers or Business
Naturally, if your team undergoes proper English copywriting training, you can help team members better reach their intended audience with their words. But it can also help you gain leverage over their existing clientele. This can be done not just by connecting with an audience on a surface/informational level but also on a more emotional level (which is generally much harder to achieve).
3. Target New Customers in New Markets
Using persuasive copy in the English language can help us target new customers for our products and thus potentially help increase sales. This is true for many European cities that attract a high number of foreign nationals who may not be well-versed in the official language(s) of the country (yet) but who may, in many cases, already have a good level of the English language. And, of course, English copywriting skills can be of significant use in international markets, too.
4. Identify Writing Weaknesses
Training your marketing team in English copywriting skills will help them become more conscious of the weaknesses in their own writing. And since writing is both a science and an art form, we need to constantly develop our skillset even if we believe that we’ve already mastered the English language. We’re never too old to learn how to catch the attention of our readers in an advanced manner! The same logic applies to native English speakers – do not assume a native English speaker can write good copy just because they’re a native English speaker. This is a skill like any other which can be mastered through English copywriting training.
5. Maintain a Level of Quality and Professionalism
A great challenge for many copywriters is that they are nowadays required to write in multiple languages. This poses a threat to the quality of their work, especially if they are accustomed to writing in a single language that is not necessarily English. Hence, being regularly trained in English copywriting skills can help marketers keep up to date so that they don’t fall back into their old habits. As such, it helps individuals and teams obtain a level of quality and professionalism in their marketing and promotional activities.
If you wish to arrange an English copywriting training session for you or your marketing team, feel free to make contact with me: info[AT]elizabethjoss.com or contact me for a quote.