Why Nordic Brands Benefit from a Native English Copywriter
You probably recognise some version of this line: brand seeks a copywriter to create content in English and [insert Nordic language here] ⬅️
Here in the Nordics, you’re infinitely more likely to find a homegrown copywriter who speaks English than a native English speaker who writes professionally in a second language. So it’s no wonder many brands wind up hiring a local with “excellent English”. After all, who can resist a good two-for-one deal? 🤔
But there’s a distinction between someone who speaks great English and someone who writes great English, even among native speakers. And it goes without saying that for Nordic brands communicating in English, there are advantages of picking a native-speaking copywriter over the alternative. We’ve gathered just a few of them below.
Language Breadth of a native English copywriter
Vladimir Nabokov, Milan Kundera, Joseph Conrad…literary greats with one thing in common. They all wrote many of their greatest works in their second (or, in Conrad’s case, third) language. Of course, it’s not impossible for a non-native speaker to truly master a second language; that said, we’re far from all being Nabokovs. Learning to speak a second language to a high level is one thing, but crafting impactful copy in that language is another thing entirely.
A native English copywriter has an innate understanding of the language, including nuances, idioms and cultural references. This ability, acquired over a lifetime, allows them to write resonant copy that stops an audience in its tracks, connecting with them on a deeper level and ultimately resulting in stronger engagement.
A native English copywriter gives an outside-in perspective 👀
For Nordic brands or organisations marketing their products or services to an international audience in English, a native speaker will add a fresh perspective. Furthermore, they bring their unique cultural backgrounds into the creative process. Their first-hand experiences allow them to gauge whether a concept will genuinely resonate with an audience outside of the Nordics, as well as avoid any embarrassing language mishaps (it’s been known to happen, trust us!).
By harnessing the insights and perspectives of a native English copywriter, Nordic brands can delve deeper into the psyche of their target audience. This enables them to craft messaging that not only speaks directly to their audience but also fosters stronger connections and affinity.
Tone and Voice Consistency
There are, of course, always exceptions to the rule, but a native speaker of any language is nearly always going to be more adept at switching between tones than a non-native speaker. It’s an ability honed through years of exposure to the language’s nuances, dialects, and colloquialisms. As a result, a native English copywriter can seamlessly adapt their tone and voice to match the brand’s personality and style, ensuring consistency across all communication channels.
Streamlined Revision Process
Efficiency is essential in the fast-paced world of content creation. Not to mention, you need to know that the drafts you review are as close to perfect as possible. Native-speaking writers have an instinctual understanding of the language coupled with a natural grasp of grammatical rules. This enables them to both interpret the brief with precision and execute it flawlessly.
Conversely, a non-native speaker might need additional support in fully understanding the brief’s requirements. In addition, they may require a proofreader to ensure accuracy and that no linguistic quirks have slipped through the cracks. This can slow down the production process, and incur extra resources and costs. Racing through these steps can result in errors and leave room for mistakes, potentially tarnishing the quality and credibility of the content.
AI Copywriting, Done Right
Everyone and their dog is jumping on the AI bandwagon right now. But if we’re not careful, the internet will soon be flooded with robotic, repetitive content, void of depth or personality. AI copywriting has the potential to save brands time and money in the production stage, but it doesn’t remove the need for a native-speaking copywriter or editor. If anything, it makes these roles even more essential as you’ll need an expert set of eyes to review and refine the text before publication. ✍️
Getting the most out of AI requires clear and detailed guidance, something that is second nature to native English copywriters – after all, no one knows better how hard it is to work from a scanty brief. Combined with their deep understanding of language subtleties and brand identity, they can effectively brief AI systems and then refine the output to match the brand’s tone and voice.
Skills with SEO
Any experienced native-speaking copywriter worth their salt should have no trouble optimising content for search engines. Their experience equips them with the skills to seamlessly integrate keywords, fine-tune meta tags, and craft compelling meta descriptions that improve organic search visibility.
They don’t necessarily need to be an SEO specialist copywriter to understand the whims of search engine algorithms. Any skilled writer can effectively apply the basics, optimising the content to increase a brand’s online presence, drive more traffic to their website, and ultimately increase conversions and sales.
Quality Assurance by a native English copywriter
Beyond language proficiency, native English copywriters offer an unmatched level of quality assurance. Their innate grasp of grammar, syntax, and style ensures that every piece of content is polished, professional, and error-free. This attention to detail not only builds trust and enhances a brand’s reputation, but also reinforces a positive perception among the audience. By entrusting their content to native English copywriters, brands can deliver impactful messages that solidify their commitment to quality.
Ultimately, while it may be tempting to bag a bargain by hiring a non-native English copywriter, the value of investing in a native speaker can’t be overstated. From their grasp of the language and their mastery of voice and tone to their ability to navigate cultural nuances and provide fresh perspectives, native English copywriters bring a wealth of benefits to the table.
If your brand is producing content in English, consider the many advantages of working with a native-speaking copywriter to elevate your communication strategy and more effectively engage with your target audience.