On the train back to Rotterdam, I leafed through a book I had been handed at the Mayor of Amsterdam’s reception celebrating the presidential inauguration of Barack Obama, called 1609, The forgotten history of Hudson, Amsterdam and New York by Geert Mak and Russell Shorto. Why this book in particular, I wondered? I flipped the book from the front to the back side only to discover that one side of the book is in Dutch and the other side is in English.
I’m wondering which items will end up in the shopping cart this year? Potato chips or rice cakes? Pizza or spaghetti? French fries or potatoes? Will consumers during this recession eat more healthily or resort to junk food?
My newspaper has shrunk due to fewer advertisements. Hardly a trend which makes me feel happy, but I do try to see the upside of having a more compact daily. For one, you can proudly say that you read the entire paper. For another, you can probably take for granted, that only the most important news is being published. And if the news is for the most part negative, it may not trouble you as long, because the amount of time you spend reading has been shortened.
Key to a successful global campaign is transcreation. Your translations should target the specific (local) market or audience. This handy five-step guide by Dina Paglia of Acclaro Inc. explains how to use global marketing translation to achieve this goal and more .
Leading US copywriter Richard Armstrong’s Sea Turtle Rescue Fund letter is one of my favorite fundraising direct-mail letters. It’s a compelling and convincing story about the plight of Florida sea turtles which unfolds on four pages.
The technique used is one you don’t often see in direct-mail copywriting: drama. Armstrong describes it as a “little soap opera playing out right before your very eyes.” Read this letter (www.sofii.org/node/591) and you’ll want to donate to this fund.