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Copywriting in Cyprus
Whilst the rest of the European Union is positively awash with writers of varying talents, skilled copywriting in Cyprus is still a rare commodity.
Low overall standards
Although a large proportion of sales literature in the Republic is aimed
at English speaking clients, the overall standards tend to be low
and the text riddled with spelling and grammar errors.
Little wonder then that those same English speaking clients which are
being targeted are often filled with doubts regarding the quality of advertised
products and services.
After all, bad spelling or grammar in a brochure immediately leads the
average reader to wonder if the advertised products or services are of
a similarly poor quality.
One market sector where this is especially evident is the property development
industry (largely with smaller development companies) where off-plan property
brochures are usually written by individuals with a relatively poor command
of English.
Consequently these companies often lose prospective clients
to their larger rivals, many of whom are seen as more professional purely
as a result of their superior sales literature.
The fact is that for many of the authors copywriting in Cyprus, English
is a second language and while they may be able to express themselves perfectly
in their native Greek or Turkish, they simply do not have the same command
of English. |
The British tend to be quite demanding
Indeed, why should they?
The native languages of Cyprus are Greek and
Turkish.
Imagine for a moment what would happen if British property developers suddenly
needed to produce the bulk of their sales materials in German to cater
for an unusually high number of German speaking real estate buyers?
That’s right; they would be unable to cope by themselves.
Yet, British business owners are far more used to drawing on the services
of copywriters than their Cypriot counterparts.
They will think nothing of drawing up an initial list of requirements and
then leaving the creation of their sales materials to trained professionals.
From a Cypriot business owner’s point of view there is also the
fact that British expatriates and holidaymakers will rarely make any serious
efforts to learn another language.
Therefore, copywriting in Cyprus needs
to raise its yardstick if it is to successfully compete for the attention
of the ever increasing number of British residents on the island.
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