Punchy web writing for global product launches
I’ve been lucky enough to write copy for several important Sony releases, including mobile phones, headphones, portable speakers and in-car stereos.
Sony’s brand voice is based on a single statement: ‘Be Moved’, which expresses the profound effect that the innovative technology has on users' lives. It’s a great brand. However, its international nature presents some interesting challenges to the copywriter.
Because Sony’s English copy is translated directly into other languages, the copywriter is unable to use any wordplay or double meanings. These linguistic tools would normally help us to deliver some extra impact, but generally won’t work when translated into different tongues. Fortunately, there are other ways to craft cool-sounding copy.
Using certain 'power words' can definitely do the trick. I like using the word 'instant', as research suggests it's a psychological trigger that taps into the need for fast gratification.
I have a lot more sample work on file, but unfortunately I can't share all of it on a public website. Feel free to contact me if you'd like to see some more examples.