Eleanor McClean Copywriting and Translation

Eleanor McClean Copywriting and Translation • Professional copywriter with expertise in European and global marketing communications
• Experienced translator (French-English and Dutch-English)

I write copy for sales, marketing and educational materials including brochures, advertisements, press materials, websites, apps, reports, e-learning courses and full marketing campaigns. All of these are approached from a pan-European and global perspective. Today's business world needs communication that transcends geographic, cultural and linguistic borders. To explain something clearly, you ne

ed to understand it fully yourself. I am happy to spend hours researching complex technical subjects or finding the best way to drive home your marketing message. My e-learning materials are supported by a teaching certification (PGCE) as well as experience in lesson planning and delivery. I translate from French and Dutch into English. My translation services are informed by writing as well as linguistic expertise. I don’t just ‘convert’ words. I make sure the complete message is as effective as it was in the original language.

16/12/2022
01/10/2022

What a trip! Thank you Vintage Productions for making it even more memorable.

07/09/2021

I'm so lucky to be part of this amazing team!

25/10/2019
How We Grew Blog Traffic by 650% in Two Years — Organically

If you’re not optimising your blog, you could be wasting a valuable opportunity to grow traffic to your website. It doesn’t matter what you’re selling: “sexy” is what you make of it!

Content marketing isn't easy when your industry's topics are dry. Here are the eight tactics one digital marketer used to triple blog growth for an e-commerce and manufacturing company in two years.

17/07/2018
Turning engaged readers into super-engaged readers: Advice for creating a successful newsletter strategy

“Cultivate a distinct and strong voice.”

Are you looking for a powerful and flexible way to engage an audience? Maybe it’s time to take a fresh look at the email newsletter. This report from the newsrewired digital journalism conference discusses how to draw readers in and keep them coming back.

'You want to have a strong voice to cut through the noise and have people returning because they like your style.' Expert advice from the newsrewired digital journalism event

27/09/2016
5 questions not to ask when evaluating taglines

I don’t agree that we should avoid these questions, but it’s definitely a mistake to reject a tagline on the basis of any one of them. If a tagline is catchy, original and makes a strong, succinct statement about your brand, you’re onto a winner!

Great taglines are routinely rejected because they don't fit preconceived parameters. Take another look at what really matters.

13/09/2016
Was David Ogilvy a lousy copywriter?

Study, research, procrastination, growling and at least twenty drafts. Some of these "appalling" work habits are strangely familiar.

Dubbed by many as the father of modern advertising, David Ogilvy was an undisputed genius. And just as it happens with most geniuses, Ogilvy had a....

06/09/2016
Translation Tuesday: two nonfiction works by Roberto Merino

"I ask if she doesn’t think there is a conduit connecting each summer to every other..."

In two short pieces by Chilean literature’s ‘best kept secret’, Roberto Merino considers the feelings and memories evoked by seasonal change

02/08/2016
This is the age of the audience

"...the key to the future of "advertising" is the understanding that context is everything, that ideas have to live and breathe according to the many moments in the day of your audience."

The history of advertising is the history of culture and society. Since World War II, we've seen four distinct eras of communication, each the child of its age. The age of function, the age of emotion and the age of ideology have brought us to where we are today. We are now in the age of the audienc...

25/07/2016
How To Write Seductive Sales Copy Like Apple

We hear a lot about the seductiveness of Apple design, but this analysis highlights the role of their sales copy – with great examples. The bonus point at the end is important. It’s always best to review your copy in layout, as the design can have a big impact on the effectiveness of your carefully-chosen words.

By studying the iPhone 5 copy, you can learn how to write persuasive sales copy. And master the techniques for turning doubters into buyers. And gain more sales. Sounds good?

12/07/2016
5 Tales of Transcreation

Whether you call it “transcreation”, “creative translation” or “international copy adaptation”, the aim is the same: “to carry the intent, style, and tone of a message across cultural barriers, with particular attention paid to maintaining the emotional reaction it creates.”

28/06/2016
Wife cake and evil water: The perils of auto-translation - BBC News

"Joking aside, poor translations can have big implications for firms who run the risk of offending customers and losing business, or at least looking very amateurish."

Tech firms promise auto-translation services that are near-instantaneous and accurate, but can businesses really rely on them?

21/06/2016
SEO for Bloggers: How to Nail the Optimization Process for Your Posts - Whiteboard Friday

This whiteboard edition is full of useful, practical advice on blog post SEO. Many of the steps should come naturally as part of a sound copywriting process.

With the right process and a dose of patience, SEO success is always within reach — even if you're running your own blog. Optimizing your blog posts begins as early as the inception of your idea, and from then on you'll want to consider your keyword targeting, on-page factors, your intended audience...

16/05/2016
Marketing's Uneasy Relationship Between Research and Creativity

RESEARCH VS. CREATIVITY

If you skip the research stage you can lose credibility very quickly, especially in B2B copywriting. To strike the right balance, you need to think about the reader and aim for “a successful partnership between data and intuition”.

In a world full of analytics, we have started to rely so heavily on what's measurable that we may be losing sight of what's meaningful.

09/05/2016
About Agencies, Content and Tech Marketing

"...the role the copywriter plays in tactical marketing is unique. We’re not supposed to be just talented. We have to be informed and knowledgeable. After all, we’re the ones making the words your expert markets will read."

While your B2B agency teams don’t really have to understand the nuts and bolts of what you do, your copywriter does.

07/05/2016
Famous writers’ idiosyncrasies | Articles | Home

Nice little insight into famous writers’ eccentricities. In the absence of servants or horses, I come closer to the Edgar Allen Poe approach - and I could add some of my own to the list. Share if you’re an ‘odd type writer’!

CSS only mobile first navigation

21/04/2016
Gilbert O'Sullivan - Where Would We Be (Without Tea)

Happy from someone who can't start a new project without a fresh brew!

Due to overwhelming demand "Where Would We Be Without Tea" has been chosen as the second single from Gilbert's new album "Gilbertville"

21/04/2016
Business tips for targeting foreign markets

Tip no. 1: "precise language interpretation"!

A number of UK based companies are now trying to take the full advantage of today’s fast paced world as well as technology developments and globalisation by expanding their trading abroad into fore...

18/04/2016
How to Develop a Strategy in B2B Content Marketing

“...your B2B content marketing strategy must have a very different shape as compared to what is offered by a B2C business.”

This article goes some way towards explaining why B2B copywriting needs a different approach.

Content is the jewel of digital marketing nowadays. Without great content is very unlikely that any business will survive online. People (or better saying, potential clients) search the web looking for information more often than for products or services, as you probably know. With B2B businesses, t…

13/04/2016
Seven Rules For Digital Copywriting All Brands Should Follow

These rules don't just apply to – but they're good rules all the same!

"Storytelling is a technique that we, as humans, have gravitated to for as long as anyone can remember. Copy is the most powerful tool that we as marketers have to tell a brand story."

Make your digital copy speak to the consumer.

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