If you are translating commercial or marketing documents aimed at a market in a different language area, they must never look like ... translations. You have to appeal to your target group in that language area by offering them something unique, made just for them. Your text has to be adapted. That is why we talk about adaptation or transcreation.
There is no razor-sharp dividing line between creative translation and copywriting. In both situations it is important to write a fluent, convincing text. The starting-point, however, is different.
Copywriting
In copywriting there is technically no source text. The word means what it says: a copywriter writes copy.
Rewriting
If there is a source text but it is not convincing, rewriting it may be the answer: the text is rewritten so that it meets your requirements more effectively. If you write down your own ideas in a source text, you can avoid the need to spend time on an extensive briefing.
Translation+
Perhaps you have a source text that you are satisfied with in your own language, but you don't want it translated too literally so that it doesn't read like a translation ("the original is always better than the copy"). In that situation Nativ.eu offers our Translation+ service.
Translation+ means translation combined with rewriting. After the text has been translated by a translator who already has a creative flair, a second expert will creatively analyse the text and tighten it up to add fluency, make it more powerful or even out the style. The content is not changed, but it is optimised so that it becomes a new original rather than just a copy in a different language. This process is not done sentence by sentence; the text is reworked paragraph by paragraph or even as a whole document. Sentences are sometimes rearranged into a different order to create a more effective argument in the target language. Cultural references can be changed where necessary.