Site Makeover: Conversion Copywriting Meets Copper Cables
Sometimes, a company's products are so excellent that they develop a cult-like following despite almost no marketing. That was the case for our client, a Japanese maker of premium-quality audio cables and components established over two decades ago. Maniacally focused on providing superior sound quality through advanced engineering and customer feedback in product development, their team consists of expert engineers who focus on technical and auditory excellence to meet users' individual sound preferences.
The Challenge
Their old site was clunky. All content was written in Japanese, and the English pages were machine-translated some years ago — before AI entered the scene. The result was a site that was difficult to navigate and didn't provide their customers with the information they needed to make informed purchases or navigate the many options offered. Despite the team being averse to "marketing," it was time to remedy this situation for their loyal customers' sanity!
The Solution
We approached the project with a deep understanding of the client's commitment to engineering excellence and their customers' passion for premium audio experiences. Our goal was to create a website that showcased the products' technical superiority and resonated with the emotions and aspirations of the audiophile community.
We began by immersing ourselves in high-end audio, studying the language, aesthetics, and values that define this niche. Through extensive research and interviews with the client's team and customers, we gained insights into what makes their products unique and how they enhance the listening experience.
Armed with this knowledge, we set out to create a bilingual website that would testify to the client's craftsmanship and dedication. We collaborated closely with their engineers to ensure that every technical detail was accurately represented while working with linguists and cultural experts to create content that would resonate with Japanese and English-speaking audiences.
Throughout the development process, we maintained open lines of communication with the client's team, ensuring that every aspect of the site met their exacting standards. We also conducted extensive user testing to validate the site's usability and effectiveness for different types of customers.
My Copywriting Approach
While audiophiles are obsessed with the quality and performance of the parts they purchase, they prefer informal language. The key is to match these with an empathetic tone. Below is a brief excerpt from one of the pages to show you how I massaged the direct translations from the original Japanese to suit this objective.
Direct Translation
Importance of wire rod and grade matching
1. If the grade is mismatched to the playback environment, the potential will not be drawn out, and the sound will be unnatural.
2. Do not generally recommend expensive cables because of matching
3. Lineups for ultra-high-priced equipment, a specialty since the company's founding, are also available.
Rewrite
The Importance of Matching Cable Quality and Grade
In a nutshell, matching the right cable grade to your playback environment is crucial to unlocking the full potential of your audio experience and preventing unnatural sound. We don't recommend just choosing the most expensive cable because finding the perfect match for your needs is essential. We've always specialized in providing a diverse lineup of high-end equipment at various price points.
Why it Works
The rewritten version is more natural and effective in appealing to audiophiles for several reasons:
Clarity: The rewritten version starts with a clear, concise statement that immediately captures the main point: "matching the right cable grade to your playback environment is crucial." This helps the reader quickly grasp the topic’s importance.
Jargon-free Language: The original text uses technical terms like "grade" and "potential," which may confuse some readers. The rewritten version simplifies the language, making it more accessible to a broader audience without losing the essential meaning.
Emphasis on the Audiophile Experience: The rewritten version focuses on the "audio experience" and "unlocking the full potential," phrases that resonate with audiophiles passionate about achieving the best sound quality.
Addressing Common Misconceptions: The rewritten version tackles the misconception that the most expensive cable is always the best choice. Emphasizing the importance of finding the "perfect match” encourages readers to consider their specific needs and setup more carefully.
Highlighting the Company's Expertise: The rewritten version subtly showcases the company's long-standing specialization in high-end equipment, which helps build trust and credibility with the target audience.
Engaging Tone: The rewritten version uses a more conversational and engaging tone, with phrases like "In a nutshell" and "We've always specialized," which helps create a connection with the reader and makes the content feel more relatable.
The Result
The launch of the new bilingual website was a resounding success. The English copy takes the core information from the original Japanese text and presents it in a way that is more engaging, accessible, and persuasive for the audiophile community. It demonstrates understanding the target audience's values and priorities while effectively communicating the key messages.
Customers praised the site for its beauty, clarity, and ease of use. They appreciated the depth of information provided and how it helped them understand and appreciate the unique qualities of the client's products.
