Bringing a German Sales Message to an English Audience
English positioning, sales points, USP & landing page
A Hamburg product startup with €8M in funding. Cofenster is a platform that allows enterprise users to create authentic professional videos—from planning through to editing—in as little as 15 minutes, bringing their corporate communications to life without the price tag of working with a major agency.
Already a success in Germany, it was time for Cofenster to broaden their horizons and enter other markets. The problem is, their sales language, pitch and value proposition were all written in German—and a direct translation didn’t quite land with the audience. Cofenster came to P&Co for help adding some personality into their sales copy, in a way that would connect with their target customers.
First, we did a deep dive into Cofenster’s product, gathering context and understanding what makes the platform such a great solution. Next, we updated the language, ensuring Cofenster’s professional-yet-playful tone of voice shone through in the English translation. We rewrote the elevator pitch, tagline, value proposition, website and sales pages. Then, we tested the language with native and non-native English speakers to make sure it had the same impact as the original work.
Did you know that customer research is a major part of our work at P&Co? After all, there’s no point in crafting sizzling copy if the language just doesn’t resonate with your audience. We conduct thorough interviews with clients’ target customers, testing everything from wording to CTAs to ensure our work has the desired impact in the real world.
As any entrepreneur knows, your first version is rarely your last, and with that in mind, we tweaked our copy based on feedback gathered in our interviews. Once we—and the client— were satisfied, we handed over Cofenster’s new global-ready sales language.
Curious about the before-and-afters? Here are some examples of our tweaks.
Do videos yourself.
Professional videos, produced by you.
The complete video production solution lets your team create videos without any skills needed.
The only enterprise-ready video production solution with no experience (or fancy camera) required.
Oli Wegner, Confenster
*and your first name so we can say 'Hey Tim!'