What Indian Copywriters Can Learn from Copywriters Outside India?

In today's trendjacking way of marketing, copywriters often find themselves caught between local expectations and global standards. While Zomato-style wordplay might win applause on Indian social media, there's much to learn from how copywriters abroad approach their craft.

I have always been curious to know about copywriters working behind world-class brands, whether they are US-based brands or European brands. These copywriters are my real teachers, their work, ideas, and experiments have taught me way more than a college degree will ever teach me.

Let's explore how Indian writers can level-up their skills to match international standards.

What We Can Learn From Global Copywriters

Here's what we can learn from them:

• They obsess over research before writing a single word
• They don't chase every trend in the town
• They stay honest about what the product can actually deliver
• They know how to articulate complex ideas simply
• They prioritize clarity over cleverness every time
• They understand their audience on a deeper level
• They don't try to be a one-stop solution for all writing needs

The Power of Research

Every step of the writing process, from ideation to final edits, demands returning to your research. This is your goldmine where you'll discover:

• Angles worth testing
• Language your audience actually uses
• The emotional states driving customer decisions
• Objections you need to address
• The simplest way to communicate complex ideas

When your research is thorough, crafting compelling copy becomes significantly easier. One seasoned writer shared, "If your research is strong, you can write a great piece in just 30 minutes."

Clarity vs. Cleverness

While Indian copywriting often celebrates wordplay and cultural references, western copywriters prioritize crystal-clear communication. "They obsess over clarity," notes a copywriter who has worked in western markets. "Their headlines and copy are more conversational."

This doesn't mean abandoning creativity, it means channeling it toward making complex ideas instantly understandable. Western copy often feels like a natural conversation rather than an attempt to showcase linguistic acrobatics.

Finding Balance

Interestingly, the relationship between research and writing isn't as linear as some might believe. A copywriter with experience in western markets observes, "They don't overly obsess over research. They obsess over clarity. And they surely don't write copy that's always a nod to cultural contexts."

The western approach often blends "gut + clarity" rather than endless research before typing a single word. This intuitive understanding comes from immersion in the market and audience, allowing experienced copywriters to strike the right tone without overthinking.

How We Can Practice Like Them

How we copywriters can practice like them:

1. Analyze one foreign ad campaign every week and break down why it works
2. Read books by foreign copywriters, not just watch their YouTube videos
3. Start your own swipe file of effective copy from global brands
4. Participate in global copywriting challenges and competitions
5. Find a mentor who has worked with international clients

The Path Forward

For Indian copywriters looking to adopt global standards, the journey involves embracing research, prioritizing clarity, and finding the sweet spot between data and intuition. While cultural contexts matter, the fundamental principles of effective communication transcend borders.

As the global marketplace continues to evolve, the copywriters who can seamlessly blend local understanding with international standards will find themselves in highest demand.

Every copywriter struggling to find their voice, every brand struggling to find their message. [Infinite Copywriting Paradox].

Source

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