Differences In Copywriting Job Titles In French

Cross-Cultural Living

I just published an article on Job Titles For Different Cultures on Get International Clients. And you know how coincidences happen?   A French magazine in my mail box had a wonderful example of different job definitions for the same job title.

Job Function Confusion

The French magazine was quoting salaries for web professionals.  And as a copywriter, I looked up the French equivalent.

Well, to be truthful, I was half expecting this job function not even to be be listed.

A year ago, I only knew one French person who could understand what copywriting was.  And it got worse.  No one around me could comprehend the value of good web writing for a website.  It was all about the image.  The design.

Things are changing here.  Slowly.

And guess what?

I actually found a job title equivalent for web copywriter.

• “Responsable editorial web”

Great!

But I did end with a good chuckle.

This job function was listed under Webmaster.  And of all the salaries quoted, the webmaster was the lowest.

Well, what can I say.

Opportunities!  Opportunities!  Opportunities!

Opportunities for everyone that actually gets it.

Yes, it is sad that French companies expect their former computer programmers to write their websites and get results. But companies cannot invest indefinitely in websites that do not bring in results… no matter what their culture is.

In fact, earlier this year I heard rumblings from dissatisfied webmasters here in France.  Former IT professionals, who did not appreciate being held accountable for something they are not trained for.  Web copywriting and marketing.

And at the same time I was reading articles in American press about how companies were desperate for Geek Marketers.  Professionals with strong skills in both marketing and the technical side of web marketing.

Ever since my first stay in France I have heard that France is 20 years behind the United States in certain practices.

Let’s hope it does not take them 20 years to realize that marketers need to be involved in setting up a website.  And that good copywriting has a direct link to increased online sales.

I must say that as a big fan of Eugene Schwartz, it is very interesting to watch a market go:

• From total lack of knowledge
• To understanding there is a need
• To waking up to the solution

And yes, some people know they need good copywriting skills if they want results online.  But this also leaves another problem.

This is where the French market in general is today.  I cannot wait for the next stage to happen.  Where they actively seek out professional copywriters to fix their woes.

My Little Contribution

There are very few places to learn French copywriting skills here in France. Why?  You need to know two things:

• To the French everything is in the culture, the design, the visuals, the prestige, the awards, the appearance.  It really is almost as if, how a website looks and is perceived is more important than the results.  And that is no exaggeration.
• The French are embarrassed to talk about money.  And good copywriting brings in money.  No exaggerations either.

This is why I wrote a short basic course in French earlier this year.  In response to a number of people asking me for guidance.  My business is in English.  This was just a friendly gesture to a few people who approached me.

And without any promotion, people have been finding the email course and signing up… which reminds me, I need to go and update it.

Well, I can tell from the responses in my mail box, that market awareness about the value of copywriting is stirring.  Good news for me.

I enjoy critiquing copy.  There is still much for me to learn too.

And copywriting skills need practice.  So, I’m forming a small group of French writers, where I’ll be leading the critiques of French copy.

If you are French and interested… and ready to write French copy and commit to meeting regularly by phone, send me an email at cindy@cindyking.biz

My clients looking for French web copywriters will be happy!

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Tagged as: ccc, Cross-Cultural Communication, french copywriting, job titles