Copywriting is hard...

Hey friend,

A few weeks ago, I finished a landing page copy.

Nothing new, I’ve written plenty of them.

Except this one had a twist…

It had to be in Jamaican Patois.

Now, I’m Jamaican. I’ve been writing copy for years. But I had never written anything professionally in Patois before.

And here’s the thing…

Patois isn’t something you study in school.
It’s not something with clear grammar rules.
It’s something you grow up hearing, speaking, and feeling.

Which means?

Every part of the island has its own spin.

Take the word "there." Depending on where you are, it could be:

de

deh

dere

So when it comes to writing it down?

You’re stepping into a minefield.

I had serious doubts. I even thought, what the hell did I get myself into?

But I wasn’t about to back down from a challenge.

So, How Do You Write Something That Feels Right?

I went all in

Researched every variation.

Cross-checked spelling with native speakers.

Read it out loud to make sure it flowed.

The truth… this wasn’t just about translation.

It was about capturing the rhythm, tone, and soul of the language and our people. So I built the entire page around a story.

People don’t buy because of perfect grammar.

They buy because the words make them feel something.

And that?

That’s what good storytelling does no matter what language you write in.

From beautiful Jamaica,

Cheers until next time!

Stephen

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