Words have power, and few know how to wield them as effectively as Eleonora Massetti. A persuasive Italian copywriter and content translator, Eleonora helps brands craft messages that engage, convert, and resonate – whether through email campaigns or social media copy. Fluent in both English and Italian, she brings a unique talent for bridging cultural nuances, ensuring every message feels authentic yet globally relevant.
In this exclusive MG Meets interview, Eleonora shares her journey from a traditional office job to a fulfilling career in copywriting, her strategies for creating content that truly connects, and the creative passions that fuel her work beyond the keyboard. From language quirks to professional insights, she offers a rare glimpse into the mind of a communicator who blends strategy, creativity, and cultural intelligence with effortless style.
Discovering a Passion for Persuasive Writing
Her journey into persuasive copywriting and content translation is a story of self-discovery and courage. Leaving behind a traditional office role that didn’t reflect her true self, she sought a career that aligned with her personality and strengths. Exploration led her to social media, but it was in writing, shaping ideas into engaging, persuasive messages – where she found her calling.
“I made a conscious decision to leave a traditional office job that didn’t reflect who I truly was. Persuasive writing allows me to combine creativity with strategy, helping clients communicate honestly and effectively while driving real results.”
The Manning Global Recruitment Experience
Her path to Manning Global exemplifies professionalism and clarity in recruitment. From the initial LinkedIn outreach to interviews and ongoing support, every step reflected transparency and accessibility. This structured yet supportive approach made the process smooth and positive.
“Manning Global remained supportive, always available to answer questions and provide clarity. Their professionalism and accessibility made the entire recruitment journey smooth and positive.”
Finding Joy in Work
The most rewarding aspect of her role is the freedom to work on projects she is passionate about while enjoying the flexibility of remote work.
“The most enjoyable part of my job is being able to work in a field I am passionate about, for a platform I truly admire, while enjoying the flexibility of remote work. It allows me to combine creativity with autonomy, and to contribute to projects that feel meaningful both personally and professionally.”
Balancing Cultural Nuance with Global Appeal
Creating content that resonates locally yet works globally requires careful research and cultural awareness. Eleonora tracks language shifts in Italian social media while keeping brand messaging consistent across borders.
“My process always begins with research, understanding both the cultural context and the global brand message. I balance cultural nuance with universal messaging so that the content feels authentic locally but still consistent internationally.”
Crafting Copy That Converts
Effective copywriting is rooted in audience understanding, strategic structure, and authenticity.
“The foundation of effective copy is always a deep understanding of the audience and the market. From there, it’s about applying proven marketing frameworks, structuring messages strategically, and delivering them with clarity and authenticity. Conversion isn’t about clever words alone – it’s about creating a message that aligns with user intent and builds trust.”
The Importance of Cultural Sensitivity in Translation
Eleonora’s work highlights how cultural nuance can make or break a campaign.
“Working with TikTok-related content, cultural nuance is essential. In one case, I adapted a campaign slogan that referenced a popular English meme. Rather than translating it literally, I found an equivalent Italian cultural reference that carried the same playful tone and virality potential. The campaign performed significantly better as a result.”
Avoiding Common Copywriting Pitfalls
Brands often make mistakes by lacking strategy or trying to speak to everyone with the same message.
“One of the most common mistakes brands make is approaching copy without a clear strategy. My approach is to help brands create tailored editorial calendars and define strategic frameworks that match their unique objectives. This ensures their copy is not only consistent but also targeted and impactful.”
Lifelong Learning and Staying Ahead
To remain agile in a rapidly evolving industry, Eleonora continuously hones her skills through webinars, social media, and specialised courses.
“I make continuous learning a priority. I regularly attend webinars, follow industry thought leaders, and stay highly active on social media to directly experience emerging trends. Specialised courses help me refine technical skills and remain agile in a constantly evolving industry.”
Essential Skills for Aspiring Global Copywriters
Success in multilingual, global copywriting requires a blend of technical expertise and soft skills.
“Strong writing skills and fluency in multiple languages are fundamental, but equally important are organisational abilities, adaptability, and a strong work ethic.”
Cultural awareness and empathy are also critical. “You need to understand not just the words, but the people behind them. Finally, cultivating curiosity and a willingness to learn ensures that copywriters remain versatile and relevant in a global market.”
The Future of Copywriting and Content Translation
Looking ahead, Eleonora sees personalisation and AI playing a larger role, but human creativity and cultural intelligence will remain irreplaceable.
“I believe the future of copywriting will be increasingly shaped by personalisation and AI-powered tools. However, human creativity and cultural intelligence will remain irreplaceable.”
She envisions content translation evolving beyond literal adaptation, becoming a process of cultural transcreation that resonates across markets.
“In the next five years, I see copywriters becoming even more strategic partners to brands, combining data-driven insights with storytelling to create content that is both scalable and deeply human.”
Multilingual Humour and Creative Challenges
Knowing multiple languages brings unexpected joys and occasional challenges.
“Absolutely. At times, while translating from Chinese to Italian via an English base, I found myself momentarily forgetting how to phrase something naturally in my own native language. It’s a strange but funny feeling when multilingual thinking overlaps.”
She recalls another instance where a literal translation from Spanish produced an unintentional pun in Italian – leaving the team laughing but also reminding everyone how delicate and playful language can be.
“These moments highlight the importance of both precision and creativity in translation.”
Sources of Inspiration Beyond Writing
Curiosity drives her creativity. Eleonora explores new topics, cultures, and industries to keep her ideas flowing.
“Curiosity is my greatest source of inspiration. I love exploring new topics, industries, and cultures, even those far outside my comfort zone. Travel, art, and everyday conversations often spark fresh ideas.”
She also finds inspiration in reading widely, from literature to business insights, connecting ideas across different worlds.
“For me, creativity is fuelled by discovery and the desire to connect ideas across different worlds.”
Unleashing Creativity Beyond Writing
Eleonora’s creativity extends far beyond the written word. Dance has always been her first language of expression, and movement continues to inspire her work. Sports, drawing, and music also fuel her imagination, keeping ideas flowing and energy high.
“I’ve been a dancer since I was a child, and movement has always been my first language of creativity. Beyond dance, I’ve tried many sports – athletics, snowboarding, skateboarding, and I love the energy they give me. I also enjoy drawing, even if I can be a bit messy when it comes to design layouts. At the core of it all, music is what truly fuels my creativity. I can’t go a single day without it – it’s the rhythm that keeps my mind inspired and my ideas flowing.”
Life Philosophy and Personal Motto
Her approach to life is rooted in curiosity and courage, embracing the unknown to discover what truly matters.
“I believe that to understand what we love, and what we don’t, we need to try many things. My motto is: ‘You can’t discover new oceans unless you have the courage to lose sight of the shore.’ Growth comes from curiosity and courage, even when it means stepping into the unknown.”
Advice to Her Younger Self
Reflection and self-trust play a central role in her personal journey.
“I would tell my younger self: trust yourself and do what you love. Be strategic, but don’t be too hard on yourself. It’s not the end of the world if a path you choose now doesn’t turn out to be the right one – you can always change direction. Trust the process. Sometimes getting lost is necessary; it’s how you eventually find yourself stronger, wiser, and more authentic.”
Life Outside Work
Family, friends, and personal connections bring balance to her life, grounding her and inspiring her best self.
“My family, my nephews, and my friends are the people who keep me grounded and remind me of what truly matters. Their presence inspires me to always show up as the best version of myself.”
A Musical Life Journey
Her life could almost be told through song. Three tracks in particular reflect her journey:
- “Waves” by Imagine Dragons: “It was the phrase that gave me the push to leave my old job and start searching for my true path.”
- “I’ll Make a Man Out of You” from Mulan: “It represents both my connection to China, where I studied, and the strength I had to build within myself.”
- “You’ll Be Alright, Kid” by Alex Warren: “I had to grow up fast, losing people I loved when I was still very young. This song is a comforting reminder that resilience doesn’t mean carrying everything alone.”
Childhood Dreams and Inspirations
Eleonora’s early ambitions and curiosities reflect her love of life and learning.
“Honestly, I wanted to be a veterinarian. I’ve always loved animals more than myself. But as I grew older, I realised the emotional weight of the job would be too heavy for me to carry.”
If given a chance to meet a fictional character, she would choose one who embodies emotional courage:
“I’d choose Clementine Kruczynski from Eternal Sunshine of the Spotless Mind. I would ask her how she manages to stay true to herself while navigating love, loss, and change – how she allows herself to experience life fully without fear of being vulnerable. Her courage to explore her emotions and live without compromise is something I find deeply inspiring, and it’s a mindset I try to bring into my own life and work every day.”
Guidance She Lives By
Advice and lessons from mentors have guided her decisions:
“Do what you love, even if it means going against the crowd. Following the mainstream is not the only path to success – sometimes the most rewarding roads are the ones less travelled.”
Mastering Work-Life Balance
Organisation and structure are key to balancing multiple creative disciplines.
“Organisation is my lifeline. At the beginning of each week, I create a schedule where I write down everything I need to do, with exact times. I’ve learned that if tasks aren’t written down, they rarely get done. Deadlines and structure allow me to balance different projects while keeping my workflow effective and stress-free.”
Lessons for Aspiring Professionals
Experience teaches that practice often matters more than theory, and courage outweighs comfort.
“If I could give advice to my younger self starting her career: focus more on practice than theory. Experiment with different jobs early on, and don’t be afraid to try, fail, and try again – that’s where the true lessons are.”
Travel Inspirations
Her curiosity and love for adventure extend to off-the-beaten-path destinations.
“A road trip from Edinburgh through the Scottish Highlands. I’m a huge Harry Potter fan, and visiting those landscapes and film locations feels like stepping into a magical world. It’s a mix of natural beauty and childhood nostalgia that I can’t wait to experience.”
Looking Ahead: Goals and Aspirations
She prioritises personal stability and professional growth, always guided by the principle that work should support life, not dominate it.
“My goal is to remain financially independent while building a life that feels both stable and enjoyable. I’ve learned the importance of saving, but I also want to give myself permission to enjoy small luxuries without guilt. Professionally, I want to keep growing in the digital world, exploring new opportunities while staying true to the principle that we work to live, not live to work.”
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