Here's the picture:
Your company is ready to launch a product on a foreign market. You don't know much about the country, but you feel like it's the right thing to do. Suddenly, you realise you need to have your marketing collaterals translated - but you didn't budget for this, and you're in a hurry too.
What would you do?
First, don't panic. I've seen this before, many times.
Second, there are two possible solutions to your problem:
- hire a professional marketing translator;
- go for a cheaper solution (the all-time favourite "friend of a friend", or machine translation).
You know where I'm going.
I can almost hear you think "All translators say that".
Ever wondered why we do?
Truth is, professional translations will help you sell more.
For more than just one reason.
It's about using words to connect with your audience.
Your website copy, TV ads, newsletters, and marketing materials in general will be your company's herald on the foreign market you are targeting. They will be read, watched, and clicked by your potential customer - and they can make or break your success.
Professional marketing translators work hard to gain in-depth knowledge of your target market.
Not only they are native speakers of the target language (as they should be), skilled translators, and expert writers - which isn't as easy as it can sound.
They also know your future customer's culture - from the inside out.
Hence, they know how to use words and imagery to make them want to know more, learn more, buy more.
And all of that making sure your messages don't sound offensive or otherwise inappropriate.
To see how "inappropriate" might translate in practice, have a look at some bad food naming ideas, or check out 11 ad translation fails that will make your day.
To me, there are two possible strategies:
- you can shout louder than the others, begging to get noticed
- you can make your messages different from the competition's.
Problem is, machine translation doesn't come with creativity (yet).
Also, cheap solutions often do more harm than good.
A professional translator, on the other hand, will put care and effort in crafting a unique voice for your business. A voice that skips marketing blurb and overused formulas to make your messages and business values clear and compelling for your new audience.
With a positive impact on your branding as a side treat.
You selected high quality materials, created a bespoke production process, designed packaging carefully.
You even hired a skilled copywriter to create your campaigns and marketing collaterals.
Can you really afford puzzling your chances with sloppy translations?
Indeed, hiring a professional translator costs more than asking a friend "who learned some [random language here] in high school" to help you out.
Remember, however, that your customers base their purchase decisions on what they see, hear and infer about your product or service.
No need to dig deeper to explain how valuable this can be.
Working with a professional means you can build a strategic partnership.
Text after text, "your translator" will also acquire a deeper understanding of your products, your corporate values, and other important aspects of your business. And this will help him/her serve you better.
How cool is that?