The perfect combo for compelling communications

 

Keep in mind the following two aspects when adapting your business’s web content to attract more customers and revenue:

 

Have you noticed that the internet has changed the way you communicate with your prospects?

1.Your target audience’s language

Swedish does not follow the same rules as the Spanish language. And vice versa.

The culture is different. It has its own unique customs and points of reference – and so does the language. There are words that are used to refer to different realities, terms lacking equivalents that will need to be explained in some way, and even non-existent concepts that will have to be replaced. The method and style of communicating can be more or less direct or abstract as well.

Your communications will have to adapt all its nuances to the new market you are targeting.

You need a creative translation in these cases. Sometimes this will entail changing a sentence entirely so that it conveys the same impact in the new language.

If you want to attract your audience’s heart, it is a good idea to work closely with a professional translator that knows how to infuse the same style into your message in the target market.

 

2. The language of the web

Writing rules and norms vary between the offline and online world – just like how your contracts are not the same as your marketing material.

We search for quick and immediate stimuli on the internet. We want to immediately understand what we can do to solve our problem or fulfill our need.

That is why we cannot simply write for the web as we do for a magazine, a brochure or a dossier.

You have surely visited a website in search of a solution or a product to purchase.

If you left the page without finding what you were looking for, it is likely that the texts did not succeed in staking out a clear enough path towards your objective for you to get what you wanted and needed.

If you truly want to reach your audience online, you need to work with an expert in persuasive writing – a web copywriter.

This professional will optimize your translated content for the web: product and sales pages, landing pages, contact and services pages, blog posts, and more.

 

Translator + web copywriter: the dream team for your corporate communications

Although you could contract these two services separately, the best way to make sure your texts truly sing is to hire a translator + copywriter team.

The synergy of translator + copywriter will make your marketing texts on the web engage in a dialogue with your audience. This will give you more visits and sales through your website.

 

How would you like to make words your ultimate ally in your business?

Noelia Garasievich. Translator specialised in creative translations and marketing texts.
Irene Rodrigo. Copywriter and expert in estrategia communication.

translator + copywriter

Éste es el combo ganador que te ayudará a abrir mercado en otros países

 

¿Tú también te has dado cuenta de que internet ha cambiado la manera de comunicarte con tus potenciales clientes?

 

Si quieres escalar clientes e ingresos, necesitas adaptar los textos web de marketing de tu negocio. Para ello, ten en cuenta 2 factores:

 

1.- ¿Cómo habla tu público objetivo?

El idioma sueco no sigue las mismas fórmulas que el español, y al contrario sucede igual.

Las culturas son diferentes: tienen sus costumbres y referentes propios. Por tanto, el lenguaje también es distinto: palabras que se emplean para referirse a distintas realidades, términos sin equivalentes que tendrán que ser explicados de otra manera, contextos en los que ninguna traducción de un diccionario podrá encajar, conceptos inexistentes que habrá que reemplazar, un estilo de comunicación más o menos directo o abstracto…

Tu comunicación deberá captar y adaptar los matices de la comunicación al país en el que quieres abrir mercado. En estos casos es necesario hacer una traducción creativa. A veces, eso significará cambiar de arriba abajo la oración para que transmita la sensación original en la nueva lengua.

Si quieres que tus mensajes de marketing apunten directo al corazón de tus potenciales clientes, te conviene contratar a un traductor profesional que adapte tus textos al estilo de comunicación del mercado de destino.

 

2.- ¿Qué busca tu cliente objetivo en internet?

Al igual que tu comunicación no es la misma en un contrato que en un texto enfocado a la venta, las reglas de escritura no son las mismas fuera que dentro de internet.

En internet buscamos estímulos rápidos y directos. Queremos entender de inmediato qué podemos hacer para resolver nuestros problemas o satisfacer nuestras necesidades.

Por eso, no podemos escribir igual online que para un canal offline como una revista, un folleto o un dossier. Seguro que alguna vez has visitado una página web para resolver un problema concreto o comprar un producto determinado. Si abandonaste la web sin cumplir tu objetivo, lo más seguro es que sus textos no consiguieran guiarte hacia tu meta ni explicarte con claridad que allí estaba lo que andabas buscando.

La comunicación en internet sigue sus propias reglas. Si quieres alcanzar a tu público online, necesitas colaborar con un experto en escritura persuasiva, es decir, con un copywriter web.

Este profesional adaptará todo tipo de textos traducidos al lenguaje web: páginas de venta, fichas de producto, tus páginas de inicio, contacto o servicios, artículos de blog, etc.

Traductor + copywriter web: el equipo ganador para tu negocio

La opción de contratar a estos profesionales por separado existe. Sin embargo, la única alternativa para asegurarte el éxito con tus textos es el combo de traductor + copywriter.

Un equipo de traductor + copywriter se encargará de conseguir que tus textos web de marketing le hablen a tu público en un lenguaje que pueda comprender. Como consecuencia, escalarás en clientes y facturación en los países que desees.

 

Y tú, ¿quieres convertir a las palabras en las mejores aliadas de tu negocio?

 

Noelia Garasievich. Traductora especializada en textos creativos y de marketing.

Irene Rodrigo. Copywriter y experta en comunicación estratégica.

5 benefits of integrating translation in your company’s communication strategy

 

This article is about international companies adopting marketing translation and transcreation to safely go global locally and is adapted from a post written by my colleague Laura Cataneo.

 

Adapt Content

The customer is saying, loud and clear: if you want my attention, talk to me in my language, within my cultural framework of reference, following the communication standards most suited to the media channel and the occasion.

 

Benefits

These are some of the key benefits of localizing your company’s profile, website, promotional contents and social media presence:

  1. Customer engagement – You will capture and retain the interest of the customers by engaging them in a conversation.
  1. Brand awareness/recognition – Well-shaped contents in the language of the customers help the brand come alive in their eyes.
  1. Brand reliability – You will strengthen the trustworthiness of your company, product or brand. Words of mouth, networking, personal interaction, usability are the best means to give you a solid reliability, turning customers into brand ambassadors.
  1. Brand reputation – You will further improve your brand reputation by avoiding cultural missteps. No small thing in our fast-paced age, where the reputation of a brand or a company can change in the space of days, for better or for worse.
  1. Brand coherence – By working with language and communication professionals such as translators, transcreators and terminologists, your brand language will be standardized, curated and applied coherently. The language of a brand should be carefully crafted to reflect its core values, and applied consistently throughout all types of contents. It should also be professionally localized/transcreated, to enhance brand awareness/ reputation/ reliability and customer engagement, and to avoid false steps which can cost you dearly. Language is the true soul of a brand: take good care of it.

About Marketing translation and TRANSCReaTION

Discover what marketing translation and transcreation can do for your business.

 

Mi proceso de traducción FLOW

La traducción es un diálogo

Leí esta cita en un artículo. Me gustó mucho, me reconocí en ella y la guardé.

 

 

Hoy la encontré y la releí. De ese instante nació este poema. Mi relación con la traducción. Aquí te explico mi proceso en un poema.

 

Mi proceso de traducción flow

 

Juego con las palabras cual rompecabezas en la página.

Les doy la vuelta, las huelo, las toco, las mimo.

Las acomodo, las acaricio, las cuido, las descarto.

Les doy abrigo,

les doy cariño.

 

Más que dialogar,

juego con las palabras que elijo

y voy salpicando el papel de frases

que se transformarán en ríos,

que inundan el paisaje

de un texto con flow.

 

Me gusta el flow porque estoy creando.

Me gusta el flow porque transforma

una lengua en otra.

Un mundo en otro mundo.

Las piezas cambian de nombre,

los caminos se redibujan,

los personajes se reinventan,

la música puede ser otra

sin por ello volverse extranjera.

 

Recibo una historia; la tuya.

La abrazo y la hago propia.

 

Cuando es mía,

la llevo a bailar

al mundo de mi traducción

y la emparejo con mi técnica, mi arte y mi pasión.

 

¿Artesanía o ilusión?

Yo no sé lo qué es,

pero hay flow.

 

Danzamos;

las palabras y yo.

 

Tomamos impulso.

 

En todo este proceso

hay mucho flow.

 

Volamos, corremos.

Andamos, gozamos.

Sonrío y la miro

a mi traducción.

 

Nos equivocamos.

Stop.

Retrocedemos,

borramos,

relanzamos,

rescribimos,

readornamos,

decoramos y

¡listo!

 

La entrego al editor

que seguirá coma a coma

cada huella de mi sombra

entrelazada en esa historia

para corregir

o pulir,

para dar brillo

o matiz.

 

Y después… la dejo ir.

Ahí está.

 

Es tuya;

tu traducción.

 

Ésta soy yo

y éste, mi proceso flow.

 

@Noelia Garasievich

 

¿Te gustó?

These are the 3 good communication practices that can make your translations sing!

 

Find a translator that is willing to communicate openly and use your translation budget wisely. 

 

The Mantra

I think all translators should have this mantra:

When in doubt, leave out ask!

 

Sometimes translators do not dare ask questions.

 

Sometimes they do not even have someone to ask to or someone who has the right answers for them.

 

 

Have you found a translator that asks you just the right questions, engages in conversation and give you good and useful suggestions? Hold on to him/her!

 

 

The actions

 

What I mean is that you should trust, listen and aid your translator when he/she:

 

  1. Asks the right questions.

 

The challenge:

I worked on the translation of a tourist information brochure. Right from the beginning of this promotional text I had to choose whether to use the informal or formal “you” in Spanish. We do not have this problem in Swedish and English. You use “you” and the text sets the tone and style for the conversation with your audience.

 

I had done courses in web copywriting and felt that the tone of the brochure would be too uptight, cold and distant if I used the formal ‘you’. I called and asked the project manager about it. She did not have much information about the text and neither did she speak Spanish herself; so she asked me to choose myself as I felt best.

 

The best practice here would have been to have someone that knew the company that ordered the translation of the material. That would give us the possibility to talk and find solutions together based on the client’s needs and desires.

 

My solution:

It pays off to have a conversation with your language consultant. Lund Translation Team, of which I belong, is working at the moment with a new client based in Sweden, but which has a presence in several European countries through their e-commerce activity. It is necessary for them to feel sure and safe with the choice of key terms before publishing and using them on their platforms. The words chosen have to appeal to the target audience as well as work with SEO. It entails meetings where the copywriter, the translator, the SEO expert, project leader and marketing people are gathered to discuss choices and come up with solutions. Decisions are taken together with the help of the team’s joint skills and knowledge.

 

With SEO and real people in mind we can then make the final list of terms that will work for the company and its profile.

 

My advice:

You are passionate about your product or service. You know it inside out. Thus, you should have no problem sharing this enthusiasm with your translator so that he/she has a better idea of what your texts describe. Your translator should be your ally just as your copywriter is with the rest of your communication.

 

Choose and handle your ally with care and you will have a service provider you trust and are willing to come back to.  

 

 

  1. Engages in a dialogue.

 

The challenge:

I have recently translated the marketing material for the launch of the latest product of a well-known beauty and cosmetics brand. I was informed about the brand’s buying persona and had done research to see the tone and voice of their communication. Still I needed to present suggestions for the new campaign.

 

My solution:

I like presenting two or three solutions and explaining the reasons behind my choices and then letting the client choose the option that feels best. This is the same procedure the company goes through when working with the copywriter and the marketing team.

 

My piece of advice:

The translator needs to be well informed about the company and their needs and goals. This allows the right choice of words and the crafting of the text in the correct style and tone.

 

 

  1. Makes suggestions.

 

The challenge:

I have previously mentioned a translation of a product page that was very badly written in the original language. I could see that the client had made huge efforts in modernizing the web page structure and visual images but the texts had been poorly written.

 

There was a tremendous amount of repetitions, long sentences and formulations with many secondary clauses.  Most importantly, there was a damaging sense that there was no logical or sales plan behind the texts that had been gathered together and clearly pasted from different pages in the old website. The page needed serious development.

 

My solution:

I called the client and explained what I thought would not work for them and their image and asked if they wanted me to go on to translate the page as it was or to re-write the text to make it work in the target language.

 

My piece of advice:

Until one fails and has a bad experience with translation services one does not usually set aside a budget for web copywriting, translations and language consultation. It is usually after some fail attempts to make the texts work that a company decides on investing on good quality services. In the end the whole affair will have cost more than it needed from the start.

 

Do it right from the beginning and save yourself a headache!

 

 

The reason

 

We all know how fast we can lose our credibility and brand positioning in the transparent era of the digital world. We need to avoid mistakes in how we communicate our value both online and offline.

 

The unfortunate consequences of not communicating properly with your translator might be that your copy is published with mistakes, has a very different tone to the rest of your website or brand communication or is, among other things, simply unclear and confusing. Too often you will not notice that the quality of the text was not the best until after its publication.

 

 

Machine translation and freelancing humans

 

A dictionary will not give you all the answers. A dictionary offers a list of terms that YOU place comfortably in the context in which they belong. You need a language professional with background knowledge in the subject matter of the text, preferably a specialization, and the ability to place words comfortably in the right setting.

 

I think we might possibly be able to replace translators that literally translate word per word outside a context but we will not be able to replace those professionals that turn your text around to make it sound just as good as the original one.

 

That is what will make your translations sing; texts with a soul and a personality.

 

One example in Swedish:

 

Original in Swedish:

Vi ger ditt hem en helt ny känsla. Våra tapeter, tavlor och designkollektioner gör det enkelt för dig att skapa en unik miljö. I varje rum.

 

You can get this through machine translation:

Damos a su hogar una sensación totalmente nueva. Nuestra tapeter, tavlory colecciones de diseño hacen que sea fácil para usted para crear un ambiente único. En cada habitación.

 

This through Google translate:

Damos a su hogar una sensación totalmente nueva. Nuestros fondos de pantalla, fotografías y colecciones de diseño hacen que sea fácil para usted para crear un ambiente único. En cada habitación.

 

And this thanks to a trasncreator:

Tu hogar te está pidiendo una nueva vida. Con nuestros papeles pintados, nuestras impresiones y diseños de autor lo tienes más fácil que nunca. Por fin puedes reflejar tu personalidad en todos los espacios de tu casa.

 

 

I leave you with the brochure “Getting it right” published by The Swedish Association of Professional Translators that will hopefully guide you and help you when needing translations services.  

The tile of this post was inspired by a lecture given by the award-winning literary translator Ros Schwartz at a translator Conference in Malmö 2016. I have adopted the phrase “make your translations sing!” as if I had coined it myself. I think it vividly describes what I try to do in my daily work. I thank Ros for an inspiring and reassuring presentation.

Språk: en resa in i ett medvetande om världen och livet

 

Språk, kultur, människor. Vad är språk och vad betyder det för oss?

 

Jag läser och understryker detta:

“Att lära sig de nya orden var en sak, att lära sig deras betydelser var en annan. Det låter kanske en smula paradoxalt, men det är enkelt. Man lär sig orden först som namn och det kräver endast ett gott minne. Men dessa namn är inte neutrala, de är täckta av århundradens lava av mänskliga erfarenheter, känslor, upplevelser och värderingar. Att lära sig ett nytt språk blir på det sättet en genomgripande resa in i ett annat medvetande av världen och livet.”

“Ett nytt land utanför mitt fönster” av Theodor Kallifatides väcker många minne och ett hav av känslor i mig. Det handlar bl.a. om utanförskap och om att känna sig liten och vilse i ett nytt land omfamnad av ett främmande språk som snurrar fort runtomkring en. Det handlar om ens tidigare värld som inte längre verka stämma och ett nytt som man inte riktigt förstår sig på…

Språk

Jag håller med författaren om att ett språk är ett medvetande om världen och livet. Vad tycker du? 

Lund Translation Team member spotlight: Noelia Garasievich

 

Lund Translation Team is a group of eight professional translators that help companies communicate their services and products all throughout Europe. I am one of them and this is my member spotlight article.

 

How did you end up joining LTT?

After meeting Cajsa and Linda earlier on, I met Dave to get some advice in September 2016. When I realized over lunch that we had similar visions and dreams of building our own client bases and working closely with clients, and that Lund Translation Team was set up precisely for this purpose, I knew I wanted to be a part of that. It took some time before I could officially become a member of LTT, but it felt so right from the beginning, like I had found my tribe at long last.

 

What do you specialize in?

Translation of marketing materials from Swedish and English to Spanish and adaptation of texts for Spanish-speaking markets. I find it so much fun to play with words and phrases and find just the right way of engaging a market with different mindsets, preferences and perceptions.

Over the years, I have grown closer to copywriting, one of my old dream careers along with acting and marketing, and I have embraced new concepts and ways of thinking about written communication. This has helped me deepen my specialization in marketing and communications.

 

What have you been up to lately?

I have been working closely with one of my favorite clients who is on a mission to find a new, useful and functional way to shape global governance. I love the topics of the texts I translate for them because they are very close to my heart and my formal university education.

Lund Translation Team has also recently started working for a client that needs multiple languages, including Spanish. I get to translate material very closely related to what I love reading about in my free time: design, art and interior design. I really get to put my language skills and knowledge of copywriting to use all at once to adapt their web content specifically for the Spanish market.

I am continuing my online education in content strategy at Copyblogger. My goal is to be able to finish some modules on how to create e-books and white papers by the summer.

I also serve on the Continuing Professional Development Committee of the Swedish Association of Professional Translators (SFÖ) with my fellow LTT members David, Linda and Johanna. I’m currently working on learning to use GoToWebinar so that I can help organize webinars in the future.

 

One interesting thing about you?

I am very outgoing so when I come home to my private bunker I need to be surrounded by creative activities that bring quietness and meditative silence to my day. Coloring and painting has always been my mindfulness moment of the day since early childhood. My mind settles down to a quiet rest while I play with colors. I always have some creative project at home that fuels up my energy outside work. At times, it has been origami and my home gets all dressed up with paper flowers and birds. Other times I have had different colorful motifs of nature made with hama beads hanging from the most unusual places or mandalas displaying interesting messages attached to windows and doors.

I need color. I need change. I need laughter. Let’s go grab a coffee and chat about our dreams!

 

Visit Lund Translation Team and get to know the rest of the team!