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…


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!

Nå hela världen med ditt lokala översättningsteam


En språkförmedlings stora kapacitet i kombination med en nära kontakt mellan översättare och kund är vad du kan få som kund hos Lund Translation Team.


När behovet av en professionell språkarbetare plötsligt uppstår är det lätt att känna att det inte går att få hjälp tillräckligt fort, och det enklaste sättet är att ta kontakt med en språkbyrå.

Det finns dock andra val för dig som är i behov av översättningstjänster.


  1. Affärsmodeller

Inom översättningsbranschen finns det två affärsmodeller; direktmodellen och trepartsmodellen.

I direktmodellen har kunden och översättaren direkt kontakt med varandra.

I trepartsmodellen är en förmedlande part, vanligen en översättningsbyrå, inblandad.

Båda affärsmodellerna har sina fördelar och sina nackdelar.


A. Direktmodellen

De främsta fördelarna med modellen är att översättaren kommunicerar med beställaren utan mellanhänder och detta gynnar affärsrelationen ur ett långsiktigt och lojalt perspektiv, vilket borgar bl.a. för lönsamhet och kvalitet.

B. Trepartsmodellen

Kortfattat är de tydligaste fördelarna här de stora tekniska resurserna, att kunna behandla stora volymer på kort tid samt de synergieffekter som följer av en gemensam projektledning för flera språk.



2. Lund Translation Team

Lund Translation Team är en blandning av direkt- och trepartsmodellen. Vi är åtta översättare som erbjuder smidig och effektiv översättning och korrekturläsning.

Vi har samlat ihop resurser och kompetenser inom olika specialiseringar och språkkombinationer. Våra samarbeten med andra översättare i Norden och i resten av Europa, samt yrkesverksamma språkvetare, språkgranskare och copywriters, gör det möjligt för oss att ta hand om stora projekt och leverera helhetslösningar.

Vi är alla medlemmar i Sveriges Facköversättarförening (SFÖ). SFÖ:s yrkesetiska kod innehåller normer för yrkesutövande som alla SFÖ-medlemmar ska följa i sin översättningsverksamhet.



bygger vi upp Lund Translation Team:s kärnvärde och varumärke.


Vi är alltid glada att kunna vägleda dig i översättningsfrågor även långt innan behovet uppstår, så att du kan vara väl förberedd när det är dags att internationalisera din verksamhet.



Kom förbi och prata med oss på någon av följande adresser:

  • Ideon Science Park

Scheelevägen 15, 223 70 Lund

  • World Trade Center

Skeppsgatan 19, 211 11 Malmö


För att beskriva affärsmodellerna har jag inspirerats av Örjan Skoglösas kunskap och research inom området. Örjan är med i Lund Translation Team och arbetar med översättningar från tyska till svenska sedan 1993 och inriktar sig huvudsakligen på affärsjuridiska dokument.

Gör så här för att misslyckas med ditt översättningsprojekt


”För den som inte är van vid språkbranschen kan det vara frustrerande att köpa en översättning.”

Chris Durban



Du har väl blivit frestad att göra det som jag beskriver nedan någon gång, eller hur?


De flesta översättningsanvändare har gjort det, tror jag. Man tror inte man behöver en översättare tills man gör misstag och behöver göra om.


Och spenderar mer pengar… och tar sig tid att fråga runt och hitta rätt person som fixar projektet…




Hur gick det sedan och vad är din erfarenhet av att ha anlitat en professionell översättare? Det lönar sig, va?


De flesta av mina kunder kommer till mig via referenser och efter att ha gjort misstag när det gäller översättningstjänster.



Gör rätt från början


Du har en produkt eller en tjänst som du har lagt mycket tid och pengar för att utveckla och förbättra, en produkt som du tror på och tycker mycket om… 


Jag antar att du vill lyckas med din kommunikation, eller hur? Det vill vi alla som säljer lösningar. Vi vill att kunden ska förstå fördelarna med den service vi erbjuder och välja oss.



Tänk rätt från början då. Behandla dina texter med omsorg och gör inte så här:



  1. Översätt själv.


”Om du vill ge en internationell image bör du vara försiktigare. I många kulturer är avvikande eller slarvigt språk frånstötande, eller till och med förolämpande.”


Ok. Jag fattar: du talar flytande engelska, hade spanska i gymnasiet, reser ofta till Tyskland där du tränar din tyska och kan säga några fraser på franska och med hjälp av ett nätlexikon kan säkert lyckas formulera några meningar…


I 99 fall av 100 kommer en modersmålstakare att känna igen en text som är skriven av en ”utlänning” eller som ”låter” som en översättning.


Hur vill du att dina texter och din hemsida ska se ut? Vill du att de ska inspirera förtroende eller leda till missuppfattningar? Mind your message! Dina översättningar är också en del av ditt varumärke för det är ditt sätt att prata med och närma dig kunden.



  1. Tänk bara pris, strunta i kvalitet!


”Om du inte har råd med professionell översättning kanske du inte är redo för den internationella marknaden.”


När du väljer översättare, räkna på hur lång tid tog det för din grupp att producera originalet. Hur lång tid förväntar du dig att en översättare ska behöva för att formulera en text som ska marknadsföra din produkt eller tjänst?


En översättare är en språkkonsult och prissätter sina tjänster precis som vilken annan frilansande konsult som helst. Du betalar för de timmar som de lägger för at utveckla ditt projekt. Ibland får du ett pris per ord som ska översättas men huvudtanken är densamma.


En professionell översättare arbetar dessutom nära sin språkgranskare som går igenom texten innan den ska levereras.


  1. Berätta inte för översättaren vad texten ska användas till.


”Ta hand om dina översättningar som du gör med din copy.”


Målgrupp? Är denna text för intern kommunikation eller ska den publiceras och var i så fall? Är det latinamerikansk spanska som gäller eller ska texten riktas mot den europeiska marknaden?


Dessa och andra frågor som kan kännas enkla och banala kan göra en stor skillnad i slutprodukten och på kvalitén på din kommunikation. Låt din översättare ställa frågor och ge ett bra underlag som underlättar förarbetet och ger kunskap om just ditt uppdrag.



  1. Engagera dig inte och låt din sekreterare sköta projektet.


”Det snabbaste sättet att misslyckas med ett översättningsprojekt är att strunta i förberedelserna.”


Välj rätt person att ta sig tid att prata med översättaren i tio minuter så att du kan spara både pengar och stress senare och få det du behöver från början. Den personer kan ibland vara copywritern som skapade texten eller marknadsföraren som behöver prata med översättaren så att hen lyckas återskapa samma känsla och syfte med texten på en annan marknad och på ett främmande språk.


Inspirationen för denna text fick jag från en broschyr som Chris Durban har utvecklat för Sveriges Facköversättarförening. Jag gillar att dela den när jag träffar prospects eller när jag är ute på något event och någon frågar vad jag gör. Besök Chris Durbans webpage för att hitta flera tips och roliga anekdoter från översättningsbranschen, översättare och kunder.


How can I help you?


How can my services, knowledge and competence be of help for you and your company?


Get in touch if you have questions about how we can work together.

best blogs

The best 5 blogs of 2016


My most visited blog entries throughout the year 2016 have been related to translating, creative translations and content marketing. See them all here.


Most visited blog entries 2016

  1. Not all is lost in translation, the case for transcreation. 
  2. The future of marketing is community.
  3. 4 steps to find the translator you need.
  4. 5 essential things content marketing can do for your business. 
  5. Gain the authority you need to navigate a foreign market.

These are some examples of how I can help  your business. Follow NLG language services future blog entries to read more on  interesting assignments, thoughts on the translation profession and tips.

8 Highlights of my business year 2016

“The best vision is insight.”

Malcolm S. Forbes


Reflecting upon my 2016 milestones, these are the highlights I am thankful for in my business year. Get to know me and NLG Language Services better through these experiences.


  • NLG Language Services

Going freelancing is maybe the most significant decision I have made in my professional life this year.


The idea and intention to become a language consultant after so many years of being employed and working with language, education and writing on the side came about after a request to collaborate with a translation bureau in Portugal. That was exactly one year ago. One thing led to another and in February 2016 NLG Language Services was officially registered as a company in Sweden.


My first assignment was the translation and editing of digital products for entertainment at a Swedish publishing company based in Malmö. I am still collaborating with them on a regular basis as transcreator, blogger and copywriter in Spanish.


  • Blogging

Writing a series of informative short texts on my services became the start of my blogging on language and communication.


At first, I shared content related to my published books for language teaching but at present I mainly concentrate on writing pieces about the assignments I am working on and my experiences as an independent language provider.


I aim at being informative and educating visitors about my services so that they can make better decisions next time they need language solutions for their corporate communications.


  • Web copy and specialization

I have attended a course on web copywriting and digital marketing for language professionals and writers given by Copyblogger in the USA through which I have learned marketing tools and found my specialization within marketing.


Copyblogger gave me lots of insights on how to craft and strategize around my copy as a content strategist. I have learnt marketing concepts new to me such as a buyer persona, empathy and experience map, as well as formulas to write better and checklist for content audits.


I have throughout the year done a course on writing for the web in Spanish through Universidad Europea de Madrid and later on in Swedish so that I am better equipped to translate, adapt and create content for companies wanting to have a stronger online presence and better communications. Web copy has definitely improved my skills as a transcreator.


  • Lund Translation Team

I am lucky to have been able to join a team of full time professional translators devoted to rendering only the best quality and service. We work globally from our offices in the south of Sweden.


It all started when I contacted David Friedman to do some proofreading of my texts and we got together for a business meeting. We found out that we shared the same values as entrepreneurs and that we aim at having an ongoing and smooth communication with the clients we help daily. I feel it was a match made in heaven for my business interests, dreams and visions and now I am a proud member of Lund Translation Team (LTT).


  • Speaker

Bonniers Utbildning (now SANOMA) was my first publisher of educational books back in 2010. This year they invited me to participate in their annual fall “Language Festival 2016” for language teachers and hosted in Stockholm where I spoke about cultural elements that must be present when teaching or learning a foreign language.


The visitors’ comments and the editor’s praise and the thrill of being on the stage filled me with joy and energy. I was in my element! I am looking forward to getting more chances get invited to speak at similar events.


You can always book me or find another speaker of your interest via the Swedish Association of Educational Writers (SLFF), of which I am a member.


  • SFÖ

Being accepted to join the Swedish Association of Professional Translators (SFÖ) opened the door for me to a community of like- minded workers. Being in their register of translators have certainly spread the word of my business. And this is how I got my first direct clients.


  • Direct clients

A translator can receive work through language companies and agencies or directly through clients with whom the terms and conditions of work are usually better and the understanding and communication smooth. I mainly want to work with direct clients with which I can have a close dialogue and understanding of their companies and follow up on their needs.


As an independent consultant, you cannot always choose the topic of your translations or assignments but sometimes you get a project that is just aligned with your values and believes. That is the case with my new client Global Challenges Foundation that has made my business year end on a very positive and hopeful note.


When rendering my services, I aim at fostering a close communication with the client and guarantee quality and knowledge. It is rare to have a last-minute deadline as we plan and schedule work together and many of the companies I help have chosen to be retainers. They ensure my availability for fast translations, quick fixes and articles during working hours of a normal working week. It pays off in terms of efficiency when you have a tight dialogue with your language consultant and involve him/her in your campaigns and strategies. The person in charge of ordering the translations will be better informed of what to think about when placing an order in terms of needs, deadlines and pricing and the translator will be thankful for gaining time as he/she already has a good knowledge of your company, products and /or services. You get continuity and the same voice and style in your texts.


  • Teaming up

When I work with direct clients I need a proofreader to edit the final version of my texts to make sure I deliver quality words that truly communicate. In the case of an agency, this is done internally after I have handed in my translation.


This has given me the fantastic opportunity of starting a collaboration with a former university mate of mine that has many years of experience and specializes in technical translations. Working with such a close friend brings me joy as well as many interesting and giving conversations on language usage, culture and our life adventures as busy freelancing mothers.



I hope you get a better picture of what NLG Language Services stands for. Your consultation never bothers me and I am always happy for a coffee break whether it is that I am working from World Trade Center in Malmö or Ideon in Lund.


Do not hesitate to get in touch. I can refer you to experienced professionals with the skills your specific project or assignment requires.


Bye bye 2016!