Category Archives: Marketing

Mario Chávez, diplomate translator, at your service

I recently attended two conferences. One in Minneapolis, MN, on the design of medical devices, and a tradeshow in Cleveland, OH, for the 2016 Ceramics Expo. I enjoyed myself immensely on both and for a variety of reasons.

Having been absent from tradeshows or conferences since March 2015, I was a bit out of touch with that environment that I’d like to call outside: what kind of clothes to wear? Should I wear black or brown shoes? Shall I pack my netbook or just my iPad Mini 2? Should I design and order new business cards? And what about my elevator speech?

I grew up going to tradeshows when they were part of our school field trips in Córdoba, Argentina, so moving across a sea of strange faces and collecting free pens was a given. Because I had chosen the Design of Medical Devices event mostly as a learning experience and not a marketing opportunity, I went there with a ready and curious mind. Because I’m the kind of professional who isn’t giving elevator speeches at, well, elevators, and I prefer the laissez-faire approach, I did design new business cards with the focus on my medical translation expertise, with colors to match:

Wordsmeet Medical business card

I hedged my bets on a typewriter typeface to reflect many of the medical reports I transcribe and translate and settled on red tones resembling blood. I kept my contact information to a minimum to invite use and not contemplation. The reverse added to my call to action on the recipient:

Wordsmeet Medical business card2

Notice that I didn’t use the words freelance or translator anywhere on the card. My short introduction would go like this:

-Hello, I see that your company is designing cardiac stents (or valves or a measuring device). What can you tell me about it?

-Hello, I’m here attending the DMD to learn about 3D printing of organs. I see your company does something with 3D. Tell me about it.

When my interlocutor, after explaining what he does, turns to me and asked what I do, I would reply:

-I translate medical documentation, reports, medical devices… (handing him my business card to complete my own description). I’ve learned how laser sintering makes it possible to build these tracheas!

I would also use these conversations to delve into my other areas of expertise, as when a vendor and I were discussing the capabilities of a medical pump (used to regulate medicine drip on a patient in a hospital). I would ask what protections against hacking that pump device would have. The point was not to market myself but to start a conversation, contribute what I knew, ask about things I didn’t know, show sincere interest in what they did as a company. Most of these conversations would end pleasantly, sometimes without exchanging business cards.

Two weeks later, the Ceramics Expo was taking place at the I-X Expo Center close to the Cleveland Airport. I had a 3-day free pass to attend the tracks and visit the tradeshow floor. My only expense worth mentioning was the $10 day parking (and there is plenty of parking!) I have been to tradeshows on many occasions, as when visiting the New York City’s Jacob Javits Convention Center, but seldom have I seen such an organized expo as last week’s Ceramics Expo. Dozens of booths orderly set up, many German and Chinese companies being represented and brief yet useful presentations given (such as the one on transparent ceramics).

Showa Denko booth

Chinese company Showa Denko booth. Chinese reps were easy to spot for their dark business suits, white shirts and dark neckties, all very courteous to the visitor.

I remember debating on that Wednesday morning whether to bring 20, 40 or more business cards. I decided to bring to card carriers (those metal boxes with a capacity for 25-30 business cards) in my pocket. I almost regretted not carrying more cards with me because I had dozens of opportunities to speak with company representatives.

Of all the people I spoke to, only one or two were a bit surprised at my business card (see top of this post) because here I was, a medical translator in a non-medical tradeshow. I was able to explain away that discrepancy by introducing myself as:

-Hello, my name is Mario Chávez. I’m a technical communicator visiting this expo to learn more about the ceramics and glass industry.

And that’s all the spiel I needed to make. No need to use fancy schmancy words, or say that I’m an ATA-certified translator. I made a point of using active verbs to introduce myself: I translate this, I write that, I performed that other thing. If you want your prospect to take some current or future action, use action verbs, not nouns.

The whole exercise let me thinking: Should I use the title “Technical communicator” instead of “Spanish-English translator” from now on? Or Should I call myself something else, like a BA or MA in Translation Studies. I kept pondering on these alternatives and seemingly ambivalent thoughts for days. Then I stumbled on an article about how nurses with a BA are more in demand in American hospitals than nurses with an associate’s degree. The article, published in The Wall Street Journal last October 14, 2015, made a larger point: the use of the adjective baccalaureate, which means a 4-year or bachelor’s university degree.

Baccalaureate nurses are more in demand than those with associate's degrees.

Baccalaureate nurses are more in demand than those with associate’s degrees.

That adjective took me to another one: diplomate. According to the online Merriam-Webster dictionary:

Definition of diplomate

So, I’ve decided to posit the question: wouldn’t it be better for a translator holding a university degree to call herself a diplomate translator instead of a freelance one? First, a freelance anything is simply someone who is working on her own, as a sole proprietor (or entrepreneur, if you must use that detestable word). A freelance translator’s only highlight is her ability to work for a variety of clients, beholden to no employer. But there are so many bilingual workers who call themselves translators that this distinction becomes not just blurry but useless and noxious.

Second, the beauty of the diplomate adjective attached to our chosen profession is that it highlights one of our largest investments: a university degree and/or diploma and a professional who has been vetted by a board of professionals (such as the American Translators Association).

So there you have it. From now on, I’ll be calling myself a diplomate translator because freelance translator just doesn’t cut it for me anymore. How about you?

 

 

 

 

 

 

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Filed under Baccalaureate degree, Diploma, Diplomate translator, Marketing, Professional development, Public image of translators, Qualified translators, Reputation, Technical writing, Translator qualifications

A reputational story

Introduction

Companies are concerned about their image, their brand, their standing. It’s nothing new. Old problems with new words. What was described as affecting the reputation and the good name of a company is not adjectivized as reputational.

If a company enjoys a place of high esteem among its peers and in the community, domestically and internationally, then that good name becomes valuable and acquires a monetary value. It is then used as currency to extend its influence, increase its market share and cement its reputation.

Translators and translation agencies have depended on name dropping (“IBM is one of our customers”) and certifications (“Member of ASETRAD” or “ATA-certified translator”) to preestablish their status and foster trust. Testimonials started to appear in the late 90s on company websites as well as on individual translator’s webpages. The problem I always saw with those testimonials was their anonymized nature. Here’s a current example:

Straker translations testimonials

First names, or initials, with no company affiliation. Hm, does that approach foster trust? Some fabricated reviews at websites such as Amazon created a bit of an uproar a few years back, what we would call escandalete in Spanish or furore in British English (or Italian). Compare this with an exemplary use of testimonials below:

Advanced language translations testimonials

The company Advanced Language Translations is using testimonials the way I think they should be used: who said what about your company. The downside? Testimonials may have a short shelf life because project managers, localization managers, purchasing staff and others in similar positions come and go. The main advantage of a testimonial is its focus when it is properly written. Keen eyes may have also noticed that none of the testimonials refer to competitive pricing or low rates but to “reasonable cost” and “on budget.” As a translator myself, I would love to work on one of their projects!

Reputation and references

Speaking of working for a company as a translator, I recently had a telephone interview with a headhunting agency for an 8-week project involving technical writing and Spanish translation (two of my specialty activities). I was required to provide two professional references, as the best practice in these interviews go. I keep a list of at least six, so I provided two of them within minutes. I was promised to get a call back that afternoon.

The phone rang as anticipated and the interviewer thanked me for the references, but made some comments about one of them, saying that they couldn’t use it because my reference wouldn’t divulge what kind of projects I had taken part in. Then, I offered other references, which I emailed immediately. Coincidentally, the person who turned out not to be an adequate reference for this job called me to tell me about his experience. This is a personal friend and a long-time client, mind you. His reason for not giving particulars to the interviewer? He considered the details of his projects to be confidential and he left the impression that he was a competitor of the interviewer’s company.

Although he gave the interviewer very positive comments on my professionalism and dependability, his earnest and strict approach to giving detailes as requested by the interviewer backfired. I did not get the job. The moral of the story for me: be selective about which references to offer for a particular job. Did my reputation suffer? I think not, since the headhunting agency was working for the actual customer and is contractually bound to find the most adept candidate for the project, not for themselves.

Branding the profession

Translators and translation agencies earn and lose customers by word of mouth, directly and indirectly, all the time. This does not necessarily mean that a particular translator or agency is incompetent or a poor provider, but that their fees or rates are outside the budgetary boundaries of a customer, or that the customer used other economic or social criteria to choose a different vendor (“Our new translator is easier to work with”). Due to the globalizing nature of the Internet and its tools, market encroachment, client poaching and the downward pressure on services fees have given reputation a sometimes undesirable fluidity.

This impermanent state of affairs has taken some old hands by surprise: accustomed to decent pre-Internet translation rates, they complain and lament the way clients come and go looking for the most competitive rates. And this is happening regardless of the translation provider’s solid reputation. What a translation company or a translator has invested decades in developing, their good name and good professional standing no longer seems to hold the same reputational value. Seasoned translators in developed countries such as Great Britain, France and the United States have groaned in hushed whispers, then in loud complaints, about the influx of so-called cheap providers from developing countries, as if there is some conspiracy behind them to undercut their market share and, of course, their reputation. If a customer prefers a Spanish translator living in China over another living in Spain, what’s the point in cultivating your good name?

Among the answers given to this dilemma by translation associations and so-called language consultants, I have seen an increase in presentations, webinars, brochures and similar vehicles to help translators and similar providers with marketing their services better and, lately in the first years of the 21st century, with branding their services. As an example, the American Translators Association’s conferences have held an increasing number of marketing sessions. Based on a visual assessment of ATA’s past conferences, we have the following:

ATA sessions for indep contractors over 14 years

In the span of 14 years, we see a dramatic increase in sessions targeting independent contractors (individual translators and interpreters) to educate them on the use of sales, marketing, branding and business techniques and tools. This development shows two things in my mind: a) an increased preoccupation on better ways to sell translation services and b) the transformation of ATA conferences from an educational event to a marketing one.

Of course, I agree that translators should cultivate a good professional name in order to optimize their word-of-mouth approach to finding and retaining customers. In my experience, customers worth retaining prefer a reliable service, a personal touch and negotiation skills to find a reasonable price worth paying. In the field of professional reliability, I’ve been intrigued by other online tools that might be of service to a translator or translation company.

The branding aspect works best with companies than with individuals. A brand is usually tied to a logo, a slogan and a single word to convey a positive image. Take IBM’s Think, for example. An individual translator or interpreter (or similar professional) would do better in creating and maintaining a good name or good reputation, however, as the branding approach is kind of silly and oversized. A translator who is too concerned about her brand risks projecting an unfocused view, a pretentiously sized corporate image that isn’t really there, just as the “We” statements in individual websites.

Separate but successful business endeavors

During the summer of 2015, when work volume was low, I started to sell items on eBay: electronics, audio equipment and other second-hand items, such as vinyl records. Selling successfully on eBay is mostly a matter of personal image: how fast you ship and how accurate is your description of the item being offered for auction or sale; in short, what good your word of honor is. Consequently, good eBay sellers take very good care of their reputation by fostering a climate of trust that will engender good reviews and addressing any problems with the customer as they arise.

I started to think about the reputational and economic value of my eBay reviews when I read the following from a recent buyer:eBay positive review

This positive feedback surely feeds one’s ego, but there are many potential buyers who read these reviews in order to guide their purchasing decisions. Would then it be appropriate to route potential translation customers to my eBay feedback page? From a business standpoint, I don’t see why not.

Conclusion

For individual translators, professional and personal references are still being used, along with a CV or resumé and sometimes a cover letter, to assess a candidate for a job or project. Although websites and directories are being consulted to find competent translators, they are just a couple of several components in an effective business strategy to find and retain customers by word of mouth and good reputation. Branding and marketing listicles are gimmicks that only benefit the consultant who offers them. Not all social media are amenable to foster trust or a good name, but try them you must in order to find for yourself —not by others’ opinions— whether these are tools worth using. In my long experience as a translator, a good reputation is built every time a project is delivered to specs or beyond expectations, every time I exchange polite and on-point communications, every single time I telephone a customer who is frustrated or who needs to discuss a delicate aspect of a project. No fancy website and no extensive blog nor Facebook posting can do that.

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Filed under Brand awareness, Branding, Customer relationship, Customers, Marketing, Negotiations, Reputation, Selection of language providers, The business of translation

Seeking customers and the animal way

I have had time to listen to marketing experts at ATA conferences and I have also read their advice on well-written articles, listicles, self-promoting tweets and blogs. To most of these experts, the situation is binary: either you seek customers or you don’t. In the former, they’ll guide you through the steps, but you’re risking your future if you ignore their advice, meaning that you aren’t that keen on seeking new customers.

In this world of the marketing expert, you’re either actively seeking new customers, promoting your practice through ongoing blogging and social media and attending trade shows, or you aren’t really serious about acquiring new targets and raising your income. Their collective advice is to seek out new prospects aggressively. Even a self-professed introvert who works as a life coach told me recently on Twitter that public speaking (that is, the art of speaking in public) also involves networking and self promotion. I’d hate to prove her wrong, but I will.

Even marketing experts who trawl (or troll, depending on your definition) the world of professionals have advice for those of us who don’t feel comfortable with networking. I have read their arguments and techniques, which are ultimately an extrovert’s advice for extroverts about marketing themselves repackaged and labeled “Networking for Introverts.” Again, this binary or, rather, tunnel vision, is disappointing, coming from people whose livelihood depends on teach others how to network. Sometimes I think they are living and preaching a religion called networking.

Unlike them, however, I find great guidance in the animal world.

Puma lion of the Andes

Having spent countless hours watching documentaries by National Geographic and the BBC, especially those beautifully narrated by the late David Attenborough, I have found that some traits animals, big and small, display to feed themselves, procreate and raise their young, and to survive, are worth observing and, to a reasonable extent, applying to our professional lives.

The African lion eats every 6 days. Other large cats (the cheetah and tiger) have similar eating habits. Large herds of antelope and wildebeest roaming the plains on their annual treks are often followed by prides (groups of lions) waiting for their chance to strike and score one of these large preys. There is a rhythm to these movements tied to how often the lions hunt and eat, but it’s not just the travel of moving prey that govern how these large cats hunt to eat, but also the rains and droughts. Drought in one place means herbivores like wildebeest and elephants have to move elsewhere for grass; hence, lions have to follow these rolling restaurants in order to secure sustenance and survival.

These hunters don’t advertise their intentions, however. They don’t come to an antelope and say “Hi, there; I’m a lion and I’d like to take you out to dinner. Or lunch, whichever you prefer. I can put you down for, say, 11 a.m.?” No, these hunters hide, their spots concealing them in the tall grass, their soft-padded paws allowing them to approach their prey unnoticed, at least until it’s too late for the stalked herbivore to escape unharmed.

Lions do announce their presence in at least two ways: when a lionness calls her young and when a lion rumbles his powerful growl, which goes on for miles, to intimidate other prides and to sow fear among prey animals in the dark.

Eagles, vultures, frigates and owls, among other bird species, take on projecting a powerful presence, with some variations in their approach. Peregrine falcons, for instance, attack bats as these exit their safe caves, but the falcon singles out one bat, not several, to hunt down. By contrast, a spider casts an almost invisible net to hunt not just one, but several insects. There’s even a spider species whose web can snag a bat!

Speaking of spiders, some, like the jumping spider, observe its prey from a distance, then jumps to catch it. Other spiders, like the trapdoor spider, hide in a hole on the ground covered by a trapdoor. As soon as the victim crowls by, the spider catches it fast. These are some of my observations, but are the parallels to seeking customers that I’ve gleaned?

  • There is no universal way to find a suitable customer; find the ways that you feel most comfortable with and excel at them.
  • Customers come in different sizes, so you might need to do some self-examination to find out what size you are so as not to overextend your efforts in going for the wrong size.
  • Customers aren’t just economical targets; they are human, like you. Instead of being aggressive, how about being persuasive?
  • Customers, like roaming wildebeest and elephants, don’t like to be followed around as they can smell your networking intentions and will likely flee in the opposite direction. Maybe it’s best to observe and learn about them from afar, then approach with caution when they show their vulnerable side.

Some hunters hunt in packs, other hunt alone. Likewise, some of us translators like to approach a prospect alone, at our pace. We are not “wasting” an opportunity nor are we being “too slow.” Some translators work best in pairs or small groups while others prefer to do it all themselves. Different strategies are applied according to their nature.

Pumas are solitary

We can learn a great deal from animals, insects and others among our fellow inhabitants of this planet. Nature spent millions of years refining their survival skills and their lifestyles, and so it did with us. Instead of trying to reinvent the wheel, we could start listening to nature and find ways of applying what we learn to our professional and personal lives.

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Filed under Advertising, ATA, Customers, Marketing, Networking

I’m not an entrepreneur and I don’t head a startup

I carry a love/hate relationship with networking events. Among the methods I have come to love is the 2-minute swap networking as carried out during the 2012 ATA Conference in San Diego last October. Dreading the worst —we introverts dislike gatherings with large groups of strangers— I sat in one of the long tables facing another colleague…one more stranger.

When the whistle blew, we acted as instructed: talk with your neighbor in front of you for 2 minutes, then stop and move to the next seat to your right. I didn’t need any prompting: just the thought of introducing myself and asking my colleague facing me what he or she did was enough to keep the ball rolling. Sometimes, 2 minutes were insufficient to wrap up an otherwise interesting conversation. Business cards and smiles were exchanged. The entire affair was over before you knew it.

I attended an annual business meeting/networking event at the Cleveland Museum of Natural History last Thursday (January 17), hosted by COSE (Coalition of Small Enterprises), an organization that connects its members with more than a dozen chambers of commerce. The business meeting highlights: a professionally made video and the awards ceremony. However, the networking that followed was not my cup of tea. I was looking to spend up to 3 hours with strangers. In this and other similar events, I noticed that, regardless of whether you are an introvert or an extrovert, you will find that most people are already engaged in conversation by the time you approach them to strike up a discussion.

A solitary home office

A solitary home office

This is the Upper Midwest, after all. People are cordial, courteous and willing to meet you. But the format for this networking activity is all wrong. You can’t possibly network with even a 10% of all of the people there. I did, however, manage to encounter a fellow translator who lives in Vermillion, as well as representatives of a couple of ad agencies, with whom I discussed a bit of typography and graphic design topics briefly.

Another contact I made was a COSE staff member who is involved in the marketing committee. He mentioned that his committee is going to introduce new services in March 2013 for startups and entrepreneurs, all COSE members. After listening to him for a few minutes, I volunteered my thoughts about the words “startup” and “entrepreneur.”

-I think these words are being overused today. I don’t consider myself an entrepreneur or a startup, even though I have my own small corporation.

He considered my words carefully and went on to expand how COSE had thought about using a word other than startup to refer to small businesses, to avoid the former’s negative connotations. He added that COSE had started to use the word “solopreneur” (a cringeworthy term in my book) to replace “entrepreneur.”

First and foremost, marketing people are not etymologists or linguists, nor should they be required to be. But so-called ordinary words, such as business owner or company manager or even sole proprietor carry more proven weight than faddish words such as mompreneur, solopreneur or any other feeble attempt at me-too linguistic pioneering for marketing or sales purposes.

How do other business owners see a startup? An IT outfit? A young company? What about their view on an entrepreneur? In the eyes of a well-established business owner, does the word entrepreneur carry the cachet of motivation, creativity and inspiration…or a can-do attitude? The more we use an otherwise particular or special word, the soon it becomes stale and obsolete, yielding an anemic impact. Which brings us to a topic of import: writing. Say what you want about the printed media or the impending death of newspapers and magazines, but no amount of slick YouTube videos or well-crafted Facebook page likes will ever replace a well-written message. Even if that message is a one-word label that you choose to apply to yourself or your company.

We may think it’s all semantics, but words, the written word, is the second most important invention since the wheel. We live and die by the word.

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Filed under Branding, Buzzword, Etymology, Marketing, Networking, Public Relations

Branding vs. Reputation

Brands are as ubiquitous as human beings. But, does a brand have a code of conduct or values? Can it give you its word? Then, how can you trust a brand? A brand is nothing but a disembodied voice, seductive in delivery, aiming to burn value in your retinas.

One of the most important assets a company has is its brand. That brand is not just the typographical or graphical representation of a company’s identity. When a brand is unknown, it’s just another name, another logo, another pretty image. But once known beyond its initial boundaries, a brand has the potential to become an icon. People recognize the brand and ultimately identify with it.

Some brands have accomplished this by becoming omnipresent. Think Target, Sony, AT&T, Staples, Dell. We have become familiar with them by sheer repetition and repeat interaction with them. We develop a level of trust in those brands to the point that our purchasing decisions become fast and reactive.

However, there’s a movement out there that seems designed to confuse entrepreneurs and customers alike. It’s a the conflation of a personal trait with an umbrella symbol. I am referring to reputation. Having a good reputation is a trait of good character, of moral standing in society. But now branding is being touted as a synonym of, and ultimately a replacement for, reputation. We might want to take a step back and look at what’s going on.

Now, don’t get me wrong. Branding is important. It lends identity to a product line. According to marketers, branding is the idea that communicates value to potential customers about your product or service. In our highly competitive marketplace, however, brands point to a company, product or service in a spectrum of reliability with its attendant consequences. If a product is reliable, then you’ll likely buy it or use it again. Hence, a brand is as strong as the virtues of the product or service it represents.

But, can individuals be considered brands themselves? Why? Some celebrities may be considered “brands” in the sense that they are widely known to multiple audiences and that they offer a reliable product —their artistic performance. People like Beyoncé, Pink, Lady GaGa and Madonna can be considered brands because they stand beyond the universe of commodities. Movies, software applications and other objects of consumption can also become brands. For example, a Madonna song is unique; a Beyoncé album is distinct in quality and experience. That’s another concept of modern branding: experience, which I suspect is meant to mimic what we experience in human relationships.

But branding belongs to things, reputation to persons. After all, a product is made by someone, a service is provided by someone. A person is not a thing to be branded because an individual cannot be reduced to just the value his products or services can offer. Doing so exposes the individual to become a commodity, just like any other consumable.

If we go back to the concept of reputation, we may be surprised at the freshness of this old idea. We build relationships with other human beings based on trust and reputation. The old word-of-mouth concept is a good example of relying on a provider’s reputation to do business with them. On the other hand, designating a person as a brand is dehumanizing and reduces the individual to a dollar amount and a material experience.

Consider cell phone brands such as Apple, Samsung, Nokia and Blackberry. Are they good brands? Sure. Right now, however, two of these brands are undergoing radical changes (Nokia and Blackberry). Nokia and RIM, the Blackberry maker, have been losing market share to Android and Apple competitors. Are they still good brands? Sure, but here’s the difference: their brand and reputation are good, but it’s their experience that is undergoing tectonic shifts. Experience is dependent on reputation, not so much as on brand.

Another reason branding as a misnomer for reputation for individuals —especially small businesses or independent professionals— is problematic is this: branding promises to make you ubiquitous and famous. This may be true of performers such as actors, singers, musicians, etc. who succeed in representing the zeitgeist and having their voices heard and enjoyed by millions. But most small businesses will be happy to fetch a slice of their local or regional market. Some of these businesses will want to grow exponentially and organically, but branding alone will not take them there.

For independent contractors and small businesses, the old standard is true: build on word of mouth and a reputation for quality service and excellent product. How you call your business is your own decision, and you will definitely need marketing help to assert yourself as a reputable business with a solid brand, a recognizable name. But let’s not confuse business growth with ego growth.

In an increasingly competitive and sometimes litigious society, going back to the basics —build your reputation by keeping your promises, never go back on your word and keep a code of honor— is not just a nice idea but it makes good business sense. A solid brand may have quantifiable value, but a good reputation is priceless.

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Filed under Branding, Marketing, Reputation, Value added

Mad Men

Homer Simpson parodies Mad Men

“Nostalgia is a file that removes the rough edges from the good old days,” wrote columnist Doug Larson. Men —and women— possess selective memory: we all like to remember the best bits of the past, to time travel back when the present looks and feels unbearable, sad or preposterous. That’s one reason behind movie remakes and TV shows such as Mad Men. The pleasant past feels more glamorous and acceptable because it is less noisy than our present.

Our harried present is a slave to quick turnarounds, yesterday deadlines and high productivity. In our lives, both personal and professional, we rush with an even faster step, a bouncier spring, towards a dazzling goal or destination. Once we arrive there, be it in the form of a quarterly sales number or a high manufacturing output, we seemingly can’t wait to be back on the road, to get our speed fix again. Software companies, cellphone makers and twitterers are racing toward the next build, the next device model and the next 140 characters with bated breath, as the squirrel being chased by a dog. So, up she goes on a tree only to gaze forward to the next tree.

Famed Harry Potter author J.K. Rowling is known for having sped from rags to riches in five years. But there was a 3-year span that separated the release of Goblet of Fire and the Order of the Phoenix. On the outside, it is generally assumed that an accomplished writer can churn out books with ease. In a TIME Magazine July 2005 interview with Lev Grossman, Rowling admitted that her writing could stand some editing:

I think Phoenix could have been shorter. I knew that, and I ran out of time and energy toward the end.

Regarding Goblet of Fire, Rowling added: “In every single book, there’s stuff I would go back and rewrite. But I think I really planned the hell out of this one. I took three months and just sat there and went over and over and over the plan, really fine-tuned it, looked at it from every angle. I had learnt, maybe, from past mistakes.”

The so-called new field of transcreation, which is none other than copywriting in a foreign language, involves penning slogans, taglines, brand names and other advertising copy that energizes the potential buyer-reader with the same conviction and desire as the English copy. Whether it is marketing copy, poetry, fantasy novel or health care benefits, writing is writing. Good writing can be motivated but cannot be rushed. Good writing follows the same goal but different morphologies in different languages. The phrase Just Do It doesn’t sound so snappy and hip in other languages. David Droga, chairman of Droga5, recently stated that “…for every iconic line like these, there are a hundred failures. Writing bad copy is easy, which is why the majority of advertising feels disposable.”

The translation industry is awash with technology-based promises of faster, higher productivity, perfect renditions in foreign languages, seamless software localization and priceless product placement in overseas markets. Stand back and listen to the noise before you make a determination. The ongoing crush that purveyors of language services have with their technologies conflate time to market with delivery readiness. As first impressions last for a long time, for good or ill, why rush a translated document to the market where it runs the risk of being seen as amateurish or careless by the consumer?

If you really care for your message to the customer, choose your translation writers carefully. Perhaps what you write is all they will know about you. Do you want them to base their buying choices on poorly written copy in their language? If you still think that writing is easy, here’s an exercise for you: write your life’s accomplishments in 3 minutes. It is not that easy, is it? You have to sit down and think about what words to use. After all, these are your accomplishments, you should feel proud of them. How will you communicate that pride, that swagger? What’s the difference between I did 3 years of accounting at Kohl Industries and In my 3 years at Kohl Industries, I streamlined the accounting department operations, achieved annual savings of $35,000 and modernized record keeping?

The only translators that are worth your time are those who care about your image. They don’t come cheap, but they enjoy writing with a purpose. A penny for your thoughts.

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Filed under Advertising, Marketing, Offering premium-level service, Translation as writing, Writing skills

Be a resource to others

Who doesn’t like a helping hand?

I recently spent 10-12 minutes reading a thread in the Freelance Writers LinkedIn group about networking. Some posters mentioned how difficult it is to network if they’re new in the field, or shy or introvert. Others offered sensible advice on what to do and what to expect. This reading exercise motivated me to give something of myself to this motley group of writers, the basis of which is the headline of today’s post: Be a source to others.

Some of my thoughts from my LinkedIn contribution are summarized thus:

Wow, I like this thread! I belong to a close cousin profession: I am a translator, so I write translations for a living…full time! Ruth, Erin & Lori, I agree 100% with your approach to networking, since I can relate to some of the things you do (except for the lip gloss convo, ha). One cannot be a member of every trade group or association related to one’s profession, of course, as it quickly becomes expensive in terms of money and time commitment. I truly and genuinely believe in giving first, in sharing what I know, in offering something extra, in paying forward.

When I started my career as a translator, back in 1991 in New York City, I knew nobody. I went to my first meeting of translators nervous and insecure, being one of the youngest in the group of experienced linguists. Being an introvert, I usually think I won’t get to network much, but I am a naturally good listener. So I observed, I learned. Over time, I meshed in.

One of the best tips I can pass along is this: be and become a resource to others, without any interest or expectation. If I meet someone who does something completely unrelated to my line of work –a chemist or a lawyer, for example– I steer the conversation towards something that is interesting to THEM: I ask questions (I am inherently inquisitive without being nosy). I show them that I find something interesting or fascinating in what they do, it comes naturally to me. That attitude bears fruit sooner or later for me.

We won’t make friends or contacts with everyone we meet. But that person with whom we didn’t click may know a third person who could find us interesting and useful. As for social networking, I am very active in LinkedIn groups but I don’t believe in Twitter that much. LinkedIn is a more professional, gentle approach that is suitable for me (I have made some new clients thanks to it!), but Twitter seems more aggressive and potentially annoying, not different from 6 p.m. telemarketing in calls.

The original thread can be found here on LinkedIn.

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