Your translation product should have the quality of a professional text written by communications specialists in their native language, conveying the exact meaning as your original text. These crucial tips can help ensure you get a quality translation.
1. Hire professional certified translators.
First and foremost, make sure the translator you hire is certified. In the U.S., the American Translators Association (ATA) is the professional organization that sets the standards for competency and certifies, through written exams, those translators who demonstrate they meet professional standards. Only college-educated or highly experienced individuals may take the exam. There are many other translation organizations worldwide that certify professional translators.
2. Always ensure a second (or even) third language professional reviews your copy.
If you use an independent translator, you’ll want to have the final text reviewed by a second “pair of eyes” – also a certified translator. This person looks for two things: the accuracy of the word selection in the translation and those pesky typos, grammatical and punctuation errors that plague writers of all kinds every day. A translation company, with several professional translators and editors on board, should have in place this kind of review process, so by the time the final product gets to you, it’s perfect.
3. Make sure the source message is well written.
You can’t expect a well written translated product if the source text is inadequate. You should clean up the text before submitting it to your translator. Make sure it says what you want it to say, that it conveys the meaning properly, in clearly understood and well written sentences.
4. Tell the translators exactly what you want.
Who is your intended audience? What do you intend to achieve with the translated material? Clearly specify to your translator who your readers will be. For instance, if you’re translating into English, are your readers from Australia, Great Britain, or the U.S.? These diverse English-speaking people use different phraseology and terms. Also, ensure that the purpose of your text, as well as the tone and style (casual, informative, persuasive), are perfectly clear to the translator.
Tuesday, May 12, 2009
Friday, April 17, 2009
Three steps to clarify your message in every language
While the world economy remains uncertain, business leaders are seizing every networking opportunity possible. That includes posting online messages.
Before pursuing this option, ask yourself three basic questions about your message. If your answer is yes, then you’ll be delivering a more effective and meaningful message that supports your marketing plan.
1. Is your message clear?
The most important aspect is to communicate clearly and contribute to your readers. Consider what Paul Grice − a British philosopher, who made great contributions to the study of linguistic and conversational meaning − had to say about communication. He suggested that we should always follow these maxims in every communication act we engage in:
- Be truthful
- Provide useful information
- Be relevant
- Be clear
If your message follows these maxims, chances are you’ll be reaching your audience effectively.
2. Is your message targeted?
Consider your audience and how you’ll address them. Will you target professionals, entrepreneurs, teachers or CEOs? Word your phrases very carefully and ensure your audience understands what services or products you offer. When you explain what your service involves, avoid the use of technical language. It’s a common mistake to believe that the use of jargon places a person in an expert position. If your clients can’t understand what you’re offering, your copy won’t be effective. Always remember, you must speak the language of your clients.
3. Is your message correct in grammar and spelling terms?
Check every word and sentence in your copy. Reread your piece several times. Look carefully for typos, spelling and grammar mistakes. And, also, have a friend or colleague read your text before you publish it.
People tend to forget that these three questions also apply if the message is sent in other languages.
Before pursuing this option, ask yourself three basic questions about your message. If your answer is yes, then you’ll be delivering a more effective and meaningful message that supports your marketing plan.
1. Is your message clear?
The most important aspect is to communicate clearly and contribute to your readers. Consider what Paul Grice − a British philosopher, who made great contributions to the study of linguistic and conversational meaning − had to say about communication. He suggested that we should always follow these maxims in every communication act we engage in:
- Be truthful
- Provide useful information
- Be relevant
- Be clear
If your message follows these maxims, chances are you’ll be reaching your audience effectively.
2. Is your message targeted?
Consider your audience and how you’ll address them. Will you target professionals, entrepreneurs, teachers or CEOs? Word your phrases very carefully and ensure your audience understands what services or products you offer. When you explain what your service involves, avoid the use of technical language. It’s a common mistake to believe that the use of jargon places a person in an expert position. If your clients can’t understand what you’re offering, your copy won’t be effective. Always remember, you must speak the language of your clients.
3. Is your message correct in grammar and spelling terms?
Check every word and sentence in your copy. Reread your piece several times. Look carefully for typos, spelling and grammar mistakes. And, also, have a friend or colleague read your text before you publish it.
People tend to forget that these three questions also apply if the message is sent in other languages.
Tuesday, March 31, 2009
Focus on the details and you won’t ask prospects to ‘fly naked’
Who remembers the Chevrolet Nova? Although it’s now past, it remains one of the major marketing errors of the 20th century. In Spanish, the word “nova” doesn’t describe a type of star; rather, it means “it does not go” (no va).
Had GM done their marketing research and consulted with even one Hispanic person, they never would have made such a faux pas. The anecdote illustrates the importance of marketing with an eye on the largest growing buying market in the United States. Their numbers are so great they’ve been compared to the Baby Boomers as a major driving force in the economy and culture.
For businesses, this population growth translates into increased revenues. Companies are scrambling to revamp products and marketing tools to reach what is now the nation’s fastest-growing consumer group.
Market studies indicate that Hispanics show stronger brand loyalty than other population groups. This is particularly true when organizations show appreciation and respect for cultural identity as expressed through language. Even among highly-motivated professional Hispanics who are completely bilingual and operate in English, more bridges are formed and bonds strengthened when companies reach out with well-translated communications in Spanish.
That’s why simple word-for-word translations can be dangerous in the marketplace. Consider a well-known example involving the Spanish translation of a major airline’s slogan, The airline, touting its comfortable seats, urges passengers to ‘Fly in Leather’; however, the flawed translation of ‘Fly in Leather’ to the literal Spanish ‘Vuela en cuero,’ colloquially means ‘Fly Naked’.” Oops.
Yes, it’s funny. Editors and reviewers must be meticulous and attentive to detail to avoid these kinds of errors. You wouldn’t trust your computer technician to write your promotional marketing material just because he or she is fluent in English, would you?
It follows then, that neither would you trust your company’s translations (and reputation) to someone in your office who speaks some Spanish.
The translation process is composed of hundreds of small tasks that translators must complete; they must assess the text for subtleties of meaning and accuracy of message. They must compose a compelling message that appeals to clients — just like we do in English, but with extra care, thought and work. That way, you will increase your client base in spite of a sluggish economy. And, your business plan won’t get lost in translation.
Had GM done their marketing research and consulted with even one Hispanic person, they never would have made such a faux pas. The anecdote illustrates the importance of marketing with an eye on the largest growing buying market in the United States. Their numbers are so great they’ve been compared to the Baby Boomers as a major driving force in the economy and culture.
For businesses, this population growth translates into increased revenues. Companies are scrambling to revamp products and marketing tools to reach what is now the nation’s fastest-growing consumer group.
Market studies indicate that Hispanics show stronger brand loyalty than other population groups. This is particularly true when organizations show appreciation and respect for cultural identity as expressed through language. Even among highly-motivated professional Hispanics who are completely bilingual and operate in English, more bridges are formed and bonds strengthened when companies reach out with well-translated communications in Spanish.
That’s why simple word-for-word translations can be dangerous in the marketplace. Consider a well-known example involving the Spanish translation of a major airline’s slogan, The airline, touting its comfortable seats, urges passengers to ‘Fly in Leather’; however, the flawed translation of ‘Fly in Leather’ to the literal Spanish ‘Vuela en cuero,’ colloquially means ‘Fly Naked’.” Oops.
Yes, it’s funny. Editors and reviewers must be meticulous and attentive to detail to avoid these kinds of errors. You wouldn’t trust your computer technician to write your promotional marketing material just because he or she is fluent in English, would you?
It follows then, that neither would you trust your company’s translations (and reputation) to someone in your office who speaks some Spanish.
The translation process is composed of hundreds of small tasks that translators must complete; they must assess the text for subtleties of meaning and accuracy of message. They must compose a compelling message that appeals to clients — just like we do in English, but with extra care, thought and work. That way, you will increase your client base in spite of a sluggish economy. And, your business plan won’t get lost in translation.
Thursday, March 26, 2009
Hispanics rise as up-to-the-minute online communicators
Hispanics adopt new online communications skills faster than any other demographic group, according to a recent study by the market research firm Mintel. The research found that Hispanics spend almost three times more than others surfing the Web through their cell phones. And they spend twice as much time networking online by means of social sites and instant messaging applications.
“Hispanics adults rely on the Internet for communication and learning, and they provide a great opportunity for marketers who want to reach them in a more personal, direct way,” says Leylha Ahuile, multicultural expert at Mintel.
Among other things, some 48 percent of Hispanics have a profile on social networking sites. They seem to read more e-mail marketing messages than other consumers. And they spend more time watching TV on the Internet, listening to the radio online and downloading music.
“Hispanics adults rely on the Internet for communication and learning, and they provide a great opportunity for marketers who want to reach them in a more personal, direct way,” says Leylha Ahuile, multicultural expert at Mintel.
Among other things, some 48 percent of Hispanics have a profile on social networking sites. They seem to read more e-mail marketing messages than other consumers. And they spend more time watching TV on the Internet, listening to the radio online and downloading music.
Tuesday, March 24, 2009
Study illustrates need to translate content, gain the loyalty of the growing Hispanic population
New data suggests that the time may be right to grab the bull by the horns and tackle the burgeoning Hispanic market.
A new research on Hispanic Internet habits illustrates the importance of this growing market to new and existing businesses.
Hispanics are 21 percent more likely to download content online than the average adult, according to the New York-based media research firm Scarborough Research. In the e-commerce arena, the study shows that 62 percent of Hispanic adults purchased at least one item online last year.
The study called “Hispanic Internet Users are Avid Downloaders of Digital Content and Aggressively Adopting Broadband” also found that 68 percent of Hispanics online use a broadband connection and that 42 percent download digital content.
The Internet offers tremendous opportunities for Hispanic to become better educated consumers and share what they learn with other family members. The 45.5 million Hispanics in the United States control more disposable personal income than any other U.S. minority group.
Organizations of all sizes are competing for their attention. OfficeDepot, HomeDepot, BestBuy, Avon and 1800Flowers, among others, now are offering content in Spanish on their Web sites to tap into the Hispanic market. Doing so keeps Hispanics returning to those businesses that make the effort to connect. Discount retailer Wal-Mart even announced that it would open its first Hispanic-focused supermarkets this summer in Arizona and Texas.
To conquer this market, start with projects as simple as:
• Web sites: Create a Spanish-language landing page and see what a difference it makes.
• Direct marketing pieces: Translate a marketing text into Spanish to get your message across and welcome new prospects at your door.
• Consumer education articles: Help your Spanish-language readers make confident choices about goods and services related to your industry or business.
• Press releases: Raise your visibility by developing a press release in Spanish for local Hispanic newspapers and wire services.
• Special publications: Display your expertise and show Spanish-language readers that you value their business with a special publication.
When times are tough, businesses can’t afford to opt out of a market for lack of communication. If content is what you’re delivering, then grab the bull and charge to new horizons.
A new research on Hispanic Internet habits illustrates the importance of this growing market to new and existing businesses.
Hispanics are 21 percent more likely to download content online than the average adult, according to the New York-based media research firm Scarborough Research. In the e-commerce arena, the study shows that 62 percent of Hispanic adults purchased at least one item online last year.
The study called “Hispanic Internet Users are Avid Downloaders of Digital Content and Aggressively Adopting Broadband” also found that 68 percent of Hispanics online use a broadband connection and that 42 percent download digital content.
The Internet offers tremendous opportunities for Hispanic to become better educated consumers and share what they learn with other family members. The 45.5 million Hispanics in the United States control more disposable personal income than any other U.S. minority group.
Organizations of all sizes are competing for their attention. OfficeDepot, HomeDepot, BestBuy, Avon and 1800Flowers, among others, now are offering content in Spanish on their Web sites to tap into the Hispanic market. Doing so keeps Hispanics returning to those businesses that make the effort to connect. Discount retailer Wal-Mart even announced that it would open its first Hispanic-focused supermarkets this summer in Arizona and Texas.
To conquer this market, start with projects as simple as:
• Web sites: Create a Spanish-language landing page and see what a difference it makes.
• Direct marketing pieces: Translate a marketing text into Spanish to get your message across and welcome new prospects at your door.
• Consumer education articles: Help your Spanish-language readers make confident choices about goods and services related to your industry or business.
• Press releases: Raise your visibility by developing a press release in Spanish for local Hispanic newspapers and wire services.
• Special publications: Display your expertise and show Spanish-language readers that you value their business with a special publication.
When times are tough, businesses can’t afford to opt out of a market for lack of communication. If content is what you’re delivering, then grab the bull and charge to new horizons.
Monday, March 16, 2009
If you want to translate your content, avoid these five costly mistakes
Today’s Spanish-language e-book market resembles Internet marketing several years back – when every new product made an impact. The best part for an information marketer is that you need very little time and money to increase your revenue stream. Experts are now translating their e-books or articles so that they appeal to the more than 100 million readers of Spanish. But how does one ensure that the words carry on the same meaning and editorial precision in Spanish or any other foreign language?
These are five common mistakes that can bury your hard-earned reputation for years to come:
1. Choose the wrong people. When you decide it's time to transfer your information to another language, select the right people to do the job. Don’t try to do it yourself. Just because you know another language, that doesn't make you an expert. Likewise, don’t rely on a bilingual friend. Opt for trained translators who have a deep understanding of both Spanish and English. Remember, translation inaccuracies might render your e-book useless; and what’s worse, a bad translation will reflect unfavourably on your ability as a writer/marketer and as a professional.
2. Work with a single translator. Particularly when you’re dealing with a foreign language that you don’t understand, you need to take the extra steps to make sure that the translation is accurate. Don’t trust that a single translator will do the job correctly. Like with any writing project, you need an editor and proofreader. Hire a team for your e-book. Demand the same high standards for the translation as for the original. After all, they both bear your name and reputation.
3. Provide incomplete specs. If you found the right people, then make sure you’re telling them exactly what you want. What does this mean? Every aspect of the project: What’s your purpose? What file format do you need? Who are your readers? When's the deadline? Ensure that translation specifications are clear and complete in order to help ensure a high quality output.
4. Trust machine translations. Automated translations are OK to use it if you’re browsing the Web and you need to clarify the meaning of a foreign passage. But don’t use it to publish your information! If you must, make sure a professional reads your text and corrects it.
5. Send incomplete copy for translation. If you're still updating your final copy, you should wait until it's finished. The process will be greatly hindered if you start sending messages like “add this here” or “add that there”. Overall consistency and coherence of the text can be severely damaged by last minute additions.
These are five common mistakes that can bury your hard-earned reputation for years to come:
1. Choose the wrong people. When you decide it's time to transfer your information to another language, select the right people to do the job. Don’t try to do it yourself. Just because you know another language, that doesn't make you an expert. Likewise, don’t rely on a bilingual friend. Opt for trained translators who have a deep understanding of both Spanish and English. Remember, translation inaccuracies might render your e-book useless; and what’s worse, a bad translation will reflect unfavourably on your ability as a writer/marketer and as a professional.
2. Work with a single translator. Particularly when you’re dealing with a foreign language that you don’t understand, you need to take the extra steps to make sure that the translation is accurate. Don’t trust that a single translator will do the job correctly. Like with any writing project, you need an editor and proofreader. Hire a team for your e-book. Demand the same high standards for the translation as for the original. After all, they both bear your name and reputation.
3. Provide incomplete specs. If you found the right people, then make sure you’re telling them exactly what you want. What does this mean? Every aspect of the project: What’s your purpose? What file format do you need? Who are your readers? When's the deadline? Ensure that translation specifications are clear and complete in order to help ensure a high quality output.
4. Trust machine translations. Automated translations are OK to use it if you’re browsing the Web and you need to clarify the meaning of a foreign passage. But don’t use it to publish your information! If you must, make sure a professional reads your text and corrects it.
5. Send incomplete copy for translation. If you're still updating your final copy, you should wait until it's finished. The process will be greatly hindered if you start sending messages like “add this here” or “add that there”. Overall consistency and coherence of the text can be severely damaged by last minute additions.
Friday, February 13, 2009
Hispanics take to the road and the sky
Overlooking the Hispanic traveler could be a serious marketing mistake for the travel and tourism industry. The latest research reveals that Hispanics love to travel as much as anyone else in the western world, and may be traveling more.
A 2002 U.S. Travel Association study revealed that U.S. Hispanics increased travel 20 percent within two years, while the general U.S. population increased travel just by two percent. Furthermore, in June 2007, 37.5 percent of Hispanic travelers made most of their travel arrangements online, according to the Smart Marketer newsletter.
Data such as this has tourism agencies scrambling to draw and accommodate the Hispanic visitor by offering Spanish-translated versions of their Web sites and destination brochures.
Recognizing that Hispanics are traveling – with their families – and going to family-oriented visitor attractions, several states have targeted the Hispanic visitor in new marketing efforts. With Tennessee’s $13.4 billion tourism industry growing $2 billion per year, the tourism department began advertising in Spanish-language newspapers just this year, and is planning to roll out a Spanish version of its Web site in the next month.
Ramon Cisneros, president of the Tennessee Hispanic Chamber of Commerce, in a recent press release said, “It’s good for people to understand that not all Hispanics are below the poverty line. There are Hispanic doctors and professionals in almost every field, and these people go on vacation and spend money.”
The Illinois Bureau of Tourism recently launched a complete Spanish version of its Web site, opening with a polished video of an Hispanic family discussing Illinois destinations. Committed to welcoming Hispanic visitors, The Wisconsin Department of Tourism also conducted an intensive study for the primary purpose of identifying an effective method to market Wisconsin travel to Hispanics (read some results of the study in this newsletter). Canadian Tourism is beginning to examine the Hispanic market, recognizing that Hispanic purchasing power is reaching $800 billion. A new era for the tourism industry in a multicultural society has indeed begun.
Of course, when you talk about travel and tourism, you must include all those businesses that benefit from the tourism industry – hotels, rental cars, restaurants, shops, all of which can cash in on this fast-growing trend. Smart translations that are flawlessly written and address the nuances of individual, Hispanic cultures will glean the most results for increasing sales.
Need more data?
• Hispanic households spend an average of $480 on a trip, excluding spending on transportation to their destination. One third (33 percent) of trips by Hispanic households include children under 18 years old, significantly higher than for overall traveling households in the U.S. (24 percent).
• The lodging industry recently invested more than $13.6 million in advertising that targets Spanish-speaking Hispanics in the U.S. About 85 percent of Hispanic travel includes an overnight stay; 17 percent of Hispanic travel lasts seven nights or more, longer than the average U.S. trip (4.1 nights).
• About 70 percent of Hispanic trips are taken by owned car or truck, 15 percent of Hispanic travel includes air transportation, and seven percent involves the use of rental cars.
Sources: Travel Industry Association of America, Cactus Rock New Media, Smart Marketer
A 2002 U.S. Travel Association study revealed that U.S. Hispanics increased travel 20 percent within two years, while the general U.S. population increased travel just by two percent. Furthermore, in June 2007, 37.5 percent of Hispanic travelers made most of their travel arrangements online, according to the Smart Marketer newsletter.
Data such as this has tourism agencies scrambling to draw and accommodate the Hispanic visitor by offering Spanish-translated versions of their Web sites and destination brochures.
Recognizing that Hispanics are traveling – with their families – and going to family-oriented visitor attractions, several states have targeted the Hispanic visitor in new marketing efforts. With Tennessee’s $13.4 billion tourism industry growing $2 billion per year, the tourism department began advertising in Spanish-language newspapers just this year, and is planning to roll out a Spanish version of its Web site in the next month.
Ramon Cisneros, president of the Tennessee Hispanic Chamber of Commerce, in a recent press release said, “It’s good for people to understand that not all Hispanics are below the poverty line. There are Hispanic doctors and professionals in almost every field, and these people go on vacation and spend money.”
The Illinois Bureau of Tourism recently launched a complete Spanish version of its Web site, opening with a polished video of an Hispanic family discussing Illinois destinations. Committed to welcoming Hispanic visitors, The Wisconsin Department of Tourism also conducted an intensive study for the primary purpose of identifying an effective method to market Wisconsin travel to Hispanics (read some results of the study in this newsletter). Canadian Tourism is beginning to examine the Hispanic market, recognizing that Hispanic purchasing power is reaching $800 billion. A new era for the tourism industry in a multicultural society has indeed begun.
Of course, when you talk about travel and tourism, you must include all those businesses that benefit from the tourism industry – hotels, rental cars, restaurants, shops, all of which can cash in on this fast-growing trend. Smart translations that are flawlessly written and address the nuances of individual, Hispanic cultures will glean the most results for increasing sales.
Need more data?
• Hispanic households spend an average of $480 on a trip, excluding spending on transportation to their destination. One third (33 percent) of trips by Hispanic households include children under 18 years old, significantly higher than for overall traveling households in the U.S. (24 percent).
• The lodging industry recently invested more than $13.6 million in advertising that targets Spanish-speaking Hispanics in the U.S. About 85 percent of Hispanic travel includes an overnight stay; 17 percent of Hispanic travel lasts seven nights or more, longer than the average U.S. trip (4.1 nights).
• About 70 percent of Hispanic trips are taken by owned car or truck, 15 percent of Hispanic travel includes air transportation, and seven percent involves the use of rental cars.
Sources: Travel Industry Association of America, Cactus Rock New Media, Smart Marketer
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