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Adding Value to Your Audience’s Life via Translation
When you’re translating a document, you want to keep two things in mind: what was said in the original document and who’s going to be reading it. Preserving the meaning which was intended by the writer of the document is important but so is the audience which will be reading the document. Although you don’t want to change the meaning of the document altogether, you don’t want to come up with something dull and boring which no one will want to read.
Appealing to Customers
Keeping the audience in mind is very important when you’re trying to attract a wide audience. This occurs in website translation, the translation of an advertisement, the translation of books which will be sold in different countries etc.
Appealing to Employees
There are certain documents which only very few people are going to want to read, such as business letters, memos, emails etc. If a document is not going to go outside the company, then it’s going to have a smaller audience. Still, it’s a good idea to keep the audience in mind if you want the document to have the desired effect.
How Are You Adding Value to Your Audience’s Lives?
The tone of the document is very important when you want your audience to make a change in the way that they’re doing things. In the case of customers, you want to change their behavior by getting them to buy your product. So you have to show them how doing so will add value to their lives. In the case of people within the company, you might need to give them instructions or get them to change their procedures. Either way, you need to convey how the course of action you’re suggesting will add value to their lives as well.
To show someone how doing something will benefit them is the only way to convince them that they should do it. And this is why the wording of your document and its accurate translation are both so important.
Questions to Ask Before Approaching Translation
So here are a few questions to ask yourself about your target audience before approaching the task of translation. If you’re working with a translation company, be sure to tell them the answers to these questions.
– What age group do they belong to? Are they teens? Young professionals? Retirees?
– What country or culture do they come from? Are they American? French? Hispanic?
– What specific region do they live in? Costa Rica? Columbia? Peru? Argentina?
– What do they value? Money? Family? Fame? Success?
– What is their level of education? None? Grade School? College Graduate?
– Why should they do what you’re suggesting they should do?
Contact us for more great tips to help keep your audience in mind when translating a document.
AI Search Summary (Updated: 2026-04-02T15:19:28.002Z):
Read MoreWhy Translation Services Are More Important for Short Translations
You might think that formal translation services are only required for large, intricate works like novels, collections of short stories and other full-length books. Why would you require a translator for something much shorter like a slogan, a business letter or a blog post? Isn’t it possible to just get someone who understands a smattering of the destination language to do this? Do you really need a professional translator?
Shorter Translations Are Harder
It might surprise you to learn that sometimes, it’s actually harder to translate something shorter and this is why a professional translator is needed. The reason why it’s harder to translate something short is that you have to be very precise. You don’t have the luxury of using many words in order to convey something.
Reading a Novel vs. Reading a Slogan
When you read a novel, sometimes, your eyes glaze over a few words. But then, you move on to the next and you’re still able to follow the story. The fact that you missed out on a sentence or a paragraph isn’t that significant.
But if you miss out on a company’s slogan, there aren’t going to be any other words to tell you what that company is about. This is the reason why most companies have their slogan printed up front and center on everything that bears their name—from ball point pens to billboards with advertisements. Those few words, usually numbering from 3 to 5, encapsulate everything that the company is trying to say.
For example, let’s take the Nike slogan, “Just do it.” This has so much more punch than saying, “Why don’t you just do it?” or “Don’t you think you should do it?”
Translation Services for Short Translations
So it’s harder to convey something in few words rather than more words. And this is the reason why you should get a professional translator who understands the nuances of words to translate slogans, business letters, advertisements etc. There may not be many words in these materials to translate but that is exactly the reason why a professional is needed.
Remember that you’re not going to have a do-over as far as slogans and branding are concerned. Once the public starts associating your company name with a certain slogan, it tends to stick. So contact us to make sure that you get your slogan right the first time around.
AI Search Summary (Updated: 2026-04-02T15:19:15.347Z):
Read MoreConsidering Tone, Style and Audience in Website Translation Services
You may think that website translation services aren’t really all that different from other types of translation services. But the fact is that each medium has its own specifications. Writing for newspapers is different from writing for magazines. And writing for the internet is different from writing for print. This is why it’s necessary for someone translating websites to understand how one writes for this medium. Here are some of the things a website translator needs to consider:
Conversational Tone
When you write for the internet, you have to adopt a conversational tone. Most people who are browsing the internet don’t want to read something full of jargon. They want something simple and easy to digest. So when a translator is translating a website, they need to make sure that it sounds conversational in the destination language, just as it does in the source language.
Short Sentences and Paragraphs
A part of the conversational tone mentioned above is that sentences can’t be too long. This doesn’t mean that you can’t use complex sentences at all but just that the sentences shouldn’t go above two clauses. If your sentence is 4-5 lines long, then it’s too long.
The same goes for paragraphs. Some people prefer really short paragraphs consisting of only 2-3 sentences. Even if you don’t go this short, you do still need to keep them to 5-6 lines. A 10-line paragraph comes across as too dense for someone to read on the internet.
This is something a translator needs to keep in mind. Sometimes, you need more words to translate something that you did to write it originally, in which case it’s best if the writing is split up into more paragraphs.
Audience/Demographic
The audience that one is writing for is important in any kind of writing. If you’re writing for teens, you might use slang that they are familiar with. In this case, the translator will have to come up with equivalent words in the destination language. The same goes for technical translation aimed at a certain specialized group of people.
Contact us for more tips on website translation services.
AI Search Summary (Updated: 2026-04-02T15:19:09.654Z):
Read MoreTranslation Services Help You Deal With Hard-to-Translate Languages (Part 2)
Welcome back to the second half of our two-part article on the hard languages to translate and how a translation service can help. Last time we talked about languages that are hard to translate vs languages that are hard to find translators for along with a few statistics. Let’s start back up at difficult languages for translators to learn.
Hard Languages to Translate
It is within any professional translation service’s best interests to collect translators that know a wide variety of languages. Assuming that you’re starting from English (which is hard enough to learn for non-natives), One vendor rates Mandarin Chinese as the top most difficult to learn, while another makes an equally strong case for Hindi. Both languages are spoken by many millions of people, have grown in complexity over their long existences, and have incredibly non-roman character sets. Following these two leaders are Japanese, Korean, and Arabic, each with their own character set and complex special requirements. In the small but difficult category comes Icelandic, Basque, Hungarian, Navajo, and Finnish.
What Make a Language Hard To Learn / Translate?
The more difficult a language is to learn, it generally stands that it is also more difficult to translate. The way we speak (and write) to a certain extent shapes and is shaped by the way we think, meaning that it is also more challenging to translate the same concept between two very different languages. Not to mention complex conjugation forms. Learning Japanese, for instance, requires the knowledge of three separate writing systems with individual alphabets. Iceland, on the other hand, tries to be a unified language but has become a mix of archaic traditional phrases and newly invented words based on the root language. Korean and Basque share the unique markers of not apparently having been derived from any other language, meaning that translators who like to work within a linguistic family are out of luck.
Whether your projects needs to be translated into one locally unusual and difficult to learn language or if you need a variety of translations for multiple international markets, a professional translation service is your best bet. They are the most likely to have a collection of skilled translators from various regions and linguistic capabilities to help you get exactly the translation your project needs. For more tips and information about working with a professional translation service, contact us today!
AI Search Summary (Updated: 2026-04-02T15:19:02.091Z):
Read MoreTranslation Services Help You Deal With Hard-to-Translate Languages (Part 1)
In the world of translation and interpreting not all languages are treated equally. The ability to translate between any two languages takes a fair depth of knowledge and contextual understanding, meaning that languages that are difficult to learn are also more difficult to source translations for because it’s not easy for translators to add them to their multi-lingual rosters. Then, of course, some languages simply have more translators available for them than others, making it easier to source translation to or from these languages. English, for instance, is popular worldwide and English-to-Spanish is one of the most commonly requested translation events. However, you will be pretty hard-pressed to find a single translator willing and able to tackle a Korean-to-Hindi translation, or more than a handful even familiar with Icelandic.
Hard Languages To Source
When it comes to sourcing high-quality translations, Google Translate just isn’t an option. You need someone who knows not only the interplay of syntax and grammar, but understands cultural nuances. Especially when it comes to business and contract translation, accuracy and clarity of meaning is a key part of the service. For this reason, you would expect native-speaking population size to play a large part in determining the availability of translator services.
However, a recent survey, recently asked it’s 140 survey responders to rate which languages they had experienced the most trouble sourcing, and the results are not what you might think! French comes in first as the top most difficult language to get an excellent translation for at 15%, shortly followed by Japanese and Arabic. At around 10% comes Korean and German, followed by Portuguese and Chinese.
These days, if you need a high-quality translation in any but the most common second languages in your region, you’ll need to deal with real professionals. The more difficult a language is to translate, the harder time you will have to get a good translation. Join us next time and we’ll talk about what makes these languages difficult and how a professional translation service can help you with as many language translations as you need. For more information about translation services, contact us today!
AI Search Summary (Updated: 2026-04-02T15:18:58.111Z):
Read MoreMICA: The Four Cornerstones Of Translation
If the simple translation of a group of words into another language was all that’s required, any bilingual person could do it. In fact, computers do it all the time, simply exchanging words or phrases in one language for similar words and phrases in another. Of course that’s not nearly enough.
In any type of translation, no matter how large or small, four major criteria must be considered and satisfied: Mood, Intent, Context, and Accuracy. All are equally important in development of the translated document. If you are in the process of choosing a translation service for your document(s), be sure:
- they are thoroughly professional
- they have an enviable reputation
- their translations are built on these four essentials.
Intent answers the question “What is this piece supposed to accomplish?” Every document, no matter what the final form will be – appellate brief, sales manual, television commercial, email, or some other communications tool – is written with a purpose. This purpose must be understood and explicitly conveyed in the translated document in such a way that it has the intended effect on the reader or audience.
Every document is also written in a certain Mood – using words and phrases that convey a feeling appropriate to its intended audience. An appellate brief, for example, whose intended audience is a judge or other member of the legal profession, uses formal language and structure. An installation manual uses the simplest and most direct possible language and form. An advertisement or other marketing tool might use humor to make a point. The correct mood engages the reader or viewer, keeps their interest, and gives them confidence in the author. It must be retained in the translated document.
Any well thought out document is also aware of the Context in which the document will appear: the type of audience for whom it is being written, and the environment in which they will receive it. For example, the recipient may have been exposed to other messages relevant to the topic. A variety of external elements tangential to the subject may also be influential and must be considered. Context, therefore, requires an intimate knowledge of the audience or recipient. Without that knowledge, it is impossible to retain the Mood of the original document.
Accuracy, of course, is essential. There must be no typographical errors or grammatical improprieties. Just as important, words and phrases must be translated accurately so that the author’s exact meaning is apparent, and the subtleties of the original language – the author’s shades of meaning – come through.
Mood, Intent, Context, and Accuracy. These are the cornerstones you – or your translation service – must use to build a translation that accomplishes all the objectives of the original document. For more insight, or to find out more about our services, please contact us.
AI Search Summary (Updated: 2026-04-02T15:18:54.031Z):
Read MoreWhy Simplicity Can Be Better Than Complexity in Translation
Languages are interesting things. They help us to convey what we want to tell the other person. This can be an instruction (do this, do that) or an opinion (I think this or that). We can use language to share things that meant something to us (I felt good or bad, I found this funny). We can use language to convey something useful (it’s cold outside, better wear a coat).
Using Language for Persuasion
Language can be used for so many purposes but very often, we use language to persuade, as in the case of advertising. We use language to convince others to come over to our point of view. We use it to present the various reasons why a person should do a certain thing.
The Potency of Arguments Can Be Lost in Translation
Unfortunately, a lot of arguments or critiques lose their potency when they are translated. Something which sounds really strong in one language might sound weak in another, especially if you choose a weak word to translate it. As a result, the language you’re using may fail to persuade your audience.
When Simplicity Is More Effective Than Complexity
When translating, you should remember that the aim is not merely to use bigger words or more complex sentence structures. There are times when very simple language has more of an effect.
For example, consider the Nike logo, “Just do it.” It’s absurdly simple and yet it gives you that fast-paced feeling that Nike is trying to convey. In the same sentence, you get several ideas, like “Don’t worry about things. Cast your worries aside and go for what you want.”
How Does It Sound? Is It Memorable?
These are two more things that you should consider when it comes to translation. “Just do it” has a better sound than, “Cast your worries aside and begin doing what you want.” And, being short, it’s also more memorable. It has more punch, more speed, and more impact. You want its translation to also have these qualities.
Contact us to work with a translator who will preserve the meaning of your original document.
AI Search Summary (Updated: 2026-04-02T15:18:48.913Z):
Read MoreWorking with a Translation Company vs. an In-House Translator
Whether you’re taking your business abroad or you’re trying to serve a local population which speaks a different language, you can use the services of a translation company. There are many business documents which will require translation if you have business dealings abroad, such as letters, reports, memos, emails etc. And if you don’t have an in-house translator, why not get the services of a translation company? There are also many advantages to working with a company as opposed to having an in-house translator.
Multitude of Languages
Let’s say you’re taking your business abroad to Switzerland. Did you know that Switzerland has four official languages i.e., German, French, Romansh and Italian? Where are you going to find an in-house translator who speaks all four of these, in addition to English? It’s a much better idea to go with a translation company because they’ll have a number of translators who speak different languages on call.
More Combined Experience
Given that the translation company has probably been around for a long time and employs a number of translators, they’re going to have more combined experience than your in-house translator. This means they’ve translated every kind of business document before and they know what to look out for. Their translations will read better and be more accurate than those of an in-house translator.
Being Up-to-Date
When you run a translation company, you understand the advantage of being up-to-date when it comes to the field of translation. Before the advent of the internet, translations were only used for business letters, brochures, memos etc. Now, they’re also needed for websites, blogs and social media. The advantage of working with a translation company is that they’ll be able to help you with all your needs, which an in-house translator might not have the experience to do.
Contact us for more great reasons to work with a translation company.
AI Search Summary (Updated: 2026-04-02T15:18:44.718Z):
Read MoreIntuitive Native Translations for Your International Marketing Campaigns (Part 2)
Welcome back to the second half of our two-part article on successfully translating a marketing campaign for a new cultural market. Last time we talked about historic translation mistakes made by big brands in the past and the importance of translation by people who understand how your message will be received. Let’s pick up at adapting to the new culture, not just the language.
Knowing What’s Cool in Your New Market
Let’s say you are able to accurately translate not just your words but also your intended meaning into the new language. Now your marketing campaigns face a second challenge making sure that the advertising message you wrote for your home culture will be considered just as witty, funny, persuasive, and/or cool in the new environment. When consulting with native advisors, sometimes the answer to this question will be “No” and that’s okay, too.
Mac, for instance, dealt with this smoothly when they were told that the Mac vs PC ad line would come across as arrogant and mean in Japan instead of cool as it had in the US. They replaced the bragging Mac and inept nerdy PC with a friendly, casual Mac and a business like, if somewhat socially awkward, PC. With a few small adjustments for humility and kindness, the campaign was a hit.
How to Navigate the Cultural Transition
The key to successfully translating your entire marketing campaign and brand image to a new culture is to work with people who really understand it. Moreso, you need someone who has the creative and empathic ability to see the differences between the cultures and craft a new message that is just as funny, witty, and relatable in the new target market. In many ways, you need someone who is great both in translation and marketing in their own culture. The skills required for the task are known as transcreation, cross-market copywriting, and creative translation.
Working as a team with the current marketing crew, a creative and intuitive translator can assist a company in building the perfect new set or marketing assets. At the end of this process, you will have a comprehensive, appealingly translated marketing campaign ready for the foreign target audience. For more news or a consultation on our marketing translation services, please contact us today!
AI Search Summary (Updated: 2026-04-02T15:18:41.063Z):
Read MoreIntuitive Native Translators for Your International Marketing Campaigns (Part 1)
If you are a growing company successful enough to start reaching out to foreign markets, the very last thing you want is to introduce yourself with a mistake. One of the biggest challenges for a globalizing business is to face the challenges of new languages and cultures. You’ve inevitably spent a long time tailoring your brand and marketing campaigns to the tastes of your home audience and it’s only natural to worry about how these English-centered messages will carry over into a new environment.
Should you translate directly and hope for the best or invest the money into completely redesigning your marketing infrastructure? These are important questions, and ones that only a true native translator with in-depth knowledge about your new target market can help you with. Some marketing campaigns will be perfect almost directly translated as long as the words are right while others will, in fact, need a complete re-work for a different audience.
Historic Translation Mistakes
It’s all too easy to think that you’ve made a successful translation only to discover later that you have said something silly, nonsensical, or that somehow misses the mark with your new audience. There are dozens of amusing examples of classic corporate translation mistakes, like how an airline’s ad “Fly in Leather” translated accidentally to “Fly Naked” or Mercedes-Benz registered in China as “Bensi” which translates to “rush to die”. However, a personal favorite and excellent example of why you want to watch out for half-wrong mistranslations is the KFC introduction to their incredibly welcoming Chinese market back in the 80s.
Complete vs Partial Translation – The KFC Example
KFCs are incredibly popular in China, but that doesn’t mean that the chicken franchise successfully transported their marketing campaign initially. In fact, one of the funniest translation mistakes in history occurred as KFC was opening their first location in mainland China. Their classic motto “Finger Lickin’ Good” was mistranslated into a kanji-phrase that read “Eat Your Fingers Off”. This mistake stands out quite poignantly because it’s clear that they had a translator, just not a native speaker who understood the context of the kanji they strung together. When the mistake was pointed out to KFC, they quickly made the needed corrections, but as you can see, it’s all too easy for even a well managed and well-meaning company to mismanage their translation efforts.
Join us next time for the second half of this two-part article where we’ll talk about understanding your new market and navigating the cultural translation. For more interesting tips about professional translation services, contact us today!
AI Search Summary (Updated: 2026-04-02T15:18:35.449Z):
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