Tag Archives: communications

To Translate or Not to Translate

Five Tips for Knowing When You Need Professional Translation

By Matt Baird

Matt Baird“A little knowledge goes a long way.” That’s what Michael, the owner of a fast-growing company, said to his business partner when discussing the process of taking their US success into international markets.

His partner couldn’t agree more. Sales were up, and they both knew why. Michael had decided to have his sales training materials translated and adapted for each market by professional translators who specialize in marketing and sales.

This was a brand new concept for Michael. He had never seen the value of translating internal documents. In fact, he’d never been involved in the translation process at all, leaving those types of tasks and decisions to his staff. Plus, his international sales teams communicate in English, and everybody understands one another. So why should he care?

Deciding what material to translate and whether you need professional translators with subject-matter expertise is not always easy. But taking the time to understand and make those decisions can pay off. Here are five tips that can help.Asking the right questions can make all the difference. Click To Tweet

1) Does it really need to be translated? This is the first and most important question decision-makers need to ask themselves. Pull your team together to decide what you actually need. You’d be surprised which parts you can cut right from the get-go. Companies have been known to trim hundreds of pages off their documentation by consulting translators, who can help flag the parts that don’t apply to foreign markets. Michael and his team agreed that the company’s sales training workshop was key to their success, so that’s what they focused on.

2) Is it “for-information” or “for-publication?” Next, ask yourself this: how important is style, or is technical accuracy more important than a polished shine? Chances are if you are trying to sell or persuade, or if image is important to you, accuracy alone will not suffice. An inexperienced translator may deliver a translation that is accurate yet overly influenced by the original language, resulting in clunky sentences and awkward vocabulary. An experienced specialist can ensure your translations read like original content written by a native speaker. Be aware that some translation suppliers sell for-information quality at for-publication prices. So, be sure to clarify that point up front. Though Michael’s translation was for internal purposes, his sales training materials needed a for-publication level of quality.

3) How big is my audience? One approach is to calculate how many people will be reading your content. Are you preparing a nationwide ad campaign or an in-house memo? Would an awkward or even flawed translation affect your corporate image and sales? Might it even lead to legal liability issues? It’s vital to have your glossy magazine ads and other widely read external communications professionally translated. For in-house documents with limited circulation, you may want to choose a less expensive option.

4) How technical or specialized is it? You may think that technical content is easy to translate. It’s not poetry and the terms are in the dictionary, right? Think again. The more technical and specialized your subject matter, the more your translators need to know it inside and out. Poorly written technical content often means the translator was in over their head. And though your bilingual engineer may seem like the obvious choice, they likely lack the years of training and practice necessary to transfer information between the two languages in writing, especially if translating into their non-native language. But your bilingual employees are great assets! Have them work with the translator to create a bilingual glossaries of technical terms and/or put them in direct contact with the translator for questions. Michael took the time to talk to the translators selected for his job to double check whether they were at home in the sales world.

5) How important is it? You may only have a target audience of one, but if that one person is vital to your business—or is the future of your business—then do-it-yourself or for-information translations simply won’t do. Imagine you’re a start-up looking to pitch your products or services in non-English-speaking markets. A sub-par translation would give a terrible impression of your company. And you might not even know how bad it is if it’s a language you do not understand. But your potential market will!

Michael discovered that a great translation—even for internal purposes—can have a huge impact on your bottom line. So, plan ahead and take charge from the start by studying your options. Look for translation talent with subject-matter expertise, and involve them in the planning stages. Get your own people involved so you know what you need. And take control of the controllable: avoid ambiguous language and produce in-house glossaries.

Translation, like language itself, is a nuanced business. Knowing what to translate and whether you need a professional translator is not always easy. Asking the right questions can make all the difference. Business owners, executives and other decision makers ignore these questions at their own peril. Getting it right will determine the success or failure of what you’re doing—whether it’s a high profile marketing campaign intended for millions or a highly nuanced message aimed at your internal sales team.

Matt Baird is a professional German-to-English translator with over fifteen years of experience. He also serves as a speaker for the American Translators Association, which represents over 10,000 translators and interpreters across 91 countries. Along with advancing the translation and interpreting professions, ATA promotes the education and development of language services providers and consumers alike. For more information on ATA or translation and interpreting professionals, please visit www.atanet.org.

The High Cost of Cheap Translation

Why You Shouldn’t Skimp When Leaping the Language Barrier

By Stephanie Tramdack Cash

You pay for the best product development and manufacturing. Your legal and administrative people are top-notch. You choose your advertising and marketing partners with utmost care.

And then you pick the lowest bidder for your translations. There’s a good chance you’ve just made a costly mistake.

A nationwide big-box retailer went shopping for translation services for signage and advertising work. It settled on a large translation agency offering an impressive pitch and attractive prices. The retailer announced that henceforth all translation work had to be sent through the chosen translation firm.

Pleased with the decision, the retailer had no way of knowing the product would never match the promises. In the translation world, size does not translate into quality. Economies of scale are slight. Like the smallest agencies, the chosen large firm routinely sends projects to freelance translators. The quality of the people they enlist has everything to do with the rates they pay and, consequently, the fees they charged the retailer.

When the retailer’s staff began receiving the finished translations, they could tell the quality was awful. They realized, though, that sending the texts back to be improved would be cumbersome, costly, and ineffective. And they were not allowed to contract work out to anyone else.

So what did they do? They sent the work to a high-quality boutique translation agency to translate all over again – naturally at a higher price than for the shoddy version. And how did they pay for it? They buried the extra translation jobs in the corporate budget for graphic design.

So the retailer paid for the translation twice. At the corporate level, things looked normal enough. Higher-ups had no idea that the graphic design budget—hard to audit, after all—was being cannibalized to pay for the massive translation gaffe. Was graphic design quality compromised by this move? Of course. Safety illustrations and other crucial items were produced poorly—or not at all. But everything was on budget and viewed from above; all appeared to be working smoothly.

The folks on the front line at your company may not have as quirky a story of “cheap” translation to recount. But in other ways, a low-ball translation provider can end up costing you money, quality, management time, image, and reputation. Here are a few commonplace problems:

  • Bait-and-Switch Tactics: an agency may show you resumes of the professionals who will be translating your texts. The paths that bring people to a translation career vary greatly, and no single set of criteria guarantees an excellent translation. However, you can look for certain things: academic degrees, serious language study, and in country work experience. But beware – unscrupulous agencies solicit resumes of people with skill levels well above what the agency is willing to pay for, show them off to unwary clients, and source the translations from others who will settle for far less money. In some cases, they even “harvest” resumes from the internet for this purpose.

    So how do you know? Find out whether the agency head or representative is a translator (many are not), and quietly assess on your own whether that person takes language, the profession, and your service needs seriously. Ask questions and trust your gut. Ask for and check references of satisfied clients in the same language combination. If you find the agency trustworthy, you may want to ask for a specific translator from the resume lineup.

  • Secondary Review: The agency’s offer may sound like a good deal, but there may be no proper review process in place. This low-bid “envelope changer” receives the translation, gives it a quick once-over—or not—and sends it on to the client.

    Good translation providers always budget for a second person with similar skills and expertise in your field to perform a careful edit of the translation, often paying a third or more of what the translator receives. Some top-notch firms go beyond this “four-eyes” principle to six eyes – a third person may have a final look-through to make sure all is in order. If you are working directly with an independent translator, expect that person to price in review by a respected colleague.

  • Not Machine Dependent: The agency or translator may be over-reliant on machine processes. While machine translation and specialized translation software have made great strides, there is widespread agreement among top translators that these are only aids and occasional shortcuts to a quality product. They do not in any sense replace the need for thorough engagement with the text by both translator and reviewer.
  • Clunky Writing may detract from your message. Good translators are always honing their writing skills on and off the job. They read widely, with attention to good writing, and focus on the skill in professional development sessions. Even good writers who embark on a translation career find it takes time to learn to make a text flow. When this skill is lacking, your translation may have the inescapable sound of—well, a translation. Subtleties crucial to your message may disappear. In a marketing text or in any high-level communication, this may mean missing the boat entirely. The saving of a few hundred or a few thousand dollars on translation may translate into a sacrifice of millions in potential revenue.

You need a team of intelligent, highly trained professionals for your translation work. They have experience in your industry in addition to their foreign-language expertise. They are fine, polished writers, translating only into their native languages despite their near-native fluency in other languages. Keep all this in mind when you go shopping for language services. The result will be worth the price.

Stephanie Tramdack Cash, CFA translates French investment management and strategy documents. She is an active member of the American Translators Association. The American Translators Association represents over 10,000 translators and interpreters across 91 countries. Along with advancing the translation and interpreting professions, ATA promotes the education and development of language services providers and consumers alike. For more information on ATA or translation and interpreting professionals, please visit www.atanet.org.

Don’t Get Lost in Translation

By Matt Baird

Matt BairdWe’ve all seen them: eyebrow-raising “translations” that leave you either shaking your head or slapping your knee. Just ask Google and you’ll find countless examples such as a no smoking sign in Israel that says “violators will be peralized” (yes, it’s even misspelled) or a bilingual road sign in Wales telling Welsh-speaking truck drivers: “I am not in the office at the moment. Send any work to be translated.”

While blunders like these make for great laughs, mistranslations can have far more serious consequences on your company’s image and really stick you where it hurts—your pocketbook.

Imagine the money you would spend to completely rebrand yourself if the translation of your witty, well-thought-out tagline left your Spanish-speaking customers scratching their heads. And how much would it cost for a PR campaign to explain why the catchy slogan for your brand-new product launch was translated into something that makes people squirm?

Now, if bad for business weren’t bad enough, how about life threatening?

Medical professionals certainly understand how critical getting lost in translation can be. One wrong word, even in a non-medical text, can lead to illness or misdiagnosis. Picture having to recall millions of cans of baby formula because the instructions, translated from English, were misleading and could have sickened or even killed infants.

Getting Lost: Have you ever wondered how translations go astray? One reason is a general lack of appreciation for the importance of professional translation and interpreting. But that’s not surprising. The road to getting translation right is, in fact, congested with many common misconceptions. Think of them as billboards that constantly distract and confuse: “Everybody speaks English now. You don’t need an interpreter or a translator!” “Your coworker knows Spanish. Have her do it!” “Just run it through Google Translate!”

It’s not that there is no truth to these notions. Many people do speak English, so you probably won’t need a professional interpreter on your next family vacation. And if your colleague speaks Spanish, by all means put her skills to use. Even free online translation tools have their place: Browsing foreign language websites is a great example. The trouble is that when it comes to your business—where your company’s reputation and even legal liability come into play—blindly trusting your instinct to dismiss the importance of a solid, professional translation process will lead you down a road that ends in costly embarrassment and more.

Getting it Right: Still not convinced? Let’s clear up four of the most common and distracting misconceptions so you can refocus on the road to great translation.

1) Everybody Speaks English Now. Why Do I Even Need an Interpreter or Translator? In fact, only 17 percent of the world’s population speaks English natively. Non-native speakers can easily misunderstand, misconstrue, or completely miss the fine points of your message. Wit and persuasion can fall flat.

Research shows that when people spend their own money, they want to use their own language. Don’t you? International players know this already. That’s why so many commercial websites around the world are professionally translated and updated in multiple languages. It’s just good business sense.

2) My Coworker Knows Spanish. Why Not Just Have Her Do The Translation or Interpreting? Knowing two languages doesn’t make you a translator or interpreter, just like knowing how to sing doesn’t make you an opera star. Here’s the problem: many bilingual people overestimate their skills. Even when bilinguals are fluent in both languages, they aren’t always good at moving information and emotion across the language and cultural barrier. Often, relying on an amateur is a waste of human and financial resources.

Professional translators and interpreters can transfer complex ideas—technical, legal, financial, and more—accurately between languages and cultures. Professionals also have specialized terminology and subject-area knowledge, and they know how to choose the most appropriate solution when a word has many possible translations. All of this takes considerable experience and top-notch writing skills.

3) Can’t I Just Use a Free Online Translation Tool? The short answer is, “No.” A computer simply cannot comprehend all the nuances of language. It cannot interpret the meaning of a text. It can only read the words and translate them based on dictionaries, databases or other algorithms. You cannot ask clarifying questions of these tools or explain the context of your document to them. And there may be confidentiality issues at stake when you upload your text to a free site.

You can’t afford to risk your image, liability, and reputation. Services like Google and Bing might help when you need to get the gist of a document quickly and when accuracy isn’t important. But if you use them to translate something into a language you don’t speak, you’ll have no idea what the outcome is and where the errors are.

4) Aren’t Computers Replacing Human Translators? Interestingly enough, since free online translation services have been around, the market for professional translation and interpreting has actually increased. This isn’t surprising: as Google and Bing open the door to global markets, users often discover just how important translation is—and realize that they have sophisticated language needs that only human professionals can meet. Machine translation is a growing industry, but even then, the output needs to be edited by (human) professionals to eliminate errors.

Don’t Get Lost: Getting a translation wrong can hurt your bottom line, ruin your image, and even cost lives. Getting it right can be as simple as understanding the need for professional translation and interpreting—the roadmap that keeps you from getting lost—and knowing how to screen out the misleading signs along the way. So whether you’re translating a multimillion-dollar advertising campaign, an employee safety manual, or information for your state government, consult a professional. That way you’ll be sure you’re keeping your eyes on the road every time.

Matt Baird is a professional German-to-English translator with over 15 years of experience. He also serves as a speaker for the American Translators Association, which represents over 10,000 translators and interpreters across 91 countries. Along with advancing the translation and interpreting professions, ATA promotes the education and development of language services providers and consumers alike. For more information on ATA or translation and interpreting professionals, please visit www.atanet.org.

SOB or ESP: What’s your Communication Style?

By Tracey C. Jones

Tracey C. JonesTexan: “Where are you from?”
Harvard Grad: “I come from a place where we do not end our sentences with prepositions.”
Texan: “OK — where are you from, smart-aleck?”

We are rapidly losing the art of communication. The very trait which separates us from the animals is about to be our downfall, but fear not! There are ways we can rally and save humanity.  First and foremost, ask yourself: Do I communicate to serve myself or do I communicate to serve others?

In other words, when you communicate, are you an SOB: (Self-Oriented Behavior) or do you use ESP: (Emotional, Spiritual, Personal)?

In order to get to the heart of the issue, you have to get to the heart. Communication is not simply the external circuitry of words transmitted from your mouth to others’ ears, but rather an internal reverberation of thoughts between your mind and your heart. Communication is simply the golden rule. It’s part etiquette, part ethics, and part just being a decent human being. That means delineating boundaries for your emotional side so everyone can play in the sandbox nicely without getting into fights.

You can’t expect people to see your point of view if you can’t see theirs. When we get squeezed what’s inside comes out. All too often this takes the form of uncivil discourse. People are polarized by their tendency to see communication as a battle: somebody wins, somebody loses; too bad, so sad; in your face; suck it up, butter cup. It seems to be forgotten that for every action there is an equal and opposite reaction. And if you can’t get comfortable floating in the fluidity of humanity, it’s sunk.

Opinions are not a competitive sport. They are deeply held convictions. So here’s a quick and easy way to assess if you are practicing great communication skills or if you are just being an SOB.

SOB: Self-Oriented Behavior. Let’s face it: A lack of compassion is downright distasteful and has nothing to do with who or what is right and wrong. If you constantly feel the need to seize and to preach the “ministry of me” then you are an SOB communicator.

SOBs exhibit the following traits in their communication:

  • Aggression
  • Seeking sympathy
  • Manipulation
  • Clowning or mocking tone
  • Competition
  • Domination
  • Labeling
  • Bullying/cyberbullying

If you’re an SOB, you view communication as a battlefield. Your level of indignation grants you the right to go from silence to thermonuclear in your content and tone. You have a hard time with dissenting points of view because you assume anyone who doesn’t agree with you is a bigot. This type of behavior has been amplified by technology and mainstream media which grants unfiltered, unchecked, and ample coverage to an unending parade of poltroons. Winston Churchill said it best, “A fanatic is one who can’t change his mind and won’t change the subject.”

Now let’s look at the flip side of the coin: How can you best communicate with another in a way that affords the respect and civility that binds you to others in deeper and more knowledgeable ways? Here are the ways to win friends and influence people and ensure that you can talk to someone’s heart, thus guaranteeing an open and honest dialogue sure to leave both parties enlightened and valued.

ESP: Emotional, Spiritual, Personal. It’s like extrasensory perception on steroids. They say it ain’t what you say, it’s the way that you say it. Truer words were never spoken. The manner in which you connect is the most important factor in communication. If you do it well, the details are superfluous. Someone can completely disagree with everything you say, but still totally respect you as a person. The truth, no matter how hard it is to hear, should always have an element of love accompanying it. As the saying goes, a spoonful of sugar helps the medicine go down. The person who can accomplish this is a leader of unparalleled magnitude and a true uniter, not a divider.

ESPs exhibit the following traits in their communication:

  • Individuality
  • Respect
  • The Golden Rule
  • One-on-one
  • Private
  • Peace maker
  • Acceptance
  • Civility

The ESP communicator also understands that strongly held convictions do not necessarily classify someone as a “hater.” They respect the other person’s emotions and personal beliefs. Communication isn’t some sort of Darwinian survival of the fittest. The ESP communicator firmly believes that we are not to trample one another out of existence with the butts of our heels and the slices of our tongues, but rather to be kind to one another, especially when during disagreements. Churchill had another great quote about this type of communicator, “Tact is the ability to tell someone to go to hell in such a way that they look forward to the trip.”

Beautiful people see beauty; hateful people see hate. Someone once said, “Those who spend their time looking for the faults in others have no time to correct their own.” Once you get serious about discussing and not just cussing, you’ll take your communication to a new realm.

Be kind to humankind because it’s all you’ve got.

Tracey C. Jones is a US Air Force veteran, entrepreneur, speaker, and publisher. She speaks to audiences across the nation on leadership, accountability, business success, and other topics. Her latest book is Beyond Tremendous: Raising the Bar on Life.

5 Tips for Taking your Business Global

By Anne Connor

Anne ConnorThe Coca-Cola Company is the leading beverage maker in China’s $69 billion soft drink market, but the story might have been quite different if it weren’t for some smart and localized brand management at the very beginning of its foray into the country. Protecting the company’s valuable trademark was a high priority when Coca-Cola began to expand outside the United States.

When the company turned its attention to China, it became clear that the trademark also needed to be transliterated. That’s easier said than done. Finding the nearest phonetic equivalent to “Coca-Cola” meant sifting through some 40,000 characters to locate a separate Chinese character for each of the four syllables – an enormous task in the pre-computer days of the 1920s.

Today Coca-Cola products are sold in all but two countries: Cuba and North Korea. This worldwide success was only possible because the company realized the importance of taking the reins of its own international branding through proactive translation and localization.

No matter what size your business is, you can learn a thing or two from this story and Coca-Cola’s success. For one thing, don’t underestimate the localization process. But it goes well beyond that.

Here are five tips to help you take your business global.

1) Do Your Homework: One thing we have today that Coca-Cola didn’t in the 1920s is instant access to an Internet of information, where you can find tons of support for marketing products or services overseas. Check out the Small Business Administration’s online guidelines for doing business abroad. Then search the Census Bureau’s website for U.S. Exports of Goods by End-Use Category and Commodity, Services by Major Category, and the Top U.S. Trading Partners as of December 2015. These resources will lead you to plenty more so you can determine your potential in international markets.

2) Know Your Target Markets: Once you’ve assessed your potential and zeroed in on some markets, you need to understand your target market so you can tailor your business to it. For example, will the names of your products and services be accepted or do you need to have them translated or transliterated? A good place to start, especially for small and medium-sized business, is your local or national translators association. Professional translators are much more than linguistic experts; they also possess an intimate understanding of the business culture in the target markets in which they specialize. Most associations have searchable directories online, where you can find a professional who translates from English into the language of your target market. By taking a proactive approach to your branding before entering the market, you’ll avoid any potential mishaps.

3) Localize: Once you’ve taken a hard look at your brand, it’s time to localize your entire storefront. And like your brand, this means finding professionals to translate and localize your website and marketing materials. A small team of translation professionals can likely help if your company is relatively small and only targeting a few markets, but you’ll want to consider contracting a language company if you’re looking at more than three or four. The professionals who helped you understand your target market are a great place to start. Avoid the temptation to add one of those plug-ins that automatically translate web pages and blog posts, because you’re asking for trouble. Hiring professionals to handle the translation and localization will ensure that your foreign-language website really reaches and resonates with consumers.

4) Know What You Say and Sign: Speaking your customers’ language will likely go beyond your website and marketing materials and include communication supplies and/or local agents. Even if you’ve hired a local representative who both speaks English and understands the current laws for doing business, it’s still wise to have all important documents translated into English by a legal translation professional for you and your attorney to review. Taking a hard look at contracts before you sign them will save time, money and aggravation in the long run. Moreover, contracting a professional translator and communicating with customers in their own language does wonders for relations and retention, not to mention helping to avoid any cultural misunderstandings. And the expense shouldn’t be prohibitive. If you really want to up your international sales potential, hire an interpreter and follow up some of those emails with a personal phone call to your target customers.

5) Get Paid. No matter how well you manage your brand, localization and communication, you’ll need to ensure that you get paid and that getting paid doesn’t cost you too much. International transactions can be an expensive enterprise, so proper preparation should be part of your expansion plan. Do you need to adjust your prices in the respective markets to account for international wire transfer or online payment portal fees? PayPal, for example, charges a standard 2.9 percent fee plus a cross-border fee of 1 percent, both of which are deducted in the foreign currency payment amount before the exchange rate is applied and entered into your PayPal account in U.S. dollars. For large shipments or amounts, it may be best to request that your customer open up a Letter of Credit in your favor for an amount in U.S. dollars. Be sure to check with your bank or other international financial consultant to make sure you choose the payment options best for you.

Your business may not have the means to expand into foreign markets like one of the world’s leading beverage makers, but you do have the means to emulate how seriously Coca-Cola took the process. Before your first foray into the global market, consider the cultural and linguistic needs of your potential customers You’ll be miles ahead of the competition if you take the time to get closer to them and speak their language – and your company’s products, services or slogan won’t become the next Facebook meme to mock clueless foreigners. Do your homework and you’ll be well on your way to going global and achieving international success.

Anne Connor holds a BBA in Business Law from Temple University in Philadelphia and is an active member of the American Translators Association. The American Translators Association represents over 10,000 translators and interpreters across 91 countries. Along with advancing the translation and interpreting professions, ATA promotes the education and development of language services providers and consumers alike. For more information on ATA or translation and interpreting professionals, please visit www.atanet.org.