What to remember when using translation to attract more customers

Posted by Audrey Dubois-Boutet on Jul 11, 2011 Jul 11, 2011

We’ve said this before: People aren’t likely to buy goods and services in a language they don’t understand.

We’re repeating ourselves because this subject is never closed. There is constant demand for translation services to help companies attract customers. Localization is often used in addition to translation, to make sure products and services appeal to people of different cultural and lingual backgrounds.

While translation is becoming more common in the retail and service industries, other sectors should think about localizing to increase business.

An article by financial writer Jack Hudson explained the need for translation in the financial sector, among other industries.

The article points out that companies trying to appeal to a wide base of customers, both within the country’s borders and overseas, should strongly consider translation. Why would a customer buy from Company X when they could find the same product in their own language at Company Y?

Unfortunately, translation isn’t always an easy endeavor. Project Managers are always available to help with any questions, of course! There’s a lot to think about, including:

What content will you choose to translate?

Who is the audience you are trying to appeal to? Does your audience speak a certain dialect that requires a specific translator?

Why are you using translation? If you understand the meaning behind the translation, it may help to make the translated material as effective as possible.

Where will the translated content be used? Different countries vary in their use of vocabulary, slang and expressions, so make sure the translation company you are working with knows the destination of the translation.

Keep these points in mind the next time you begin a new translation project.

Topics: Localization, Translation