THE IMPORTANCE OF A GOOD TRANSLATION
AND 3 REASONS TO INVEST IN IT.
“Your Company is Only as Good as Your Writing”
– Kyle Wiens
Becoming a professional in communications is essential for those who seek to internationalize their business. Relying on language and communications experts is the only way to gain the necessary closeness to attract new potential clients. Also, it is necessary to maintain the real ones. If you want your business to be international, do not hesitate to request the services offered by translation agencies in Madrid.
In 2013, Mango, a clothing chain, launched a bracelet into the Spanish market known as “esclava” (slave). It was sold perfectly. However, in France, its literal translation caused a huge stir. Twitter was burning with comments such as “Will they also try to sell pajamas called Auschwitz?”. It did not take long for NGOs, journalists and clients to accuse the company of not giving enough importance to this huge tragedy. As a result, Mango had to publicly apologize for “a translation mistake”.
Indeed, translating is not just the simple task of changing one language into another. It is particularly relevant to consider the culture of the source country and the culture of the target country. In this post, we will develop 3 reasons why an investment in translation is essential for your business.
TO INSPIRE CONFIDENCE
As we all know, communication is fundamental in the market. Published texts become the covering letter for potential customers to appreciate the company’s strengths.
Certainly, as customers, it is very difficult to place all our trust in a company. Especially if it does not pay enough attention to details. If the way of communicating with clients and suppliers is not taken into account, what else will be allowed to drift?
It is important to bear in mind that knowing the language does not necessarily mean knowing how to translate it. If someone who is not professional carries out an interpretation of a text, it will be inaccurate and, probably, it will contain cultural mistakes. The translation of Spanish dishes in restaurant menus is a good example of this phenomenon.
TO HAVE GOOGLE AS AN ALLY
In order to position its contents, Google uses what is known as the Hummingbird Algorithm. Given that it takes into account the meaning of the sentence and not the individual words, it is all about awarding good writing and punishing the bad one.
Texts which are easily understandable, coherent, and with a rich and elaborate writing and precise terms and synonyms are the ones that will be on the top of the search.
For this reason, this task can only be carried out by a language and culture expert, by a professional who is able to create an adapt good contents.
TO MAKE THE INVESTMENT PROFITABLE
The translation must follow the spirit of the source text. Therefore, it must have the same purpose and it must create the same effect with the same hints and intentions.
A good translation is the best ally to have a conversation with a client in another language. Thus, if we seek our company to become international, we cannot expect to reduce to the minimum the budget for the translation of the corporate web, advertising or marketing documents.
This explains why translators carry out their work only in the languages they really master and in the domains they are specialized in.
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