Category: Languages

  • 6 Tips for Writing English for a Global Audience

    6 Tips for Writing English for a Global Audience

    Given that more people speak English as a second language than as a first, it’s essential to craft clear, compelling English copy for global audiences. What’s more, internationally optimized English is a key step in preparing texts for translation and preventing errors down the road.

    As you write or translate English for an international audience, here are some expert tips for global English to keep top of mind!

    The Importance of Global English

    Writing for a global audience means focusing on clarity. Yet beyond the text itself, there are plenty of reasons why you should utilize localization-friendly English, including: 

    • It improves the quality of the copy overall. Global English trims the text to its most comprehensible form. Ultimately, this leads to a better, more precise text for native and non-native English readers alike.
    • It makes it easier to translate and localize. English is often used as the starting point for translating into other languages. The more global-friendly, the clearer these translations will be.
    • It prevents a loss of brand reputation. Mistakes and misunderstandings can negatively impact your brand, causing a loss of reputation.
    • It saves money for clients. The risks of mistranslations can be high for clients targeting new customer groups. Striving for global-friendly English prevents many of these common errors from occurring in the first place.

    Tips for Global English Writing

    Brands everywhere should carefully craft global English copy, so that it’s easily understood by international audiences – here’s how.

    1. Leverage Plain Language

    To start, you should strive to craft clear, precise writing. Called “plain language,” this type of copy is focused on readability and involves:

    • Active voice
    • Short sentences
    • Simple verb tenses
    • Simple sentence structure
    • No fluff

    Example:

    ❌ When baking, a large cake pan should be used.

    ✅ Use a large cake pan.

    2. Avoid Slang and False Friends

    In addition, you should ensure that the English copy can’t be easily misinterpreted. Avoid slang, false friends, idioms and figures of speech that won’t translate well. Instead, choose commonly used words that keep the text straightforward.

    Example:

    ❌ See a doctor if you’re feeling under the weather.

    ✅ See a doctor if you’re feeling sick.

    3. Avoid Using Culturally-Specific Phrases

    Don’t be too culturally specific, as global English readers may not pick up on the meaning. For example, shy away from culturally-located references to holidays, culture, celebrities, sports and more.

    Example:

    ❌ The product launch was a homerun.

    ✅ The product launch was a success.

    4. Clarify Ambiguous Phrasing

    It’s also ideal to minimize ambiguity in the English text, so that it’s as intelligible as possible. Anytime there’s room for confusion, try to rephrase.

    For example, define ambiguous pronouns whenever possible (instead of “it” or “they,” specify who or what the pronouns refer to). In addition, define abbreviations and symbols, so that readers have immediate context. It’s also best to avoid negative sentence structures that can be unclear.

    Example:

    ❌ It broke when she dropped her cell phone on the glass table.

    ✅ Her cell phone broke when she dropped it on the glass table.

    5. Maintain Consistent Wording

    For clarity, you should also keep all terms consistent throughout the text, especially when they’re highly specific. You might also explain any specialized terms or abbreviations directly in the copy.

    One way to do this is to start a glossary and a brand style guide. This way, you can ensure the copy conveys the right meaning at all times and avoids misleading the reader.

    Example:

    ❌ The computer was infected by a Trojan Horse.

    ✅ The computer was infected by a virus called a Trojan Horse.

    6. Make Final Round Edits

    Finally, it’s common for misunderstandings to arise when the text isn’t properly proofread. Typos or errors can obscure meaning and make it difficult to translate.

    To prevent these types of mistakes, ensure that the text goes through a final editing round. This will minimize the risk of errors and comprehension problems.

    Example:

    ❌ Those who requires a refund should contact us.

    ✅ Customers who require a refund should contact us.

    Choose a Professional Translator With Global English Know-How

    As a professional English to Swedish translator with 18+ years of experience, I hope that clients will take this advice to heart when crafting English copy. Not only will these tips make it easier to localize, but they will improve the quality of the writing and reduce risks all-around.

    In addition, I leverage best practices for global writing – whether in English or Swedish. To this end, I recently completed a Swedish Copywriting Certification and constantly focus on clear, concise phrasing in my translations.

    Learn more about my extensive English-Swedish experience by checking out my client portfolio and case studies!

    Check Also:

  • Fun Swedish Words Absent from the English Language

    What English takes a sentence to say, other languages can manage in a word. Recently, I’ve seen several blog posts pointing out these gaps in the English lexicon. Famous examples include bokusetto, a Japanese term for the act of gazing vacantly into the distance, and backpfeifengesicht, a German word describing a face in need of a punch. Sadly, many these lists seem to be sleeping on the richness and diversity of the Swedish language. As someone who prides themselves on their English-to-Swedish translation skills, I’d be remiss if I didn’t stand up for my mother tongue and show off some of its more unique phrases.

    17 Swedish Terms with No English Equivalent

    WordDefinitionExample Uses in English
    Fika Near and dear to Swedes everywhere, this word is used to describe the action of “going for coffee.” Though people might think it’s easier to use the word coffee break, this phrase is a lot more culturally loaded than that—something those trying to translate from English to Swedish must be aware of. And, don’t try to tell Swedish people to use the term “elevenses” or “coffee” instead; they might throw their kanelbulle at you.“It’s been ages since we talked! Let’s meet up Saturday for a fika.”
    HinnaThis common Swedish word can be interpreted as “having the time to do something” or “being on time.” It’s sometimes used as a helping verb or a quick hand way to express doubt of on-time arrival. Like many Swedish words, this one hails from Old Norse.“I can’t go to the moves tomorrow. I don’t hinna.”
    FulparkerareBest translated as “ugly parker,” this phrase denotes someone who parks his or her car sloppily or selfishly. Many people use it for those who take up handicap spots or stray outside the lines.“That is not a parking spot! What a “fulparkerare” he is.
    MysaOne of my favorite Swedish words, this verb embodies the act of relaxing and having a good time. Many Swedish families, looking to recharge after a long work week, schedule mys every Friday. This is so common that a separate term was created to describe it: “fredagsmys.”“I am finally done with this Swedish translation, just in time for the weekend. Now I am just going to “mysa” in front of the fire, while it is snowing outside.
    Farfar/Farmor/Morfar/MormorIn Swedish, there are specific words for each of your grandparents. Note that “mor” means mother and “far” means father. So, a morfar is your mother’s dad, while a farfar is your father’s dad.“My farfar was amazing! He fought in World War II. I’ve never met my morfar, though.”
    Kilkompis/TjejkompisIn America, you always have to clarify whether someone is a boyfriend or your friend that’s a boy. In Swedish, the latter is called a Kilkompis or Tjejkompis . Your paramour, meanwhile, is referred to as a “pojkvän” or “flickvän”.“I went to the movies with Billy yesterday! And, no, it wasn’t a date. He’s just a killkompis.”
    SamboIf you live with your significant other but haven’t tied the knot, you can use the word “sambo” to describe them. In a country where this arrangement is common, this word was a lexiconic necessity.“We’re moving in together tomorrow! It’ll be nice to go from girlfriend to sambo.”
    LagomRemember Goldilocks and the Three Bears? This word is the equivalent of that story’s “just right.” As Swedes tend to live in a state of moderation, this phrase is often seen as the country’s unofficial motto.“This apartment is just “lagom” for a student. Or, “Lagom” is best.”
    NomofobAdapted from the much clunkier English phrase (“no mobile phone phobia), this is how Swedes describe a person who is hopelessly addicted to their cell phone.“I can never let my phone sit and charge! I’m a total nomofob.”
    OgooglebarA more recent addition to the Swedish language, this adjective is best translated as “ungoogleable.” It’s often used to refer to someone with little to no online history.I met this cute guy at the store, but I’m scared to meet him. He’s totally ogooglebar!
    OrkaSimilar in use to hinna, this verb is best understood as “having the energy to do something.” Though it may sound like it, it has nothing to do with The Lord of the Rings. Some people (like moody teenagers) use the term in a sarcastic sense.“Do you orka to pick up the dry cleaning after work?”
    DuktigAnyone trying to learn Swedish will probably have this word thrown at them. Though hard to describe succinctly in English, it’s a term that combines working well with working hard. It’s often used condescendingly.“The speed of your Swedish translation services astounds me. You must be very duktig!”
    SolkattAn amalgamation of the Swedish word for “cat” and “sun,” this term is used to describe the blinding light that glints off small pieces of glass.“That’s where that reflection was coming from! It was just a “solkatt” from your watch.”
    MångataThese is is one of my favorite words. It refers to the road-like reflection of the moon in the water, literally “a moon street”.“Look at that beautiful “mångata” across the lake tonight.”

    *For a full list of Swedish words with no English counterpart, check out this thread from Eunoia.

    Looking for Someone to Translate Your English Marketing for the Swedish Market? Even If You Don’t Know the “Lagom” Words?

    As our mini vocab lesson shows, English and Swedish are distinct languages shaped by culture and history. This can make it hard for US-based businesses to hit it big in the Nordic markets without the use of a English-to-Swedish specialist translator and transcreator. Transcreation can be the difference between a text that misses its mark and one that makes customers act.. Because, while 90% of Swedes speak fluent English, most of them prefer content to be delivered in their mother tongue. While the languages are closely related, it takes a true maestro to bridge the differences between them.

    If you need a marketing expert to help you find the right words for your online content or ad, contact me to schedule a no-obligation consultation.

    Check also:

  • 14 Common Translation Pitfalls

    We all know the horror stories that come from “hiring” Google Translate to do your translations or relying on low cost firms to get the job done. That could be why Pepsi once became a tool of necromancy in China and Schwepps advertised itself as “toilet water” in Italy. Such mistakes can frighten off thousands of customers and drastically reduce sales in the process. Today, we’ll be looking at 14 other common translation pitfalls, mostly internal, that can stagnate your company’s global growth and reduce translation efficiency:

    1. FAILING TO PINPOINT THE SOURCE OF VALUE CREATION

    Once all the costs have been sorted, you will be asked the most important question: Why? While not pausing to consider your end goal may get you translating quickly, it will result in a localization plan that’s disjointed, aimless, and lacking demonstrable results. Present, maintain, and adhere to a goal driven plan.

    2. BEING TOO TIGHT LIPPED

    While security is important, it’s vital that information be shared with other stake holders: sponsors, project managers, software designers, and web designers. To promote greater engagement, ensure each person understands his or her role in the translation process. This will ensure you avoid some of the most common translation pitfalls.

    3. LAUNCHING WITH AN UNCLEAR TARGET MARKET

    Designing a marketing plan based solely on language and country of origin would result in something overly broad, disjointed, and irrelevant. As a result, audience engagement would suffer. Make certain that your localization plan includes plans for market penetration and accounts for your target audience’s customs, trends, and values.

    4. FAILING TO CONSIDER YOUR COMPETITION

    You’re not the only business going global. Benchmark yourself against the competition and adjust your marketing positioning strategy accordingly. Doing so after you’ve entered a market wastes resources and may leave you unprepared to face the competition.

    5. DEMANDING FULL TRANSLATION OR NONE

    Don’t think of website translation as an all or nothing approach. Doing so will either force your company to absorb a large upfront expense or delay your launch until resources appear. Consider providing your multilingual audience, at first, with a scaled back version of your content. As time goes on, you can add features, web pages, and services.

    6. DEMANDING UNNECESSARY EQUIVALENCES

    Don’t treat all markets the same. For some markets, your Mexico-centric press release means nothing. Allocate your workflows to prioritize the most important pieces, for the most vital markets. In doing so, you’ll lessen the workload and better justify your company’s investment.

    7. FOCUSING SOLELY ON YOUR WEBSITE

    Go beyond the website and work to provide your international customers the complete brand experience. For mobile markets, you should prioritize application localization.

    8. PICKING AN OPAQUE TRANSALATOR

    The translation industry is not known for its clarity. When starting your hunt for a translator, it’s advisable to add “translation transparency” to your search criteria. This will give you a clearer understanding of fee structures and just who you’re working with and help you avoid common translation pitfalls.

    9. NOT HAVING THE NUMBERS

    You need to create a team that focuses on managing, measuring, and improving, your translation results. You should be able to quantify your average turnaround time and failure rate. Data grants you a subjective window into how your project is progressing from month to month.

    10. NOT HAVING A COLLABORATIVE SPACE

    Don’t even try to run a translation project out of your inbox! Find a modern collaboration space you, and the translator like, and stick to it. This will cut down on translation time and make it easier to stay on track. Additionally, as you can easily keep track of project milestones, you’ll be able to see where jobs are getting stuck and quickly determine the source of any delays.

    11. POOR TRANSLATOR-CLIENT COMMUNICATION

    A lack of meaningful dialogue is at the core of many unsuccessful translation projects. Provide your translation team a clear process for relating questions and suggestions to your team.

    12. A LACK OF VISUAL CONTEXT

    Don’t let your translation team work blind. If the company permits it, supply your vendor with a mock-up of your website beforehand. Granting them visual perspective helps to limit judgment calls regarding page formatting and semantics.

    13. WORKING WITHOUT TRANSLATION MEMORY

    If set up with the proper technology and software in place, localized content could be something that earns your company compound returns. Select a translator that offers a translation memory tool. That way, you’ll never have to translate the same page twice.

    14. BECOMING COMPLACENT

    Translation is not a project; it’s a process. Listen to your analytics and follow the tides of the evolving media. Never let your localization work become mundane and dry. Never stop experimenting.

    For professional translations into Swedish, please contact Swedish Translation Services.

    Check also:

  • Everything You Need to Know About Swedish Content Marketing and Localization

    Content marketing for Swedish market

    Let’s look at what localization is and how you can put it to work in your English to Swedish content marketing.

    In a global society where consumers can conduct business with companies halfway around the world in seconds, it’s common to forget that individual markets still matter.

    Studies show that geo-targeted posts on social media earn six times the engagement as those that offer “global appeal”. What’s more, website visitors are likely to stay on a website longer if the content is in their native language.

    Localization is becoming one of the largest missed opportunities to grow your global markets, and it’s a factor that businesses won’t be able to afford to overlook much longer.

    What Is Localization?

    Briefly, localization refers to adapting content for a specific market or country. More than just translating a website into a person’s native language, localization also combines things like traditions, values, culture, and imagery to create a truly native look and feel.

    Pursuing any type of cross-border content strategy, whether you’re venturing into one country or 10 countries, requires a local-first mentality to ensure you’re connecting with your audience the way they’re receptive to.

    Best Practices for Content Marketing: English to Swedish

    If you’re pursuing a content marketing strategy across borders, put these best practices to use to maximize your ROI:

    1. Hire a Professional English to Swedish Translator

    Turning English content into Swedish is rarely a word for word translation. Hiring a professional translator who is skilled in both languages and can apply cultural aspects to the content will make your content effective and impactful.

    2. Diversify Your Messaging

    The content you create for your English audience won’t necessarily have the same effect on your Swedish customers. For example, if you’re telling Americans how it’s raining cats and dogs, telling your Swedish buyers “det regnar katter och hundar” won’t do you any favors. In fact, poor translations like this will only make your business appear ill-suited for their market.

    Instead, you can diversify your messaging and tailor it to local interests. Not every audience needs to receive the same campaign.

    3. Reflect the Culture and Imagery

    Coca-Cola earned the attention of Chinese buyers by putting Chinese celebrities on its cans. It was a simple yet powerful move that helped to localize the company to the intended market.

    Using cultural icons, history, imagery, or other notable factors can help you to blend seamlessly with the audience and make you a part of their society.

    Get Professional English to Swedish Content Marketing

    The secret’s out: professional English to Swedish translation gives your content marketing the best chance to appeal to your international audience.

    To find out more about translation services, contact Tess to schedule a free consultation.

  • What Cheap English to Swedish Translation Really Costs You!

    High quality and accurate Swedish translation of your site may be amongst the most vital measures to take in the overall improvement of conversion rates if you are aiming for customers in Sweden.

    Some companies just cannot afford cheap translation. The long-term costs of lackluster translations often exceed the peanuts saved in the short term. It is just too risky. This is especially true in industries where lives are at stake. Let’s go through the real costs of bad English to Swedish translation!

    Common Translation Failures

    A handful of the largest organizations compromised their quality and learned a good deal about why they tried saving money on translations and received cheap translation services, and ended up getting what they paid for—poor quality.

    Especially with documents like legal or medical texts or how-to manuals, having professional translation services which take language, as well as culture and dialect into consideration is imperative.

    Creative translation can also be tricky, as direct translations aren’t as logical as they seem, especially when it comes to marketing. Some big-name translation failures include:

    • The Chevrolet Nova didn’t appeal to Hispanic markets because “No va” means “It Doesn’t Go.”
    • Coors failed to attract Spanish-speaking audiences with their direct translation of the “Turn It Loose” tagline, which roughly means “Suffer from Diarrhea” in Spanish.
    • Pepsi’s iconic “brings you back to life” slogan didn’t go over well with Chinese audiences, who took the phrase to mean “Pepsi brings your ancestors back from the dead.”

    The Incalculable Costs of Cheap Translation

    There’s no telling what kind of profit losses these translations caused their companies, but one thing is certain:

    Cheap translation is bad for business. Translation errors have killed people, crippled patients, and destroyed multi-million-dollar pieces of machinery.

    Here are some negative consequences of getting it wrong:

    Getting Slapped with a Lawsuit is Not Fun.

    It is inconvenient and not something on the top of a company’s Christmas list. But, they’re usually preferable to customer death or destroying priceless equipment. Here are four tragedies that resulted from erroneous translations:

    The Destruction of The Mars Orbiter.

    Not all translations are linguistic. There is sometimes some math involved. A translator’s failure to properly convert English measurements to the metric system resulted in a catastrophic failure that sent the 125-million-dollar satellite careening off course. The planet’s harsh atmosphere tore the brand-new satellite to pieces. Not really a “cheap translation.”

    Radiation Poisoning at a French Hospital.

    In what was likely an attempt to save money, a US manufacturer of radiation machines did not offer dosage information in French. Administrative staff at the French hospital relied on bilingual coworkers to translate the English information. This lead to four deaths and dozens of cases of severe radiation poisoning.

    Serial Knee Implant Failures at a German Hospital.

    A US maker of knee prosthesis made two different models for their German customers. Though the company offered instructions in German, the product’s outer packaging was only available in English. After asking a coworker to translate the packaging, these prosthetics were incorrectly marked as non-cemented. This labeling error led to 47 failed surgeries and millions in compensation claims.

    The Dropping of the Hiroshima Bomb.

    Japanese is a complex language. Many words have multiple meanings and the correct one often depends upon surrounding content. After the US and allies demanded the unconditional surrender of Japan, they made it clear that any “any negative answer from Japan would invite “prompt and utter destruction.” When journalists pressed Japan’s Prime Minister for comment, he said that he was currently withholding comment. The government had yet to reach a final decision and he was unable to relay anything substantial. But, international news agencies mistakenly quoted him as saying that the ultimatum was ‘not worthy of comment.’

    How Much Should English to Swedish Translation Cost?

    No company is immune from translation failures. But investing in proper English to Swedish translation services can give you the best chance of attracting your target market and avoid becoming an example of the cost of poor translation.

    Though the definition of translation is straightforward, businesses are often surprised to find that not all translation services and options are created equal. Cheap services like those offered by freelance translators can offer lower price points on English to Swedish translation, but again, quality issues are called into play. The translations may be linguistically accurate, but they may fail to incorporate other elements that can add impact to your message.

    Why Choose a Professional Translator

    As you can see, translation errors are so much more than something to snicker at on your lunchbreak. Cheap translations are sometimes the quickest way to sign someone’s death warrant. These cautionary tales should remind you of the dangers of subpar and machine-based translation. If your product can change someone’s life, it is vital to hire a reliable translator.

    Utilizing a professional translator with expertise in your business may result in more than an improved document and a more complete understanding, it may result in bigger return on your investment. Utilizing something less may result in mistakes, errors, and misunderstandings which might cost you lost business or a client.

    Check also:

  • 5 Things That Differentiate Translation and Transcreation

    Transcreation means taking a message written in one language and modifying it to better resonate with speakers of a different one. While this sounds a lot like what a translator does, the two terms are in no way interchangeable. While translation often focuses on mimicking the content of a document, transcreation focuses on recreating its effect. This often leads to the transcreator making significant changes to his or her source text. This difference, however, is just one of many. Read on to discover five other things that set translation and transcreation apart.

    FIVE KEY DIFFERENCES BETWEEN TRANSCREATION AND TRANSLATION

    1. Transcreation is Better Suited for Creative or Marketing-Oriented Copy:

      Translation is great for instructional and informative texts. One does not need to be Hemingway in order to teach someone in a different language how to assemble a barbeque grill, after all. In these sorts of texts, there’s not a lot of room for emotionality or nuance. In advertising, marketing, or fictional content, however, that’s not the case. A formulaic translation of Fido’s death, for example, might not evoke half as many tears as a transcreated one. A word-for-word translation of an English advertising slogan, on the other hand, might leave Swedish audience shaking their heads. So, when an emotional response or a purchase is your goal, transcreation is often the best choice.

    2. Transcreators Are Writers:

      People who specialize in transcreation are often copy or content writers. This grants them a level of mastery over the written word that’s difficult to find in your typical translator. This also means that they can typically deliver the intended message of a client’s copy in a way that is more impactful than a straight translation. The fact that writing is their focus, however, often means that they’re rarely acquainted with the same groups and associations as translators. If you’re looking for a transcreator, I’d suggest starting with a writing association in the target market.

    3. Transcreation Begins with a Creative Brief:

      Translation often begins the second the client sends the source text. Any initial meetings are typically brief and intended to hammer out terms such as cost and project deadlines. The transcreation process, meanwhile, starts with a creative brief. Instead of merely providing the source text and leaving the transcreator to their own devices, the client will have to furnish documents which clarify the tone, intent, and desired results of the intended copy.

    4. Transcreation is More Expensive:

      Creating copy that sells takes time. Transcreators will likely spend hours researching the company’s industry, brand, and target market before they ever set pen to paper. This initial research will often be followed by two or three rounds of drafts. There is also a lot more back-and-forth between transcreators and their chosen clients. Simply put, transcreation is a process that takes a lot of time and energy. And, the transcreator must be compensated accordingly.

    5. Transcreators Often Advise on the Look and Feel of a Piece:

      Aside from updating labels and captions, translators rarely interact with the more visual aspects of their source text. This is not true for transcreators. They are often in charge of helping clients adapt their branding and illustrations for their target market. A color that’s known to signify jealousy in Germany, for example, would not be suitable for the logo of a transcreated dating site. The best place to see this aspect of transcreation in action is on international book covers. The Chinese covers of Harry Potter and the Sorcerer’s Stone, for example, features a water-color design.

    EXAMPLES OF TRANSCREATION

    To help drive home the difference between translation and transcreation, I’ve scoured the internet for a few examples of the latter. While these examples showcase transcreation at its best, you should know that there are plenty of times where the opposite happened. So, be careful to vet any transcreator before hiring them. After all, they’re going to cost you a pretty penny.

    • Spider-Man: India:

      Marvel was worried that the friendly neighborhood Spiderman would not do well in the Indian market. So, they completely revamped the comics before releasing them in the Indian market. In addition to changing Spider-Man’s name to Pavitr Pabhakar, they replaced any mention of New York with locations familiar to Indian readers. In this version of the story, his powers came from a spell laid by an ancient yogi instead of radioactive spider bite.

    • Intel Brazil:

      Intel is a technology giant that specializes in computer chip design and manufacturing. To help them succeed in the Brazilian market, the company dropped its popular slogan, “Intel: Sponsors of Tomorrow.” Why? In Portuguese, this slogan implied that Intel would be slow to deliver on its marketing promises. Those in the Brazilian market are now pretty well acquainted with the updated version: “Intel: In Love with the Future.”

    • Saab Sweden:

      You know I couldn’t leave this article without mentioning a great example of Swedish transcreation. In the 1990s, Saab launched a popular ad in the US with the tagline “Saab vs. Oxygen bars.” While these establishments were super popular in the US at the time, they were practically unheard of in Sweden. So, the marketing team went back to the drawing board. Knowing that the original advertisement was intended to imbue their cars with a sense of spaciousness, they changed their slogan to “Saab vs. Claustrophobia.” The new slogan resonated better with the Swedish market than any reference to an obscure American hangout space.

    CONCLUSION

    People outside of the language services industry think that the words translation and transcreation are synonyms; they’re not. While the former is ideal for ensuring that information transcends cultural barriers, it rarely merits creative freedom. When you need something creative, it’s usually time to call in a transcreator. This does mean, however, that you’ll have to come prepared with a heavier wallet, a creative brief, and an open mind.

    Luckily for you, I’m not just a translator. I’m also a marketing specialist with ample transcreation experience. So, if you’re looking to have a slogan or advertising piece adapted for the Swedish market, you can contact me directly at tess@swedishtranslationservices.com. Please visit swedishtranslationservices.com to learn more.

    Check also:

  • Getting the Terminology Right: When to Use a Linguist, Interpreter or Translator

    Introduction

    There are just over 170,000 words and terminology in the English language according to the Oxford Dictionary. Some of these words are nearly identical. A single letter can change laughter to slaughter and mean to meant. There are also words that seem so similar in meaning that to include them all seems ridiculous. And, just when you think you got it all down, up pops another exception to the rules. It’s little wonder that people make mistakes.

    But, as a language service professional, there’s one thing I want to clear up: translators, interpreters, and linguists aren’t the same thing. Hiring one when you need the other can really set back a project.

    The Linguist: The Scientists of Language

    Average Yearly Salary (US): $57,909

    Number in the World (Estimated): 32,485 (2014)

    A linguist is a person who studies a language, or languages, in a scientific manner. They are interested in how speech and vocabulary evolved to meet our current needs. They’re not interested in whether a word is right or wrong, merely how it came to be. While many linguists happen to be polyglots, they’re not overly interested in translating your web content. If we ever needed a professional who could decipher the underlying rules and concepts of an alien language, we’d hire a linguist. While rarely employed as interpreters or translators, these professionals are often involved in updating and developing translation management software. In doing so, they make the rest of our jobs a lot easier.

    The Interpreter: The Verbal Bridge Builders

    Average Yearly Salary (US): $51,260

    Number In the World (Estimated): Unknown.

    Interpreters are language-service professionals who provide real-time translation for people in business, medical, and legal settings. Typically called upon to bridge the gap between parties speaking two or more different languages, interpreters ease the process of communication and negotiation. Translators flourish in cases involving the written word while interpreters can be relied upon to take care of the verbal terminology. Next time you’re at a play, look around the stage. You’re likely to see a sign language interpreter hard at work. Just know they won’t be the people you hire to translate your website.

    The Translator: The Alchemists of the Written Word

    Average Yearly Salary (US): $51,260

    Number in the World (Estimated): 640,000

    Translators are people who help make your company’s written materials to speakers of other languages. These are the people you hire to help localize your website, doublecheck the language in your patents, and translate your contracts. The translation process goes well beyond the simple replacement of a word in one language into another. A translator not only needs to have a thorough understanding of the source language text and subject matter, but also the ability to convey (translate) the meaning and style. Translators must have excellent grammar and writing skills to produce translations that don’t sound like translations. As a general rule, translators translate from their working language(s) into their native language using appropriate terminology.

    Conclusion

    There’s so much more to language services than simple translation. In addition to the three careers highlighted above, there are also closed captioners, language learning specialists, and speech pathologists. So, next time you kickstart a language project, make sure you have the right professional on call. Otherwise, you might be left playing charades with the alien invaders.

    If you’re looking to have something translated into Swedish, you can contact Tess Whitty. Please visit swedishtranslationservices.com or contact her at tess@swedishtranslationservices.com to learn more.

    Check also:

  • 10 Tips for Going Global

    Localization to another market isn’t very easy, and if done improperly, can be dangerous to your bottom line. This is especially true for translation. SDL International found that “eight out of 10 international businesses lose revenue, delay product launches, or pay fines for non-compliance because of translation errors.” We’re guessing that’s a majority you don’t want to be a part of when you are going global.

    The Challenges of Going Global

    There are many obstacles standing between your business and international success. Here are three of the trickiest:

    • Cultural Differences: People’s beliefs and preferences differ widely from culture to culture. For example, some societies prefer online shopping and others dislike buying anything without face-to-face contact. Payment method preferences also vary widely. While Japan feels safer making use of credit cards online, Germans often opt for bank wire transfers and direct debit. Before entering a new market, take time to research all the nuances of the people within it.
    • Differences in Communication Styles: The issues of communicating with international customers go far beyond language differences. Things like displaying dates, body languages, and color preferences also play a part in making a product launch successful. Learn everything you can about a country’s communication style before launching that advertising campaign.
    • The Complexity of Law and Logistics: Tariffs, duties, shipping prices, and tax laws can make stark difference to your firm’s finances. Not learning about them beforehand can also leave your company on the wrong side of an orange jumpsuit. Consult with a legal professional in your target market before finalizing any expansion plans.

    Not handling these challenges effectively can land your company in a pot of hot water.

    Ten Tips for Making Your Localization Efforts a Roaring Success

    Knowing the nature of the localization beast better equips you to combat it. Here are seven things you can do to make going global easier:

    • Capitalize on Your Diverse Staff: Your staff all come from diverse cultures and unique backgrounds. Make use of that. Get their input on your internationalization plans. See how they feel about your ideas, translations, and localization efforts. You might be able to stop a PR disaster before it starts.
    • Find a Translation Partner That Knows Your Product: If you manufacture children’s toys, you need to find a translator who knows about the toy industry. This not only ensures you won’t run afoul of any obscure laws, but also gives you a partner who understands your product’s needs and target market.
    • Be Picky About Your Translator: Don’t just go for whoever is cheapest. And, for heaven’s sake, do not rely on free software like Google Translate! Your words are often the first thing a customer sees. Pay for a great translator and ensure that your first impression is a good one.
    • Make Sure Your Global Plan Is Solid: Going global should never be approached half-heartedly. Take the time you need to ensure your localization plan covers all your bases. Not doing so is just asking for a PR disaster.
    • Use Emotion to Transcend Cultural Lines: Happiness and sadness transcend artificial borders. If you’re having a tough time getting your message across, try bringing some emotion into your marketing.
    • Don’t Let Your Home Market Limit Your Creativity: Translation doesn’t have to be word for word, and your advertisements shouldn’t be cheap knock-offs of the originals. Always customize your marketing to meet the preferences of your target markets.
    • Familiarize Yourself with Local Laws: Failure to account for tariffs in shipping costs, can quickly derail your expansion plans. Always consult with an export professional before getting too far in your globalization efforts.

    Otherwise, your firm might end up on the wrong side of the law.

    Going Global With Swedish Translation

    Any business looking to grow in this day and age must venture beyond their home markets. While not impossible, international expansion is never a task to be taken lightly. Keeping the tips above in mind, however, should make it a little bit easier.

    If you are a company looking to make your mark on the Swedish market by going global, you can contact Swedish Translation Services for your translation and localization needs.

    Check also:

  • Don’t Let Cultural Ignorance Ruin Your Perfectly Good Translation

    Not every translation is created equal.

    A basic word-for-word translation can be useful from time to time, but what about those times when you truly need to assimilate your message into the grassroots of a different culture?

    In today’s economy, with the ability to engage with almost anyone in the world, there are almost no limits to the reach your translation can have. This provides the unique opportunity to create a truly effective international message. Sounds kind of nice, right?

    The hard part isn’t the translation itself. You’ve done that a million times. The real difficulty lies in sharing a message the way your audience needs to hear it so they will truly understand it the way you mean for them to.

    Take a moment to think about someone who speaks a language other than the one you primarily speak. How would you interact with them?  You’d probably take more than just the words you’d say into consideration. You might think about body language, whether or not to look the other in the eyes, or how to end the conversation. Each of those elements would help you communicate to that person’s cultural preferences as well as using the language they speak.

    It’s not any different when translating documents. The people you want to connect with don’t just speak a different combination of words and letters, they have a different culture. And, depending on the region or country, they could interpret various meanings from the message you thought was a simple translation (See an example of why this happens in Spanish Translations).

    This is why cultural adaptation – the ability to translate both the words and meaning for a specific culture – is critical for your business. Ultimately, your messages need to connect with the people you want to engage. And people always have a cultural context.

    Are you not quite convinced? Let’s take a look at a couple of examples of campaigns with technically correct translations that missed the cultural interpretation mark by a mile.

     The Gerber Blunder

    Gerber baby food is well known for the cute baby face on their labels and somehow even cuter babies in their commercials. And who doesn’t love a cute baby?

    So when it was time to expand their business to Africa they assumed that cute babies are an internationally loved symbol. Makes sense, right?

    Unfortunately, Gerber didn’t research the culture in the regions they were selling to. Had they done so they would have found that, at that time and in those regions, most people couldn’t read, and because of this package labels would normally show a picture of the food that was inside the package. Once again, we see an example where the actual words may be translated correctly, but without taking the resident culture into consideration this company ended up with a packaging nightmare.

    Ikea

    On a lighter note, here’s a situation where Ikea took the time and energy to ensure they adapted well to Bangkok’s culture.

    If you’ve ever walked through an Ikea and read and tried to pronounce some of the funny names of their furniture, you’ll know that this company likes to use names from their Scandinavian heritage. It’s part of their brand.

    But before launching a superstore in Thailand’s capital city, Ikea wanted to make sure that the names of their furniture, including some names of towns, didn’t offend or sound improper. So, they hired locals to go over their product names just to make sure.

    As it turns out, several of their products’ names sounded similar to sex acts in the Thai language. And because double entendres aren’t something Ikea wants to promote as part of their brand, they were able to adjust a few names to prevent any misconception.

    You can see that cultural adaptation is critical when expanding your company internationally or even targeting audiences from a different culture within your country.  Don’t limit your reach by limiting yourself to a strict, word-for-word, translation. Explore and investigate the culture to which you are appealing and the nuance of their means of communication to ensure that your audience is receiving the message you intend to send.

    This is a guest post by Lisa Garcia – a writer and translator working in the United States. When not translating for her clients, you can find Lisa hiking, biking, fishing, or doing just about anything outdoors.

    Check also:

  • What Is Localization and How It Can Help Your Business?

    hand pointing to a globe
    Image courtesy of Master isolated images at FreeDigitalPhotos.net

    This is a guest post from Aniello Attianese from Language Reach. 

    The world of business is changing rapidly. A trend towards globalisation and expanding businesses abroad, especially with the recent growth of internet, is something that I, working for a professional translation agency, personally see rather clearly. A lot of the businesses from every corner of the world, even small and medium sized, see a truly great opportunity in approaching new international customers and exploring new markets. Many business owners who require our professional translation services however do not realise that translating word for word sometimes simply isn’t, and shouldn’t be, the whole answer, especially when working on marketing material, such as websites; this is where localisation comes into play.

    Budgeting for Localisation on a Global Scale

    Companies and businesses around the world now spend great portions of their budgets each year for marketing efforts; paying close attention to crafting the perfect message, choosing the right colours or even the right font. But what if they were only to discover, that their perfect marketing material which worked flawlessly in one country, causes offence in another? Having marketing material which is culturally inappropriate will certainly cause more damage than good.

    In simple words, localisation amends and adopts content, such as websites or brochures, in order for it to be suitable within a specific market by removing any local sensitivities. Global companies such as Apple or McDonald’s have values and ideas which they like to communicate to consumers across the world, without causing any misunderstandings within any country specific market. This is the reason each of their campaigns is not only very carefully translated, but also localised to suit their specific foreign target market.

    The Trouble With Ignoring Localisation

    American Airlines on the other hand are a perfect example of a company who decided not to trouble with localisation, and only to translate their marketing material word-for-word. After introducing their new stylish leather seats on the planes, AA came up with a slogan which in America worked perfectly fine: “Fly in leather”.  Not carefully localised for the Mexican market however, the message caused the operator to blush slightly as “Fly naked” wasn’t very appealing to the Spanish speaking customers…The lack of localisation in the above example is pretty obvious, and not only caused the airline to embarrassment but also to money loses.

    Words however aren’t the only thing which can be a cause for concern if marketing material wasn’t carefully localised. Another great example would be the use of colours. Did you know, that in China the colour white is associated with death? Now, you wouldn’t want your products or services to be associated with such, would you?

    Benefits of Localisation

    Going back to McDonald’s example, you’ll be able to see good, if not great, use of localisation services. The fast food chain restaurant not only localised all of their marketing messages, but they also went a step further and localised their menus, which are perfectly localised for each of their markets. And so in New Zealand for example you will be able to order a Kiwi Burger while McDonald’s India offers chicken Maharaja!

    Giving that both U.S and Sweden are rather specific markets, with different cultures, values and ideas, localising marketing material for the Swedish audience should really be a priority for any U.S business thinking of approaching the Swedish consumers. Taking into the account any local sensitivities such as religious, political or cultural differences can have a significant impact on the success of your brand in a foreign market, and although localisation simply cannot guarantee an instant success, the lack of it can guarantee instant failure.

    Aniello AttianeseAniello Attianese comes from Pagani, Italy. He speaks Italian, French and German fluently and has just started learning Swedish. He currently works for Language Reach and Translation Services 24 as a translator and a project manager. In his spare time he enjoys travelling and good music as much as he enjoys learning languages.

    Check also: