How to re-use your existing content to sell more overseas

When you’ve invested time and money in developing effective marketing materials, it’d be a waste not to get the most from them.

Your website content, brochures, videos and blog posts could be working hard to make you more money from overseas markets. Why confine yourself to the domestic scene? Companies that can reach foreign customers can bring their products and services to a much bigger audience.

So can you. Continue reading

How to get total strangers to buy from you when they don’t speak your language

So you have a great product that the overseas market would love, but you’re not getting the sales you deserve?

At least, I assume that second part is true, otherwise you wouldn’t be here. If you already have more customers than you can cope with, all paying a big fat price, then congratulations! Otherwise, the worry and frustration of not selling enough either to the cagey Italian domestic market or to the distant, uncomprehending, seemingly unreachable foreign market will be all too familiar. Continue reading

Choosing a foreign name for your product/company? Read this first!

It may seem like a good idea to give your product – or even your business – a foreign name or a slogan that uses words from a foreign language. Perhaps that’ll make it seem more exotic in your domestic market and help it resonate better with your target clients overseas. It may well be a great idea.

But can you pull it off and achieve the desired effect? Continue reading

The shortcut to getting a great translation

OK, you have an important text and you need it translated into another language. How do you make sure that you get a great translation, without taking a huge amount of time?

After all, if you’ve paid good money for lawyers to draft a contract, it would be crazy to throw that away with an inaccurate or unclear translation. And if you’ve taken the trouble to produce a beautiful, persuasive brochure, then you don’t want all that work to be wasted with a clumsy, amateurish translation on the cheap. Your reputation is on the line. Continue reading

The Back Translation Slam

As readers of the ITI Bulletin will know, I recently set myself a little CPD exercise that was part back translation, part translation slam. The aim was to learn from others, to help overcome the independent freelancer’s default disconnect, and to ward off any incipient bad habits.

I took an Italian text and translated it; Miriam Hurley translated it independently; Anna George revised my translation (comparing it to the source); and Helen Oclee-Brown reviewed my translation (without the source). But the Italian was itself a translation, by Lucia Pettinati, so I added the English original into the mix, too, as this graphic (hopefully) explains. Continue reading

Clear Writing, Clear Benefits

If you can’t write clearly, then you’re missing a trick.

And the people you write for – your clients and their clients, too – are missing out, as well.

Unclear writing wastes money, wastes time, creates a bad impression, and impresses no one. Maybe some of your old schoolteachers or uni lecturers thought it was clever to produce long, complex, convoluted sentences. But the people who have to read them don’t – because they don’t have the time for that sort of nonsense. It’s a pain.

When you’re reading the small print on your insurance policy, the booking conditions for your holiday hotel, or the guidance notes for your tax form, what do you want? Continue reading