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
You’re trying to organise your holiday.
You’ve been looking for a hotel abroad. Many of them don’t have a website in English; you can’t even understand them, let alone make a booking – so naturally you won’t be staying there.
Some websites do have an English version, but they look like they’ve been translated by a machine (or a monkey). The text is so hard to understand that you get frustrated and give up. After a full day’s work and putting the kids to bed, you just haven’t got the energy; if they can’t make it easy to read, you’re not interested. Continue reading
“If you thought that was bad, come and see this one”, Sarah called from the kitchen, as she coaxed the last drop of macchiato from her cup. “The English on the website is just comical. ‘Come and feel the call of nature’ ha ha ha! Do they put laxatives in the water, then? I think we can bin that!” Continue reading
A few weeks back, when looking ahead to the ITI conference, I wrote that it was the who not the what that counted, that the person delivering a presentation mattered more than the specific content (as you can learn plenty from an interesting speaker, whatever they are talking about). But I also agreed with Betti’s comment that “you can never tell what your best take-away from a conference will be; it may be something from a presentation or just a throwaway comment from a one-minute conversation with a delegate”.
So I was ready, ready for a spot of serendipity and to come away with a stack of useful notes.
Or so I thought. Continue reading
Because most companies don’t.
You can see that just from looking at their websites. When you know, it’s obvious, really, but it just means that there are all the more opportunities when you start to make it work for you. Continue reading
If you went to the ITI Media Arts and Tourism translation workshop at London Imperial on March 14th, you’ll know that I ran a survey last year entitled “Best Practices in Translating for the Travel and Tourism Industry”. The aim was to collate ideas from a pool of expert fellow translators who specialise in this sector. Continue reading
“We’re unprofessional!” “You’re taking a real risk with us!” “We don’t care what you think!”
Is that what you want your English-language website to say? Continue reading
Your English-language website is a magnet. But does it attract or repel your clients? Continue reading
If you’re responsible for marketing your company and projecting your brand, then you know how important it is to take charge of how you present your business across all channels. You’ve invested a lot in your website, your logo and graphic design, and developing the right tone of voice so that your customers have a clear idea of what you’re about. But are you missing something? Continue reading
Perhaps it is OK for your business to address your foreign customers in cheap, basic English.
After all, top copywriting services are not for everyone. Continue reading