Globalization means doing business all around the world and that of course means dealing with different languages and customs. But when hiring a translator, there are a few thing that you need to watch for.
Well one goal of any good translator is to localize the sales copy. This means that the sales copy must be adjusted for the target culture. Vicks vapor rubs is sold as Wicks in Germany because in German, it’s meaning is a little…obscene.
I once translated an article for a Japanese cosmetics company. They were trying to expand into America but there was one small hitch. Their flagship cosmetic contained horse oil. which was also their main selling point. The big problem is Americans love horse like pets…Just imagine wearing Fido on your face…
Your translator ideally should translate towards their mother tongue. That means if the speak Japanese, they should translate from say, English to Japanese rather than the other way around. That’ll ensure a “culture check” on what you’re trying to accomplish.
It’s also important that the translator have strong ties to their home country because language like any skill gets rusty if not used. Not only that but languages are living and thus changing all the time. Don’t believe me; get an old dictionary and compare the word, “epiphany,” to a modern one.
You also have to consider the translator’s education when choosing a translator. A lot of subjects have jargon specific to that subject. If your translator’s experience isn’t related to your company’s topic, they’ll likely not understand the jargon.
When expanding your business, globally, your translator is an important part. Your translator knows not only the language but also the culture and thus can prevent you from making a digital “ass” out of your company. So again, here is what you should look for in a translation company:
*Translate towards their mother tongue.
*Should have close ties to your target country.
*The translator should be an expert in your company’s market.
Remember these points and you’re sure to get a good translator for your company.
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