Posts Tagged ‘foreign languages international operations’

When you are planning your marketing campaign—and you are marketing to potential customers in  more than one language by now, right?—remember that it’s not enough just to translate your copy word for word.  Our brains synopsize images through words at practically the speed of light; maybe even faster, and while it is up to you to write excellent marketing copy, it’s up to us at Galindo Publicidad to take your words and the images they convey to the intended public and shape them to the culture you are reaching for. As business people, we really only get one chance to make that first impression.  The words we use convey images in the minds of our target market and all it takes is one wrong word to take that image from something great that will prompt a purchase, to something that either confuses, or worse, offends!

Cultures vary so widely in what’s normal and acceptable; your product may be viewed as a necessity in one country, yet in another country they may scratch their heads and think “Well, why would I want to buy that?” You have options then. Once your market research points towards Asia, Latin America, Africa or Europe, write your copy to create a need in the mind of your target market, addressing the actual opportunities, or  in some cases (but very few) realize that your product is not something that culture would ever use.

I’m thinking about the old cliché “You can’t sell ice to an Eskimo.”  Well, maybe you can and maybe you can’t; but if you’re going to try, you definitely want the right translation team to convey your words with the original intent, yet in a way that will ‘fit’ for that culture. We have the tools, understand the hows and  whys, and you can trust us to guide you through this confusing maze.

It only takes a few words to put an image in our minds, to powerful effect, right? You can have absolute faith when working with our professional native translators; we take that bigger picture into consideration and we won’t let you misstep! I do not want to sound like a broken record, but yes our translators don’t just know the language you need them translating into, they understand and breathe  the culture, too.


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