[An article originally written in Italian for the blog STL Formazione]
Is transcreation simply a good translation or is it something else? This is a topic of heated conversation even among industry experts.
To try and gain a better understanding, let’s start with a definition.
Focus, needs and goals.
Transcreation, a portmanteau word originating from the fusion of translation and creation, is a mix of translation and copywriting. It is more than translation: it is copywriting bound by an original source text and the client’s brief. Continue reading →
The online payment portal Stripe, among Silicon’s Valley most valuable start-ups, released the study The State of European Checkouts in 2020, reviewing the most common issues in the checkout flow in over 450 e-commerce websites across Europe.
The study found out that 9 in 10 lost sales in Europe came from failures on the checkout page.
And that the most common error, adding up to a huge 74%, is that checkouts did not have local language translations. Continue reading →
La fiducia è alla base di ogni relazione umana. E anche della relazione con i clienti. Con i miei clienti quando mi chiedono una traduzione, una revisione, una consulenza linguistica. E con i loro clienti che ne leggeranno i contenuti.
Ma come si conquista la fiducia di qualcuno che non ti conosce personalmente? Continue reading →
[articolo scritto per il blog di STL Formazione]
La transcreation è semplicemente traduzione ben fatta o è altro? Certamente è un tema controverso persino tra gli addetti ai lavori.
Per cercare di fare chiarezza, occorre partire da una definizione.
Focus, necessità, obiettivi
La transcreation, una parola macedonia che nasce dalla fusione di translation (traduzione) e creation (creazione), è un intreccio di traduzione e copywriting: è più di una traduzione, è copywriting vincolato da un testo originale di partenza e da un brief.
Per distinguerla dal copywriting vero e proprio, in inglese si parla di copywriting per origination e copywriting per transcreation, dove con la prima espressione si intende un testo originale di natura persuasiva (ad es. pubblicitaria o promozionale) e con la seconda lo stesso testo adattato per una lingua e una cultura diverse. Continue reading →
In the words of the bcorporation.eu website:
“The B Corp community works toward reduced inequality, lower levels of poverty, a healthier environment, stronger communities, and the creation of more high quality jobs with dignity and purpose. By harnessing the power of business, B Corps use profits and growth as a means to a greater end: positive impact for their employees, communities, and the environment.”
To be certified as such, a company needs to assess its overall positive impact, demonstrating it is using business as a force for good. These purpose-driven companies are effectively changing the business prospective, focussing no longer on shareholders (or at least no longer only on them), but on stakeholders, both internal and external.
We must be the change we seek in the world.
But how can these companies communicate their efforts, their stand on business and on life, in a way that is both effective and that can distinguish them from the competition? Continue reading →
Katharine Viner è la prima direttrice del Guardian, che in tre anni ha riportato il quotidiano britannico in attivo, sanando un debito di 57 milioni di sterline.
Oltre ad accorgimenti tecnici, come ripensare il formato del quotidiano cartaceo per renderne più conveniente la produzione, il Guardian ha visto crescere in modo esponenziale le donazioni e gli abbonamenti dei lettori online anche grazie a un impegno non scontato nei confronti della comunicazione e del linguaggio. Continue reading →
In technical and marketing translation, editing can include various stages of the editing process, often combining editing and proofreading – the reason why it is also called proofediting.
Editing of translated contents is a complex task and its aim is to check that meaning and tone of voice are the same in both languages, as well as to improve the quality of the final text. It is also the last chance to avoid mistakes that can cost dearly.
But what does it take to do a good editing job, how is it done and why is it always a good idea?
“Let the reader find that he cannot afford to omit any line of your writing because you have omitted every word that he can spare.”
― Ralph Waldo Emerson
Continue reading →
If you want the short version: because it allows you to communicate consistently with your audience, with messages relevant to your brand and your goals. Added benefit: it makes life easier for everyone who has to write, design and generally create brand content.
But, in the hope you want to stick around for the long(er) story, keep reading, and you’ll see why writing, localizing and applying a brand style guide is a very good idea.
Let’s start with the benefits of a brand style guide
Continue reading →
Style never goes out of style. At least not in writing. And good writing can go a long way to build the image of a brand. Read on to see why.
I am re-reading The Sense of Style by Steven Pinker (do read it!) and I find that many concepts and suggestions apply directly to translation as well.
Take the initial explanation of why style matters in writing (too): Continue reading →
Perché di santuari, fughe, decorazioni e lusso ne abbiamo abbastanza, vero?
Nel corso dell’ultimo mese, tra altri lavori di traduzione, transcreation e revisione, sono stata impegnata in un progetto molto interessante e intelligente: rivedere l’adattamento italiano del nuovo sito web di una catena internazionale di hotel del settore lusso.
Molto interessante, perché non è di tutti i giorni la possibilità di revisionare un sito web di queste dimensioni, nel settore principale di tua competenza (quello dell’ospitalità) e nel segmento in cui hai più esperienza (quello del lusso).
Molto intelligente, perché, di nuovo, non capita tutti i giorni di lavorare con clienti che danno importanza alla voce con cui si presentano al proprio pubblico. Può sembrare un paradosso. Invece, è proprio così: quasi una rarità. Continue reading →
As a senior translator and hotelier I get to revise and edit many contents relating to the hospitality industry.
Unfortunately, not many are up to standards.
This is because hotel translation is a speciality which requires a wide set of skills and it is often best done by those who have hands-on experience in the field. Continue reading →
How translation and transcreation can help reap even more rewards from a smart inbound tourism strategy.
Over the years I have helped several tourism boards – from Europe, America and Asia – localize and adapt their contents for the Italian market.
As destination communication has evolved with countries becoming true brands in all respects, translation and transcreation* have become key in recreating the national identity for the target audience of other countries, thus attracting more visitors and reputation. Continue reading →
No more outdated, boring business writing stereotypes: say yes to smart, coherent, engaging copy to attract prospects and boost engagement rates and sales volumes.
Today, the average attention span, when we look at the web, is down to a bunch of seconds.
So, can good writing attract more customers or capture the visitor’s attention for a bit longer?
The answer is yes. Continue reading →
Beat panic and invest in yourself.
Let’s face it: we all go through dry spells. Even those who’ll never admit to it. For some, they fall at the beginning of the year, when companies haven’t decided on marketing strategies. For others, things slow down in the summer months.
Let’s turn dry spells into opportunities
When telephone and email go silent, panic is set to kick in. With experience, you learn to take these moments more philosophically, as a respite from your busiest days, turning them into opportunities: to improve your skills, to clean up your computer which is about to explode into space, to put your accounting in shape. Or maybe, just to relax and enjoy the free about freelancing. But let’s see a few examples. Continue reading →
The following is an extract in English of a contribution to Traduire, the magazine published twice a year by SFT, the French association of translators. The December 2016 issue was dedicated to luxury, fashion and translation.
No. 235 – Luxe, mode… et traduction!
Published by SFT – Société française des traducteurs, December 2016
In this article I would like to share a few thoughts about the language of luxury, with some regard to the Italian language and from the point of view of a language professional like myself. Continue reading →
Local market versions boost propagation, engagement and credibility.
Press releases are still used and useful to control the dissemination of company news and announcements as well as to build relationships with media professionals and the general public. They are a chance to connect with your audience when and how you want to, on a regular basis. Not to mention a legal requirement for public companies. In sum, they are still a cost-effective tool to earn media coverage worldwide, both online and offline. Continue reading →
Good boundaries make good freelancers.
As freelancers we need to manage our work, our time, our money, the direction we’d like our business to go.
Learning to say no is a key step to grow your business exactly the way you want to. And a way to become a trusted professional.
But saying no to what? Continue reading →
Is creativity innate? Well, maybe to a degree, but a master’s degree in creativity is earned with lots and lots of work. As we’re not poets living on thin air, but professionals who need to deliver, often on very short deadlines, we can’t wait for inspiration. Continue reading →
Here are a few insider tips and pointers on marketing translation for clients who want to make the most of it.
Translating marketing contents means communicating products and services in the most persuasive and effective way, through an appealing and compelling language.
Continue reading →
Here are a few insider tips on translation for clients of the hospitality sector who want to make the most of it.
Because today translation is no longer optional, nor something you can do in-house. It is a core ingredient of your marketing mix and it must be handled by professionals capable of turning this great opportunity into a good ROI, in terms of arrivals, brand identity, customer loyalty and revenue. Continue reading →
Translation and a smart language strategy can help you improve revenue and guest experience, the two main concerns of every hotelier.
Both as a guest and as a hotelier, I have often encountered poorly translated collateral in hotels, or not translated at all – not to speak of online contents.
Making the case for company and brand content adaptation when reaching international audiences.
According to the American Marketing Association, localizing content is key to a company internationalization strategy. Why? For very concrete reasons: it can make or break a company’s success abroad, distinguishing brands that communicate effectively with international markets from other brands that remain foreign and inaccessible; and it increases sales in the target markets, with clear ROI from translation and localization efforts, directly impacting their bottom line. Continue reading →
Appunti da un anno di traduzioni, revisioni e ripensamenti.
Con gli anni ho imparato a non agire d’impulso (beh, quasi sempre), che si tratti di fare un acquisto personale o di lavoro, o delle decisioni sulla mia attività imprenditoriale. Sulle scelte da fare per crescere, e non parlo necessariamente di ricavi, ma di soddisfazione. Continue reading →
Perché affidare una traduzione di marketing a chi se ne intende davvero.
Pensa a questa situazione: hai investito tempo e denaro nella profilazione del tuo pubblico target, creando poi una campagna ad hoc per promuovere quel prodotto o quell’altro servizio. Hai pianificato una campagna multipiattaforma e magari multiformato. E poi, per riprodurla in altri paesi cosa fai? Affidi l’adattamento a un tuo collaboratore che magari non lavora nemmeno nel marketing, ma tanto la lingua un po’ la sa. Continue reading →
Recentemente ho lavorato alla traduzione italiana di un libro che indaga uno degli argomenti che più interessano e di cui mi occupo: le nuove tecnologie digitali e le trasformazioni che ne conseguono nell’immediato e nel futuro, con particolare applicazione al mondo dei brand e del marketing.
Mi sono chiesta allora se queste nuove tecnologie, dalla realtà virtuale a quella aumentata, passando per i chatbot, sono già entrate in un altro settore di mia stretta competenza, l’ospitalità, e se sì, in che modo. Continue reading →
After deciding it is worthwhile to translate your contents (see why here or here or here), how to go about it?
Let’s break down the process in a few simple steps. Continue reading →
The following tips are equally valid for the website of a freelancer, the website of a SME or that of a big international company.
Because quality is universal. And it matters in any circumstance, if you want to attract customers and win their trust. Instead of stepping into a physical store or into a meeting room, they step into your virtual “house”, but the rules don’t change that much: what matters most is first catching their eye with an interesting proposition, have them coming back again and again thanks to interesting, well curated contents and graphics, and gaining their trust by doing what you’re promising. Continue reading →
Guest post > Noelia Garasievich
“Look at this digital world so many of us spend our lives in – It’s made of words. The technology to produce digital content exists because we create words worth sharing.” Sonia Simone, Chief Content Officer, Rainmaker Digital
According to my colleague Noelia Garasievich, an English/Swedish to Spanish translator and content writer specialized in digital marketing and transcreation, these are the 5 skills a good content should have: Continue reading →