[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 →
In times of crisis like the one we’re living now on a global scale due to the COVID-19 emergency, translation can help you reach your audience by mitigating the gap created by social distancing.
Now more than ever, our communication should aim to be: 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 →
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 →
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 →
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 →
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 →
No, nothing esoteric. But solid, concrete results for your business.
Translators open your doors to international success, because if you communicate in the language of your local target, respecting their habits, valuing their inclinations and observing their rules, your brand, services and products will have an additional chance of success. Continue reading →
I sometimes hear or read of translation and translators talked about in romantic terms or through stereotypes you might find in fortune cookies. A picture which is quite far from reality and also risks to harm our reputation. Continue reading →
The work done by translators, even on technical contents, always includes a part of creativity, which may be more or less important depending on the type of text. Because translating means writing, or rewriting texts in another language as if they originated in that language. 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 →
After talking about how translators can support external corporate communication (here), let’s see now how they can lend a hand with internal communication. Continue reading →
About international companies adopting marketing translation and transcreation to safely go global locally.
Lately I have been working on a greater than usual number of company profiles, presentations, taglines and promotional campaigns to be adapted and localized for the Italian market. The requests come from companies of diverse background and industry, from biopharma to fork lifts, from satellite communication to jewellery.
Hopefully this means international companies are starting to understand the importance of communication and the importance of communicating in the customer’s language. Continue reading →
Revision is a complex operation and should be handled by experienced translators, professionals with many years’ expertise in appropriate business sectors. The aim is to check meaning and sense are the same between source and target texts, as well as to improve the quality of the target text. It is also the last chance to avoid mistakes that can cost dearly. Continue reading →