Translating Features and Benefits For Persuasive Impact

Read the following description of the Asics GT-2160 shoe taken from the Athletic Footing Equipment, Inc., website:

Asics GT-2160 shoe features a mesh and synthetic leather upper that will wrap your foot in a soothing embrace, asymmetrical lace up front, soft inside lining creating a snug fit, ComforDry sockliner for a drier healthier environment, rubber outsole, and the Asics Gel Cushioning System that will absorb shock and help protect from harmful forces while running.

The following two columns list the features and benefits of the description:

Feature Benefits
Mesh and synthetic leather upper Provides comfort , ventilation and support
Lining and lace up front Offers snug fit
Sockliner Keeps feet drier
Rubber outsole with Asics Gel Absorbs shock and prevents injury
Facts Benefits
Mesh and synthetic leather upper Provides comfort , ventilation and support
Lining and lace up front Offers snug fit

Read the description with the benefits removed:

Asics GT-2160 shoe features a mesh and synthetic leather upper, asymmetrical lace up front, inside lining, sockliner, rubber outsole, and Gel Cushioning

Athletes and even some casual runners who are familiar with athletic shoes could even state their own benefits for each of the features concerning this shoe. However, Chicago Chinese translation workers who have less knowledge about Asics shows might fail to understand the benefits that each of these product features represent. In some cases, even professional athletes and experienced shoe sales representatives might require some explanation and the benefits will help to persuade them to buy or sell.

Persuasive writings such as the type presented in this example aren’t only used by manufacturers and marketing firms.  According to one NYC French Translation professional, they have come to be an important part of reports, e-mail messages, and other presentations.  Being able to explain the features as product benefits is where your value as a translator rests.

After reading this blog post, we encourage all certified translation providers to review their previous translations and other writings and conduct an analysis to determine if they have clearly defined the implications and conclusions.  If you didn’t then you may have failed to communicate your message effectively.  Keep in mind that sometimes, it’s important where you position them and in what order.  When the implications are cautions or when they are considered good news, you should make every attempt to state them early.  However, bad news implications should probably be placed later in document.

Leave a Reply

Your email address will not be published. Required fields are marked *