What To Look For In A Translator

The process of hiring a translator should never be a light-hearted decision.  Many translators and agencies promise perfection and cheap prices but deliver subpar translations and poor customer service. Making your selection of a translation agency or translator even more difficult is the array of paid rating and evaluation services that some translation agencies use to produce an inaccurate positive online reputation.  For these reasons, it is advisable that one should avoid hiring an individual translator, or an agency, before going through a formal decision process.

Hire Native Speakers

First of all, you are strongly advised to hire a certified translator who is a native speaker of your target language–that is crucial. If you have a need to translate something from, let’s say, English to German–your target language is German and you should choose accordingly. If you fail to follow this advice, your end product (final translation) may not be as good as you originally hoped. Therefore, remember never to compromise on this. Native speakers remain the true experts when it comes to knowing a language inside out.

However, hiring a native speaker, or making sure you have a native speaker to deal with a text you need translated, is not enough. Although native speakers speak and “hear” a language better than other people, they may lack the competence to reach the desired results. Since language itself is a living entity, it is prone to constant change, and if a native speaker is an expat, or someone constantly changing place of residence, he/she may fail to pick up on new terminology and minute changes that affect all languages on an almost daily basis. Be sure to hire a native speakers who are well grounded in their mother tongue.

Be Cautious of Polyglots

Another consideration is hiring translators who claim to be fluent in multiple languages. It is true that some people are polyglots, speaking several languages impeccably, but you should be aware that speaking a language is one thing- translating into a language is another. To be honest, there are people who translate into multiple language pairs; yours is to find them and make sure they are competent. Remember that translating doesn’t accept half-knowledge or fumbling–it is a clear, direct process involving a wide array of information. If someone offers you service in seven or eight language pairs, and works alone, it may be a sign you’re on the wrong track.

Seek Specialized Translators

And finally, after you’ve found a person who is a native speaker with a proven record of satisfied clients, the nature of your text should decide whether to hire the person in question or not. Not all translators do all types of translation; there are various areas and niches. If you need to translate a text on economics, you shouldn’t go to a translator that is predominantly involved in literature or legal translation. We’re not saying that such a person wouldn’t do a great job; it’s simply a matter of efficiency.

Therefore, always remember to find someone capable of translating into your target language; make sure that person is well-versed in your area of expertise or the area covered in the text in question–and you shouldn’t have any trouble. Translating is an art form just as much as writing; treat it as such, and you’ll find a translator that will match your needs perfectly.

Going Global With Your Business Website

Translation Services for global business

The world is getting smaller by the hour, and it is more and more difficult to succeed in the global economy. There are literally thousands of options and directions to take; there is more information than ever before- more than can be consumed. With new markets, new ideas and new trends, it is difficult to reach potential customers and run a successful business. Before you set off into the world of global business, there are six things you should do.

1. Have a clear, strong plan.

When it comes to global business, the power of analytics is tremendous. Decide on your primary goal. There is absolutely no time to waste. The world is changing at jet speed, and you have to stay in the game. Steer clear of blurred ideas, mixed up plans and unreliable information. Stay focused and work on achieving your dreams.

2. Be aware of competition.

Competition is out there, whether you like it or not, and it will hit hard. You might experience all kinds of things: someone copying your words, setting traps for you, embracing your current customers, etc. It will be a rat race, but that is how things go, and there is no time to brood on it. Make the best of your situation and head towards success.

3. Localize your site.

Meet the cultural norms of a market you are about to reach, and make sure your website is translated into several languages, depending on the region you target. By translating your web site, you will increase the chances of success by 70-80%. English is not the supreme Internet language anymore; you have to broaden your scope of influence. Also, proper keyword placement will make sure your site is picked up by search engines.

4. Follow the trends.

The most important thing is not to stay behind with the times. Stay in tune with the latest in design and check on everything that is currently happening in the online market. You never know what you might come across. Expand; go beyond what is popular and interesting. Offer discounts and incentives. This way, you will give your customers and visitors something to look forward to.

5. Have a strong social media presence.

Having a website is not enough anymore. You have to include social media buttons on your site, and make sure your customers are able to “share” anything they like. This will make you closer to thousands of people and enable you to draw many potential customers. Know that some countries do not use Facebook (Russia, for example), so be sure to include buttons for all major social networks.  Consider providing the Spanish, German, Portuguese, Chinese and French translation of your popular content.

6. Make your web design shine.

It is all about the appearance and ease of use, so you have to pay attention to your website’s design and functionality. Keep it simple, yet interesting and engaging. Remember that the design should go well with your web content and the overall appeal of your site (funny, serious, casual, etc.). Choose the colors wisely and follow the latest trends and templates.

Once you cover all that we have mentioned, there’s no doubt your website will maintain a strong global presence and attract plenty of customers. Your job is to lay down the groundwork.

Legal Ramifications Of Translating A Business Will

LawBefore discussing the legal complexities involved in translating a will, we need to understand what a business will is.  A business will is an agreement which is drawn by legal experts on behalf of the owner/owners of an enterprise. This document designates the next legal owner of the business, in case the actual owner dies or is physically indisposed.

But apart from establishing the next owner, a business will lays out the entire business succession plan. It states the financial, managerial and operational policies of a company to which the successor must adhere, thus ensuring a smooth transition of the business. It also determines the stake of each beneficiary in the business, that is, the staff, family and investors.

In short, a business will is a document which is the final word on the responsibilities, obligations,  policies and funding concerns of a company or organization after the death of its owner. The translation of a business will comes under the category of legal translation, for a will is drawn up with the help of legal advisers of a company.

Need for Translating a Business Will

In case the stakeholders in a business come from different linguistic and cultural backgrounds, there is need for the translation of the will. For instance, if the beneficiaries of a business speak French, Spanish and English, the original business will should be translated in each language.

Confidentiality of the Document

A business will is a confidential document which cannot be disclosed before the death of the owner. This sensitive document should be kept strictly confidential by the law firm and translation company.

Identical Duplicates

The certified and notarized translations of a will must be identical duplicates of the original document, as well as of each other. Any discrepancy in the translations can lead to confusion and unnecessary delay in the implementation of the will.

Language of Law

All legal documents have a specific jargon which must be maintained in every translated version. The legal and corporate terms in a business will can only be translated by an certified legal translator.

Authenticity of the Translated Will

It is very important for a business will to be translated by a certified translation services company whose translations can be trusted. If the authenticity of a translated will is questioned by its beneficiaries, complications will follow that can be avoided. A translation company hired for the translation of a will must have a reputation for carrying out accurate translations that can be certified and notarized.

Achieving Objectives

A legal instrument such as a business will is written to achieve specific legal objectives. These goals may include ensuring proper management and control of the business, ensuring viability, establishing future insurance policies, and maintaining a regular pattern for monetary dealings and payouts, etc. A business will is also a form of guidance for the new caretaker, instructing him/her on how to manage business debts and deal with personal guarantees, and professional obligations.

A successful translation of the business will fulfills the same objectives.

The Global Strategy of Starbucks

While Starbucks began in the U.S., the actual concept was derived in Italy.  According to company literature, the founder and CEO of Starbucks, Howard Schultz, saw how popular coffee shops were during a business trip to Milan, Italy in 1983.  Schultz observed that the success of Italian coffee shops was based on their ability to serve as a place to socialize.  As a result, Schultz returned to the United States with a plan to create a coffee culture in the United States.

Starbucks grew rapidly in the United States and in 1987, the first international location opened in British Columbia.  Today, Starbucks operates more than 5,500 coffeehouses in over 50 countries.  Starbucks globalization strategy offers the company to maintain its rapid growth base even when the U.S. domestic market is reaching complete saturation.  Starbucks learned that they must be sensitive to local customs and preferences.  For instance, in certain parts of the world, Starbucks failed because they weren’t seen as being corporately owned outsiders and not a part of the community.  Starbucks redesigned their stores to make each one closely fit into their local setting.  Starbucks also faced barriers when it entered China.  Originally perceived as un-Chinese, the company hired a Chinese translation and localization firm to help it reinvented its Chinese strategy with a menu that included more Chinese-inspired food products and coffee-free beverages.  Starbucks also opened a coffee farm and processing operations. The company knows that its expansion plans must be sensitive to Chinese values.  Today, Starbucks operates more than 550 stores in China.

Developing Marketing Strategies For Entering Foreign Markets

Businesses that decided to enter foreign markets often discover that their products and strategies require a certain degree of customization. Changes to the products and promotional strategies are often needed to address a wide variety of issues that that are present in foreign markets and that might not be present in domestic markets. Therefore, a winning strategy requires careful research and planning to ensure that the needs of the market will be addressed from the offset. Upfront planning can help ensure success and avert costly cross cultural, political, legal and regulatory, and competitive mishaps.

Sociocultural Forces

Certified translators frequently hear stories about companies that made the mistake of ignoring cultural, social and linguistic differences when entering foreign markets. An essential requirement of an effective global marketing strategy is the ability to accurately define and identify significant sociocultural and sociolinguistic deviations. In Hong Kong, for example, McDonald’s offers a number of items that appeal to local tastes such as the Green Tea & Red Bean Ice Cream Sundae. In Thailand, McDonald’s offers the Samurai Pork Burger, which happens to be marketed as the Shogun Burger in China. In India, McDonald’s caters to local tastes with a menu that is spicier and includes chicken instead of beef.

Cultural and linguistic difference and preferences can be difficult to identify and integrate into strategies. As many Portuguese translators are aware, while Portuguese is spoken in Portugal, Brazil and Angola, there are significant differences and advertising and other promotional content must be translated into other languages. Therefore, a proper localization strategy requires the use of translators who are fluent in the local dialect. Localization must also account for any logos, symbols or trademarks that could have a cultural meaning. Gerber made the mistake of selling its baby food in low literacy countries. In the countries, products packaging includes a picture of the food item. However, Gerber products include a picture of a baby which confused illiterate consumers. It was widely reported that some shoppers thought that Gerber was selling baby meat.

The Best Time To Launch Your Products In New Markets

Towards the end of every year, people are in a mood for celebration. People are usually buying presents for their loved ones and planning to throw parties on Christmas. But those who run a company have entirely different plans at this time of the year. A Japanese translator working for the Kansas City translation agency The Marketing Analysts Translation Service Company informed us about the increased demand for translation services in different languages around Christmas.

With the end of 2013 and the onset of the festivities of Christmas, many global companies thought it to be an opportune time to launch their products in new markets. The Marketing Analysts Translation Service Company based in Houston, facilitated many such companies who had plans to launch products in international markets just before Christmas. Some companies took it as a test to see the number of buyers their products had in these markets. And with people buying everything from clothes and shoes to draperies and furniture, Christmas is indeed the best time to enter new international markets.

Companies with a plan to go global this Christmas, started streamlining their finances accordingly. They worked on it all through the year to decide how much budget they were going to allocate to their new business ventures. It was necessary to take their translation vendors on board and communicate every detail of their plan to them. Launching products into new markets meant localizing a bulk of the companies’ content on their website. Those companies which missed this golden opportunity will certainly try to make a mark next year.

The Marketing Analysts Translation Services Company helped their clients in every possible way to launch their products successfully around Christmas. Buyers are ready to spend more than usual around Christmas. Keeping this approach of buyers in view, we guided our clients to change their marketing strategy a bit to suit the occasion. As everyone expects special offers and discounts around Christmas, those having chosen this time of the year to introduce their products in the target market must take into account the expectations of their customers. This is also a good way to win over the hearts of your international customers.

Companies having entered new international markets this year are anticipating a good turnover of customers. They have also modified their products to attract the hoards of buyers frequenting markets and fairs before Christmas. Those companies which hired reputed translation companies for website localization and translation of manuals and labels will definitely have an edge over their competitors. If you are daring enough to enter new markets next year, hire TMA (www.themarketinganalysts.com) as we have a network of the best linguists from all over the world!

Switching Your Translation Vendor–Should You Reuse The Translation Memory From Them?

Have you become dissatisfied with the translation services you’ve received from a certain company and have decided to seek another agency? Assuming that you found one that seems satisfactory. What about your translation memory tools from the previous company? Should you reuse them by giving it to this new company?  Let’s take a look at the reasons you left in the first place.

Things to be considered

Was it their translation quality or was it the slow service that caused problems for you? Or some other issue that didn’t relate to the translation itself? If you found the translation itself to be adequate, why not? And of course it’s an intellectual property that belongs to you. So request it from the former company and pass it on.
However, if the translation was not up to your standards, then the translation memory may have to be edited or redone which will take as much time and expense as starting a new database. But bear in mind that there are many types of software that do this job and not all of them are of the best quality or up-to-date. It’s possible that your previous translation memory software will not work in the same manner as what this new provider’s software does or just simply incompatible with their translation management system.

If your new translation agency is worth their salt, they will be able to ascertain that in short order. But in any case it is always worth the effort to give it a try.

Hurdles that might come your way

Your new provider may seem to have much higher charges but usually the problem exists in the building of your new data base for translation memory. Once it is established, you’ll notice the prices dropping gradually.
According to a French translator working for The Marketing Analysts Translation Services Company, the process to get there is sometimes painstaking. At least for a company that demands nothing short of top quality results. In addition, if the company insists on keeping up with the state-of-the-art technology, they are not going to settle with anything less than the latest and hopefully the best software in the market.

Stagnation should never have a place in the translation industry. It should be standard practice for a translation company to always be searching for the latest software in this field or a different software after discovering that it is better than the one they are using.

Things needed to be known

Many companies that provide translation services have expert professionals to do this job who are highly qualified for it. And they don’t come cheap. So if you find in the end that your expense has indeed increased to some extent, keep in mind that “You get what you pay for.” And if the former provider was cheaper but you apparently weren’t satisfied with their work, then obviously they were not charging you for something they were never offering in the first place.

So ultimately, there is no hard and fast rule for using or not using your old translation memory. In any case, your translation provider will determine whether your previous translation memory can be used or not.

How To Translate For The Life Sciences

We keep stressing the importance of quality in translation projects. Some industries demand more precision and quality as compared to others. Life sciences sector is one such industry, where you need to be very meticulous about your translation projects. You need to keep track of your translation projects during every stage till they are ready to be sent to the client. So for life sciences translation projects, there are only few translation service companies which you can trust.

The Marketing Analysts Translation Service Company is one such responsible translation firm which can be trusted for life sciences translation projects. Life sciences translation projects may include the translation of medical journals, patient histories, record of patients including discharge summaries and medical reports etc. According to a medical translator working for the Dallas translation services of The Marketing Analysts Translation Service Company, these documents need to be preserved in their original form and spirit when translating. Especially while translating medical reports of patients, a single mistake can result in serious consequences.

Are your translators certified?

For life sciences industry, your linguist/translator must be certified to carry out the translation of technical content. In the life sciences industry, precision and professional expertise matter a lot and going global is not less than a challenge. If you are adding more markets to your promotion campaign, managing content can become difficult. Are you sure that your translation vendor is well-equipped to meet this challenge?

Check if your translation vendor has taken the following initiatives:

How is your content being managed?
Expanding an organization to different markets requires one to deal with different languages. And in the life sciences industry, translation of large files can be extraordinarily strenuous because of the accuracy this sector demands. With your content going through so many human touch points, the probability of error increases. Therefore, it is best to minimize the manual handling of the content as much as possible.

Your translation agency should integrate your content management system with their translation management system, which will minimize the probability of unchecked errors in your final translated version. You will be able to send documents back and forth with a few clicks of your mouse.

Integrating these two systems together will also make it easier to trace mistakes at any given stage. This will speed up the whole process of translation, at the same time ensuring that the translated file is authentic and foolproof.

How will you cut your translation expenses?

More content means more translation expenses. Has your translation vendor planned anything to cut these costs? Large organizations need a centralized translation memory for cost saving. It’s your translation vendor’s responsibility to devise strategies to curtail your translation expenses. Effective use of translation memory will make sure that already translated phrases and sentences are reused, saving time and money.

Quality Translations Or Missed Deadlines? Are You In A Dilemma?

One of our clients, who came to us for a certified document translation, shared one of his experiences of dealing with a mistranslated assembly manual.

“I purchased a mechanical toy for my son for Christmas that was manufactured in China. So, Christmas Eve came, and I’m out in the garage doing what many fathers are doing on Christmas Eve; assembling presents. Talking to many fathers, their solutions range anywhere from hiring someone in the family who is mechanically inclined to actually paying the retailer to do the job.

But I have always counted myself among those people who have the tools and knowledge to do almost any household job, including assembling presents for Christmas. I began my son’s project first because I suspected it to be the most challenging.

I often throw the directions away. Yeah, you can say, sort of careless when it comes to saving manuals etc. What’s the challenge in following directions anyway? But after trying hard to assemble the toy, I decided to consult the owner’s manual with directions.

I found myself going through the garbage, frantically searching for them.  After I found them, I took them to the floor, opened them up and consulted them. I began reading… “Step one- Package needing opened to be, removed mantling aspect of frame assemble.” Huh? I think it just told me to open the package. Okay, “Step two- apparel of package is wheels and black, on frame go to these…”

Okay, you get my point. I never was able to assemble this thing using directions provided, as I could understand but very little. I wondered who they hired to carry out the translation for their company’s manuals. Certainly it wasn’t a translation services company or was it?

If so, what happened? Were they just in a rush, under pressure of a deadline crunch and had to hire anyone who appeared to be capable of translating directions?

Who knows for sure, certainly there are times when you will sacrifice speed for quality but why do so when it’s not necessary?

There Are Translation Services Like Ours Who Can Help You!

If you are with a translation company that has been doing your work for a while, if they are of any worth at all, they will have some tools on hand which speed up the process of translation and as an added bonus will save you money. Crunch-time doesn’t mean every vendor will refuse to translate for you on a short notice when you tell them that you need the translated document back as soon as possible.

In the translation business, there exists a tool known as ‘translation memory’ which you might be familiar with. It is a data base that stores previous translations, a history of words, phrases even ideas. So when translating anything for your company that has any similarities to what was done in previous times, it can be indexed and assembled to create exactly what you need, though with whatever editing and formatting that must be done.

Basically, speed is being built into your service the more you use it.  So when you utter those frantic words to us and give us what you may think an impossible deadline, don’t lose hope. Let us have a look at it and you may be surprised!

Transcreation Versus Translation–What Do You Need?

Many of our clients come to us to get their marketing material translated into other languages. They find it hard to explain, how they would like us to culturally adapt their material along with the graphic designs and imagery it has. All they have to say is, we need our material trans-created by you. The term transcreation is being commonly used now for the last couple of years. This term is now widely in use within the marketing industry.

 How Is Trans-Creation Different From Translation?

We talked to a number of certified German translators from The Marketing Analysts Translation Service Company  to find the key differences between translation and transcreation of a text.

According to these linguists, when a text is translated from one language to another, no modifications are made in its content. The content remains identical in the target language and no changes occur whatsoever, in the translated version. The certified translator is bound to produce a mirror copy of the source text. Whereas transcreation is the direct opposite of translation. Transcreation is all about adaptation of the source text, keeping in view the cultural aspects of the target market.

When Transcreation Becomes A Necessity?

Transcreation becomes necessary for a text which has an abundance of cultural elements. By cultural elements we mean idioms, puns, cultural connotations and references, imagery, background colors, purpose-oriented formatting etc. The term suggests its meaning. Transcreation means creating a text again or reinventing it, so to say. It’s an overall adaptation of all the cultural elements we have mentioned above to fit the requirements of the target market.

What Type Of Texts Require Transcreation?

In the opinion of a French translator working for the San Jose translation services of The Marketing Analysts, trans-creation is mostly requested by advertisement agencies or by the marketing industry.

Often any type of promotional material like brochures, ads or websites need to be trans-created because they have many cultural elements which need adaptation in the target market. That’s when the message needs to be adapted to be understood well by the target audience. For example, a German audience would fail to relate to any cultural references about Sri lanka in the advertisement of a tea brand. Therefore, it will require a complete cultural overhauling for the German audience.

Transcreation is also done for websites where the whole content is recreated and readjusted to fit in with a company’s new target locales.

Transcreation Being Used By The Entertainment Industry

Transcreation is often used by the entertainment industry for the adaptation of plays, feature films and cartoon movies. The setting, plot and even characters are recreated for the benefit of the target audience.

How To Hire The Right Transcreationist For The Job?

Transcreation is an extremely technical job which only a professional can perform well. Transcreators work for translation service companies. Finding an experienced transcreator is very difficult. But reputed translation companies like The Marketing Analysts Translation Service Company can provide experts having in-depth knowledge of transcreation for the marketing industry. You can contact us through our website www.themarketinganalysts.com.