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.

Using Translation Services To Create Interest and Build Desire For Your Product Or Service

Once you’ve gained the reader’s attention, create interest and build desire by (1) detailing the benefits prospects will get from the purchase, and (2) providing them with reasons why they should buy.  When selling to retailers or manufacturers, for instance, the Portuguese Translation NYC company suggests that their clients blend special features with the product’s profitability.  Answer why and how your product will make them a profit, make their jobs easier or make their business more efficient.

For expensive items, Washington D.C. Translation companies recommend that companies build desire by combining rationale and emotional appeals.  The integration is necessary because consumers like to rati0naize their emotional decisions.  Let’s say you are selling swimming pools.  Most people buy pools for enjoyment.  So, naturally, your letter will emphasize fun and relaxation.  But you should also include such rationale appeals as health (benefits of swimming) and safety (no need to drive to the beach).

For less expensive items or services, emotional appeals usually suffice.  Notice how the following letter stimulates attention, interest, and desire through one major appeal: escape from the routine.

Has your life become dull and routine?

Are the pressures of your job becoming unbearable?

Have you had more than your share of freezing winters?

Why not leave your daily routine behind for a while to travel with FunJet?

Escape reality and enter paradise with a Caribbean vacation in Cancun, Mexico.  For less than $499, you can have the seclusion of a tropical beach AND the excitement and glamor of 4-star nightclubs, luxury hotel suites, world class exhibits and amazing nature parks.

Daytime is playtime in Cancun.  You can sunbathe on sandy beaches, snorkel and scuba dive around ocean reefs, sail or windsurf, go charter fishing, play tennis or golf.

After the sun goes down, the island comes alive.  Restaurants offer you some of the finest dining experiences in the world and nightclubs offer you some of the top names in show business, or you can dance the night away with the best calypso, reggae and mariachi in North America.

For the romantic at heart, moonlight cruises leave every night for a spectacular view of the islands.

Come to Cancun on FunJet.  You derive to escape the ordinary.  Call us toll free at 888-555-0000 or book your experience with on online.

Besides embodying the guidelines proposed by The Marketing Analysts Translation Company, the FunJet letter:

  1. Answers the question every prospective client asks: If I spend my money, how will I benefit?  (In this case the benefit is a break from the routine.)
  2. Describes the service’s distinguishing features
  3. Places the reader at the center of the action through the use of action verbs and concrete nouns
  4. Provides smooth transitions among the parts of the letter

The Essentials Of Writing And Translating An Unsolicited Sales Letter

Before you begin to design your sales letter that will be translated into multiple languages, you must know your product and target market.  A French Translator with The Marketing Analysts Translation Company suggests that having a firm grasp on these two items will allow you to focus on the right features that will interest buyers in a foreign marketplace.

To learn about your product’s unique features, gather the following data:

  1. raw materials used
  2. design rationale (Why is it made and packaged this way?)
  3. manufacturing techniques (Is it homemade, mass produced, or something else?)
  4. testing procedures (what procedures were used to test the product’s ability to withstand wear, abuse, etc.)
  5. ease of performance (Is it easier to operate or maintain than similar products?)
  6. performance records (efficiency, durability, reliability)
  7. Warranties, guarantees (What’s covered?  How long?)
  8. repair or service procedures (Can it be services locally, or must it be returned to the manufacturer?)
  9. prices (Is financing available for expensive items)
  10. major appeals
  11. overall special features (What makes it better than competing items? The rule: Know your competitor’s product as well as you know your own.)

Translating Features into Consumer Benefits

Once you have gathered the information, our legally certified translation workers suggest that clients begin the process of converting product features into consumer benefits.  Instead of telling prospective buyers your insulation has an insulation factor of R-22 and is easier to install, show the benefits: The insulation can save an average of $400 a year on heating and air conditioning; the average homeowner can install it easily on a Saturday afternoon; the insulation increases the resale value of the home;  the insulation increases the resale value of the home; the insulation is a fire retardant.  According to Jonathan Mahoney, a regarded French translator in Washington D.C., “Throughout the world, consumers are universally the same in extent that most are interested in the benefits to themselves and their families—not in a product’s physical features.”

Analyzing Your market

Because designing and developing a product is costly, few companies take the risk unless research indicates that the product will appeal to a definite population.  As a writer, you will rarely do the actual research.  But in selecting the appeals to stress in your sales letter, you must rely on the researcher’s findings about