Epic Corporate Marketing Language Fails and Translation with Wendy Pease

On this episode of Dial It In, Dave Meyer and Trigve Olsen talk with a language expert about language translation fails in international marketing. While machine learning and AI are making strides in many fields, correct language translation is still an area where actual labor cannot be skimped on. Insulting potential customers with poorly translated websites is a kiss of death for businesses working internationally. Tune in to hear about some language translation fails and tips for ensuring accurate translations.

Show Notes:
00:04:41 Translate for global success
00:11:34 Know local language nuances
00:17:08 Pay attention to metrics
00:21:51 Avoid Google Translate
00:24:19 Never rely on Google Translate
00:34:56 Translate strategically to save money
00:37:11 Don't use Google Translate
00:42:55 Leave an honest review

Download the transcript for this episode

Translate for global success

In today’s global economy, language is a key factor to success. With the rise of the internet, businesses now have the opportunity to reach customers across the world. However, if they don’t understand the language of the market they are trying to reach, they risk alienating potential customers and losing out on sales. This is why translation is so important.

Translation is the process of converting written or spoken material from one language to another. It is a complex process that requires an understanding of both languages, as well as cultural context. For businesses, this means that if they want to succeed in a global market, they need to invest in translation services to ensure that their messaging is accurate and appropriate for the market they are targeting.

The importance of translation is highlighted in a recent podcast from Dial It In. In the podcast, the host, Dave Meyer, speaks with Wendy Pease of Rapport International, a natural translation service. Wendy explains that 95% of the world is not native English speakers, and that businesses need to be aware of this when marketing to international audiences. She also mentions that Rapport International provides translation services in over 200 languages, including website translation, brochure translation, book translation, legal contract translation, and telephone interpreting.

Translation is an essential part of any business’s global strategy. Without it, businesses risk alienating potential customers and losing out on sales. Investing in quality translation services can help businesses reach new markets and increase their customer base. By understanding the language of the market they are targeting, businesses can ensure that their messaging is accurate and appropriate, and that they are able to communicate effectively with potential customers.

Know your audience's culture

However, translating a language is only part of the equation. In order to truly understand the culture of the market they are targeting, businesses must also understand the cultural nuances of the language they are translating. While it may be possible to translate words and phrases, it is often difficult to accurately translate the underlying meaning and emotion of a language. This is why it is so important for businesses to have a deep understanding of the culture of the language they are translating.

For example, if a business is targeting French-speaking customers, they must understand the cultural nuances of the language. A phrase like “she knows her onions” may have a completely different meaning in the United States than it does in the UK or Australia, and if it is not translated correctly, it could lead to confusion or even offense.

In order to ensure that their messaging is accurate and appropriate, businesses must invest in quality translation services that understand the culture of the language they are translating. This means finding translators who are native speakers of the language, as well as those who have a deep understanding of the culture. Translation companies like Rapport provide linguistic matchmaking services, which pair translators with clients to ensure that the translation is accurate and appropriate.

Businesses must understand the culture of the language they are translating in order to ensure that their messaging is accurate and appropriate. Investing in quality translation services that understand the culture of the language can help businesses reach new markets and increase their customer base. By understanding the cultural nuances of the language, businesses can ensure that their messaging is understood and appreciated by their target audience.

Don't rely on Google Translate

Google Translate is a popular translation service used by businesses to translate their content into different languages. While it is cost-effective and easy to use, it is not always reliable. In one case, a hospital relied on Google Translate to translate a medical report, resulting in a fatality. Google Translate is unable to accurately capture the meaning of phrases and idioms, and can lead to inaccurate translations. Additionally, governments must provide in-language services to over 5% of their population that speaks a language. Relying on Google Translate for translations can result in legal action.

Businesses should consider using translation software or plugins to make their websites more accessible. This will ensure that their content is accurately translated and that their messaging is appropriate. Additionally, businesses should invest in quality translation services. Quality translation services can help businesses accurately translate their content and reach new markets. Quality translation services can also help businesses understand the cultural nuances of the language.

Businesses should avoid using Google Translate for important translations. Quality translation services can help businesses accurately translate their content and reach new markets. Additionally, businesses should consider using translation software or plugins to make their websites more accessible. By understanding the cultural nuances of the language and investing in quality translation services, businesses can ensure that their messaging is accurate and appropriate.

Translate for Global Growth

Global growth is an important goal for any business. To reach global markets, businesses must be able to communicate effectively with their target audiences. This means translating content into different languages. While Google Translate can be a helpful tool, it is not always accurate and can lead to misunderstandings. Quality translation services can help businesses accurately communicate their message to global audiences.

Translation services can help businesses reach new markets by accurately translating their content. Professional translators understand the nuances of the language and can ensure that the translation is accurate and appropriate. Additionally, businesses can use translation software or plugins to make their websites more accessible. This can help businesses reach a wider audience and increase their global presence.

When looking for translation services, businesses should consider the cost and quality of the service. Professional translation services can be expensive, but they can help businesses accurately communicate their message to global audiences. Additionally, businesses should consider the cultural context of the language they are translating into. This can help ensure that the translation is appropriate and that the message resonates with the target audience.

Accurate and appropriate translations can help businesses reach new audiences and increase their global presence. By understanding the cultural context of the language and investing in quality translation services, businesses can ensure that their messaging is accurate and appropriate.

Have We said Don't use Google Translate?

Google Translate is a popular free online translation tool, but it is not reliable for professional use. Google Translate often fails to accurately capture the nuances of a language and can lead to embarrassing mistakes. For example, a lumberjack company wanted to have their name translated into Chinese, but the translation ended up meaning “large homosexual” instead. Similarly, the milk mustache campaign was translated to “are you lactating?” in Spanish. These examples demonstrate how Google Translate can lead to embarrassing and potentially damaging mistakes.

Businesses should invest in quality translation services to ensure accuracy and avoid embarrassing mistakes. Professional translators are trained to understand the nuances of a language and can provide accurate translations that capture the intended meaning. Professional translators are also aware of the cultural context of the language, which is important for businesses seeking to reach global markets.

Additionally, businesses should be aware of the potential pitfalls of using embedded text in images. Embedded text can be difficult to translate, as it requires a separate layout for each language. It is often more cost-effective to overlay the text instead of embedding it, as this allows for more flexibility in translation.

Businesses should invest in quality translation services to ensure accuracy and avoid embarrassing mistakes. Professional translators are trained to understand the nuances of a language and can provide accurate translations that capture the intended meaning. Additionally, businesses should be aware of the potential pitfalls of using embedded text in images. By investing in quality translation services and understanding the cultural context of the language, businesses can ensure that their messaging is accurate and appropriate.

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Leaving a review is a simple process and takes only a few minutes. All that is needed is an account on the platform where the book is listed, such as Amazon or Goodreads. Once an account is created, readers can leave a rating and a review of the book. Reviews should be honest and provide constructive feedback on the book.

Reviews can make a big difference for authors. It helps them to get noticed, and can increase their sales. It also helps other readers to make an informed decision about the book. Reviews can also help authors to improve their writing, as they can see what readers liked or disliked about their book.

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In short, leaving reviews for authors is a great way to show appreciation and to help them gain recognition. It only takes a few minutes, but it can make a big difference. So if you’ve read a book you enjoyed, don’t forget to leave a review!