This is a guest post by Mike Garner, director of Really Good Writing, 4Networking’s oldest members and specialists in bilingual French and English online marketing and digital PR.
In the 1980s there was a travel agency in Paris not far from the Gare du Nord whose name escapes me but whose strapline was the rather uninviting, “Please, go away”. I’m still struggling to see what was lost in translation. It was one of the worst hooks I’ve ever seen in my life. What’s more, the proud owner asked me what I thought of it and even though I translated it for him, months later the sign was still there.
I once met a British company trying to sell conservatories in France. They were wondering why they weren’t getting anywhere until someone pointed out that “conservatoire” in French means music school. The Internet abounds with scary translations of signposts or menus that we can all laugh at, but presuming you don’t want your marketing materials to be mocked, here’s a few hints about getting it right.
Think culture, not language
Don’t go thinking that just because you have a dictionary (or Google Translate) you can switch your message into another language and be understood by everyone. The UK and the USA are famously two countries “separated by a common language”. Add a real foreign language and you can imagine the cultural minefield you could be getting into.
For example, you can use themes that are slightly more overtly sexual in France but don’t go talking too much about money to the French. Stereotypes perhaps, but they have their basis in truth. Ideally, hire a local marketing agency to help you with the cultural problems that your product or service may encounter.
When you do translate, do it properly
There are some things you will have to translate, a brochure or manuals for example. Only last week, I had a conversation with someone who was surprised to learn that computers don’t to that kind of thing. Fortunately for human translators, computers have a long way to go before they are good enough to imitate real people. Machine translations are fine if you want to get the gist of what a text means, but real communication still involves real people. Ideally, you should choose one that lives in the country of the target language with extensive knowledge of the source language.
Some things HAVE to be translated
Be aware of consumer law in each country you are working in. All food labels and machine and appliance manuals must have a French translation in France for example. Not only is that a legal requirement, it makes common sense. Imagine if you brought home your new lawn mower (just to pick an example) and all the instructions were in a language you didn’t understand? We’ve all tried struggling with the VCR with the rubbish translations, getting them right is really essential for good customer service.
Remember regional differences
Just because you’ve translated a document into another language doesn’t mean to say you can use it anywhere that language is spoken. Canadian French really is nothing like the French you learnt at school. Quebec is a linguistic enclave in the middle of a sea of English and despite their efforts to preserve their French, their language is heavily influenced by what’s around them. You must think about localisation.
Employ local staff
Selling and marketing in a local language is not a DIY exercise. The experience of locals is essential and you must take on board what they say. You’ll increase your chances of success tenfold.
It would seem logical that, unless you’re selling in a really international market, you can’t sell to foreigners in English. Even though some do try. Just think about your target market a bit and take steps to think like your customers think. It’s all about them, it’s not about you.
