A secret that will make your management love you
If you are in charge of buying “marketing translations,” here’s how you can make your management love you.
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I’m a transcreator – Say WHAT?
Read these client-transcreator dialogues to learn more about what transcreators do and how they can help you save your brand.
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Even if you think your superior service is obvious, it may not be obvious to your client
In my workshops (and elsewhere) I always insist on the importance of client communication. Meaning: As a linguist – hence, a service provider – you need to be clear and specific in your communication with (prospective) clients.
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Translations aren’t a one-way street
If you are a buyer of translations, and want those translations to be the best fit for your purposes, there is one thing in particular that you should be aware of: Translations aren’t a one-way street.
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Dare to condense
In this blog series, I am planning to post a variety of transcreative techniques over time. This is one of them. I call it:
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Das Asterix-Prinzip
Falls Sie als Profi den Asterix-Effekt noch nicht kennen: Keine Bange, das ist keine Wissenslücke. Ich habe die Bezeichnung erfunden, weil sie mir so anschaulich erscheint und eine perfekte Ergänzung meiner Ausführungen zur Bild-Text-Kongruenz in meinem Buch darstellt.
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Why should sales and promotional material be handled by transcreators instead of regular translators?
Problems arise when clients request – and pay for – a translation but actually expect something that a copywriter would have written. That’s where transcreators come in.
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I am bilingual and have taken courses in creative writing. Does that qualify me as a transcreator?
A transcreator needs deep expertise in translation and deep expertise in strategic copywriting. Expertise in both of these fields is indispensable.
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Why use the term transcreation rather than marketing translation?
Labeling something a marketing translation when you mean transcreation can be highly misleading.
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Artificial intelligence is changing the language-services landscape, no doubt
We should embrace neural machine translation as a historic opportunity to re-instate visibility for the expertise and added value that human translators and transcreators offer their clients. It is up to all of us to make intelligent use of that opportunity, with support from strong and active professional associations around the world.
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