Speak the Same Language

When Translation alone is not enough to accomplish your Global Objectives

Remember the last time you had a frustrating time understanding someone? You both spoke English, but somehow, the point wasn't getting across. Out of frustration, one of you might have said "We're not speaking the same language here!"

But you were. The language probably wasn't the problem. The problem was everything leading up to that conversation.

Translation is often the last phase in a series of decisions involving international marketing. Translators are hired to create an accurate rendering of the material at hand into another language, taking into account issues of style and culture.

But no translator can communicate the message effectively if the fundamental logic of the product or service, the mission, is flawed.

How do you know you're not "speaking the same language?"

Here are some clues:

	In-country translation reviews result in drastic editing or a complete rewrite. The application of the product may not be taken into account before the English material is submitted for translation. These types of edits may involve changing the emphasis of products to meet local tastes and standards. A typical European washing machine, for example, has a unique size and design to match smaller homes and tighter environmental standards.
	The deafening silence from abroad. You haven't heard from your distributor or agent after you sent your English manuals and brochures. They may be still trying to figure out how it fits their market.
	And the biggest tip of all, sales haven't met projection, despite your domestic success and the promises from your people overseas.

We have teamed up with professionals who know their respec Global Marketing experts require language training and industry experience. tive fields, applying the same concept of a network of global experts we've perfected over the years in translation and cross-cultural work. To learn about specific services we provide, please click here.

Let us put that expertise in marketing to work for you. To learn about our approach, please click here or email us.

For more info: info@kelemenco.com or 330.463.5451

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