“Linguistically-aware Leadership”

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Remember my post on Obama and more translation work?

Commonsense Advisory’s Global Watchtower blog’s latest issue brings us a post titled “Early Signs of Linguistically-Aware Leadership“

There is a good attempt to answer the question: “How will the change in administration affect the language sector?”

Enjoy!

A.M.Sall

P.S. Click here to download your copy of “The Insider Guide to The Strategic Marketing of Translation Services“, the book no translator/interpreter in his/her right mind should even think of going without . Or maybe you’d rather take a look at the Free Preview first? This is the book you’ve been waiting for so impatiently: it’s here NOW. And did I mention I’m now working on the 2nd edition, which will be much more complete, but also with a higher price (yes, there’s going to be a price rise!). Now here is the deal: if you get the book now (at the current price), you’ll get the 2nd edition for free. So why wait any longer…!?

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Translator Power Paradox or The Translator’s Hidden Powers

The translator’s power lies in latency

This is just a fancy way of saying that a good translation must not read like… a translation

The translator is only powerful when he/she disappears and his/her motto should be: the more inconspicuous, the better

In the case of an interpreter, the two communicating partners should not even feel his/her presence.

Translating is very much like impersonating, you play a part, very much like an actor, you are sometimes an engineer, sometimes a medical doctor, sometimes an IT expert, an accountant, a banker, a politician, etc…

Translation requires empathy and EQ (emotional Intelligence), on top of a reasonaly high IQ, of course

The translator gets the script in one language and produces it (says it, plays it out) in another language.

Now, don’t let this put you off seeking Maximum Visibility and Maximum Audibility in your target audience when you market !

Translators and Interpreters, Marketing is More Essential than Ever!

Here you can expect to find ANYTHING concerning translators, translation, interpreters and interpreting, in particular how best to market your services, as well as language in general

Frequent entries on the art and science of translation, new ideas, thoughts and trends on work conditions, payment practices, terminology, syntax, demand and supply, a bit less “serious” topics, etc.

This is a genuine, one-to-one conversation with an accountable, visible and honest friend

This is not a company/corporate blog. It’s written in wy own words.

I put myself upfront, honestly and completely: I make my own promises, personally, one-to-one.

And I keep them personally, one-to-one.

I have been a professional translator for well over 30 years, in fact since 1972 (Take a look at my profile one one of my websites at http://www.translationtrophy.com/about.htm)

Translation marketing

I am a wordlover and my 2 fields of expertise – translation and marketing – rely heavily on words

Of course I may throw in an occasional “tangential remark” (TR), but it will always be more or less related to these 2 topics

Words are the raw materials of my 2 “core competencies”, as they say now

Talking about words, please note that I use them quite freely. So I hope you won’t be shocked if I tell you that this blog is for translators/interpreters with brassballs, or the female equivalent of that, whatever it is.

Now, it seems you translators, in particular freelancers, are a nonchalant lot when it comes to marketing your services

For example if you type “marketing translation services” or “translation service marketing” into Overture or Wordtracker, there are no results. Does this mean translators do not search for info on how to market their services?

Don’t they search for marketing methods or ways to improve their marketing, get more clients, etc?

Strange, that!

Do you just sit and wait for potential clients to seek you out?
Don’t you realize that your services must be “marketed” just like any other service or product?

The truth is, it is a well-known fact that professional service providers are generally not overly keen on marketing (see Bob Bly, Michael McLaughlin, etc.), but translators/interpreters seem to be the most reluctant marketers of all professional service providers.

Translators hate to “sell themselves” – maybe they are too shy, too modest

And there are very few books on the marketing of translation services (Alex Eames’ for example). Don’t worry, I am personally working on how to remedy the situation with my new system, specially tailored for my fellow translators: after all I consider it as my personal duty to help you capitalize on my 30+ years in the trenches

Posting your profile and CV on a translation portal or applying for a job with a Translation Agency is fine. But it’s not enough

You have to be more aggressive, more “proactive”, that’s the word and also more creative.

Consider your translation practice as a business, and market it in a more systematic way, just like any other business, create a SYSTEM (meaning: “Save Yourself Time, Energy and Money”)

In addition to portals, directories and Translation Agencies, use ads, email marketing, article-writing, postcards, publicity, networking, forums, a powerful referral system and all the rest of it

Set up your own website, which is a full-blown medium in its own right.

Combine online and offline marketing, direct response marketing and image marketing

Marketing is essential

Believe me, being the best translator/interpreter in the world is fine, but it’s not enough.

Just listen to these wise words by an expert, who really should know what he’s talking about: “Those who make the most money in any profession or service business – from accountants and ad agencies to window washers and Web designers – are those who are the best at marketing and selling themselves… not at performing the actual function or service.” (Bob Bly)

Or maybe you don’t NEED any money