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Wednesday, March 20, 2013

Promote Yourself—in the Right Way

The first thing any business should do is to look for and attract clients. The translation business is no different, except that we're not selling nuts and bolts where most vendors offer basically the same merchandise, the only difference being price, service, and other intangibles like the vendor's reputation.

Translation is different in that each job is custom-made for a specific client, and no two translations, even of the same text, are identical. Therefore, the price is but one factor for the client to decide for a particular provider. Your job, as a translation provider, is to convince your potential client that the product and service you're offering is better than those of your competitor. 

How can you tell your story so that you reach the largest possible number of potential translation buyers and convince them to buy your product? In the old days you would have placed ads in newspapers, sent out thousands of pieces of mail, and placed expensive display ads in the Yellow Pages of several key markets. Today, with all the electronic communication tools, your job is easier, but you also have more competition vying for the same customers. 

The first key to a successful promotion is convincing the potential client of your professionalism. There are millions of people who speak two or more languages; many of them call themselves translators, but only a handful can handle anything but the simplest translation job. You must stand out of the crowd to be noticed. But being noticed and getting your first job is just the beginning. If the translation you deliver is not up to your client's quality standard, it can also be the last job, at least from that client. So, no matter how hungry for work you are, never accept a job you cannot competently handle. It is preferable to lose a job that to lose a client. Don't try to "fake" it. most areas of human activity have a specific style and vocabulary, and if you can't write instructions for a machine like an engineer or describe a disease like a doctor, your work will appear as amateurish, regardless of how fluent you are in the languages involved and how competent you may be in other areas. 

Today, the first thing a translator should consider is having a professional-looking website. It doesn't have to have all the bells and whistles, but make sure it has an attractive design and provides the right information about you and your services. There are several WYSIWYG ("What You See Is What You Get) program packages that allow you to design your own website, even if you're not familiar with HTML programming. Or look around for a website you like, contact its designer, and negotiate a price you can afford. 

The different social media can also serve as tools to promote your translation services. Again, professionalism is of primary concern, both in selecting the right medium and in posting the right content. 

Sending our e-mails to potential clients seems to be a good successor to old-time mailings, but with the volume of e-mails in everybody's inbox, e-mail message tend to end up in the trash can. 

Personal contact remains the best promotion. Visit your client or potential client personally if you can. Go to events your potential clients are likely to attend. And, as always, keep professionalism in mind: in your way of dressing, speaking, and behaving yourself in your client's presence. 

Promotion via traditional and electronic media plus occasional personal contacts is a winning combination that should make your client remember you when it comes to selecting a provider.

Good luck!

16 Comments:

Blogger Karen said...

Excellent advice! I would add never, ever, ever forget your professional attitude when online. Even if you are just posting a comment to a post, make sure your grammar is correct and think of every piece of writing as a job. Of course we all make spelling mistakes when writing freely, but the fewer you make the more professional you'll look.

5:51 AM  
Blogger Hasnan Hakim said...

Excellent article. But as a newbie, I think the first task is to market, market and market, or in a way, promote, promote and promote. A combination of online and offline strategy is a good thing but these days, they are just too broad and heavy-lifting to do both at the same time. So, focus, focus and focus.

But, it also gets deeper, if only one chooses online promotion as a strategy. One needs to know the workings of getting the website listed in the first page of Google, or be dead. In fact, setting just a website and leave it there is not enough in this Google age. Perhaps, a 21st century translator's challenges look different if compared to a 20th century translator's.

/hasnan

11:11 AM  
Blogger Ethan Mascarenhas said...

I like you article. Translation service is beneficial for the end user. I also heard about the latest update of Facebook translation service. It will definitely help people to comment on other language also.

Translation Services.

5:52 AM  
Blogger Ethan Mascarenhas said...

It is very useful post for us who are providing the services of translation. Your point is really good that "we are not selling nut or bolts we provide the service of translation". Translation Services is very essential to expand your business everywhere in the world.

10:18 PM  
Blogger mark smith said...

nice post on translation service business.

Technical Language Translation

12:34 AM  
Blogger najamonline4u said...

very nice post and nice information provided about business translation, I agree that almost all businesses except selling nut bolts need it. Mr.Gabe Bokor I need an excellent Translation services uae what will you suggest me for that? I will follow so that I can get help from you. thanks a million for the information.

12:00 AM  
Blogger MB said...

Good article. It is important that we should promote yourself.I am always thinking how to promote our site effectively. Brink Translation Will be back to review more information on your blog.

9:28 AM  
Blogger MB said...

Keep up the good work! I like your post. And I am thinking how to promote our site (Brink Translation Services) effectively. Will be back to review more information on your blog.

9:31 AM  
Blogger Mary Brenda said...

Interesting post about translation service. I would say that for a better translation you must have exposure to the culture for the language and people as well as a strong vocabulary. Also, if you can go for some translation service Sydney if you need.

1:13 AM  
Blogger Jackson Leavitt said...

I have been looking for translators in Miami. Does anyone know a company I could call for help?

2:00 PM  
Blogger Mary Brenda said...

Very well described about promoting yourself as by doing it right and defined way can make a difference in a positive way.
Translation Agency

3:32 PM  
Blogger Lance Tankman said...

I didnt really know they had things like technical translation services. You learn something new everyday.

5:30 PM  
Blogger Mike Ross said...

Thanks for this. I have been looking into technical document translation services. I think that it is really an interesting thing to learn about.

1:32 PM  
Blogger najamonline4u said...

I am stuck in technical translation services. i can see people of this field so please help me some one

11:40 PM  
Blogger Rakib Hasan said...

Nice post for translation .I am really impressed and happy to read it .I have found Similar help from Home Care Diary blog .Their post also very helpful and great for translation.

6:36 AM  
Blogger El Blogger said...

I have a question... are there any big translation companies out there that have daily payouts ?

11:57 AM  

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