Sitting at their dining room table, a couple talks about giving their child the very best.
Right now, they are looking for a professional to provide a service for them, something like chiropractic care, martial arts training, or health and wellness services, and they want their child to be in good hands.
They’ve heard good things about you. But they need more information.
This is a big decision for them. After all, it’s about their child.
You have all sorts of great brochures, flyers, and catalogs available. You even have an amazing website.
You’ve got your bases covered!
Or do you?
They would like to schedule a consultation with you.
Now, here is the twist. Their native language is Spanish. One of them speaks English fluently. The other, the decision maker, doesn’t speak English so well.
When we’re talking about a couple’s children, there’s a lot at stake. This couple wants to make an informed decision.
When you have the ability to hand them a brochure in both English and Spanish, you provide a level of comfort for them and give them the valuable information they need to make the right choice.
That is why it is essential for your translation company to fully comprehend both your goals and the needs of your target market when translating your selling materials.
You are a sought after professional. You want a translation that conveys your passion and commitment.
What is the likelihood that they will do business with you over your competitor, who doesn’t offer the same consideration and peace of mind?
Not all translations are created equal.
Is your Translation Company sensitive to communicating the power of your message?
After all, we are talking about your reputation.
Here are a few Marketing blunders that we’ve seen throughout the history of marketing translations:
- Coors put its slogan, “Turn It Loose,” into Spanish where its translation was read as “Suffer from Diarrhea.”
- An American T-shirt maker in Miami printed shirts for the Spanish market which promoted the Pope’s visit. Instead of “I saw the Pope” (el papa), the shirts read “I saw the potato” (la papa).
- When Parker Pen marketed a ball-point pen in Mexico, its ads were supposed to have read, “It won’t leak in your pocket and embarrass you.” Instead, the company thought that the word “embarazar” (to impregnate) meant to embarrass, so the ad read: “It won’t leak in your pocket and make you pregnant.”
- General Motors had a perplexing problem when they introduced the Chevy Nova in South America. Despite their best efforts, they weren’t selling many cars. They finally realized that in Spanish, “no va” means “it won’t go”.
- When Braniff translated a slogan touting its upholstery, “Fly in Leather,” it came out in Spanish as “Fly Naked.
- The Dairy Association’s huge success with the campaign “Got Milk?” prompted them to expand advertising to Mexico. It was soon brought to their attention the Spanish translation read “Are you lactating?”
Although amusing, these examples show how easy it could be for your translation to get you into trouble.
Don’t let this happen to you.
Contact The Inevitable Spring Translations now to expand your market without compromising your name.