Selling a product is rarely easy, and businesses invest a lot of resources in producing excellent marketing collateral.
Translating such content into another language entails certain issues unique to marketing translations:
- The tone, intent and subtext of the original have to be conveyed in an accurate yet original manner.
- Whatever is written “between the lines” has to be transported over into the translation.
- The text has to appeal to the customer and incite his or her interest.
German marketing translation often requires a certain inter-cultural competence since the effectiveness of a marketing message hinges on how your audience perceives the text. A particular approach to advertising your product might work very well in one country and be fairly ineffective in another.
This is where it’s crucial to have an experienced and reliable partner for German marketing translation who will consult with you on what you’re trying to do and who you’re trying to reach in the German-speaking market, and what would be the best way to do that.
Category: Network services (managed SD-WAN)
Translation of marketing collateral
Category: Hardware-encrypted storage systems
Translation of a tourism destination website and brochures
Category: Tourism and vacation homes
Translation of an E-mail marketing campaign
Category: Sports equipment
Of All Consumers¹…
¹According to Nataly Kelly at Harvard Business Review, 2012, based on a survey by Common Sense Advisory.
What Does That Mean For You?
- Almost half of your potential customers will not buy your product unless they can do it in their own language
- More than half of them will pay more if they can read about your product in their own language
- Over two-thirds would rather buy something they can read about than something sold in English
The Challenges of Marketing Translation
Translating marketing material generally requires a very flexible approach.
Take, for instance, a product ad for the US market: it might describe the product in bold and cheerful terms, which sounds confident and compelling to an American audience when done right.
To Germans, the same wording will likely sound overbearing and slightly dubious. The German public prefers a much more sober and matter-of-fact tone when speaking about, well, pretty much anything.
A customer testimony saying “I absolutely love CoffeeMaster2000, it’s just a great addition to my kitchen” will need some serious tweaking to appeal to German customers.
Producing a good German marketing translation requires knowing both cultures well and having a good feel for how a text is perceived in a certain context. This is where experience is key, and where I can help you get ahead and localize your content in a way that will truly engage German customers.
My Translation Process
My procedures, developed through many years of experience, are designed to ensure that my translations satisfy stringent requirements regarding accuracy and correctness.