Translation of marketing texts
Marketing is the science of identifying and researching target markets and users in order to build profitable relationships with them. It is one of the most important activities in a company because it helps to connect a company or service with a potential customer. It derives primarily from various social sciences such as psychology, sociology, communication, and economics.
Companies that want to do business in foreign markets or are already active in foreign markets must tailor their communication strategy to the environment in which they operate. Promotional materials, slogans, catalogues, product descriptions and presentations, questionnaires, surveys, market research, press releases, media announcements, presentation videos, brand names, websites, and so on are examples of marketing texts.
If you want your company to enter a foreign market, you must provide a proper translation of marketing texts that hide the loopholes that an inexperienced translator can fall into. Culturally specific humour, metaphors, idioms, or word games are frequently used in marketing texts. In the case of an incorrect translation, they could mean something completely different in another culture, possibly even offensive, which no company wants. As a result, it is critical that the translator learns about a foreign market, has some experience in creating, has excellent knowledge of language and culture, and understands how to use various communication techniques and voice and sentence figures, such as alliterations, metaphors, antitheses, and so on.
What are the characteristics of marketing text?
An effective title
The title is the most important aspect of any marketing text because it entices the reader to keep reading. The title must be straightforward and direct; it can be in the form of a question, a statement of reasons, or an order. Titles with a personal touch, on the other hand, have recently become more popular.
Effective text articulation
The marketing text’s full effectiveness is also aided by the division of the text into paragraphs and, in addition to an intriguing title, the use of subheadings that attract a potential buyer.
Creating a “YES response” from potential customers is one of the most important and successful marketing strategies. It gives the reader the impression that they fully agree with what is written and that they need a specific service or product. You constantly encourage them to make a decision, even though the reader eventually gets the impression that they made the decision themselves.
Highlighting and emphasizing words
Because readers of marketing texts typically skim the text, it is critical to highlight or emphasize words and phrases in the text that catch the reader’s attention.
The approach to translating advertising or marketing texts is diametrically opposed to the approach to translating technical texts. The marketing text translation must be lively, fluent, and consistent with the original, so that the meaning of words that are differently highlighted in different cultures is not lost in the translation process. However, it should not be a literal copy of the original text and should not include uninteresting or unnecessary information that the reader does not care about.
Ideally, the text should be written in the target population’s more colloquial language and should put the customer in a good mood. Then they decide to speed read the text to the end and order the product or service you provide.
At K&J Translations, we understand the significance of marketing text translation. That is why we work with linguists and translators who are native speakers of the target text and have extensive marketing experience. We guarantee that we will provide you with excellent marketing text translations that will capture the attention of customers in foreign markets as well.
In addition to translating marketing texts, we also provide the following services:
- additional proofreading of the text (provides you with an even better text style and eliminates any possible shortcomings in the text),
- graphic design of the translated text (if the graphic format of the translation must match that of the original text. recommended, especially if the original text is in .pdf format, contains images and tables, or is scanned).