Why your brand needs a language and content strategy

01 February 2018
Language and content strategy

You have a great product or service which is very successful on your local market.
You studied your competitors and found that there may be good chances to expand your business abroad.
You make the final decision: enter in a new market.
Congratulations!

I do not want to break your dreams but you should know something very important before taking your business, your brand, into a foreign market.

To sell you have to re-build your brand and make it desirable for that target market. And to make it desirable you have to do one thing: explaining what it is and what it does to your new potential customers.

Now, how do you do that?
Speaking. Or writing, that’s to say through language.
That is crucial.

When it comes to buy a product or a service, 75% of users do not make purchase decisions unless the product description is in a language they can speak. Speaking their language, you can reach them at an emotional level, you will build trust, will be perceived as local, as you share their same values and culture.

To achieve this, you will need:
  1. a communication and language strategy: for instance, how will you communicate your brand to new customers and prospects? Through a website? A brochure? A blog? A newsletter? Decide in advance which tools may help you reach your target and build trust to register sales.
  2. a top-notch translator and/or copywriter expert in your industry: your jargon may be different in the target culture and a good LSP (Language Service Provider) will know how to convey your message in the right way, using the right words.
  3. a budget: you have a brand and a reputation to defend.

You have something like a first date with your new customer: you don’t want to make a bad first impression, don’t you? Well, if you are thinking to (any of these):

  • Google translate all your contents;
  • Use machine translation, which is cheaper;
  • Ask that student you found on that popular online workplace and charges a very low rate;
  • Ask your friend who studied that language at school

you won’t achieve your goals. Period.

A machine doesn’t know every different taste of language and cannot feel the emotions you want to communicate. Your friend may not have the expertise you require (even if he/she speaks the target language).
The low-budget student is not a professional translator and may not be able to provide a high quality, error-free translation.

The point is: Translation is not a commodity.

If you want to reach a new foreign market, you’re going to need a good translator, who is qualified, who studied, who knows what to do and who can make your corporate message understandable to your foreign customers.

And, if you want to convert your prospects into real customers you should apply a good language and content strategy to your business.

There is something you can do right now to improve your contents, before deciding if you need the help of a LSP.
I prepared a free detailed report with 10+ tips to boost your communication, reach prospects and increase sales.
To download it, just click on the button below.

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