When marketers and bloggers originally construct their marketing material, blogs, sales letters and so on, they have all so often used Neurolinguistic Programming (NLP) strategies in their material. NLP is the way in which different keywords touch upon emotions in the reader.
When writing for example a blog and/or marketing material about weight loss products, then the word “fat” will have a stronger or different reaction than the word “overweight”. If you want to promote e-cigarettes as a substitute for tobacco products, then the expression “killer diseases” will have a different reaction than the expression “serious diseases”. This is something which has huge implications for translation of marketing material.
After the successful launch of a product in one language, the seller might want to expand the business to also make sales in other languages. At this point a translator (or a group of translators) will be consulted in order to do a translation of marketing material. When working with various projects I have usually noticed that the translators commit the following errors:
Failure to Use Proper Emotional Keywords when Doing Translation of Marketing Material
When doing translation of marketing material, the translator often fails to consider that the target text is going to be used for a particular desired outcome, often to sell products. Hence the emotional keywords used in the target language need to evoke the desired reaction as much as possible. I reckon that translators generally do not adhere to these marketing principles due to the following reasons:
- They do not have enough experience as translators
- Their language skills are lacking in the source/target language
- The translators do not understand how NLP works in marketing material
- The translators do not consider that each translated material has a specific purpose
- They simply do not take the translation work very seriously and therefore just write what’s on the top of their mind
It is hence necessary that the translator is able to properly utilize emotional keywords. If not, then this might surely affect the conversion rate for the product/blog.
Translators Do Not Take Into Account That Each Translated Section Fits into A Bigger Picture
When doing translation of marketing material for a web shop it is necessary that all the pieces fit together. Otherwise it will be clear to the reader/customer that the site is a copy of a web shop in another language. Even though the customer certainly understand this anyway, it can be off-putting to see that the pieces on the website you are shopping at has incoherent parts. This generally occurs because:
- The translator does not take the work very seriously
- The web platform which is used for the translation does not clearly show how the pieces fit together
If the owner of the web shop does not want the conversion rate to go down, then it is crucial that the translation of the marketing material captures the intended keywords.