“Good content isn’t about good storytelling. It’s about telling a true story well.”- quoted by Ann Handley. But is your story customized well for your audience?
Marketing and advertising is all about communication. Every business needs to market its products/services in order to reach out to the right audience and make its place in their lives. The concept of storytelling in marketing has always worked well as people connect best with stories. The story that a marketer/advertiser tells to their audience must relate to the life of the ideal customer. Good marketing must not feel like ‘marketing’; it must feel as natural as it could be. Hence, with working on good content, marketers must also work on making it customer-friendly.
Stream down to specifics, good marketing is clear communication through the way your audience wants to receive it. To make marketing communication efficient, a marketer/advertiser must consider customization for the audience. Customization of communication can be done in terms of languages, graphics, gestures, cultural stories that resonate best with your audience. This phenomenon can be termed as Localization and Transcreation.
Advertising content is creative in nature and highly communicative. The words cannot simply be translated from one language to another. For creative content, the linguist must transcreate, which means adapting the content in a different language without losing the essence of it. Native translators are best when it comes to localize quotes and nuances. It is even better when the translator has good knowledge about marketing and advertising. They are well about the marketing trends that work with their people back home.
A good translator will not blindly translate word to word from a language to another language but suggest effective tag-lines to make the communication better. We, at CMM Languages, have a network of expert linguists with marketing background. Our linguists are well-versed with product literature, product manuals, annual reports, press releases, video scripts/menus, social media content and sales presentation.
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