The world is becoming a smaller place, and competition in every market is getting fiercer each day. And yet, the chances for businesses to succeed are no longer reserved for top-notch conglomerates. Small and medium enterprises are finding great new opportunities to take their share. So look — once these businesses are ready to make their products and services available in other countries, why not even the odds of success and localize what they have to offer?
At this stage, connecting to foreign local markets with human translation takes a significant part of marketing. Hence, creative writing and translation agencies are growing like never before.
Language into Intimacy
The role of language is no longer mere communication. And that is how "natural language" proves its need. If you can’t build enough intimacy and trust with the people you talk to, chances are your language will end up dead and soon forgotten. Tons of foreign language education institutes and translation agencies are working on “learning the natural foreign language” and making that knowledge available to the masses. Because what people crave is a vibrant, living language that can move and motivate foreigners and their markets... not just for the sake of marketing but also for building connections in personal, daily interactions.
Ok, now let's talk about this.
For example, let’s say you’re from the U.S., and you get a small thrill of familiarity when you get a new watch and your Korean friend says, “Man, that’s lit!” and not just "Oh, that is nice.” It's a no-brainer which sounds friendlier and more sincere. We are humans, after all, and not automatons! So you have to watch out because a translation service might just give you the "Oh, that is nice" line and underline the familiarity you want to establish with your audience. I used to make those mistakes too.
Sea of Sameness
The world is overflowing with wonderful products and services, but with so much abundance, things tend to overlap, and some marketers have difficulty figuring out what their unique selling points (USPs) are. They have trouble zeroing in on, say, how slim their smartphone is or how spiritually rewarding their yoga programs are.
You know you’re not the only one…
One key trend of successful business is personalization, the skill of creating different personas and profiles that offer customized experiences based on a customer's needs and tastes.
I once wrote the Korean text for a big tech company's new data software. My tone was friendly but detailed, which was the norm... but that was the problem. The target audience was a group of managers in the IT industry, so I had to adjust my tone to sound more “B2B”, and the content had to stay concise, as they already had experience with big data. So that was my mistake; I didn’t personalize the language properly.
Your copywriters and content writers aren’t authors. They wouldn't really think about their own writing style. The key is to adopt a tone that will attract “your readers”. They have to know this stuff too.
Hit the right market