If you’ve seen direct Chinese to English translations you understand why marketers cannot merely rely on this method to get their message across language barriers. Languages aren’t clear cut and well-defined. They have nuances, different dialects, and include cultural influences that make straight-forward, word-by-word translation risky. An intended communication might get lost in the translation process, not get through in its entirety or get through only partially and not be understood in local markets.
Marketers need communication methodologies that accurately interpret the message and are tailor-made for the specific market in which the product is to be launched. For this purpose, transcreation services by CPSL are your best bet. Transcreation (sometimes called creative translation) does not just translate a message but also develops and adapts it for a specific target audience. Transcreation enhances a brand while tailoring it to specific local markets, all the while looking to make the message not only word-for-word accurately translated but also fluid and readable.
What qualities do a good transcreation provider have?
1- Transcreation provider is a native speaker
No matter how fluent a person becomes in a language, it is almost always possible to tell if they are a native speaker or not. It is not enough to be bilingual in transcreation. To get the natural flow required to meet a local audience at its level, transcreation should be done by people who not only speak a language, but were born in it and think in it. That is when the message becomes intimate rather than seeming like a foreign concept being passed on.
2- Transcreation provider knows content
No matter how well a service provider speaks a language, no matter how well he/she can creatively translate all the nuances of a message to the target audience, if he/she does not know the content they are transcreating, then the process would never be a success. Transcreation providers are required to be familiar with and experts in the content they are localizing.
3- Transcreation provider is good at copywriting
If a company goes through the trouble of writing, proofreading, brushing and polishing a very fancy source message, they would never want to skimp on how this message is presented to the target audience. Knowing the content and knowing the language is well and good—in fact, is most important—but it would be all for nothing if the written copy of the message isn’t up to the mark. The class of a company is shown through how it presents its ideas, and those presentations are judged on how they are written.
4- Transcreation provider has knowledge of the target market
To be able to create a well-written, well-voiced, and engaging content is great, but a transcreation provider must also know how to reach the heart of the target. A good transcreation provider knows not only the people he/she is writing for, but is also aware of the ups and downs in the market the audience is in. A good transcreation provider will also know the local marketing regulations, advertising rules, and codes of ethics that govern digital and print media.
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