When we invest in a service, we want to get the highest possible benefit – the much-sought-after return on investment, or ROI. Working with a translator is no different. And here’s something many people don’t realise: by giving your translator a few simple insights into your key customer demographics, they can produce a more targeted translation that aligns with your audience and increases your ROI.
In this post, I’ll use the translation of an Einstein quote to illustrate this point, and explain what it has to do with marketing translations from German into English.
Why your target audience is key to an effective translation
I recently came across an excellent book by Michael Alley, The Craft of Scientific Writing. It contains insightful writing advice, not just for scientists or academics, but for anyone who wants to communicate clearly and concisely. One of Alley’s core messages is to analyze the audience, purpose, and occasion.
This mirrors the standard marketing guidance about targeted communication, and crafting an effective call to action. And these principles are also the foundation of every targeted translation.
Interestingly, the book also included a rather intriguing quote from Albert Einstein – particularly as it was translated from the original German, and illustrates perfectly the importance of a careful translation:
When you are out to describe the truth, leave elegance to the tailor
Die Schönheit, meine Herren, wollen wir den Schustern und Schneidern überlassen. Unser Forschungsziel muß die Wahrheit bleiben
Gentlemen, let us leave beauty to the shoemakers and tailors. Our goal in research must remain the truth.
Which is the ‘better’ translation?
It is not clear when the shorter translation was created – or by whom. Most likely, the translator wanted the quote to be snappier and more memorable.
When I asked my social media followers which version they preferred, the majority chose the longer quote. Several people noted that the shorter quote lost nuance.
For example, ‘Forschungziel muss die Wahrheit bleiben’ is not just describing the truth. It emphasises that the goal of the research must be truth itself.
The original German also has pleasing rhetorical flourishes that were also lost in the shorter version: the alliteration of Schönheit – Schustern – Schneidern, and the emphasis created by placing Schönheit at the beginning of the sentence.
In a way, the comparision proves the point of the quote itself: that we sometimes sacrifice eloquence to create a pithy and memorable message.
There’s no right or wrong translation here –it comes down to your preference and, very importantly, the audience and purpose that Alley mentions.
What does this have to do with marketing translations?
It’s all about the strength of a targeted translation. In Alley’s book, the audience is scientific writers, and the purpose was to teach them that
“In scientific writing, beauty lies in clarity and simplicity.”
The shorter translation works better for this target audience, and fits with the writing style of the author.
But if the audience were magazine readers, and the purpose was to tell a story about the life of Albert Einstein, then sticking closer to the original language would be more effective – especially as it reflects the writing style and tone of the time in which it was written.
What you can do to get a more targeted translation
To create a targeted translation, your translator needs to know:
- Who are the readers of this content?
- What needs, interests, or previous knowledge do they have?
- What they should do after reading the content
- Your company tone of voice and writing style
- How your content should make them feel
That’s why I always appreciate when my clients share their buyer persona and key demographics. The more I know about your clients – who I am writing for and why – the better I can target your audience. And that raises your ROI.
A targeted and thoughtful translation goes beyond accurately conveying your message, to become a strategic tool for effective international communication.
If this sounds like the right approach for your company, then get in touch with me to discuss in more detail. You can contact me via my contact page, or simply make an appointment for an initial consultation on my online booking calendar.
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