Boost Your Business : An Expert's Tips

IT IS NOT WHAT YOU SAY

It is how you say it. If you intend to sell to Russian speakers, translation of your company website is essential. Russians do speak a little English just as many British speak a little Spanish. However, the opportunist knows that setting one’s stall out in Russian opens hearts, minds and wallets. Many service providers provide a Russian language section of their marketing material.

There are translation pitfalls to avoid. Natural Russian, English, Latvian and Spanish speakers tell me that Google translate leaves much to be desired and is often ludicrous. Who wants their business to be seen in a clown’s outfit?

If English language content is badly written you get poorly written Russian. Spelling mistakes are common in English language content. My Russian translator wife constantly asks me to explain a word that confuses her. They confuse me too.

How do you translate break when it is written as brake. What is a rooter (router)? Do you enjoy the sunset on the Spanish cost? So it goes on. To make her job easier I often edit poor content before my wife tears hair her out if you get my drift.

There are Russians who are qualified English language translators. Why then do Russian service providers ask me to provide their Russian to English content? This puzzled me until Alexander who speaks quite good English, explained to me.

Russian born translators cannot get into the mind-set of Westerners. It is EU speak. Such Russian to English translation is invariably wooden. The content is what you might expect of a Charles Dickens novel after a city lawyer had corrected it.

There is a metaphor well known to most British and American sales personnel. “Don’t sell the steak, sell the sizzle.“ We naturalised English speaking copywriters can do it, foreign-born translators cannot. There is the difference.

Michael and Nadia Walsh: Russian Translation and Marketing Specialists. Email keyboardcosmetics@gmail.com

Website www.michaelwalsh.es

EDITING, COPYWRITING OR GHOST-WRITING

These are three common terms but what do they mean? Is there a difference?

EDITING is to correct poorly written English language. A company’s website content may be informative but contain grammatical mistakes. The editor corrects poorly written English. PRICE €20 then €10 per 1,000 words.

COPYWRITING is editing plus creative marketing flair. A skilled copywriter will use written content to engage the reader. He will add interest to dry content. This will give the product or service added appeal to encourage customer interest. Editors sell the steak, copywriters sell the sizzle. PRICE Typically €40 per website or brochure content of no more than 400 words. or

GHOST-WRITING is similar to copywriting but applies itself to written articles, features, speeches, stories. A speech or book may need editing, added flair and flow. The ghost-writer can turn a 20,000 word narrative into a page-turning good read. PRICE €15 per 1,000 words. OFFER ENDS JANUARY 6, 2013.

Michael Walsh. keyboardcosmetics@gmail.com

ENGLISH - RUSSIAN WEBSITE TRANSLATIONS

WE LOVE QUEUE JUMPERS

In January we expect an increase in orders. Translating website content from English to Russian is labour intensive. This can be a problem for clients. Having decided it is a good idea they want their translation completed or advertisement published yesterday.

Give your business the edge by jumping the queue. FREE HOME PAGE translation (up to 200 words). Only €1.50 per property description (80 words). Pay by bank transfers per 100 property descriptions.

Note: As with any business, once the order book is full special offers will be gradually withdrawn. See website for up to the minute details.

NAME AND SHAME

Mike Walsh

Is name and shame the name of the game? A lax system of debt recovery in Costa Spain has lead to widespread abuse by businesses that order services and then neglect to pay. Of eight business clients on the Sol only two paid for work completed. The Costa Blanca is a little better behaved with just two businesses putting two fingers up to the overdue invoice.

Does such corruption merit a Name and Shame response, perhaps through social media? Such a suggestion is considered unethical or even, in terms of risk, unwise. How do I reply to that?

It is unethical to place a small order, often with the promise of later substantial orders, and to then ignore the invoice for the service provided. Such parasites know that using legal channels to recover debts is rarely worth it in terms of hassle and cost. Small businesses tend to put it down to experience and write it off.

On the topic of ethics it is unethical for small businesses to shrug off such abuses. This allows the business leeches to prey on other businesses without fear of exposure.

Sure! In the event of scoundrel companies being named and shamed there is theoretical risk in being sued. Similarly there is a theoretical risk to them in my pursuing a €50 debt through the system. It is an empty threat so Name and Shame is a useful way of turning the tables on companies that take suppliers for a ride.

Why do I consider a threat to sue an empty gesture? Because such a tactic would attract further negative publicity. It would be a costly distraction. Besides, their weak attempt to salvage their reputation through a lawyer would be doomed to failure if they had not paid a legitimate bill.

Perhaps the best solution is to refuse orders unless pre-payment is made. This can be in part payment as a goodwill gesture. If clients are genuine and wish for a good partnership they will understand. If they take their business elsewhere they are not the kind of business that your business should be associated with. Count your blessings.