Consider Your Target Audience When Writing Content for Language Translation

A critical component for any company’s strategy for global branding and for increasing its products’ reach to global locales is "speaking the language" of the targeted consumers. Ironically, some companies invest a great deal of time and money to advertise their brands in other languages, but in some instances they find that their efforts are ineffective in increasing the product’s reach with non-English consumers. The language translation services vendor may play a critical role in alerting a client to content that requires copywriting as well as translation in order to be well received by non-English speaking customers.

When something like this happens, I believe the client’s key stakeholders should stop and ask themselves a few questions, like: What is wrong? Is it the strategy? Is it the marketing plan? Is it the market itself? Or is it the "language" that we use?

Abduljalil Al-Juboory – Arabic Globalization Specialist / Copywriter

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