Essential Guide to Marketing Your Language Services

The Essential Guide to
Marketing Your Language Services
by Marcela Reyes

The Essential Guide to MARKETING Your Language Services
MARKETING Your
Language Services
This e-book is published by Latitudes Training, Coaching &
Consulting, 3000 Old Alabama Rd, Johns Creek, GA 30022. US.
Version 1.0
Copyright © Latitudes Training, Coaching & Consulting,
2009-2014. All rights reserved.
This e-book is protected by international copyright law. You may
only use it if you have downloaded it directly from the Translators
Marketing Club site, of if you have received it under license from
Latitudes Training, Coaching & Consulting.

Copyright © Latitudes Training, Coaching & Consulting, 2009-2014.

Marketing Your Language Services
Introduced by Marcela Reyes, MBA, Latitudes Training, Coaching & Consulting’s
Chief Branding Officer

You have probably come to the Translators Marketing Club
because you care about your language business, don’t know how
to promote it, and are prepared to work at building a successful,
profitable, and satisfying translation career.
During my 20+ years in the language industry, working in many
different roles — from translator to localization project manager,
to translation company owner, sales executive, coach, trainer and
consultant — I have literally tried it all. I know how passionate
translators are about their services, how much pride they display
in being a translator, how much time they spend researching that
precise term, and how well educated they are. But there is one
thing I know translators miss and are even afraid of: A complete
understanding of how marketing and branding work so they can
attract all the clients they want, at their desired rates, consistently
and effectively.
I put together The Essential Guide for you, the professional
translator who really wants to succeed and make a life-time
successful career in this honorable profession. The Guide
contains 52 articles with hands-on tips you can implement right
away. Remember, knowledge is not power. Knowledge is
potential power. The power lies in the execution of the newly
acquired knowledge.
Copyright © Latitudes Training, Coaching & Consulting, 2009-2014.

I hope you enjoy The Guide and find it useful.
Marcela Reyes, MBA
Chief Branding Officer
Latitudes Training, Coaching

When it comes to what you would like to accomplish as a translator, the very first
thing you need to do is set your goals. Goals give you direction and help you stay
focused. “Getting more clients”, “making more money”, or “doing more marketing”
are not goals. A goal is a personal objective. It’s something you want to achieve
within a given period of time. Goal-setting is actually a process. You need to put
careful consideration into what you want to achieve, and then take action to make
it happen.
The five golden rules to reaching your goals:
1.  Your goals must motivate you. Set goals that matter to you and for which you
have a true interest in the outcome. Think about the priorities in your life, what
you really want.
2.  Set SMART goals. The simple fact is that for goals to be powerful and
achievable, they should be designed to be SMART. There are many variations of
what SMART stands for, but the essence is this:
u  Goals should be specific. Be specific about what you want or don’t want to
achieve.
u  Goals should be measurable. Have a yardstick for measuring outcomes.
u  Goals should be attainable. Draft realistic goals that challenge you.
u  Goals should be relevant. Make sure each goal is consistent with other
goals you have time-bound. Give yourself a deadline for achieving the goal.
Even better, split the goal into small parts and give yourself a deadline for
each item. Here is a simple example: By the end of 20XX, I will be making X
amount in sales.
3. Put your goals in writing. When you write down your goals, you are making
your goal real and tangible. It’s like making a promise to yourself. Write your
goal in positive statements and avoid setting wishful goals (not “would like” or
“might” ones). Make sure you post your goals in a visible place, like on your
computer monitor, bathroom mirror, or refrigerator so you are always
reminded.
4. Create an action plan. Imagine that your goal is a much-wanted destination.
Before you start the journey, draft a plan of all you need to do to reach your
final destination. Break the goal into smaller steps, and keep track of your
progress.
5. n’t give up! Remember, goal setting is a process that requires ongoing
activity. Build in reminders to keep yourself on track, and schedule time to
review your goals. Your end destination may remain quite similar over the long
term, but the action plan you set for yourself along the way can change
significantly. Make sure the relevance, value, and necessity of each goal remain
high.
On your
mark,
get set,
goals!
// Page 1

Any organization, big or small, needs a direction, a purpose,
a reason for being. This vital information for any business,
including yours as a provider of language services, sets a
clear course for your business activities, dictates where you
should put your eﬀorts, and provides you with guidance
towards your future. You communicate this information
through mission and vision statements. Since your idea of
success is so unique and diﬀerent from that of everyone else
in the world, these mission and vision statements will help
you focus on your most important goals and identify
potential opportunities you may want to pursue.
What is a vision?
The word vision comes from the Latin videre, which means
“to see”. It’s an image of your desired future. A vision is a
description of the future you want to create with your
translation business. It comes from your heart. Because of its
tangible and immediate quality, a vision gives shape and
direction to your future. It’s a declaration of where you want
to go, where you see yourself in the future, and what it will
be like when you get there. Simply put, it’s the long-term
goal of your translation business.
Some questions you need to ask yourself that can help you
define your vision are:
u  Who do you want to be in the future?
u  Where do you see your translation business five years
from now?
u  If your translation business could be everything you
dreamed of, what would it be like?
u  What would you like to incorporate or change in your
translation business?
u  Do you have a strategy to get there?
u  What specifically do you want to create for your
translation business?
The body and
soul of your
translation
business:
your vision
// Page 2

Your mission defines your purpose: why you are
doing what you are doing. It’s what you want to
achieve in your life or translation career stated in a
specific and measurable manner. Your mission
describes how your language business is going to
accomplish its vision. It is the “What” of your
business. It states why you are in business and what
you are hoping to achieve.
Here are some questions that can help you create
your mission statement:
u  Why are you a translator?
u  What do you do best, that is, what are your
unique strengths as a translator?
u  What are you committed to providing your
clients?
u  What promise are you making to your clients?
u  What wants, needs, desires, pain, or problems
do your language services solve?
u  What does success mean to you?
Your mission must be guided by your values. Values
are statements of what is important to you, how
you guide your actions, behaviors and beliefs. These
should be clear and practical.
The body and
soul of your
translation
business:
your mission
// Page 3

When to use your personal name. You are looking to build your language
business around your language expertise (translator, interpreter, language
consultant, etc.) and the main commodity is YOU. YOU are planning to continue
providing the services yourself and make this your career for a long time. If this
describes your aspirations, name the business with your name.
When to create a new name. If you have built a reputation using your name as a
freelancer and now you’re considering crossing the chasm into an LSP, keep the
following in mind before using your own name or creating a business name:
1. Your long-term goals. If you want to grow your business and eventually sell it,
you risk putting all of the brand equity on yourself rather than in your business.
In the event of a merger or acquisition, you may need to stay with the new
owner since the business is pretty much YOU.
2. How big do you want to be? Using your own name for your business can make
you look a bit too small and personal. In order to grow, you need to be perceived
as a “legitimate business” rather than someone who can be bothered on a
Saturday for a rush job.
3. Who is your target market? If you are aiming your services to translation agencies
or a market where translators are more attractive than businesses, you should
continue using your own name. In these cases, keeping your name prevents you
from coming across as a large firm. Using your own name can make you look
more affordable, too.
How to choose a new name. If you decide to create a new name for your business,
make sure it is true to the services your offer, recognizable, different, and unique.
You want your name to set you apart from the competition. Also make sure it is
sustainable, durable, and flexible, so that you don’t have to re-design it every time
something changes. Your name needs to be something that your company can
commit to.
Don’ts:
u  Is boring and common
u  Is hard to pronounce or remember
u  May have negative connotations for a particular segment of your population
u  Acronyms and inside jokes
Do’s:
u  Is memorable and noticeable
u  Speaks about your services
u  Engages customers
u  Is unique
u  Is appropriate and inoffensive
u  Is web-ready
Choose a
name for
your
language
business
// Page 4

Perception is more important than reality. What
we believe often influences our actions much
more than we think, and that is the secret to the
art of attracting clients – similar to bees being
attracted to pollen. People who do business with
you have pretty high expectations about what
they hope to get from you, and they will review
all aspects of you to form their perception.
Therefore, one critical aspect that translators tend
to underestimate is the importance of
discovering how they are perceived. What you
think you are might be in disagreement with
what others think of you. You may claim that you
are the best, most eﬃcient, reliable, responsible,
competent translator ever. But is that how your
clients see you?
Learn how you are perceived! If you want to
learn how others perceive you, there is a great
tool that can help you get that answer: the
360°Reach Assessment (15-day free trial). This
assessment, developed by William Arruda,
personal branding guru and founder of Reach
Personal Branding, provides the critical feedback
you need to expand your career or ensure your
business’success.
Why is this important? Because perception IS
reality. Just as important, it helps you understand
the impact your uniqueness has on others.
Perception:
Way more
important than
reality in your
language
business
// Page 5

To be successful, it’s not enough to be a good translator. You also need to
sell your services to the right people, that is, those who are in desperate
need of what you have to offer. You need to focus your efforts on a target
audience—your ideal clients! If you choose a focused approach and find
your target audience, you will reach out to fewer people, but they will be
people who can actually benefit from your services. It’s all about quality, not
quantity, when it comes to getting clients for your business.
In business you cannot be all things to all people. Most companies, whether
big or small, direct their marketing to a particular target market, that is, a
select niche audience. Focusing your language services on a particular
niche can be extremely cost-effective. Occupying a niche means you won’t
be competing with a lot of general translators or interpreters solely on price.
And because you will be selling language services that are customized to
the specific needs and predispositions of a select group of people, you can
often charge more. Your services serve a market that can’t easily find
alternatives.
Also, if you know exactly who your potential clients are, then you can more
effectively “zero in” on them through your various marketing efforts. In fact,
many positioning strategies are built on the simple fact that the services
sold are for a particular category of buyers. And just by emphasizing that
point, you get an automatic “That’s for me!” response. By clearly identifying
who you work with, your potential clients will identify themselves.
How to choose your target market
First, go back to your goals. Where do you see yourself in 1, 3, 5, 10 years
from now? Also, what are you passionate about? What do you enjoy doing?
One way to identify what you’re passionate about is to see what kind of
reading material you are drawn to. What books are sitting on your
nightstand?
Look at your formal education. You might be highly experienced
in certain areas. We all have some areas that are easier for us to handle.
Who needs your services the most? Perhaps you want to do legal translation
but, within legal translation, what specialties are in more need of your
services? Perhaps it’s immigration, or family law, or medical malpractice.
What type of client work provides you with the most enjoyment and
satisfaction?
Who needs
your
language
services the
most?
// Page 6

Competition is just as prevalent in the language industry as it is in
other industry sectors. You may be competing on price, language pair,
additional services, product promotions, or brand name. In some
language combinations, competition is a serious threat that could
affect profitability and sustainability. The key to breaking away from
the competition is finding what makes you and your services unique.
As a business owner (Yes, you are a business!), you need to identify the
competition so you can learn what differences or similarities you have.
This information is critical to helping you stand out from the crowd.
Learning about what other translators are doing is one of the business
aspects you cannot overlook if you are to stay competitive.
Before sniffing what your colleagues are doing, you must first examine
your goals. Where do you want your business to be in five years? For
example, do you want to grow and transition into a translation
agency? Or continue to work independently? Do you want to compete
on price, focus on a niche market, or differentiate yourself by creating a
very strong personal brand? Defining business goals will enable you to
identify “threats” and growth opportunities. Once your business goals
are defined, you need to record this information in a document or
worksheet. Use this document to compare and contrast your language
services with competitors and to find ways to differentiate and create
more value for your clients.
Some things you need to find out about your colleagues:
u  What are your colleagues offering at this time and to whom?
u  How are they selling these services?
u  How are their clients getting those services?
u  What are their clients saying about their services?
u  How much do they charge (e.g., per word, per page, per
character, per source or target language, per project)?
u  What methodology, translation tools, processes, customer
service approach, and quality control procedures do
they use?
u  What are their professional credentials?
u  What are their strengths and weaknesses?
The more you know what your colleagues are doing, the easier it is for
you to differentiate yourself. The idea is not to copy or imitate what
they are doing. This is a mistake many translators are making. The
whole purpose of this exercise is to learn in what ways you are
different. Then take it one step further and determine how you can
enhance your services by focusing on your uniqueness.
What are your
translation
colleagues
(competitors)
doing?
// Page 7

Everyone has been in that intimidating position where a stranger, or
even someone you know, comes up and asks what you do for a
living. When you say “I’m a translator”, they might press further
because that really means very little to them, or it may not sound
very exciting. You may even get a comment like, “Oh, I have a cousin
who speaks two languages. Do you think she could be a translator,
too?”When you give an answer, you are labeling yourself.
If you are trying to attract clients and grow your business, and you
are speaking to a prospect, you need to have an actionable,
persuasive answer that is concise but drives the point home a lot
more than just“I am a translator”. People want to know what you can
do for them specifically. People want to know what’s in it for them.
How do you answer that?
The power of your words. When you respond to that ever-popular
question, it’s all about the power of your words. Often the answer
that you give can make or break sales, so you have to be very careful
about how you proceed. Make sure that you take the time to think
about this beforehand. Come up with a universal answer that you
can modify slightly on an as-needed basis depending on who you
are talking to, so that you’re always prepared to answer with pride
and gusto. The last thing your potential clients want is someone who
answers meekly, as if they’re not even sure what they do for a living.
People respond to what they expect. How you choose to answer
this question is going to affect your chances with every single person
you encounter. Avoid technical jargon (i.e., industry lingo that only
you have knowledge of) and make sure you focus on what you can
give them. That answer should actually tell them about your
language business and what it offers, rather than just saying you are
a translator. Use examples from past work, if you can, but keep it to a
couple of short sentences. You don’t want to bore them. You want to
engage them. If you can do this, the rest of the persuasion should be
a lot easier. This question often paralyzes a lot of people, but being
ready with the right answer will make all the difference in your
success with potential clients, including some you might not have
thought of as clients in the first place.
Answer the
ever-
intimidating
“What do you
do?”
// Page 8

Are you one of those translators that say “yes” to anything that falls on their plate?
Are you desperate to get any projects even if it’s a subject on which you don’t have
much knowledge or experience? Are you constantly being asked to reduce rates?
You can’t do everything for everyone in your language business. Instead, you should
be the best at what you do. If you want to stand out from the crowd, get paid what
you want, and stop competing merely on pricing, you should create and work on a
very specific niche or specialization.
There is a big misconception that specializing constrains our scope and excludes us
from other areas in the market. In reality, specializing offers big advantages for
translators, like the following:
u  Charging a premium for your services. When you become an expert in a
particular area, you earn the respect and recognition of your target market as
well as your peers. That means you can charge more for your services. Your
specialty attributes come with a rewarding pay.
u  Shortening the learning curve. When you focus on immersing yourself in one
area, your learning curve is considerably less steep. The more you learn about
your niche, the easier it comes to you.
u  Increasing the leverage on your language assets. When your business is
focused on one area, you can leverage more on your existing language assets.
That means increased productivity and less working hours. In addition, your
projects will be similar and you will be able to easily apply what you already
know.
u  Building your brand. When you are considered an expert, you will be sought
out as “the one” to contact for that specialized project. You can build a name for
yourself and create a unique brand-image. Experts agree that branding is
everything in the world of marketing!
u  Tailoring unique services. When you work within a very particular niche, you
can become very creative in meeting the needs of that market. For instance, you
can create special programs, specifically package your services, or develop
revolutionary value-added features that enhance your client offerings.
u  Reducing marketing efforts. When you have created and identified a niche, you
can put all your energies into creating compelling messages to attract those
clients that are in desperate need of your services. You will spend less time and
money on your marketing activities. Your marketing messages will be
consistently, clearly and continuously crafted to address the language needs of
that particular target audience and, therefore, far more effective.
Specialization is a personal decision that you must make for yourself based primarily
on your goals, strengths, interests, and, most importantly, on what makes you feel
fulfilled as a translator. Find the area that is in alignment with what you really want.
The bottom line is that being recognized as an expert and a leader in your niche
market is going to make selling your services a lot easier. When people see that you
are really knowledgeable and have something unique to offer, they will appreciate
the effort and want to work with you.
Be the
translation
authority:
specialize
// Page 9

The performance of your translation business depends on your
clients. After all, you can’t have success without people buying your
services. A lot of marketing professionals talk about the importance
of building a customer base and cultivating their target audience.
However, what is most important is to build a fan club! Having
steady, reliable clients is nice, but imagine what it would be like to
have your own raving fans who just can’t get enough of your
language services.
You’re not a pop star, so a fan club might seem a little far-fetched.
However, when you take the time to do a little more and give that
additional bit of service, people are going to react favorably. If your
clients are excited about your business, you’re doing things right.
How can you go that“extra mile”for your clients?
u  Try continuous improvement, where you not only make
promises you keep but are constantly working to improve
your skills and abilities.
u  Make sure you have a plan in place for when things go oﬀ
track so you can get them back on smoothly and without
incident.
u  Become the ultimate resource by oﬀering additional help and
services that go beyond your expertise. Your clients will
appreciate the extra assistance.
u  Make sure you minimize surprises and have guidelines in
place so that clients always know what to expect.
Communication and planning are key elements.
There are a lot of ways that you can go the extra mile for your clients
in your translation services. Business doesn’t have to be boring.
When you do things right and take that extra step, you’ll be
rewarded with clients who are excited to tell others about all the
great things that you do. Your fans are waiting, so get out there and
show them what you’re made of and why you’re a“superstar”!
Build
and grow
your
fan club
// Page 10

What do you have to offer? This is a question you’ve probably not only
been asked a lot lately but have likely been asking yourself as well. You’ll be
happy to know there is a purpose for it. You are giving yourself a unique
value proposition. This is what makes you different from other translators
that are working on the same language pairs as yours and offering similar
services. Your value proposition is going to be the key to your success as a
translator. After all, you can’t get by very well by selling language services
that are just like everyone else’s. Creating your own unique position gives
you the chance to prove to clients that you’re better than anyone else at
what you do.
Make your services the better option. There are a lot of things you could
define that make you a better choice, but you’ve got to pick a few things to
focus on. These are what will set you apart and give prospects a reason to
buy your services. You know that you’re the best and you know exactly why
you are. Now you just have to clue everyone else in and get them on board.
A unique value proposition is a tool that will come in handy with your
branding and identity. It will also help you with selling, because you will
be able to tell people “this is why you should work with me”. It’s all about
convincing them that you are the right person for the job. You can’t expect
them to just know that. You have to show them, tell them, and make sure
they have a reason to pick you over other services that might be out there.
Once you do this, you will have a much better idea of what your business
identity is.
Why do most value propositions fall short? One mistake that most
translators make when crafting their value proposition is that they are ego-
driven. Translators tend to talk about themselves, the “quality” of their
services, the many dictionaries and resources they use, etc. They fail to
communicate the results their language services will bring to their clients.
They do not quantify their client’s problem or the solution they can provide.
When crafting your unique value proposition, make sure it answers the
following questions:
u  How are you different from other translators that work in the same
language pair(s)?
u  Who is your target customer?
u  What are the outcome, solutions or what your clients walk away with
when getting your services?
If you are unable to answer any of the above questions, then there is no
value whatsoever in your statement.
Create your
unique value
proposition
// Page 11

Even if you’re just one person, you are still a language
business. As such, you have to market yourself and build a
reputable, trusted and unique brand. A lot of people get
confused by the word“brand”. They assume it’s just a name, a
color, a logo, a font type or your stationery. A brand is much
more than that. For years celebrities, politicians, athletes and
leaders have used personal branding as a mechanism to
allow them to stand out from the crowd, to be sought out, to
be influencers and to be recognized. And translators should
be no exception.
“Me Inc.” Personal branding was first defined by Tom Peters
in 1997 in the article published by the Fast Company
magazine, “The Brand Called You”. Peters stated, “Regardless
of age, regardless of position, regardless of the business we
happen to be in, all of us need to understand the importance
of branding. We are CEOs of our own companies: Me, Inc. To
be in business today, our most important job is to be head
marketer for the brand called You.” As the head marketer of
your translation business, you need to focus on your
individual strategic positioning and the ability to stand out
from the over-crowded, homogeneous, competitive
translation market so that you are the“go to”translator.
Branding comes before marketing. It is in your brand
where the essence of the promise of your translation
business lives, that is, the “unique value proposition” that
defines you and your translation business. Your brand allows
you to communicate your authenticity, your diﬀerentiation,
and your uniqueness through a consistent, and compelling
delivery of your promise to your target audience. When you
are clear what your brand is, you can use design and create
marketing strategies that consistently and eﬀectively create
an expectation in your target audience.
Branding is a bit time-consuming, but it’s a critical step in
building a thriving translation business that people can
relate to and want to work with.
The power
behind your
personal
brand
// Page 12

One of the reasons most translators don’t have a
successful translation or interpreting business is
because they spend their entire time marketing “real
estate.” What I mean by that is, in every business card,
website, resume, biography, brochure, networking
event or potential client meeting, all they do is talk
about translation: “What is translation? What is our
translation quality process? What is translation
memory? What tools do we use? How many
dictionaries do we have?” That’s what I call the “I am, I
do, I use”syndrome. The problem with that approach is
that your clients do not really care about how, where,
when, or what you need to do your job. That’s the
process. Your clients aren’t interested in the process;
they want to know that you can solve their problem.
If you’re a translator and you’re not getting a lot of
clients as a translator, it’s probably that you’re
spending too much time talking about translation and
not being clear about what you’re offering. Focus
instead on your clients’buying motivators.
The basic purchase motivation. Most of your
translation buyers look for language services because
they have a particular need and hope you and your
offering can satisfy that need. Some people may need
translation to save money. Perhaps by translating a
particular document, your client is expecting to reduce
the on-the-job accident rate. Others need your
services to make money, gain competitive advantage
or increase market share.
Identify the top motivators. What are the top
motivators that drive your clients to buy from you
(save money, make money, increase competitive
advantage or market share, etc.)? After identifying the
motivating factors, work on how you can help them
meet those particular needs. Thus, you’ll be avoiding
the “I am, I do, I use” syndrome that affects so many
language service providers.
“I am, I use, I
do”
syndrome
// Page 13

When faced with several translators that oﬀer the same language
pair, similar credentials, years of experience, similar rates, etc.,
translation buyers usually compare and evaluate one translator
against another. How do they choose among the many alternatives
they are presented with? What makes one translator the “lucky
winner”of a project?
The three attributes that distinguish translation services. When
evaluating competing translators, translation buyers try to assess the
likely performance of translators based on three dimensions:
tangibility, experience, and credence.
u  Tangibility. These are the characteristics that translation
buyers evaluate before purchase based on their experience
through their senses, like professional image, website, color,
style, texture, sound, customer service practices,
communication, etc.
u  Experience. This particular attribute cannot be evaluated
before purchasing. A translator may state that he/she has
many years of experience, but the buyer will only be able to
validate that experience after the actual purchase of the
translator’s services. A translation sample is usually required to
validate this attribute.
u  Credence. This attribute, highly present in translation, is the
one that is hard to evaluate even after consumption. Most
translation buyers are not the final users of the end product.
They have to rely on feedback from third parties, testimonials,
word of mouth, referrals, and trusting the expertise of the
translator.
Communicate superior performance. Translation buyers try to
assess the likely performance of translators on those dimensions that
are important to them to make their decision (remember, this is not
about you, but about how you are meeting their needs). Therefore,
it’s crucial that you are able to deliver and communicate superior
performance on attributes that matter to your target clients. You may
want to make your language business “more tangible” by focusing
more on how to make you and your services more sense-oriented to
your clients. The experience attribute should be addressed by
providing actual past sample projects on your website, blog,
portfolio, etc. As to credence, make it a habit to compile testimonials,
provide some kind of incentive for referrals, and look for ways to
build trust by“walking the talk.”
Eeny,
meeny, miny,
moe; this
translator
has more
to show
// Page 14

Now that you’ve taken some time to make a
note of all that you have to offer, you need to
take a step back. You’ve listed your attributes,
your benefits, and offerings to the people
around you. Your language business has never
looked better, right? Well, it’s time to stop and
think about the less exciting things about your
business. Specifically, you have to know and
make a list of your weaknesses. Every business
has things they need to work on. What’s holding
YOU back from ultimate success?
Be honest with yourself. Be honest with
yourself and make a real list of weaknesses
without berating or beating yourself up. It’s not
about being self-loathing or thinking that your
entire business is junk. It’s not. You have a great
service that you can provide to people, and you
are good at what you do. There are some areas,
however, where you could be better. No one is
perfect.
Focus on development. Positioning yourself in
the language industry and growing your
business means knowing what you are capable
of and what you have to offer. By taking the time
to make note of areas where you might need to
do a little work, over time you will be able to
improve your brand and your business for even
more success. Knowing where you have “issues”
will help you avoid them and not let them get
the best of you. We all have a few things to work
on. Find your faults and acknowledge them so
that you can make them better.
What’s holding
you back?
// Page 15

Marketing is almost a full time job. However, if you
take a little time to learn the ropes it will be much
easier for you to put the materials and tools you have
to work for your business. For starters, you need to
have basic tools and materials in place for your
marketing and promotions. If you don’t have the
things that you need to share with people how
awesome you are, you’re going to put yourself at a
disadvantage from the start.
The basics. The basic marketing materials every
business should have include things like brochures
and business cards, flyers or newsletters, and other
printed materials that you can hand out to people to
explain what you do. Make sure that you address all
the issues that people might have and give them a
reason why they need your services. For example,
include an overview of problems that you can solve,
what your solution is, your Unique Value Proposition,
and a list of benefits.
Your Unique Value Proposition. This is basically what
you have to oﬀer that sets you apart from other
language or translation businesses. It answers the
question “why should I choose you?” Your marketing
materials need to convey this simply and directly.
Consider adding testimonials to your materials, as well
as a list of clients (with their permission), so that you
can showcase what you’ve done so far.
A short biography plus contact information are also a
“must.” People have to know who you are beyond the
business and why they should work with you. Then
they need to know how to get in touch with you when
they’re ready to do business.
You can add more items and information if you want,
but these are the basics for eﬀective marketing
materials that will help increase your visibility and get
sales.
Back to
basics with
marketing
materials
// Page 16

You probably already have an idea in your head of
what your freelance business looks like. Building your
language or translation business starts with an idea.
When you don’t have a physical office or store, it can
be hard to translate your virtual image or ideas into a
physical image that people can see, tangibly hold,
and relate to. Branded materials are a “must” to help
create and express your business identity so that
people know you exist and are aware of what you
have to offer.
Your visual identity. You need a business package
for your language and translation business that
includes a logo and a tagline or company masthead.
Put this on business cards, letterheads, and envelopes
to give your business a visual identity and express
your brand strategy and services. Positioning yourself
in the market without physical branding materials is
very difficult because you have no way to show
people“this is who I am”.
Something as simple as a business card and business
letterhead is going to make a big difference in your
communications, your marketing, and the increased
visibility of your business. You can’t grow your
business if people don’t know about you. These
materials will give them a physical idea of who you
are and what you can do for them. It’s a basic step—
one that is absolutely necessary.
Make sure that you choose a logo and a tagline that
are relevant to your business, catchy, and reflect what
you do and what you have to offer. If you just throw
something together, people are going to notice.
Choose a design, a phrase that means something to
you and gives you the representation you deserve. In
this way you’ll be able to express your brand identity
and give people a physical way to remember your
business.
Create a
physical image
with your
brand
// Page 17

In the physical sense, your signature is uniquely
yours. It’s something that you use to sign
important documents. Your metaphorical
signature is your personality or how you are
perceived—what sets you apart and makes you
“you.” You need to have not only a metaphorical
signature that sets your translation business apart
from the rest but also a physical signature. This
should be branded and include your logo, contact
information, website, and the social media sites
you belong to.
Having a signature like this for all of your
communications, both electronic and in print, will
make sure that your customers always remember
you. Some people choose to include a tagline in
their signature, which is another option that you
have, as well. It’s ultimately up to you to figure out
how your signature should look and what you are
going to do to make it unique and compelling.
People need to see what you stand for and have a
reason to remember you. Your signature should
give them that.
Including your social media sites, as well as your
email, phone, blog and website contacts, will give
people another way to find you. It might introduce
them to the fact that you actually have these
contacts, as well. People will see that you’re
accessible in a variety of ways that work for them,
which will allow them to get in touch with you and
see all that you have to oﬀer.
Creating
a signature
for your
services
// Page 18

You’re an expert in language and translation, and you
know that. Do your clients? In any successful business,
you have to make sure that people know who you are and
what you have to offer. To grow your business, you need
to build a network of resources beyond your own services
so that clients can see that you truly offer them
everything they need. Your translation and language
services are great, but what else might they need that you
can’t offer? If you can network and develop a collection of
resources outside of your services, clients will appreciate
you for going the extra mile.
Why do you need other resources? Well, simply put, you
can’t do it all. You can be an authority and expert in
language and translation, but that’s where your job ends.
What other services might your clients need that you can
help them with (printing, software, web developers,
desktop publishing, etc.)? How can you collaborate with
other services or companies to make sure you are
providing comprehensive solutions for your clients? If you
take the time to answer these questions, you’ll see exactly
why you need this type of network and how to create it
for your clients.
The power of partnering. You may not realize just how
networking with other translators and companies can
also help you with marketing and gaining visibility. Think
about it. If you’re promoting other resources, they’re likely
to repay the favor. That means you not only provide
value-added services and solutions for your clients, but
you get a little extra marketing boost, as well. It’s a win-
win situation for everyone.
The goal is to become the ultimate resource for language
and translation services, and when you offer your clients
additional solutions beyond your own services, it will be
much easier to achieve that goal. Growing your business
means attracting more clients, and that’s easy when you
can prove that you’re the best at what you do.
Partner
for success
// Page 19

As a professional in the language industry, you know the ins and
outs of translation services. But do you know how to reach out
and find your audience?
Marketing is hard. There is a reason that professionals are hired
to do a lot of the work. If it were really that easy to build a
successful business online, everyone would be doing it. Take a
little time to research what it takes to create a successful brand,
starting with these tips for building brand awareness:
Communicate your brand. Brand awareness is how visible you
and your language services are. It is the diﬀerence between
everyone recognizing Amazon.com and no one knowing what
ithetranslator.com is. You want people to know you and what you
have to oﬀer.
Leverage marketing tools. Use marketing tools like SEO, social
media, and Google to help increase your visibility and brand
awareness. Create campaigns that catch people’s attention. Let
them know you’re there and what they stand to gain from
working with you.
Video communication is essential. YouTube videos will be a hit
every time. Create a short video bio first, and then use that social
channel to post videos regarding various translation topics. This
gives you credibility as an expert and reaches out to people in a
way that they will enjoy.
Quality is better than quantity. Thanks to spam bots and con
artists, the rules of marketing online are a little tricky. Just
remember that you’ll have more success with creating a few
quality campaigns than if you just plaster your name everywhere
and hope for the best.
The bottom line with brand awareness is this: people don’t only
need to know that you exist. They also need to know why you
exist and what you can do for them. When you’ve got a plan for
exposing your brand with these elements included, you’ll have a
much better chance of success.
Increase
your brand
awareness
// Page 20

Communication is a huge part of any successful
business. Life in general requires effective
communication and, when you are going to be a
business professional of any kind, you have to make
sure that you know how to communicate with others
—even more so than on a daily personal basis. The
skilled communicator is always going to be much
more successful in both business and life.
When a client comes to you for translation services,
how do you interact? Do you take on the project, only
to fall off the face of the earth until it is completed?
This is not the way to handle things. You really have
to look at a project as a relationship and keep in
touch periodically. Give your clients the reassurance
that you care about their needs.
Communication is an ongoing process.
Communicating with your clients is about“keeping in
touch” from the initial conversation until the final
product is delivered and they are satisfied with the
results. Your communication should begin with the
very first part of the sales process and continue
through the quote and the agreement to the actual
project itself. By providing your clients with a
guideline of what to expect—and then checking in
periodically—you will be able to give them the
confidence that you know what you are doing and
are going to deliver on time.
Clients appreciate effective communication. If you
take the time to show them you care enough to keep
in touch and ask questions, they’re going to be much
happier with you and your translation services. It
doesn’t matter if you’re the best in the industry; if you
aren’t effective at communicating with your clients,
you aren’t going to keep them coming back for more.
People want good service, but, more importantly,
they want service that they know and trust, and
communication is at the heart of that.
The importance
of effective
communication
// Page 21

Most workers in the world today earn an hourly wage.
It’s how our brains have been programmed. You get paid
so much based on the hours that you work, and that’s
the end of it. Some people do work on a salary, i.e., they
are paid for a specific number of hours regardless of
how many they work. Whether you charge by the word,
the line, the hour, the day, the project or a combination
of ways, one thing is more important than anything else:
you must charge for the value your client is receiving.
That sounds simple, but value is a very tricky thing.
Pricing should be simple. Translation and
interpretation is a diﬃcult industry because it is so
tempting to charge by the hour, word, page, or other
unit. When you price your services based on the time it
takes, you’re only being paid for your time. If you price
your translation services based on the value that they
give to clients, you are being paid for the service itself.
Not only can you usually get more money with value
pricing, but it will be a much more reasonable way of
selling your language services.
The solution approach. If you price your language
services based on what the client is getting, you will find
that they understand the pricing better, are in
agreement with what you charge, and are fully willing to
pay what is necessary because they can see the value of
what they are getting for their money. You’re selling a
solution, not your time, and you need to make sure that
your pricing structure reflects that.
If you were working in a position where you performed
the same task repeatedly and there was no real change
in value, a price per word or hourly pricing might be
fine. But this is translation, and aren’t you
communicating culture, emotions, ideas, and closing
the communication gap between one culture and
another? When you give them a unique value-based
price, they will definitely get the sense that you are
giving them a solution, not just some of your time and
eﬀort.
Value
pricing and
selling a
solution
// Page 22

Every business is expected to do certain things. It
should oﬀer a service or a product at a reasonable
cost, provide support and customer service, and so
on. But what you might not know is that every
business has expectations of its clients, as well. You
probably don’t even realize that you hold your
clients to certain expectations. If nothing else, you
at least ask them to follow the guidelines for your
services and meet the terms of the agreement,
including paying for the translation services you
provide. Even these basic expectations matter and
should be spelled out to clients.
The client side. When clients know what you want
and need from them, they become much easier to
work with. It’s far too easy for clients to claim that
they “didn’t know” about something or that they
weren’t sure where things stood. If you keep in
constant communication, make requests of what
you need and expect from them, and check in to
make sure they understand, you’ll have much
happier clients, and your business transactions will
go much more smoothly.
Focus on your expectations. Client expectations
are inherent, and sometimes business owners don’t
even consider them consciously. They’re just things
that are supposed to happen, and sometimes they
get taken for granted. If you stop and focus on your
expectations, spell them out to clients, and follow
through on communications, you’ll find it’s much
easier to do business with people. Nothing is worse
than making assumptions.
What do you
expect from
your clients?
// Page 23

Public Relations (PR) is always good for a business.
Now, you may be wondering what makes personal
PR diﬀerent from regular PR. Personal refers to
directly engaging yourself. Rather than putting out a
press release or news piece, you must actively
engage with people. Yes, this means public speaking.
It can be a bit intimidating for some people, but it’s
definitely something that you need to do. Speak at
your local chamber of commerce, in community
groups, and to other professional associations to get
your name out there.
Promotion is the name of the game. You have to
make sure that you are taking the time to do
everything you can to get your business noticed.
Speaking isn’t always a fun thing, but it’s a great way
to grow your business. Keep in mind that this doesn’t
always have to mean speaking in front of a large
group. For some of you, it might mean talking to
other members within the groups and organizations.
If you don’t feel comfortable giving presentations
just yet, forming alliances and making friends is
definitely a good place to start.
You are the expert. Nobody is going to be able to
sell your business better than you; only you know
what you do and how well you do it. You are the one
who is passionate about the translation industry and
an expert in your business. When people hear it from
you personally, it’s going to make a much bigger
impact than if they stumbled upon you elsewhere.
Start small if you have to, and work your way up. You
certainly don’t have to go on a public speaking tour,
but you should be willing to speak up and speak out
to get your business noticed whenever and
wherever you can. Whether it’s in front of two people
or 200, it’s all about using your passion and helping
others see what you have to oﬀer.
The value of
personal
public
relations for
your
translation
services
// Page 24

Everyone wants a deal these days, and it’s up to
you to make sure that you give clients their
money’s worth without taking yourself to the
cleaners. Many clients want to haggle, complain,
and bargain for a lower price. They’ll try to
persuade you that they can take their business
elsewhere or that you should give them a deal
because of “x”. While there are definitely some
situations that warrant a discount or a special favor,
think of it more as the exception rather than the
rule.
Don’t compromise your fees. Translators have a
tendency to sell themselves short when trying to
appease their clients. After all, you want to keep
them coming back, so it makes sense to do what
you can to make them happy. But compromising
your fees just because someone doesn’t want to
pay full price shouldn’t even be a consideration.
Think about big-name businesses out there. Even
look at some of the leaders in the translation and
localization industry. They don’t let clients dictate
their prices. They know what they charge, they
know that they’re worth it, and they make sure that
their clients agree.
Focus on the value. You need to know how to
stand strong and hold the line with your fees so
that your clients don’t end up getting something
for nothing. If a client wants to lower the price, you
must respond by subtracting some of the value.
For example, if someone oﬀers to pay 75% of what
you charge, make sure that person knows what will
be missing from the full services.
When clients try to wiggle out of paying the full
price, you are not being mean or doing anything
wrong if you stick to your guns. It’s not a bidding
war. You have to create boundaries and make sure
people know you’re serious. If you have set prices,
you must be willing to stick to them, even when
your clients don’t.
Keep your
translation
fees in check
// Page 25

Your translation business is about so much more than
what you sell. There are a lot of different things that you
have to offer. People want your services of course, but
they will be happy to take more if you can provide it to
them. You probably have associates, insight, information,
and other similar resources that you can share. So make
those things available to your clients. People want as
much as they can get from you, because they feel they
deserve it.
Give your clients value. This should be your ultimate
goal. If you are exclusively selling a service, you’re not
doing your job. You have to make sure that you are also
providing your clients with as much value and quality
customer service as you can, so that they truly feel they
are getting taken care of in a way that is beyond the
simple translation job. Consider your favorite companies
or businesses. Look at how they treat their customers,
and think about why you like them. More likely than not,
it has something to do with their level of service. Learn
from their example, and think about how you can apply
it to your business.
Share knowledge. The foundation of your profession
lies in translation. These services are beneficial to many;
however, it’s not enough. How is what you do valuable?
What sets you apart from other translators? One option
to offer your clients more and increase you value is to
share valuable information. Sharing information is about
being open and communicating with people. Give your
clients knowledge they might not learn otherwise,
information that they didn’t think they needed. Also,
help them understand why you’re the best at what you
do. Maybe even tell them about the benefits of
professional translation services compared to translating
robots. Whatever the case may be, it’s always important
to give your clients a high level of service and provide
them with as much information as you have to offer.
Information
sharing and
customer
service
// Page 26

It’s nice to think that you can be a superhero in your
language and translation business. People want
things—and they want them now—so you’re
obligated to deliver. However, you have to
remember that you are a business and you have
other clients. Now, don’t tell your clients this
directly, but remember this to keep yourself in
check. Never make promises that you can’t keep.
Make sure that you know your limits. The goal is to
give your clients the best service possible—not to
give them everything.
Promise what you can deliver. Clients know that
good things take time and can be worth the wait.
You should always be promising only what you can
deliver, so that when you go above that, they will be
pleasantly surprised. No doubt, your abilities as a
translator are top-rate. However, you do have to
prioritize and make arrangements so that all of your
clients get what they need. As long as you know
your limits and don’t over-promise, you can
continually keep clients satisfied.
Focus on continuous improvement. While you’re
working to meet expectations, you should also be
trying to sharpen your skills so that you can do
better. Work on all the areas of your business from
time to time and see where you can make things
more eﬃcient or eﬀective. This is known as
continuous improvement. It’s something that your
clients will appreciate, because they will see that
you’re striving to be the best.
You are an expert in the language and translation
industry, and hopefully your skills in the business
world are improving, as well. In order to be
successful as a business owner, you have to know
how to grow your business. Happy customers and
delivered promises are two elements to your
success. Companies that over-promise and under-
deliver are frustrating for everyone; it’s better to set
the bar at a reasonable height and then aim higher,
if you can.
Know your
abilities and
keep your
promises
// Page 27

Your clients want to know one thing: what can you
do for them? Beyond the basic answer of providing
translation services, you have to give them more to
look forward to and appreciate. Take the time to
explain to people exactly what they’re getting. This is
where a quote or a proposal can come in handy.
A proposal, quote, or other branded form will show
them that you mean business. Give them an exact
picture of what to expect. It should include the costs,
the time you intend to use for the project, and the
milestones that they can expect to be hitting along
the way. All of this should be done in writing, of
course, so that you can have a clear agreement that
isn’t just your word versus theirs.
To begin with, learn their situation, problems, and
objectives. Outlining these things will make it a lot
easier for you to create a course of action that will
solve their problems and meet their objectives.
Then, create a form that you can share with them to
discuss your plan. Let them ask questions, see if they
agree with what you have to oﬀer, and compromise
or make changes if necessary.
People need to see and hear what they are getting,
and the more detail you can provide, the better. With
a proper written plan of action, you’ll have happier
clients, fewer misunderstandings, and more
conversions to sales. This makes the transition from
prospective to paying client much easier. Don’t just
say, “I can help” and wait for them to ask how.
Answer their questions before they ask. Give them
all the information they could possibly need so they
don’t have to ask. It’s all about being one step ahead
and putting it in writing so everyone is on the same
page.
Outline your
course of
action with
quotes and
proposals
// Page 28

Getting involved in the community, both
virtually and physically, is an important step for
your business. You are not only increasing your
visibility, but you are proving that you have
more to oﬀer than just a simple service. Your
translation business should belong to at least
one volunteer or community group or a
networking organization. Of course, you can
join as many as you can handle being actively
involved in, but one or two is better than none.
Be active. Speaking of being actively involved,
these groups are not the same as passive
memberships. These are groups that you should
join and participate in on a regular basis. You
need to engage people, get involved, and make
sure that you make a good case for your
business as a pillar of the community—both
online and in the physical world.
Subtle self-promotion. To make others aware
of your doings, you should have a website
available so that people can see what you do
and how you can help them. Now, incessant
self-promotion on various social networks isn’t
always well received. However, when you do it
as a part of some sort of group or organization,
it will be much easier for you to make the
transition to telling people about your business
and what you have to oﬀer. You can show them
your site and say, “this is why I’m here”. Self-
promotion can be very rewarding, as long as
you do it the right way.
Get involved in
organizations
and networking
// Page 29

You’re a translation professional and you have a business to
sell. One of the most important aspects of selling that
business is the personal package. You are a professional
business, but what a lot of people don’t realize is that
you’re actually selling you. Ultimately, you are the package
that people are buying, and you have to create a personal
presentation that is professional and gives people the
expectations that they deserve.
First impressions are lasting. People have an inherent
tendency to assume things. In fact, within just seconds of
meeting you, they will make all kinds of assumptions about
you and your business. Keep in mind that first impressions
are key. If you haven’t taken the time to focus on your
personal presentation and craft something that you can be
proud of, they might make the wrong assumptions. Your
business is important, but since you are the face of your
business, you have to make sure that you’re selling a good
image, as well. Be professional. Be friendly. Be an authority
in the translation industry that says,“Hey, I can help!”This is
what will keep clients coming back.
Act like you mean business. If you want people to make
good assumptions, you’ve got to have the best personal
presentation that you can. You need to be professional,
look like you mean business, and know your stuﬀ when it
comes to talking about what you do. Practice with your
image and, if you need to explore the options, try new
things. Remember to create a unique and memorable
package that people can appreciate.
There are a lot of things that you can do to aﬀect your
business, but having the right personal image is definitely
going to have a big impact. Show people that your
business starts with you and that you’re committed to
solving their problems within the language and translation
industry.
Make it
personal: sell
yourself to
clients
// Page 30

Do you know what your clients expect from you? Being
aware of these expectations is one of the biggest issues
that exist in business. It is your responsibility to take the
time to listen to your clients and figure out what they
expect from you and your translation services. Obviously,
they shouldn’t have outlandish ideas of what you can do
for them, but their realistic expectations do matter to
your business. You have to make sure that clients
anticipate the best, but also that you don’t over-promise.
Your clients will judge you, not on what you promise
but on what you actually do. Now, this doesn’t mean
that you can set the bar low. Set reasonable expectations
and then do your best to perform at a level above what
you promise. This will allow your clients to judge you
accordingly, giving you a better reputation. After all,
clients aren’t going to judge you based on what you
promise; they will judge based on what you actually do. If
you can do more than they expect, you will always have a
pleasant outcome.
Under-promise and over-deliver. When managing
expectations, the ultimate objective is to make sure that
your clients are happy. Don’t promise them the moon and
stars if you can’t deliver them. Set reasonable goals, aim
higher, and show your clients why they should keep
coming back to you for all their language and translation
needs. The goal is to give them what they deserve and to
always deliver more than they expect.
Go the extra mile. Create agreements with clients that
are plausible for you and that meet their expectations.
When you find an opportunity to meet the terms of those
agreements sooner or in a way that is better for them, just
do it. They’ll recognize the eﬀort and appreciate it.
Client satisfaction is the key to maintaining and growing
your language and translation business, and managing
expectations makes all the diﬀerence.
Manage
expectations for
client
satisfaction
// Page 31

Waiting for your clients to make a move can be tiresome. It
can also slow down your business growth significantly. It's
like building a store and expecting people to just find it. It's
not that easy, and in the world of the Internet it becomes
even harder. When it comes to your clients, you have to
decide whether you're okay with just throwing out a line
and waiting for a bite or if you want to take action and be
more assertive.
Assertive is a tricky word. After all, no one likes a pushy
salesperson. But there are things that you can do, such as
recommending a course of action in a positive way, to
make your clients feel like you're being attentive without
being overbearing. You have to avoid manipulating them
and pressuring them into something, as that will keep
them from coming back in the future.
Here are some ways to sell your language business on your
own terms without being that sales guy everyone hates:
u  When someone inquires about your translation
services, use action words to show them what you will
do, not what you can do. Explain to them the benefits
of your services and give them a reason to move
forward immediately.
u  Outline the advantages of acting on the project now
rather than waiting. Some people like to look around,
or they might not seem like they're in a hurry to get a
translation project done. If you show them it's better to
do it now, they might be more likely to follow through.
u  Oﬀer specials or incentives to people who follow
through with a requested quote. Not only is this good
marketing, but it will motivate people to act on their
needs sooner than if there were no perks in place.
It takes a while to become comfortable with
recommending and being more persuasive, but it's the
best way to grow your business and keep things moving at
your speed.
Sell your
translation
services on
your terms
// Page 32

Articles (like the ones you find in newspapers or
magazines) are one of the most overlooked methods of
marketing and promotion that a business has access to.
Not only are these tools inexpensive (and sometimes
free) but they're also critical to your success. Articles
give you a chance to show people what you have to
offer, how you can help them, and why you are an
expert in your industry. There are a lot of places you can
write to in order to get these articles out.
The sky is the limit. Consider writing for community
newspapers or newsletters that allow submissions. Talk
about your business and show people what you can do
for them. Check out trade journals or publications that
are specific to your industry. Here you can use a more
professional approach to present yourself as an expert
on the subject matter. As long as you are reaching out
and providing valuable content, people will notice.
A platform of value and education. Writing articles
for the Internet is a different game, but it's definitely an
effective tool. If you have a blog or can post articles to
third-party sites, you will be able to inform people
about your business and services. You can educate
them on the translation industry, help them
understand the benefits of a service like yours, and get
clients hooked by giving them information they might
not find anywhere else.
Distribute informative content. Article marketing, as
this is known, is a very popular craft among businesses
that are looking to promote themselves and increase
their visibility. As long as you write relevant articles that
give your readers value, you'll succeed. When you use
this tool, you're giving yourself a more expert
appearance and you are giving people something they
can use. People like free stuff, and even when it's just
information, it's going to help you promote your
business.
Get yourself
out there and
have your
voice heard
// Page 33

You already know what you do, what you have to offer,
and how you can help other people with their various
needs. There are many aspects to a brand statement that
you have to consider when developing one, including the
essential elements of the people, purpose, and perks of
working with your translation business. Start off by
defining what you do. It's a simple statement, but it's also
an important step in building your business. Show people
why you are the best and how you are different from the
rest.
Your target market at the center. Take a minute to focus
on your target audience. Why are these the people you
want to work with? Specifically, when it comes to your
products and services, what is in it for these people?
People need to know what is so great about you, and it's
up to you to make sure that you spell it out for them. This
is known as a “brand positioning statement”, but it's really
just a statement that says what you do, who you can help,
and why you're different or better than others out there.
Your uniqueness is your strength. Having a brand and
an identity is going to be critical to your translation
business. By taking the time to explore all of the different
aspects of what makes you unique, it will be easy for you
to get everything that you deserve out of this statement.
You will be able to show your target audience you have
something to offer and say “hey, this is what I can do for
you!” That puts you in a good position in the market and
gets you started on the right path to marketing your
services so that the next steps are easier. Define yourself
and make sure you can tell people why your translation
business matters.
Develop your
brand
statement
// Page 34

Sometimes in business, things don't go as planned.
Whether you've got a client who isn't keeping his/her
end of the deal, or even if there's a simple
miscommunication, you have to know how to handle
it and get back on track. All of your translation
services should include agreements and guidelines
so that everyone is on the same page. Keep things in
writing so that it's never a matter of your word
against theirs if something does go wrong.
C’est la vie! It would be ideal to give you tips and
information so that things never go wrong, but the
fact of the matter is that things DO go wrong. There is
no way to prevent the occasional mistake,
miscommunication, or difficult client. It's not about
avoiding problems, because that's impossible; it's
about knowing how to handle them.
Listen and empathize. When clients don't follow
through on agreements for some reason, you can't
just blow them off, get angry, or expect them to pick
the ball back up. It's up to you to stand up for
yourself and your business, and communicate with
them. If you are able to talk about what went wrong
and why things got off track, it will be much easier
for you to get projects moving forward again.
Nobody likes confrontation, but as a business owner
you have to be able to speak up and make sure
you're getting what you deserve from your clients.
The success and growth of your language and
translation business depends on effective
communication. Knowing how to talk things out and
come to a resolution that gets things back on track is
one area where you can make a big difference.
Deal-breaking
and getting
things back on
track
// Page 35

In any business, you need communication. Effective
communication impacts success in so many different
ways. It's up to you to come up with a plan that works
within your brand and your overall strategy so that
you can communicate the value of what you have to
offer as well as what you can do for people. When it
comes to creating and sharing a visual identity,
having an effective plan for communication is a must.
You have to know how you're going to reach out to
people and what to say to get them interested.
Communication is king. Communication is a big
part of your translation business and while you might
be able to "wing it" to a certain extent, having a plan
in place is always the better option. Make sure that
you take the time to look at how you can use
communication to get the word out and show people
everything that you have to offer. This isn't a difficult
task. Mostly, it just takes some time and effort on
your part to make sure that you're using the right
communication tools and getting the right message
out.
Spread out the word. People need to know what
they're getting from you. They want to see not only
what you do, but how your language services give
them value. What are they getting? Why should they
care? These are questions that you need to answer in
your communications. Show people what your brand
is, what you can do, and most importantly what you
can do for them. As long as you take care of these
elements, it should be easier for you to build your
brand identity and communicate your message
effectively. This will guarantee that clients and
prospects know who you are, what you offer, and
how it benefits them from the very beginning.
Communication
strategies for
marketing success
// Page 36

Business promotion is critical to your success. There
are a lot of different ways that you can go about
building a brand and creating awareness, but
relationships should play a big part in your efforts. To
build relationships, you have to know who you are
looking for and how to find them. This is a great way
to find potential clients, but it can also be useful for
networking and developing associates in related
industries.
Everything counts. Marketing activities are critical to
relationship building. These include both online and
offline activities. You should be reaching out to people
at every opportunity you have without being
overbearing. You don't want to be that annoying
person that's always talking business, but there are a
lot of great marketing opportunities out there that
you might be missing. It's all about finding the
balance.
Online and offline presence. Contact your local
chamber of commerce and see how you can market
yourself locally. Consider local resources online, and
put your business card in coffee shops, libraries, print
shops, and other businesses where you might find
clients. As far as online marketing is concerned, social
media is your first stop for building relationships. By
creating and utilizing Facebook and Twitter pages, you
can connect with people on a personal level and get
to know them better.
This not only helps you build your marketing
campaigns and brand, but it can give you a chance to
connect with people on their level and build strong
relationships.
Marketing is more than just selling a product or
service. It's about showing people that you can meet
their needs and that you're worth their investment.
First and foremost, you're selling yourself, and it will be
up to you to use marketing activities to do that.
Promotion is a critical part of business, and it's often as
easy as making some new friends.
Build
relationships
with marketing
// Page 37

When it comes to selling your services, you have to
make sure that you have something to offer. This
might sound pretty obvious, but it all starts with the
proposal. How much of your plan and efforts do you
give away with your proposals or quotes? Do people
get a detailed description of what you do, how you do
it, and why it helps them? If you're saying too much,
you're decreasing the value of your services and not
giving them much of a reason to stick around.
When you are preparing a proposal, you need to
include the objectives, value, and the measures of
success. That's all. Clients need to know what you're
going to do, how it helps them, and how they'll know
it's done right. If you leave it at that, they'll be back to
get the work done a lot faster than if you lay it all out.
There's a fine line between the transparency that
clients want in their professional services and giving
away too much.
Learn to walk the line when you are creating proposals
and pricing your services. Make sure that you give
people enough information so that they can make an
informed decision, but not so much information that
they can take off and do it themselves or, worse yet,
have someone else do it for a lower cost. You've got to
keep some tricks up your sleeve; otherwise, you will
have nothing to offer after you create a proposal.
When you give free quotes, this can be even more of a
strain on your translation business. Make sure that
you're informative and meeting clients’ needs without
overdoing it.
The proposal is a clincher for any business, and doing
it right can make a big difference in turning prospects
into clients and clients into regulars.
Don’t give
away all
your
secrets
// Page 38

There are a lot of moving parts to a successful business.
When you take the time to plan accordingly, you will learn
about all of them as you go along. When you are creating
a list of benefits and results of the translation services that
you offer, you need to make sure that they have a focus.
Features and processes are great, but people need to
know why to work with you and what they're getting for
their money.
This information is easy to contain once you have it all
laid out. You can create a 1- to 2-page document, known
formally as an“Executive Summary”, which basically spells
out everything that you offer to your clients and how they
can benefit. This statement says "I'm here, and I have
something for you". It's a way to connect with people and
make sure that you get the word out about what you
really have to offer.
"Executive Summary" seems like an intimidating word,
and when many people see it in a business plan, they get
concerned. They're not sure what to say or how to use this
piece of the plan, but it's actually really simple. All you
have to do is outline exactly what benefits you offer and
what results people can expect with a service like yours,
and you're done.
Make sure that you do this carefully, of course. You have
to choose the right words and make sure that you're
leaving people with a lasting impression that makes them
want to work with you. Don't promise more than you can
deliver, but make sure you give them plenty of incentive
with all of the benefits you are offering and the results
they can expect from your translation services.
The executive
summary and
what it means
to you
// Page 39

You know why you're the best at what you do. Now
you have to tell everyone else what you have to offer.
Think about what benefits, advantages, and perks your
clients get from working with you. Think about their
expectations and how you can meet them, as well as
how you can deliver the language services that they
need with something extra that makes you worth the
investment. Make sure that their expectations are
aligned with yours, or vice versa. You can't have one
set of ideas and an audience that sees something else.
Make sure that your clients get an immediate
understanding of what's in it for them. That's the
bottom line and one of the most important elements
in any translation business. Take the time to focus on
giving people what they want and making sure they
know they want you specifically. Your business growth
depends on convincing people you know what you're
doing, so this is an important step in putting yourself
out there in the industry and making people see that
you're the right person for the job.
Think like a client. Imagine what they'd expect from
you. Do some research and see what people are
looking for. Use that information to come up with a list
of benefits and solutions that you offer. Once you have
a concrete list, you can work on incorporating those
into your brand identity and your positioning in the
market so that people can get an idea of why you're
right for the job. It's not a difficult thing to do. It's just
something that takes a little time and effort on your
part. The payoff will be well worth it. If you show
people what they're getting and give them a reason to
choose you, you're taking all the effort out of it for
them.
The benefits
of your
translation
business:
spell them
out!
// Page 40

When you own a business, you have a lot of
responsibility. The performance of your language
business depends on how well you handle things like
marketing and client relationships. Even if you are an
expert at translation, you need the fundamental skills of
business ownership to help you maintain and grow
your business. It's up to you to take the necessary steps
to create successful clients as well as a successful,
rewarding, and fulfilling business.
The goals of business growth are increasing visibility,
attracting more clients, and increasing sales. Without
the first two, you cannot accomplish the third. This
means taking the time to plan accordingly, being aware
of your abilities, and managing client expectations well.
Clients expect certain things from a business, and your
business also expects certain things from your clients.
Don’t let your clients dictate your success entirely—this
is your business. For example, if they break an
agreement or want to change things, you should be
willing to work with them only to the degree that it
doesn't negatively aﬀect your business.
With proper communication and planning, you can
make sure that you can deliver what you promise
without surprises, keep people satisfied, and ensure
that your clients know what is expected of them. That
last part surprises a lot of people. Most of the time
when we talk about business, we talk about what
clients expect from a service or company. However,
your clients also have an obligation to work within the
confines of your services and operations, and it's up to
you to make sure that they know this.
If you go the extra mile to build a successful, visible
business that oﬀers clearly defined translation and
language services to your clients, you are going to
create a fan base of reliable clients who will not only
come back to you but also refer others, helping your
business become a success!
Communicate
what you expect
from your clients
// Page 41

In order to position yourself to grow and succeed in
the translation industry, you have to know what your
business is about and what it can do for people. This is
a very basic concept in the world of marketing, but it
might be new to you. The ultimate question—“the
golden ticket”, if you will—is what you can do for your
clients. This is what you need to answer in order to find
your position within the marketplace.
Think about your services and solutions. How can they
solve problems for your clients and prospects? What
value do you add to their lives with the service that
you provide? As a translation business, you offer
translation services. That's fairly straightforward. What
you need to get into is how this actually benefits
people and what types of people could use your
service as a solution to their problems.
What makes you better than another translation
service? Why do you deserve a place in the market?
You have to create a unique value proposition, or a
concept of why you're worth investing in. It's more
than just what you do. It's why you are better than
anything else out there. This is the first step in creating
your position in the market, and it's going to make all
the difference in your success.
Growing your language business starts with putting
yourself out there. If you're going to do that, you have
to know why you are doing it and what you have to
offer. Spell it out for people so that they can clearly see
that you're an investment worth making. If you handle
this properly, the rest will start to fall into place so that
you can move forward and grow your business with
ease.
Know the
value of your
translation
business
// Page 42

You're in the business of translation. Obviously, your
primary focus is on your translation services, right?
Wrong! Although this will take up a big chunk of your
time, you also need to be working on the business end of
things. You should spend as much time as you can in sales
situations—phone calls, in-person meetings, or even
video conferences or emails—where you can
communicate with clients and prospects and figure out
what they need from you. If you're always talking to
people, you're always increasing your chances of getting
the sale and growing your business.
Find out the needs of your prospects by creating a list of
well-planned questions that are more than just
straightforward and simple. Come up with persuasive
questions that will teach you all about their situation and
what their problems are. Make sure you have them
express the implications of not getting what they need..
Do a little bit of research about your potential clients to
determine what they are going to need and how you can
meet their objectives.
If you know how to satisfy clients without their having to
tell you directly and explicitly, you're going to make a
great impression. They will see that you really know what
you're doing in the translation business and that you care
about your clients. There is so much that you can get from
eﬀective communication, but asking the right questions
and putting yourself in constant sales situations is also
important to your business.
It's all about the clients, and when you show them that's
what you care about, they're sure to be impressed and
will be much more likely to choose your language
business for their translation needs.
Focus most
of your time
on sales
// Page 43

You've taken a lot of steps to build your translation
business’identity. Now comes the time when you have
to put all your talk into action. You're basically selling
yourself, and all the marketing materials in the world
are great, but they only go so far. If you don't take the
time to deliver on all of your promises, it's going to be
difficult for clients to see why they should be working
with you in the first place.
You don't want to talk yourself up too much if you
can't deliver. However, you also shouldn't sell yourself
short, or end up in a position where you aren't getting
the attention that you deserve, just because you aren't
making things happen. You are the package that
people want, and you have to make sure you're
making a good name for your business. If you have
already invested a lot of time and effort into creating
an identity and building your brand, it doesn't make
sense for those efforts to be wasted. You really have to
exploit your opportunities to show people that you
mean what you say.
Growing your language business is going to take
some time and effort. However, as long as you are
aware of what you are getting involved with, and you
know how to turn words into action, it should be easy
for you to get everything you need from your
investment. Your identity is only as strong as you make
it, and when you take the time to make it known,
you're going to have a lot more success. Businesses
don't sell themselves at first; it's up to you to make
sure that you're living up to the hype you've created
for yourself. If you aren’t, clients and prospects will
notice. The talk is good, but you've got to walk.
Walk the
talk with
your
services
// Page 44

When you provide a discount on your services, you are giving permission to
others to think your services are not worth much. And, unfortunately, this
trend is adversely affecting the entire translation and localization industry.
Price your services right. The price you set for your services must be
determined by the value perception your clients are getting in return for
their money. Are you meeting your clients’ expectations? Why should they
buy from you and not your competitors?
Learn to say “no.” When you reduce your rates, you are sending a distress
signal, not just about you but also about the entire industry. Reduce your
rates even just one time, and it’s going to be very difficult to say no the next
time this same client comes back. One of my dearest copywriters told me
once when I asked him to lower his price that he would feel very
uncomfortable with himself if he were to reduce his rates. I loved his
professional approach to standing behind his work.
Focus on your promise of value. When you know and have proof that what
you are offering is of great “value” to your clients, make sure this is
consistently displayed in your service delivery. Rather than discounting your
rates to match competitors, focus on value-added features.
Improve your service offering. Translation is seen by many as a commodity
for the simple reason that everybody is focusing on the same “attributes.”
Translation should never follow product-marketing models. In the service
business it’s all about that “special touch” you add to your offering. Your
clients are simply looking for someone they can trust. They want to make
sure you are reliable, that you are consistently delivering good value to
them, and that you are always there for them. Benefits and service features
are always good selling points. But a great relationship with your client is
your best selling point.
Focus on your target market. If you are continually being asked to lower
your rates, it is very likely you are targeting the wrong clients. When you
decide to focus on a niche market, it is important you understand what your
clients’practices and preferences are.
Create a strong brand. Just as big corporations develop their brands,
translators can also develop a strong, differentiated brand. When you
concentrate on developing a strong brand, you will not only become easily
recognized but also create an emotional connection with your clients. Your
competitors can try to replicate your processes, business model, technology,
etc., but it will be very difficult for them to reproduce those beliefs and
attitudes that you have established in the minds of your clients.
Professional
translators
don’t offer deals
// Page 45

Confidence requires that you have credibility with your target
market, colleagues, and clients. People will not listen nor be
persuaded by someone they are unable to trust. To be trusted,
you have to act in a trustworthy manner. This means that you do
what you say you will do, and when you say you will do it. It also
means that you know and operate under a system of ethics and
that people know what those ethics are.
While not all conversations can be planned ahead, there are
many conversations that benefit from a plan. When you prepare
yourself before initiating a conversation, you are much more
likely to deliver an eﬀective message to the right person and
that doesn’t get misunderstood. Here are some steps that you
can take to prepare yourself.
Have a purpose. Typical purposes for a conversation are to
inform or direct, to persuade, or to ask a question.
Have an outcome. Ask yourself a few questions to help you
decide how to approach the conversation:
u  What reaction are you looking for from the listener?
u  What do you need the listener to remember?
u  What do you need the listener to do after your
conversation?
Make sure the receiver is ready. Some people resent it when
we pounce on them unannounced. Others are much more
receptive when you simply ask permission. If you are unsure if
someone is ready to talk, try these helpful icebreakers:
u  Is this a good time to talk?
u  Would now be a good time to talk, or should I call you
back later?
u  Can I have 15 minutes of your time? (Make sure you stick
to just 15 minutes!)
Watch out for these words. If you want to be known for clear
communication, avoid words like I’ll try. ought to, should have,
must, always, never. If you are tempted to insert these words
into your conversations, replace them with clearer terms.
Instead of “I’ll try to get back to you later,” say “I’ll call you back
by 4:00 today”(and then make sure that you do!).
Build credibility
and trust with
the people you
speak with
// Page 46

There
is
plenty
of
debate
about
the
value
of
social
media
in
order
to

widen
the
exposure
of
your
services.
People
around
the
world
have

embraced
social
media,
and
it
has
become
a
very
popular
and
even
a

normal
way
of
doing
business.
However,
we
don’t
want
you
to
be
fooled

into
thinking
that
spending
all
your
?me
on
social
media
is
the
best
way

to
market
your
language
services.
It
is
simply
another
way
to
get
your

message
out.
Here
are
seven
strategies
for
using
social
media
in
your

language
business.

Stretch.
If
your
usual
marke?ng
is
not
geAng
you
the
results
that
you

need,
make
sure
you
increase
your
bench
strength
by
bringing
on

exper?se
that
gets
you
what
you
need.

Build
a
community.
What
you
really
need
is
to
get
people
talking
about

you
in
a
way
that
they
promote
your
brand
independently
of
you.
Think

of
the
things
that
you
can
do
for
your
clients
that
are
different
than

what
everyone
else
is
doing.

Watch
out
for
social
media
experts.
Social
media
is
constantly
evolving.

Marke?ng
consultants
who
are
also
specialists
in
social
media

understand
its
fluidity.
They
can
help
you
navigate
and
establish
your

brand
in
the
social
stream
as
one
aspect
of
your
marke?ng
plan.

However,
make
sure
that
they
can
do
what
they
say
they
can
do.
Ask
for

references
and
look
at
what
they’ve
done
in
the
past.

Be
there.
Whichever
social
channels
that
you
use
(and
there
are
more

coming
out
all
the
?me),
make
sure
that
you
par?cipate
with
your

community.
Don’t
ask
a
ques?on
on
TwiLer,
for
example,
and
then
not

be
around
or
available
to
reply
to
people’s
answers.

Find
your
clients.
When
you
conduct
your
market
analysis,
be
very
clear

about
where
your
clients
are.
Make
sure
you
reach
them
and
their

friends
so
that
they
are
able
to
talk
about
you.
This
doesn’t
mean
that

you
need
to
sign
up
on
every
social
plaMorm
there
is,
because
you
won’t

have
?me.
Focus
on
methods
of
reach
that
work
for
your
clients.

Be
a
person.
There
is
a
lot
of
ar?ficiality
in
social
media.
While

systema?zing
and
pre-‐planning
updates
makes
sense,
you
look
like
a

robot
if
you
come
off
like
something
that
has
been
automated.
Make

sure
that
some
of
your
personality
and
character
shines
through
the

things
that
you
say.

Follow
others.
It’s
not
appropriate
to
be
a
one
way
machine
in
social

media.
For
example,
if
you
are
on
TwiLer
and
have
2500
followers,
and

you
only
follow
20
people,
you
will
not
be
able
to
reply
to
people
who

are
speaking
with
and
about
you.
If
you
are
blogging,
make
sure
that

you
reply
to
people’s
comments
on
your
blog
posts
and
that
those
posts

provide
people
with
informa?on
they
can
use,
rather
than
just
wri?ng

them
as
a
billboard
for
your
services.

Embrace
social media
// Page 47

Visibility is an important element of any successful
business. By taking the time to build a brand that
people know and see on a regular basis, you will have
much better chances of keeping clients coming back
and new ones coming in. Even if that "brand" is just you
out there talking to people and getting your name into
the market, it's an important step. You have to stay
visible. In a world where it seems like there are
multiples of everything, that can be hard.
Sure, there are businesses that have been around
longer. Sure, there are companies that have more
money or marketing power. Why should that stop you?
You have a valuable service, and it's up to you to prove
to people that you can give them what they need. By
staying visible, you increase the chances that you'll be
there when people need you.
Stay-in-touch marketing. Start an email newsletter for
your existing clients or prospects who choose to sign
up. You can use that to keep them updated on new
information and what is going on. Create Facebook and
Twitter accounts for your translation business. With the
right updates, these elements are going to be surefire
solutions to getting the visibility that you need.
Tactful persistence. There is a lot to be said for how
you get your name out there. After all, if you use sneaky
methods and try to manipulate your way into success,
people are going to notice, and you'll quickly develop a
bad reputation. Study up on the right ways to increase
your visibility without being another pesky salesperson,
and you'll find that your clients are more likely to utilize
your services. It's simple. People forget about things
they don't see regularly. Don't let your business
become one of them.
Stay
visible
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Essential Guide to Marketing Your Language Services

Essential Guide to Marketing Your Language Services

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Essential Guide to Marketing Your Language Services