Archive | August, 2015

Can you find the best translator?

25 Aug

Have you ever noticed how unpopular is the concept of “the best product ever”?

Although some marketer and manufacturers are trying to make use of this slogan, it seems odd that this concept has never gained much popularity among advertisers. What can be more natural? You claim you are the best (or you product/service is the best), and people will instantly join the queue to get it.

But there must be some sort of explanation why such an obviously brilliant idea does not get the popularity it (certainly?) deserves.

The thing is that “the best” is an adjective. Like almost any other adjective, it has descriptive nature. In other words, people can`t measure the portion of “best-ness”, otherwise they would have already employed the concept long time ago. So, when someone says that something is the best, they always compare the thing they are talking about with other similar objects/products/etc. One-of-a-kind objects can`t be the best or the worst.

In other words, people tend to compare things, and, based on their requirements, they can find the best expert for the text they are going to translate. Quite often these requirements include price (budgets are tight, which is why clients have to screen out translators whom they can`t afford. Although some may claim that the best translators are the most expensive ones, for these clients they are obviously NOT the best ones). Or, a lot of people will only search for native speakers of the target language, filtering out those who claim they can do it both ways.

Many prefer experts with strong translation skills and will never let translators per se with some knowledge of the specialization touch the source text, etc.

My point is that clients can`t find the best translators for every project. Without clear requirements and criteria identified prior to the search it is more like chasing a mirage. In other words, it is quite ineffective to try to make prospects believe that you are the best one for them. Some of them will (of course) take the bite, but the probability that this relationship will last much long is minimal. It is far better to let clients match their requirements related to their specific project your expertise and experience, or, yes, to let them pass you by in case they don`t need your profile. This is the only way to let them “stay by” you if they choose you.

BTW the same goes for the concept of “the best translation” (to be elaborated in another post of mine).

Words are just words, and it is a very bad when clients (attracted by catchy slogans) don`t see the profile they were thinking about – not because you are a bad translator, but because you are not the best for THEM. Defeated expectancy.

Advertisements