The importance of language in marketing

I’m not a product development manager. I’m not a graphic designer. And I’m certainly not a marketing guru. Yet somehow my activities are very closely linked to theirs. As a translator, proofreader and copywriter, you’re behind the scenes, trying to make their work even better, trying to adapt it to the desired target audience. You feel responsible for launching their products and services, for turning their efforts into a great success.

Unfortunately sometimes things go wrong. Texts are not proofread by reputable translation agencies trying to cut costs. Marketing managers rewrite, rephrase and mutilate the copywriter’s texts without having them checked again. Graphic designers and printers don’t spellcheck ads to save time and money, or for fear of being criticised by their clients.

Companies big and small seem to think it’s more important to invest in form rather than in content. They couldn’t be more wrong. Imagine this scenario: you sell expensive crystal vases. Your aim is to position your business in the top-of-the-range end of the market. You write a 50-word ad yourself, because you refuse to fork out 50 euros for a copywriter to do it for you. But you do hire a professional photographer to shoot stunning photos of your vases. At a cost of a few hundred euros. The result: your ad looks exactly the way you wanted it to look – it exudes the air of luxury and elegance that you were after – but upon closer inspection there’s something not quite right about the actual text. A spelling error. Was it worth saving those 50 euros?

Not everyone will notice, that’s true. And not everyone will care. Maybe you’re not too bothered yourself. However, don’t forget that many – if not most – consumers will rely on your marketing material to forge an opinion on your business. Their (I mean our) reasoning: if they can’t even be bothered to proofread their own ads, what should I expect from their customer service?

In marketing the importance of language is often overlooked. Yet it’s one of the most fundamental aspects of this type of communication. Language bridges the gap between a business and its customers. It illustrates the company’s ability to convey its know-how. By language I mean spelling, grammar, syntax, punctuation, the whole lot. No need for nitpicking, but blatant errors should be avoided at all costs. And that’s where we come in!

Have fun trying to figure out what went wrong below!

A combination of English and German?

Buy a tool... and get a free motoring school? That's what I call a good deal! But there's more...

Flopdag.

This week was a hectic one. Too much work, too little time. Yesterday I was asked to translate the word flopdag. Easy peasy: off-day, I was having one, so I knew exactly what it meant… Both ears hurting, headache and 3,000 words to translate. Joy oh joy!

If you’re a translator, you know you can’t move your deadline simply because you’re feeling under the weather. You have to suck it up and finish what you’ve started. And to me, that’s one of the most underestimated aspects of my job. What do you mean, you can’t ask clients whether you can deliver your texts later? It’s not like their life depends on it. Well, apparently the launch of the latest curl-shaping shampoo can’t wait a few minutes. Just like that press release about the € 1,500 bracelet. Customers are already lining up on 5th Avenue!

I shouldn’t be saying this, but sometimes I really wonder why companies write two-page stories (yes, literally stories, starting with Once upon a time) to promote their latest line of luxury ready-to-wear women’s clothing. Excuse me, prêt-à-porter. I’m not a marketing guru, but when you can afford to buy a dress that costs as much as a car, I doubt whether you’re going to take the time to read the press release. Why would you? Most of those purchases are impulse buys.

Or worse even… there are so many brands that invest serious money in high-tech applications (think interactive websites, viral videos reminiscent of Hollywood blockbuster trailers and weirder-than-weird smartphone apps), but don’t care about content. Can you believe some companies actually translate their texts with Google Translate? One word at a time. And I’m left picking up the pieces.

My programme for the day: bury my head in the sand. The beach is just a few minutes away… shouldn’t be too hard.

Wannabe beauty guru?

I like watching beauty videos on YouTube. I work wearing jogging bottoms and tank tops, without a scrap of make-up on – save for some lip gloss or lip butter, from The Body Shop, naturellement – and yet I love watching so-called “beauty gurus” transform their faces into works of art. I anxiously await their next product review, even if it starts with the word ADVERTORIAL, i.e. I was paid a few hundred dollars/euros/pounds to rave about this anti-acne cream that actually turns your forehead into a moon crater. Tutorials, hauls, monthly favourites… they’re all in my bookmarks.

I’ve tried to think about WHY I love this beauty stuff. Maybe it has something to do with my work situation. At uni, I thought I’d become one of those classy ladies wearing fancy suits and driving an Audi. To say things turned out differently is an understatement. Manicures? I’ve had one in my entire life. Trips to the beautician? Nope, never. Hairdresser? Three times a year, at most. Don’t get me wrong, I don’t look like a hermit, although I sometimes feel like one. But I’m not the epitome of classiness either.

Nevertheless, I’ve always loved make-up, hair products and the like. Unfortunately, I rarely have the opportunity to show off my skills in that department. So I’ve resorted to keeping a pocket mirror on my desk, along with lip gloss, mascara, eye shadow, concealer... The list goes on and on. Beauty gurus inspire me to buy fancy creams and potions that I never use. Yes, I fall for marketing ploys. When mascara costs € 9.99, that’s
€ 9 for me. I really believe there is a significant difference between lip balm and lip butter. And yes, primers really do smoothen my skin.

When I feel like my day couldn’t get any worse, I attempt to recreate celebrity looks – that often ends in disaster… and a desk covered with make-up remover pads, cotton buds and wipes. All while trying to focus on the latest L’Oréal press release. And if my boss ever catches me doing my make-up during working hours, I have an excuse: you gotta practice what you preach. Samples are always welcome!

We all have our little quirks. What are yours?

Oops, I forgot my moisturiser!