When targeting an audience as large as the globe, writing becomes exponentially more difficult. Hidden meanings, symbolism, and abbreviations all are easy to get lost in translation. To avoid offending other cultures, losing the overarching ideas in your text, or unintentionally including non-relevant contextual information, you must follow a few writing guidelines.
The number of non-English speakers in the United States continues to grow. According to the United States Census Bureau, there was a 158% growth of non-English speakers between 1980 and 2010. This number continues to rise year after year.
It begs the question: with over 20% of Americans speaking a language other than English in their home, how are you marketing to this large population?
Non-English speakers might understand some English. However, there is no denying that they respond better to communication in their native tongue. For marketers, this is an important consideration to make when planning campaigns.
If you are considering translation, here are a few ways non-English marketing materials can have a major impact on your company’s growth and sales.
Consider this: You’ve just entered a new region where you can sell your product. You now sell your products in Quebec as part of your mix of the Northeastern part of the continent. Your first challenge? Getting your new market to find and buy from you online.