The localization of your content is the key to success in establishing business relationships abroad. To make a sale, you need to be able to connect emotionally with the consumer, and to achieve this, it is vital to be able to communicate in their own language. While most companies translate, smart companies localize their content. Why is localization so important today?
How is localization different from translation?
Localization is the process of adapting a product or service linguistically and culturally to make it suitable for a specific region.
Translation consists of taking a text in one language and rendering it in another. But localization goes a step further. It takes into consideration the impact of culture, and fully tailors the text to the local market. It goes beyond translating content. It is like adapting the American hotdog into the Spanish tortilla.
Customers feel safer when buying products that are marketed in their own language
If you want to sell to foreign consumers, do it in their native language. You will be better able to evoke an emotional response.
“If I’m selling to you, I speak your language. If I’m buying, dann müssen Sie Deutsch sprechen!” Willy Brandt – German Chancellor
According to Common Sense Advisory, one of the world’s most trusted Market Analysts in the Language industry:
- 55% of consumers prefer to only buy in their native language, and 53% are more at ease buying in their native language.
- Countries that most preferred to buy in their native language are France (61%), Turkey (61%), and Germany (58%).
- Countries most comfortable making purchases in English are Egypt (85%), Indonesia (78%), and China (78%), while those who were least comfortable are Japan (34%), France (42%), and Germany (43%).
Where do you sell? Which markets would you like to target? Where would you like to sell more?
Localization: the bridge between cultures
Localization brings an unprecedented perspective to translation. It is a process that respects the culture of each country.
Anyone who speaks two languages can translate, but only a professional will have the ability to grasp the subtle relationships between words. A true localization expert knows the customs and traditions associated with a language and its culture and is able to perceive these more implicit nuances.
Localization implies a deep understanding of the devices that govern the source and target culture, and it adds value to the translation to definitely make your content local.
It is clear that if you want to be successful in marketing products or services in other markets, localizing content must become a priority. After all, every good salesperson needs to have a good understanding of their customer in order to establish a fruitful and honest business relationship.
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