How To Sell In Spanish – Artículo Breve
ON Marketing has over a decade of experience creating flawless translations for its corporate clients. Here is a sample of the many lessons we have learned and can share with you.
One key step in your Hispanic marketing campaign, equally as significant as strategic or creative concepts, is the translation of your sales material into Spanish. Improper translations can derail a brilliantly conceived advertising campaign. Avoid the traps of translations by following some simple tips that we at ON MARKETING have learned about professional translating.
Know your target market. Knowing your target market is critically important when translating from English-to-Spanish.
In Los Angeles Spanish is essential. If San Antonio, however, is your market, you need to know that many Mexican Americans there are third and fourth generation, and don’t speak Spanish.
Create equivalent translations. Just as a joke in one language cannot be literally translated into another language without losing its meaning, so the same is true in advertising. Concentrate your efforts on equivalent translations that communicate your message in both languages.
Use “neutral” Spanish. Use Spanish that is readily understood by the majority of Spanish-speakers. The Spanish used by the majority of Latin Americans and U.S. Hispanics is a universally understood language sometimes called “neutral” Spanish.
Avoid colloquialisms. One of the easiest ways to fall into the Spanish translation trap is by using colloquialisms. Colloquialism tripped up an orange juice manufacturer, when they advertised “jugo de china” in Miami. “China” means orange to Puerto Ricans, but Miami’s Cubans thought it was juice from the Orient.
Avoid literal translations. Avoid literal translations of your English-language original.
When ON Marketing translated print ads for Kraft Foods’ Polly-O Cheese, we changed the original English advertisements considerably, but without losing the message. Instead of translating “four” into “cuatro,’ we used the term “cuadri,’ which means 4-way. We translated “un-fourgettable” with this clever phrase: “¡4 veces rico! ¡4 veces inolvidable!”
Understand the translation process. Before you hire or request an agency’s help for your translating needs, take these precautions:
* Insist on a bid in writing. Translators charge by the word, the page or usually a project fee. Compare those costs with at least two other bids.
* Hire only experienced bilingual translators.
* Besides bilingual, translators should be bicultural.
* Reject any translation that does not include diacritical marks (accents, tildes and inverted question and exclamation marks).
* Request a word processed copy of the translation on a computer diskette. This will avoid errors in retyping or in production layouts.
* Proof read the translators work. Translators, like everybody else, are human, and humans make mistakes.
* Create a quality control system where at least two additional proof readers review a document.
* Before printing a translated ad, ask your printer for a “blue-line” proof for final editing.
Mistakes occur during the final stages of production. Don’t let it happen to you.
Sometimes, although most Latino ad agencies won’t admit it, translations are not needed. If your target audience speaks English, use English in your ads.
At ON Marketing, we believe in knowing what the rules are–even though we may sometimes decide to break them.
That is why we have developed specialized bodies of knowledge on what makes success in advertising food, retail, automobiles, electronics and new products.
This special information is for the guidance of our staff and for the clients of ON Marketing.
ON Marketing can translate your goals into profit. 562-425-5815
ON Marketing 7224 Killdee Street, Suite G-2 Long Beach, California 90808 ONuiry@aol.com
COPYRIGHT 2000 Hispanic Times Enterprises
COPYRIGHT 2000 Gale Group