Why 2 stage translation is essential for multi-lingual marketing

In a business context, proper translation is no more a luxury than blankets are on your bed when the weather is cold. Yet in our international marketplace, you still see terrible … often laughable … translations of business elements like website text and social media posts that just don’t make sense.

Why 2 stage translation is essential for multi-lingual marketing

No matter how brilliant a bi-lingual or tri-lingual translator might be at keeping up with trends in their languages, something’s got to give.

Let’s face it: although English is probably the most widely-used business language in the world at the moment, those who speak it as a second or third language often do not use it as correctly as a native English speaker will. That may be good enough in conversations. But in text, and in scripts for audio and video, good enough is just not  good enough. [Read more…]

Blogging for business: forget marketing – think customer service

Has it ever occurred to you that blogging for business does not  belong in your box of marketing tricks?
And, because of its huge value in supporting business relationships, it actually belongs as a vital part of your customer service efforts?
No? Thought not.

But according to British copywriter Catherine Davies, we’ve got blogging for business all wrong…

Blogging for business: forget marketing - think customer service

Considering blogging for business as part of a customer service remit, rather than a marketing strategy, could alter the approach and increase the engagement from online readers.

(For a list of the top 10 most helpful articles on blogging for business as chosen by our readers, click here)

[Read more…]

How to make benefits your best friends in business writing – 10 Quick Tips

Everyone in business knows – or should know – that benefits are what customers and prospects are interested in when it comes to what you have to sell.

How to make benefits your best friends in business writing - 10 Quick Tips

What if there are so many features that it’s hard to translate them into benefits?

But all too often businesses get stuck on the features of their products and services, without relating them to what’s in them for the customer. Result? Poor  results.

[Read more…]

Hi there email marketing! Welcome back

HTWB email marketing Aug-14Do the words, “owned content” resonate with you yet? If not, they should.

As I suggested in this article recently, posting your blogs and articles directly on to social media is at best risky – and at worst utterly brainless. What these new vibrations DO permit, however, is for us to take a long, hard look at our earlier means of bizcomms and why they are so valuable to us right now. [Read more…]

Great Business Writing 2014: 10 updated Golden Rules

Business writing,golden rules,blogging,content,online,marketing

Er, good call…

A few years ago I shared my view on the 10 golden rules of great business writing at the time.

Here is a précis of what the original 10 golden rules amounted to then…

…and, how I feel about those golden rules now. Please share your views on these in the comments below! [Read more…]

The top 10 lies about business blog writing

business blog writing,blogging,business writing

How many more lies about business blog writing can you recall?

Let’s not beat around the bush here: there are quite a few lies being spread around about business blog writing and it’s time we got down and dirty to figure out what’s true and what isn’t.

Here are my top 10 favorite lies, and why I think they are lies.

(For a list of the top 10 most helpful articles on blogging for business as chosen by our readers, click here)

[Read more…]

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