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ecls translations shortlisted for Northern Powerhouse Export Award 2023

In May 2023, we were delighted to have been shortlisted for the Northern Powerhouse Export Awards in association with the Department for Business and Trade, with sponsors including the Greater Manchester Chamber, UK and the Northern Powerhouse Partnership, with campaign partner Alibaba Group.

 

As part of the process, we were assessed on:

 

🤝 How we support companies in the technology, manufacturing and marketing sectors to diversify, to gain access to new resources and technologies, and to attract new customers around the world for increased sales and profits.

 

✈ The export journey we’ve enjoyed so far and the countries we currently export to, which include Germany, Switzerland, the USA, Belgium and France.

 

💡 Our innovative approaches to export, including technological innovations and new offerings to provide our clients with a more efficient, cost-effective service.

 

🏆 The impact our clients have enjoyed over the past 12 months as a result of our high-quality, efficient translation service. This has included a better understanding of their clients’ needs to optimise their offering to customers abroad, increased customer retention, boosted global sales and enhanced reputation overseas.

 

🌎 How our export practices help to achieve the global NetZero Agenda, protecting the environment, tackling climate change, championing equality opportunities with a commitment to upholding rules-based trade.

 

We’re grateful to all of our clients who have chosen us to help them achieve their export ambitions in what is a very competitive environment, and we’re really excited to continue supporting businesses in the UK and overseas with their export goals.

 

The awards ceremony takes place on Wednesday 28th June 2023 at Middlesbrough Town Hall and we’re excited to be attending and to meet other exporters from the region.

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Navigating ‘false friends’ in German and French communications – our top 10

If you’ve ever studied a foreign language before, it’s likely you’ll have come across a fair few ‘false friends’!

 

What is a false friend?

 

A false friend is a word or phrase that sounds or is spelt the same as in your native language but has a totally different meaning in the other language.

 

There are plenty of examples and while they are certainly amusing, they could potentially lead to some rather awkward or embarrassing situations or even cause offence.

 

You might think the German language is particularly straightforward with its English-sounding words like ‘Kaffee’ (coffee) and its very logical compound nouns like ‘Handschuh’ (hand + shoe = glove), but be warned! There are some words that are designed to trip you up.

 

We’ve put together a list of our top ten French and German false friends that everyone (not just translators!) should be aware of.

 

  1. Gift (German)

Before telling one of your German friends that you’re giving them a ‘gift’, make sure to check its meaning first – the German noun ‘Gift’ actually translates into English as ‘poison’! This is a classic false friend and one that you’ll need to be aware of if you don’t want to scare away any of your German colleagues, friends or family. If you do want to give someone a gift, the correct German translation is ‘Geschenk’.

 

  1. Rat (German)

Following a similar train of thought, you might feel shocked or even disgusted if you hear that your German friend wants to thank you for your ‘Gift’ by giving you some ‘Rat’… but don’t panic, they’re only trying to help! The English translation of the German word ‘Rat’ is ‘advice’. If you ever need to know the correct German translation for the pesky rodent, it’s ‘Ratte’.

 

  1. Handy (German)

If you want to talk to your German friends about how useful you found the guidebook they lent you for your summer holiday, don’t assume that the correct German word is ‘Handy’. This word actually translates into English as ‘mobile phone’ (and is pronounced more like ‘hendy’). This should be an easy one to remember, as mobile phones do come in handy a lot of the time! There is some debate around the origins of the German word. Some believe it’s a short version of the early German word ‘Handfunktelefon’ while others say it came from ‘handie-talkie’ – a handheld walkie talkie that was used in World War 2. Either way, it’s shorter and easier to say than the German alternative: ‘Mobiltelefon’. If you do want to describe something as useful, you can use the German word ‘nützlich’.

 

  1. Mist (German)

Be careful if you want to comment on the weather in German. You might think the German word ‘Mist’ can easily be used to describe the fog in the sky on one of those grey winter days. However, you’re actually more likely to hear Germans using this word when they’re annoyed. ‘Mist’ can be translated into English as ‘rubbish’, or less politely as ‘crap’! It’s also the German translation of ‘manure’. If you want to talk about the fog or mist in the sky, use the German word ‘Nebel’.

 

  1. Chef (German)

If you want to pay your compliments to the chef in a German-speaking country, you’d be forgiven for thinking that you could use the German word ‘Chef’. Unfortunately, this is another false friend that catches people out! The English translation of the word ‘Chef’ is actually ‘boss’ or ‘manager’. If you want to thank the chef for a delicious meal, you’d need the word ‘Koch’ or the feminine form ‘Köchin’.

 

  1. Journée (French)

If you’re speaking to a French person about your recent travels and want to tell them about the journey, make sure not to use the French word ‘journée’. Although this certainly looks like a French version of the word ‘journey’, it actually translates into English as ‘day’. If somebody wishes you a ‘bonne journée’, they’re not wishing you well on your travels, they’re simply wishing you a nice day. The correct French translation for the word ‘journey’ is ‘voyage’, hence ‘bon voyage’ – a term that we often use in English as well.

 

  1. Blessé (French)

Make sure you brush up on your French vocabulary before declaring to someone how lucky and ‘blessed’ you are. While the French word ‘blessé’ (past participle of the verb ‘blesser’) might seem like the obvious choice, you’d actually be saying something that’s rather unfortunate instead – that you’re injured. This false friend trips people up quite often. The correct French translation for the verb ‘to bless’ is ‘bénir’.

 

  1. Passer (French)

Another French verb that catches a lot of English speakers out is ‘passer’ in the phrase ‘passer un examen’. An English speaker might be thrilled to hear this news, thinking that they’ve passed an exam. However, somewhat confusingly, ‘passer un examen’ simply means ‘to take an exam’. The French verb ‘réussir’ is the one you’ll need to listen out for to find out if you’ve passed or not. A very cruel false friend!

 

  1. Déception (French)

As you’ve seen so far, false friends can be very deceiving. You might want to talk about this in French using the word ‘déception’. However, this is a deceiving word in itself. ‘Déception’ actually means ‘disappointment’. Both terms have negative connotations but they’re not exactly interchangeable. If you want to use the correct French word for ‘deception’, it’s ‘tromperie’.

 

  1. Bras (French)

We’ll leave you with one last French false friend that could lead to some rather awkward encounters! If you see or hear the word ‘bras’ from a French speaker, don’t assume that they’re interested in your (or somebody else’s) underwear… ‘Bras’ is the French word for ‘arm’. The French language actually has some interesting idioms using this word, such as ‘les bras m’en tombent’, which translates literally as ‘my arms fall off’. This phrase translates along the lines of ‘I just cannot believe it’ and can be used if you’re really shocked by something and left speechless. If you do need to know the correct French translation for the undergarment, it’s ‘soutien-gorge’ – slightly longer than the English word!

 

We hope that you’ve enjoyed our list of German and French false friends and that you can use it to avoid any potentially awkward language encounters. We’d love to hear your favourites, including in other languages too.

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How to prepare your documents and website content for translation: our top tips

At the start of any translation project, it’s important to establish the format of the documents you need translating and the format in which you’d like to receive your translations back. Ironing out any issues at this early stage is crucial, as it will make the translation process run a lot more smoothly and will help your provider to understand your requirements and expectations from the start. Your translation agency should be able to advise on the best course of action depending on the type of document you need translating.

To help you get started, we’ve put together a short guide covering the main document types with tips on how they can be prepared for the translation process.

It’s worth remembering that a lot of translation agencies and translators make use of CAT (computer-assisted translation) tools. These help to break texts down into manageable segments and store/create translation memories to make sure that your documents are translated consistently and in line with your style and terminology requirements. Repeated text can also be translated for you at a discounted price. CAT tools work best with editable documents, as they can extract the readable text and prepare it for the translation team.

Let’s take a look at some of the different document types and how these can be prepared for the translation process.

  1. An editable file is a CAT tool’s best friend

If you already have the content you need translating in an editable format, such as a Word or Excel file, the good news is that you probably won’t need to do much more in terms of preparation! Our top tip here would be to make sure that you send your translation provider the final version of the document you need translating without any track changes or unresolved comments. It’s also a good idea to make sure that you’re happy with the formatting of the original document, as the translation will follow the same layout. Make sure to check for any pesky uneditable text that’s lurking in an otherwise editable file, such as images that have been copied and pasted, and check if you have the original versions of these to send to your provider if they do need translating.

  1. How to handle PDFs

PDFs come in all shapes and sizes. More often than not, the document will have originally been created in some other software, such as Word, PowerPoint, InDesign etc. and it will have been saved as a PDF along the way to make it easy for everyone to access. If you have the original file format of your PDF, make sure to send this to your translation agency. It will be easier for them to work with and will reduce any preparation and formatting costs that might be involved. If this is not possible, most translation agencies will work with specialist typesetters who can convert PDFs into Word or InDesign files, for example.

If your PDF is a scanned document, this can make things a little trickier but not impossible! Usually, the translation of a scanned PDF would need to be typed up in a new file, e.g. a Word document, which can take more time and means the translator won’t have access to the CAT tools they would usually use. It’s also possible to type out the source text into a Word document and then run this through a CAT tool for translating. Again, this does take time and will involve some additional costs. It also means that any formatting will be lost and the translation may need some work afterwards if you would like the layout of the original document to be replicated.

The main thing here is to try to make sure that the scan can be read clearly. You can do this by ensuring that the original document is scanned at a high resolution so that the text can be read more easily. Make sure to avoid any blurred edges or anything else that might distort the text and make it difficult to decipher. After all, your translator will need to be able to read the document well to be able to translate it!

  1. Website content

Nowadays, more and more companies are translating their websites to target new audiences overseas. A professionally translated website is key to maintaining your brand reputation, building trust on an international scale and engaging with new clients and customers. But where do you start with getting your website translated?

If your website is fairly small and you already have the content saved in, for example, Word files, these can easily be translated using CAT tools and you can then reinsert the translated content into your website. You could also copy and paste the content from your website into Word or Excel files and follow the same process. This approach is great for smaller websites or if you only need a few pages from your site translating. If you do choose to go down this route, make sure that the files contain everything from your website that needs translating; occasionally things like menu items can be missed.

The other approach is to export your website content in another format, such as XML or HTML. After some preparation, these files can then be opened and processed using CAT tools. Usually, a software developer or website admin will have access to your website content and will be able to export the relevant pages for translation. If your website was created using WordPress, there is also a plugin that enables you to export the content in XLIFF files. This is a well-known CAT tool format and will make the translation process run even more smoothly, as the files shouldn’t require much additional preparation.

Whichever format you choose, your provider should always run a test and send you a pseudo translation to try importing back into your site to check that everything works properly before translation begins.

Our top tips here are to think about which content you need translating from your website. There might be blogs, for example, that won’t be relevant to your target audience and won’t therefore need to be translated. Also, make sure to communicate clearly and openly with your translation provider to ensure the project runs smoothly and your requirements are understood from the start.

  1. InDesign files

InDesign is a well-known desktop publishing software programme that can be used for creating marketing content like flyers, brochures, posters etc. Some clients like to copy and paste the text from their InDesign files into Word to get the content translated and then will reinsert the translations themselves. Most translation providers, however, will work with professional typesetters who can take care of the entire layout for you, so that you receive a fully formatted print-ready translation back. If you’re not familiar with the target language, this can be particularly helpful, especially if it uses a different alphabet or reads from right to left instead of left to right! If you do decide to get your translation professionally formatted by your provider, our top tip here would be to make sure to send them all the relevant files. This includes the .idml file, which is compatible with CAT tools, and the original .indd file, as well as any fonts and links. Also make sure to check if there is anything that’s uneditable within the InDesign files, that’s been copied and pasted from a different source, for example, and let your provider know if such text will need translating.

  1. Tips for all documentation types

Whether you need a simple Word file or a complex PDF translating, there are some tips that apply regardless of documentation type. As we mentioned earlier, make sure to send the final version of your document to your provider to ensure the quote for your project is accurate. If you make changes to the text while the translation process is underway, it’s likely that this will incur additional charges. Check for any text that might be uneditable in otherwise editable files and decide whether this needs translating and let your provider know. Similarly, make sure you’re happy with the layout of your document and discuss any issues or specific requirements with your translation provider at the start of the project. If you have short texts that need translating, it’s best to group these together for your translator to work on at once, as most agencies will charge a minimum fee for each smaller text to cover project management time, research, translation and proofreading.

We hope this short guide has given you a useful insight into how to prepare your documents for translation! As you can see, there are lots of factors to consider, but a good translation provider will be able to talk you through your options and help you along the way. Spending some time preparing your documents for the translation process and discussing your requirements with your provider at the start of a project will save you valuable time and costs in the long run.

If you’d like to discuss getting your documents translated, don’t hesitate to get in touch with us: info@ecls-translations.com.

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Why should marketers care about translation?

As a marketing professional, you spend hours, if not months, developing marketing campaigns and messages. It costs a LOT of money, involving pricey ad agencies and brand consultants. 


Your marketing campaign was a roaring success in the UK. You’ve got lots of new
customers; socials are buzzing with talk about your brand; your press coverage is off the scale; sales have rocketed. 


But you launched the same campaign in your international target markets, and it fell flat on its face. A journalist said your translations didn’t make sense; you offended your target market because you didn’t consider their culture, and you’re the laughing stock of the trade press. 


Why did your campaign fail? You didn’t use a professional translation service.

How to make friends and influence people

Some businesses don’t even translate their marketing materials before they launch their product in a new country. Sales suffer, and they fail to get a foothold in their international markets.


A 2020 report by CSA research said that 40% of global customers never buy a product or service if it’s not in their language. 65% prefer to read content in their native language, even if it’s a bad quality translation, and 67% tolerate websites containing mixed languages.


Customers deserve a better experience. What if ALL businesses provided translations that inspired and captivated customers around the world? Increased profits and reputation and a new legion of loyal and engaged customers.

 

Helping customers understand your brand

High-quality translation should be your number one priority if you want your product or service to succeed in your international target markets. A successful marketing campaign works if it plays on emotion and if it aligns with the values of your chosen market. Get it right, and you’ll break into new territories, increase international sales and win new clients. Get it wrong, and you’ve lost thousands of potential customers and dented your reputation.  


Combining translation and creativity, transcreation uses creative licence to help you maximise your marketing campaigns by using appropriate and culture-relevant content. A professional translation agency translates content AND ideas, aided by its hawk-like knowledge of different cultures and values.

Keeping your marketing message consistent

Professional translators, like our team at ecls translations, are not only native
speakers in their specialist language and experts in their subject; they’re passionate about culture, and understand nuances and the importance of a consistent, global brand message.  


Professional translations cover a massive range of marketing materials, including websites, product descriptions, social content, emails, digital magazines, press releases, brochures, and online search ads...the list is endless. Translators weave your marketing messages throughout all your campaign material, ensuring your intent, tone, and calls to action are as consistent on your website as in your press releases.

Translation protects your business

Marketing needs to be clear and concise, especially when you’re using terminology relating to manufacturing. Imagine an informative blog post telling a customer how to replace the ink in an industrial printer. But there was one small problem: the blog was poorly translated, or not at all. Your customer is injured, and legal action is heading your way.  


Investing in a professional translator helps to mitigate risk, protects your reputation and saves you costly legal fees in the future. Most importantly, marketing translation shows you care about your customers.

Connecting with your audience through colour

Translators consider every element of your translation. Experts in their native language and country, experienced translators have comprehensive knowledge of its history, politics and humour.

 

They even understand the power of using the right colours to appeal to specific countries. Take orange. In western countries such as Germany and France, orange is associated with autumn and warm weather, while it signifies mourning in the Middle East.

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Tempted by free translation tools? Think again

Ever seen a beautiful website with what looks like a fantastic product, only for poorly translated words to let it down? Auto-translated words usually don’t make sense and can sometimes be downright baffling! We often read websites where it’s evident they’ve used a free, online translation tool to translate their website. 


At ecls translations, we offer post-editing services, which combine the speed of
machine translation with the intuition and expertise of human translators. This can be a useful tool if your budget is tight or a large volume of text needs to be translated quickly.


Saying that, nothing beats human translation. Hiring a professional to translate and proofread your marketing materials means your customers will enjoy top-quality content, ultimately increasing sales and building global loyalty.


In conclusion: If you want to enter international markets, using a professional
translation agency will help you break new ground, grow your business and help you win clients. Now, who doesn’t want that? 


Sources: Statistics from “Can’t Read, Won’t Buy” - a report by CSA Research.