Copywriting

Are you talking to me Pedro? I think we need a Spanish Translator

Pedro Lopez, a die-cast machine operator in a Wisconsin factory was trying to alert his boss, the plant manager, of a failure before the second shift of the production line started that day.  Because of the language barrier, there was no communication established between them and, consequently, the plant shut-down for more than 24 hours until the problem was identified, there were huge delays in deliveries and the company suffered heavy losses.

Pedro knew how to run properly the machine but was unable to inform his superior of the break down. His boss, on the other hand, also had the technical know-how to prevent or solve the problem in a timely fashion but wasn’t aware of it.

The above situation is common in today’s workplace due to the increasing number of Spanish speaking skilled operators.

Let’s look at another scenario. A small Louisiana manufacturer of specialty bath and kitchen products with an extensive network of distributors across Latin America was about to launch a new product and, for that purpose, needed to prepare marketing materials (advertising, product literature, corporate videos and presentations). Since their International Sales manager was a second generation Hispanic, which apparently had a native command of Spanish, it was resolved that all the work would be done in-house and, thus, no language experts or copywriters were hired. It turned out that all materials produced were of very poor quality, with countless grammatical and spelling flaws in the copy that translated in a monumental blooper.        

Both incidents could have easily been avoided with the aid of a professional Spanish translator or copywriter. In the first case, by having a bilingual liaison coordinator at the factory and all in-site signage, technical manuals, instruction sheets and training programs adequately translated into Spanish. For the latter case, by relying on a seasoned translator and copywriter to create, translate, write and edit with a consistently high standard all corporate, marketing, advertising and P.R. pieces targeting the company’s international distribution channels.

Companies need to communicate effectively in Spanish, both at an organizational and commercial level. Translation and copywriting are two key tasks that deserve careful attention in order to deliver your messages properly to your audiences, namely employees and customers. If you value your clients, employees and corporate image, there’s no room for improvisation or false time and cost savings. You should always hire a professional Spanish translator or copywriter.       

So, next time you face the dilemma of saying it in Spanish, don’t think it twice and use the services of an experienced translator or copywriter with a proven track record. Your efforts will be rewarded and you will know for sure if Pedro is speaking to you!

About the Author

Rodrigo Ortiz-Monasterio is a professional spanish translator and copywriter with over 20 years of experience in the marketing, advertising, publishing, business and corporate communications fields.

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