Comments for MarComments

Comment on Type casting: tips to make your typography more readable. by Fred

Fred — Tue, 22 Dec 2009 10:59:24 +0000

Thank you Chuck for recalling us these basics rules! Here in Grenoble, France, we love type! And the classic rules are a starting point. Respecting these conventions gives us a guarantee to be understandable and legible but of course these rules are evolving with the uses. Here In Europe there are a lot of languages with many different accents, that gives us the joy to discuss hours about having to use the caps with accent or not? That is the question. I say yes! Because the current technology makes that possible and the caps without accent can change dramatically the sens of the sentence. Example: UN PÈRE INDIGNÉ… devient : UN PERE INDIGNE. (A SHOCKED FATHER… becomes: AN UNWORTHY FATHER). Don’t you feel bored with the accent less English?
One of my favorite fonts designers: http://www.emigre.com/index.php

Comment on Translating corporate-speak into American English by Jolene Dobbin

Jolene Dobbin — Mon, 30 Nov 2009 20:28:50 +0000

Great example. I can see where that term would be confusing outside of its appropriate context. It’s vague enough within its appropriate context.

Comment on Translating corporate-speak into American English by Sara

Sara — Wed, 25 Nov 2009 12:54:49 +0000

“Competitive innovation” is one I’ve seen three or four times recently. It basically means “we don’t innovate just for innovation’s sake; the products of our innovation must also be marketable.” Might be OK in a research article about innovation or risk management, but not in a corporate mission statement or annual report!

Comment on Your mission? Writing a mission statement. by More on writing corporate mission statements — SFM Traduction: Blogging about the business of language and the language of business

Tue, 10 Nov 2009 11:19:17 +0000

[...] mission statements here. Over at Marcomments, the discussion continues with some tips about how to write a good mission statement in the first place. Corporate mission statements would be easier to translate into other [...]

Comment on Features and benefits in marcom copy by Harding Marketing

Harding Marketing — Fri, 30 Oct 2009 02:31:55 +0000

Thank you for taking the time to read our article. Harding welcomes your comments.

Comment on Features and benefits in marcom copy by Sara

Sara — Tue, 27 Oct 2009 12:54:35 +0000

Transforming features into benefits (or, even better, benefits of benefits, as you so aptly point out) is an issue that comes up again and again in my translation, copywriting, and training business. Whether it is translating marketing copy for clients, writing it for them from scratch, or helping them do it in house through training, I often use the “so what” test to facilitate the shift in mindset (writing from your customers’ viewpoint rather than your own) that is so necessary if we are to move from product specs to user benefits. Just keep asking “so what” until you can’t go any further…for instance “product X is made of a revolutionary bio-sourced new-age polymer made from genetically modified post-consumer hemp scraps” (so what?) >>> “It is lightweight, durable, recycled and recyclable” (so what?) >>> “You don’t have to replace it as often, it costs less to ship, and the company will take it back and recycle it for you” (so what?) >>> “You save money on shipping, on replacement costs, and get to communicate to YOUR customers on your environmental commitment to using only green products”…etc.

Comment on Translating marcom copy: How to avoid a world of trouble. by Sara

Sara — Wed, 07 Oct 2009 10:36:26 +0000

I couldn’t agree more, but then again I’m a translator.

A key resource for anyone thinking about taking their communication international for the first time is the American Translators Association client-education brochure “Translation, Getting it Right,” available here: https://www.atanet.org/docs/Getting_it_right.pdf

Translation-friendly writing is crucial. However, a professional translator should ask questions and work with the writer to clarify any of the above points should they happen to sneak into a piece of writing, which they inevitably do.

If your translator doesn’t ask questions, consider it a warning sign!

Comment on Translating marcom copy: How to avoid a world of trouble. by Give your brochure its own passport — SFM Traduction: Blogging about the business of language and the language of business

Wed, 07 Oct 2009 10:28:08 +0000

[...] at MarComments, the Harding Marketing marketing communication blog, this post about avoiding a world of trouble when translating brochures and other marketing materials, with which I couldn’t agree [...]