Accuracy isn’t always only about literal translation. In fact as much business has probably been lost as won by literal translations. Translation is more often about capturing the essence of a text, and never more so than in the world of marketing communications.
Good copy carries a great deal of information in its subtext, the humour of wordplay and tenses that pose real challenges for most translators. At Unicom, we appreciate that it’s not simply a matter of sale or no sale; insensitive comments are frequently responsible for inflicting permanent damage on a brand, the cost of which might be measured in millions of dollars.
To accommodate this we introduced our Creative package, which combines the skills of both translators and copywriters and a meticulous process to deliver copy and scripts that say what you really mean and stay true to character. It works like this:
- Deliver your text either personally or electronically.
- Talk it through face-to-face or on the phone with your Unicom project manager and agree timing and fees (subsequently confirmed in a formal quotation).
- Your Unicom project manager appoints a translator and copywriter and briefs them.
- The translator creates an initial draft keeping as closely to the original meaning as possible.
- The copywriter goes through the draft highlighting suggestions for text changes.
- You have a second meeting with your project manager to discuss the options and make decisions.
- The Copywriter enacts these and prepares a final version.
- You receive the finished copy or script on the agreed date.