It takes more than just the ability to understand two languages.
Professional translators and interpreters have the education, experience, and expertise to understand the nuances in one language and transfer them to another. The right professional will have solid knowledge of your industry and will know how to culturally adapt your content for the target audience you are trying to reach. You only get one chance to make a first impression, so make sure it counts.
Can I afford to hire a professional?
You can't afford NOT to. Getting your message wrong can cost money, ruin your image, and even cost lives. Whether you’re having a multimillion-dollar advertising campaign translated or need an interpreter to communicate treatment options between a doctor and patient, it pays to hire a professional to get the job done right.
Instead of hiring a professional, this restaurant used machine translation and did not realize the result was an error message.
Understanding what’s at stake
ATA provides case studies to illustrate why it is critical to hire qualified translators and interpreters.
Ben could hardly wait to set up his own business after years of working for a large company. Knowing the demographics of his market area, Ben wanted to market to the large Latino population there. So, he looked up the key words in Spanish and created a beautifully designed website and colorful, eye-catching signage to attract new business from the…Read More
Automation and artificial intelligence (AI) are all the rage these days, and for good reason. The technology behind once too-good-to-be-true tools like facial recognition and 3D printing has advanced by leaps and bounds. Many of us own or pine for “smart” devices and use dozens of apps a day for personal purposes. So what about business? How far can automation…Read More
It’s a well-known fact that people prefer to shop in their native language. Naturally, they feel more comfortable when they completely understand what they’re reading. The same goes for searching online. It’s highly unlikely that potential consumers in foreign markets will find their way to your website using English-language searches, which means you need to incorporate key words in your…Read More
Janet, a personnel manager at a fast-growing start-up, hoped to give her company a competitive edge in an international field by recruiting bilingual employees. She got some unexpected results. Her first big surprise was discovering that many applicants who made no mention of language skills on their résumés reported being able to speak two, three, or sometimes even more languages,…Read More
The U.S. may be the largest consumer market in the world, but did you know that 96% of the planet’s consumers don’t live here? With purchasing power on the rise across the globe and the internet making our world smaller than ever, there’s no better time to market your products and services abroad. But before you attempt to cross the…Read More
In our world of information overload, less is often more. This old adage still applies in the world of communications—think website or marketing copy that is best short and sweet. Yet context and preparation is needed when human interaction is involved. The more time and energy you invest upfront, the more time, money, and headaches you’ll save down the line.…Read More
Why Hire an ATA Member?
ATA members have a commitment to continuing education and are held to the highest professional standards. Feel secure knowing if you’re hiring an ATA member, you’re hiring the best in the business.