4 tips on writing English for translation
I daily come across English content that needs localisation. Reading through it, I find myself wanting to amend it so that it fits the purposes it was written for.
Content needs localisation because most of businesses work with clients based all over the world. Reaching those clients is tricky as different markets speak different languages. That’s precisely when the need for translation is born. Often translation causes panic to translation buyers, but why? What’s so terrifying about translation or about reaching a market that speaks a different language? Translation shouldn't be terrifying, unless you hire the wrong person for the job. What is terrifying, is writing content that is translatable and that when translated, makes sense.
So here are 4 tips on how to write content that translates well:
1. Idioms - Don’t worry about them, just use them!
Most people say ‘avoid idiomatic expressions’. I don’t agree. Professional and creative translators should be able to transfer idioms from one language to another. Languages are rich and full of figurative expressions. For instance, ‘it’s raining cats and dogs’ in English means it’s raining heavily. In Greek, the equivalent idiom is ‘ρίχνει καρεκλοπόδαρα’ (rihni kareklopodara), which means ‘it’s throwing chair legs’, but figuratively it means ‘it is absolutely pouring’. So leave idioms to the professionals. Besides, translators are cultural bridges.
2. Space - Please leave some!
Do not create content-heavy English web pages and then expect them to look as pretty in German. European languages could expand by 5 - 35%! So write your English content having localisation in mind, because reducing the German fonts may be a solution, but it isn't the best one!
3. Margaret, Maggie, Mar, Mags - Are we still talking about the same person?
How about using one and the same word when referring to this one and the same thing? Why? Because first of all this is the logical thing to do and then, it won’t confuse your translators and they won’t start asking questions. Instead, they’ll focus on creating wonderful content in different languages. Believe me, you will not be a boring writer. You will be clear and consistent. Eventually, the less new words you write, the less words you’ll have to pay for.
4. Back to basics - Think before you write
What is your content supposed to do? Who is it addressed to? Who will read it? Let’s take as example this imaginary mobile phone provider. They've just launched a new phone in the UK. We will call that new phone ‘v2’. v2 replaces an older phone. We will call the older phone ‘v1’. v1 is available only in the UK. The company now decided to launch v2 in the French market. The opening line of the newsletter they wrote in English and sent for French translation reads like: ‘This new upgraded phone replaces the previous and it provides a much faster experience that comes in a new sleek look’. Even if you hire the best French translator, this message will fail. When French customers read it, they’ll think: ‘What previous phone? I've never had a phone from this company. It’s the first time I'm seeing this product.’
If you don’t want to modify your English copy for each and every market you are targeting, why not just talk about your product itself, without making any market-specific remarks?
If writing English for translation purposes causes you a headache, speak to a translation consultant. They may be able to help!
