Last updated on Jul 11, 2024

Your clients are resistant to change in translation. How can you convince them of the importance of context?

Understanding the resistance to change in the translation process can be challenging, especially when clients hold onto traditional methods that have worked for them in the past. However, as a translation professional, you know that context is not just a minor detail; it's the essence of accurate and effective translation. It's about conveying not just words, but meaning, cultural nuances, and the intended message. Your role is to guide your clients through this realization and help them embrace the importance of context to enhance their global communication.

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1 Context Matters

When you encounter resistance, start by explaining why context is crucial in translation. Unlike direct word-for-word translation, contextual translation considers the cultural, social, and situational elements that give meaning to the text. It's the difference between a translation that sounds natural and one that feels awkward or misleading. Remind your clients that their message's impact depends on how well it resonates with the target audience, which is only possible when the context is accurately interpreted and applied.

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2 Client Concerns

Listen to your clients' concerns about changing their approach to translation. They may worry about the cost, the time involved, or the risk of moving away from what has worked before. Address these concerns directly by explaining how context-focused translation can save time and money in the long run by avoiding misunderstandings and preserving brand integrity. Assure them that while the process may seem unfamiliar at first, the outcomes will be worth the initial investment.

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Jorge Miguel Soares

Certified Versatile Translator, Linguist & Data Analyst | Professional Speaker & Oratorical Coach | QA | QC | LQA | Copy-editor | MTPE | Content Review Analyst | Data & Business Analytics | AI
Imagine clients as cautious travelers. To them, altering translation approaches mid-flight is akin to adjusting the flight plan while airborne. They also fear turbulence—change disrupts their perception of a seamless journey. Therefore, address their concerns candidly. Like a seasoned pilot, explain how context ensures safe landings. Guide them through linguistic clouds. Their trust in context will stabilize the journey.
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3 Educate Continuously

Education is key in overcoming resistance to change. Provide examples and case studies that illustrate the pitfalls of ignoring context in translation. Show how misinterpretations can lead to brand damage, legal issues, or lost opportunities. Use these examples to highlight how a deep understanding of context can lead to more successful communication and help your clients achieve their international goals.

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4 Collaborative Effort

Emphasize the collaborative nature of translation. Encourage your clients to see themselves as partners in the process, where their input and feedback are invaluable. Explain how their knowledge of their own business and audience can contribute to a richer, more accurate translation when combined with your expertise in language and culture. This collaborative approach can make the change feel less daunting and more like a shared journey towards better communication.

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5 Strategic Approach

Introduce your clients to a strategic approach that integrates context from the beginning. Explain how this method involves thorough research, understanding the target audience, and considering the purpose of the text. By adopting a strategic approach, your clients will see that context is not an afterthought but a fundamental part of creating effective translations that achieve their objectives.

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Jorge Miguel Soares

Certified Versatile Translator, Linguist & Data Analyst | Professional Speaker & Oratorical Coach | QA | QC | LQA | Copy-editor | MTPE | Content Review Analyst | Data & Business Analytics | AI
Help your clients picture translation as a chess match. Context is your queen—the most powerful piece. Strategize: map out context checkpoints. Discuss tone (formal or friendly), cultural references (local spices), and industry jargon (special moves). Like a grandmaster, plan ahead. When clients see the strategic context game, they’ll make bold moves.
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6 Future Benefits

Lastly, focus on the long-term benefits of embracing context in translation. Talk about how it can open doors to new markets, build stronger relationships with international audiences, and create a more inclusive brand image. Stress that while change can be challenging, the future benefits of context-aware translation far outweigh the comfort of sticking to familiar methods.

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Jorge Miguel Soares

Certified Versatile Translator, Linguist & Data Analyst | Professional Speaker & Oratorical Coach | QA | QC | LQA | Copy-editor | MTPE | Content Review Analyst | Data & Business Analytics | AI
Consider context as compound interest. It grows silently, enriching your linguistic portfolio. Explain to clients: today’s context investment pays dividends tomorrow. A well-contextualized translation endures—it’s the vintage wine aging gracefully. Like a financial advisor, assure them: context compounds value over time.
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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Jorge Miguel Soares

Certified Versatile Translator, Linguist & Data Analyst | Professional Speaker & Oratorical Coach | QA | QC | LQA | Copy-editor | MTPE | Content Review Analyst | Data & Business Analytics | AI
Imagine you’re an architect designing a skyscraper. Beyond blueprints, consider seismic shifts. Context evolves—new idioms, shifting norms. Research linguistic trends—the architectural façade. Also, explore client-specific context: their brand ethos, target audience, and legacy. A translation built on these foundations withstands time’s storms.
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Your clients are resistant to change in translation. How can you convince them of the importance of context?

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1 Context Matters

2 Client Concerns

3 Educate Continuously

4 Collaborative Effort

5 Strategic Approach

6 Future Benefits

7 Here’s what else to consider

Translation

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