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Standing out from the crowd

Standing out from the crowd. Finding and leveraging your translation niche. How big is the crowd? The ATA’s online directory lists 2,400 Spanish-English translators Of them, 261 Spanish-English translators hold ATA certification in this language pair!

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Standing out from the crowd

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  1. Standing out from the crowd Finding and leveraging your translation niche

  2. How big is the crowd? The ATA’s online directory lists 2,400 Spanish-English translators Of them, 261 Spanish-English translators hold ATA certification in this language pair! The 2013 MICATA directory contains 49 Spanish-English translators

  3. The growing gulf The premium market Image-conscious clients with bigger pockets The bulk market Higher volumes, lower prices, tighter deadline. MT.

  4. Why work in a niche area? • Clients are often willing to pay more for a translator who specializes in their industry and understands the issues affecting them. • Faster productivity once you are familiar with an area. • Greater brand loyalty • Less time on marketing

  5. Translation agencies vs. direct clients • Turning down work? • Having a niche within a broader area.

  6. How to stand out? Specialization + branding Have a unique selling point!

  7. Finding your niche Translators produce better texts in fields that they are passionate about. BUT loving and mastering a topic are not enough to be successful! Demand is key. That being said, you don’t need a tonne of work, just enough to keep you busy.

  8. Finding your niche – Wine (Denmark vs. Italy)

  9. Choosing your niche • What is your professional background? Did you work in a different field before becoming a translator? • What were your favorite courses in college? • What are your hobbies (e.g. video game localization) • What do your family members do for a career? • What areas interest you? When you read a non-fiction book for fun, what is the topic?

  10. Honing skills in your niche area Immerse yourself in the field: • Explore continuing education opportunities (MOOCs such as Coursera and Iversity). Interested in legal? Take a paralegal course. Interested in medical? Take a medical transcription course to improve your knowledge of terminology. • Online learning options just for translators (ECPD in the UK, Alexandria Library) • Read trade journals: Keep an eye out for firms expanding internationally as potential clients. • Tour companies’ manufacturing facilities, go to conferences in your area of speciality But remember: It will take time!

  11. Leveraging your niche: Branding Most clients will find you rather than you find them. Visibility is everything! Essentials: A logo that is on everything, business cards, and a website Consider having a monolingual website in your source language.

  12. Word of mouth = your best friend

  13. Case studies

  14. Other niche areas that translators are working in • Cycling (FR) • Tequila (ES), bourbon (RU, JP) • Oriental carpets (DE) • Nuclear power (FR) • Diving (FR, IT)

  15. Find a friendly face in the crowd Contact translators working in the same field but different language pairs. Find a partner and offer a one-stop translation, editing and proofreading service. Stress the added value. Have a back-up and recommendations on hand for when you are out of the office and for desk-top publishing services. Be a one-stop shop.

  16. More tips for leveraging your niche • Be active on social media • Build and consolidate your reputation by offering training for other translators or potential customers. • Become a consultant for companies in your industry about language-related issues. Provide copy writing services in your target language.

  17. Public relations • Write press releases • Contribute blog posts • Write articles for translator publications and trade journals • Speak at translation conferences • Make yourself known as the go-to person for XXX

  18. Business basics • Deliver early whenever possible • Be pleasant to work with • Follow-up on a regular basis • Send direct clients information about topics that might interest them • Do small favors • Remind customers that you still exist

  19. Thanks for listening Any questions? info@printtranslations.com

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