Translate Marketing Materials: People Don't Buy What They Can't Understand

http://chiefmarketer.com/disciplines/online/0203-translate-marketing-materials/

by TravisLS • 17 years ago

4 3 17 years ago

chiefmarketer.com

timf2• 17 years ago

What worries me with alternate languages is not marketing but tech support.

russell• 17 years ago

Outsourced tech support can mangle French just as easily as English.

If you have designed your site so that it doesnt need telephone support, then foreign language support will indeed help you. However it is not easy or cheap to do it well. It is particularly difficult if the textual parts are undergoing continual change.

timf2• 17 years ago

Yeah, this is along the lines of my worry. Sorry, I know I included no context.

I plan to offer tech support (predominantly email) for the inevitable holes in the documentation. And I think it would be insane to presume I could (without years and years of work) make the docs perfect or the UI etc. "perfectly obvious" (the no-docs-needed ideal).

So if I translate the marketing to other languages, this would have to, what, be accompanied with a "tech support in english only" warning?

This is a micro-isv, cannot hire tech support yet. But the application would certainly be useful for people who only knew a bit of English. Offering them lower prices would be fair on some level, but that doesn't seem feasible tactically.

Translate Marketing Materials: People Don't Buy What They Can't Understand

Related Stories