“Even the best marketing copy in English can become convoluted, take on a different tone and prove ineffective when translated into another language. And yet this is the simplistic approach that many businesses still adopt. Fully localising written content – so that it is not only translated but also checked for tone, intonation and is then continually reviewed for performance – is a more time-intensive investment but also ultimately produces far greater results in terms of return.
Performance linguistics™ allows brands to negotiate the balance between marketing performance and brand perception. At present, it’s unusual for the same person to have the linguistic skills to fully localise copy into another language, the required knowledge surrounding platform regulations and also the data analysis skills to continually optimise campaigns.”
A view from Hannes Ben: Defining ‘Performance Linguistics™’
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