Professional subjects from a personal perspective
Today’s post features a translator who is very well known for her specific areas of specialisation.
Percy Balemans specialises in the advertising and creative industries, with significant experience in fashion (living the dream, in my opinion!). Percy recently updated her interview answers, adding some excellent advice for developing specialist knowledge.
Here is Percy’s interview:
Why do you specialise? What are the benefits and drawbacks of this approach?
Although one of the fun parts of being a translator is that you get to translate texts about a wide variety of subjects, I also like delving into a subject and learning as much about it as I can. So that’s one reason I specialise. But I find it also helps me to market my services better: clients who have texts about specific subjects will look for a translator who specialises in that subject and people (clients, but also colleagues) seem to remember you better if they can associate you with a specific specialisation. I know some translators are worried that if they specialise, they will lose out on other business, but that is not my experience. Even though I focus my marketing on my areas of specialisation, I still do other jobs as well.
Do you feel that marketing yourself as a specialist allows you to charge higher rates?
I think that specialisation does allow you to charge higher rates. After all, you are able to offer clients not just translation and writing skills, but also subject and terminology knowledge. However, rates also depend on the industry you work for.
How and why did you select your specialist field(s)?
To be honest, I didn’t really choose them, I ended up translating in these fields and liked them! A couple of years ago I was asked by an advertising agency to do a couple of small transcreation jobs for them. I enjoyed doing them and they were happy with my work and the rest is history. One of my main transcreation end clients is a high-street fashion brand, and working on their texts required quite a bit of research on the subject of fashion, so that led me to specialise in that field as well.
How would you go about adding another specialist area?
I would definitely pick a subject I am interested in. I don’t really believe in choosing a subject just because there is a high demand for it; you are going to spend a lot of time studying the subject, so you’d better find something that interests you!
I’m not sure there is one way to go about specialising, I think it very much depends on the subject and the kind of information and resources that are available for the subject. Just to give you an idea: when I decided that I wanted to specialise in fashion, I first started reading fashion magazines, both in my source languages and my native language. This helped me keep up to date with the latest news and trends and with the writing style and terminology used. I also started looking for books on fashion: by now I have a small collection ranging from fashion dictionaries to books on fashion history and biographies of influential people in the fashion world. Another great way to delve deeper into this particular subject is visiting museums: there are several museums in the Netherlands (the Gemeentemuseum in The Hague and the Groninger Museum in Groningen) and in the UK (the Victoria & Albert Museum in London and the Fashion Museum in Bath) which have excellent fashion collections (and great bookshops!) and regularly organise fashion exhibitions. I was also lucky to find an evening class on fashion history which was taught in my area and which turned out to be very useful and a lot of fun. Finally, last month I attended my first fashion conference, a one-day event in Antwerp organised by the Flanders Fashion Institute featuring fashion journalists, fashion designers and other influential names from the world of fashion who gave their views on the future of the fashion industry. It was a very interesting event and a great way to test my knowledge and get more in touch with the fashion business.
Percy is an English-Dutch/German-Dutch translator specialising in advertising (transcreation) and creative translations, mainly on the subjects of fashion, art and travel and tourism. Visit her website for more information: www.pb-translations.com.
Please excuse the shamelessly ‘borrowed’ title. I couldn’t resist.
A lot has been made of translators as introverts. There are notable exceptions to the rule but, generally speaking, there are a lot of us out there. Take the How I Work series on Adventures in Freelance Translation for example. The vast majority of interviewees identify themselves as introverts. Personally, I feel more comfortable and confident in one-on-one situations or small groups, and it seems that I’m far from the only one.
But is this such a bad thing?
Recently, it seems that the perceived negativity of introversion is melting away and more is being written about the benefits. Some of these benefits are discussed by digital marketing consultant Fran Swaine in her guest post for The Business of Introverts. Fran points out that being an introvert can result in excellent listening skills and the patience to respond to clients’ needs rather than selling before knowing what they are. This instils trust in potential clients and creates a positive foundation, on which to build long-term business relationships.
Further reading for introverts:
•Quiet: The power of introverts in a world that can’t stop talking by Susan Cain
•Leise Menschen – starke Wirkung by Sylvia Löhken, as recommended by Elisabeth Hippe-Heisler
Blogs, posts and websites
•Susan Cain also has a website: The Power of Introverts, which offers articles and a forum.
•Quietly Fabulous has blog posts, a great FAQ section and book suggestions.
•The Business of Introverts hosts a kick-start course in addition to blog posts. Kathryn also welcomes contributions from fellow introverts wishing to share their story or give tips and advice.
•Fellow translator Rachel Ward has some sage advice for networking as an introvert.
How do you feel that being an introvert (or extrovert, for that matter) helps or hinders your business?
If you’re curious, the Myers-Briggs Type Indicator lists 16 personality types, depending on how you see and deal with the outside world, and there is a short, informal quiz on Susan Cain’s website to help you determine if you’re an introvert or an extrovert.
Translators often talk about what we can and should do to please our clients. There’s nothing wrong with that at all – I always strive to exceed expectations – but we should also be selective when looking for new opportunities.
I revisited this guide for clients on Betti Moser’s website the other day, which outlines many points that create and maintain a healthy and successful business relationship. Maybe we should all have one of these on our websites…
The best things about my favourite clients are:
• Friendly relationship
As I mention on my main website, I enjoy a relaxed relationship with my clients. The lack of forced formality creates a friendly atmosphere and makes asking questions a lot easier, which brings me to…
• Good communication
Sharing information can really help when issues arise. Does your client let you know when the finished file has been safely received? I always check up on the receipt of files and invoices, and it’s a real help when I get a prompt reply.
I am happy to provide feedback for my graphic designer or web designer. As a client, I know that they all appreciate the time it takes to make comments or suggestions, and I am very grateful when my clients do the same. It also helps to add to my testimonials and build on my reputation, which is never a bad thing.
• Respect for my work
Unfortunately, receiving an enquiry with an unrealistic deadline is not all that rare. When my favourite clients get in touch, they understand that quality work takes time and that I may not be able to take on a new project straight away. This understanding means that, faced with a choice, I make work for my favourite clients a priority.
• Prompt, hassle-free payment
Paying promptly should be a given, but fast and reliable payment is definitely something that makes my favourite clients stand out.
What do you love about your favourite clients? It’s good to share
So here we are, well into January! Where did that time go? I’m hard at work on my goals for this year but, in the meantime, let’s get back to business with a new post in my specialisation interview series. Say hi to Marie Jackson:
1) Why do you/don’t you specialise? What are the benefits and drawbacks of this approach?
I specialise in business, marketing, law and logistics, and am currently working on further developing my knowledge of law. Apart from giving me the opportunity to learn more about the fields I find interesting, I think that specialisation makes it easier to run a business. By specialising in a few select fields, I can better target my marketing and operate in a more focused manner. This also gives me the opportunity to work faster (with or without the help of CAT tools), which of course means I can take on more work! The main drawback of specialising is that it can be an expensive, time-consuming process. Ultimately, however, the return on investment is huge, both on a personal and professional level, so it’s certainly worth it.
2) Do you feel that marketing yourself as a specialist allows you/would allow you to charge higher rates?
I definitely feel that being a specialist allows you to command higher rates for your work. It’s the same in every other industry, so why not ours? It takes a lot of time, effort, money and sacrifice to specialise in a field alongside languages/translation/interpreting (which are already very time-intensive!), and our rates should reflect that.
3) How and why did you select your specialist field(s)?
Some of my specialisms were selected for me, and some I chose myself. I get lots of business and marketing work, and I covered these a lot at uni, so it makes sense for me to head in this direction. My logistics specialism arose from my first year of freelancing, during which I did a lot of work for a chemical logistics service provider in Germany. I’m now very comfortable working in the field, so although it may not have been my first choice, it’s a firm favourite today! It helps that my father works in logistics, so I grew up immersed in the field to an extent. Finally, law is my personal choice of specialism. I’ve always been interested in the law, and have found that it ultimately rests on semantics and pragmatics, which appeals to my inner nerd. Furthermore, communication is vital in a fair legal process, and so I can give something back by building my legal knowledge. By specialising in these four areas, I’m able to help my clients in all areas of their operations, from writing their first business plan and marketing their company, to drafting service contracts and managing distribution – and this is something they really value. I also often find that these fields overlap; I frequently translate marketing copy for logistics companies, for instance!
4) How would you go about adding another specialist area?
As a very visual/kinaesthetic learner, I like to read widely around my subject and get personally invested in the field. Much like when studying a language, I have used an immersive approach to building my specialisms. In particular, I read a lot of daily magazines and newsletters about law, my newest specialism, since they help me to understand the issues which affect that industry. They also show me the language lawyers themselves use to discuss their field. In addition, I attend industry events, which offer great opportunities to learn more and make valuable contacts. Finally, I find that I’m always more motivated when I’m working to deadlines, so I like to take courses relevant to my field. These force me to be disciplined and ultimately end in some form of assessment, which I see as a validation of my knowledge in that field that can also help to reassure my clients. I’m still developing my legal specialism, but this approach has helped me to really get my foot in the door. Specialising can be a challenge, but I think that it really appeals to linguists in that we’re often very curious people who like to learn about the world around us. We might therefore be one of the few professional groups who actually love doing CPD – I know I do!
Marie Jackson MA (Hons) AITI is a professional translator and interpreter and owner of Looking-Glass Translations. She works from French and German into English and specialises in business and marketing, law and logistics. Find her online on LinkedIn and Twitter, or visit her website for more information on her services and CPD record.