Professional subjects from a personal perspective

Specialisation according to Valeria Aliperta

Valeria is (or should be) well known to translators as the face of Rainy London Translations:

Valeria Aliperta, translator and interpreter English-Spanish-French-Italian

She is an expert on all things branding and even provides personalised sessions via her sister business. Here is her take on specialising:

Why do/don’t you specialise? What are the benefits and drawbacks of this approach?
I did a BA in translation but then specialised in Interpreting and while the MA in Translation had several majors (Technical, Scientific, Literary or Business) the Conference Interpreting MA was focusing on the booth practice 100% (and I am thankful for that!) and did not have any specific topic to follow.

This means I did not really have a specialization per se. Plus, as a ‘pure’ linguist ie. not a person who has a previous degree in engineering or medicine etc. – I came out of uni like many, many colleagues and asked myself: riiiight… so what now?

As I did a work placement in a translation agency, I tried to find a job in-house as a PM but despite having the right experience, I was never successful as the recession hit right in that period. Hiring choices went towards the more experienced or those who were already internally working for the companies would be preferred to save money.  So I decided to go freelance!

Well, when I was younger I used to like drawing and being creative. Therefore, anything that has that direction drew my attention and as my partner is a designer, I was naturally exposed to the IT world. Even though I never studied marketing I find ads funny and creativity is something I tend to have in me, so I improved my skills by reading, reading and more reading,… with the objective of producing flawless copy in my language. As other colleagues of this series said, initially I had no clue so I did go for the ‘take it all or bust’ approach, making my mistakes 🙂

You’ll never see me translate medical, financial or hard-core technical texts now but as in any job, I always have to SEE the file before accepting.

How and why did you select your specialist field(s)?
Specialising is a good option and everyone should try and find what they like. I now work for agencies and direct clients and my favourite topics are marketing, tourism, fashion/beauty and ads. I’ve recently started getting more and more work for software companies, TV or acting studios, even though for interpreting I may end up working in agriculture or architecture because in most cases you get to prepare the material.

Do you feel that marketing yourself as a specialist allows/would allow you to charge higher rates?
It should. Sometimes the market can be tough, especially in financially challenging times like – alas – these, where sometimes clients are ready to accept lower quality for cheap prices. Still, they will come back to you if you’re THE expert, because… only when it hits them in their face, they realise how it hurts to have chosen a non-professional or non-specialised linguist 🙂

How would you go about adding another specialist area?
I am fascinated by the legal sector but I feel I lack the extensive skills to say I specialise in it. The differences between the legal systems of different countries make it even harder to find the right correspondences and material, as it’s all ever changing and complex. But I’m working on it! I have already translated software, but I would eventually like to expand my creative side even more towards apps (which I am addicted too!) and other online platforms. As you see, what you love is the key here. The only thing sometimes is starting. Just read more in the topic you find interesting, scout for blogs or publications, stuff your e-reader with RSS and feeds and maybe get some online CPD/training. Echoing the famous Confucius’ motto, here’s my interpretation: choose a specialisation you love and you’ll never have to work a single day in your life.

Valeria Aliperta (Associate of the ITI, MCIL, member of ASETRAD and IAPTI Head of External Relations) is a conference interpreter and translator at Rainy London Translations, working from English, Spanish and French into her native Italian for IT and web, fashion, design, marketing, legal and advertising. She also runs a branding consultancy at and is co-founder of The Freelance Box, which provides seminars and hands-on courses for freelancers.

Specialisation according to Rose Newell

Today’s interview is a great one. If you don’t yet know Rose Newell or her blog, you should.

Rose Newell, German to English finance and technology translator

Rose is based in Berlin and translates finance and technology material from German to British English. Here’s what she has to say about specialising:

Why do you specialise? What are the benefits and drawbacks of this approach?
I would recommend every translator, indeed every professional, specialises in what they do best. Why do I do it? Everyone is better at some fields than others: be it professional experience, academic background or general interest – any of these will enhance your insight into a given field, making you are faster and better. It works a bit like RPG games: the more you do something, the more experience you gain, which improves your abilities. If you spread yourself between very diverse fields you are making your task harder, because you have so much more to learn and this learning will be slower in each area as a result. There are also significant business advantages to being a specialist rather than a generalist. My combination is relatively common, so it is not like I can sell myself as simply “a qualified German to English translator” – it’s not exactly “Farsi to Korean”, where the combination alone would be your unique selling point. I must differentiate to attract the best clients. I also prefer to stick to my specialist areas because I am more confident – and this confidence means more than correct terminology, but deep understanding and the confidence to decide resolutely that there is an error in the source, and take appropriate action. I can do that with IT, technology and finance. I would never be able to do this with engine parts descriptions, so I will turn such jobs away.

Now we come to the drawback: being specialised means turning work away when it does not match our areas of specialisation, even if in reality I could probably do a better job on many of them than a generalist who may take the job without the same qualms. Referrals are usually the way to go: this protects my integrity AND the profession, since a professional experience with translation providers helps our overall image. It also works both ways – my colleagues know what I specialise in, too, and what goes around comes around. 

Do you feel that marketing yourself as an IT, finance and technology specialist allows you to charge higher rates?
Definitely. Differentiating myself through my specialist areas means I can market myself better to clients and obtain higher rates. Further, it is really the only way to go if you want top-notch direct clients. They will always be more willing to accept higher rates than an agency. For example, I won a new client at CeBIT because my MA happens to relate very closely to his invention. This meant I instantly grasped the concepts and he felt more at ease, relating me more as a colleague in his field than a service provider. The client was assured that I was the right person for the job and his chances of finding someone better were very slim. A generalist in this situation has nothing to say to differentiate themselves from the next generalist translator or agency. Expertise will trump a good sales pitch from even the best of bulk translation providers – provided the client is looking for that, of course.

How and why did you select your specialist field(s)?
A specialist area should be something obvious to you, I think. My specialist areas were pretty obvious choices for me. Or rather, my father chose them for me:
My father’s background is in financial forecasting at the Royal Mail, managing a big budget while keeping an eye on the economy as a whole to look out for potential changes. He has a habit of predicting things – as when I was three, he decided that it would be a good idea to start giving me computer time. He thought this black and white box of lights was the future, so as my tiny hands played with different shades of grey on Paintbrush, he managed to prime me for my interest in geekery. My father would pass on his old computers every time he upgraded – which happened often. Learning by observation, as is common among linguists, I worked out how to use Windows and MS DOS from looking over my father’s shoulder, first rescuing precious files and reformatting my hard drive via MS DOS at age seven.

My fascination with computers and technology never ceased, so it wasn’t a big surprise that when the IT boom hit, I knew more than the teachers did. Classmates would queue behind me in IT lessons, often joined by the teacher, who would push to the front. The remuneration for this assistant teaching came in the form of the school’s IT prize, but the lack of quality teaching meant I temporarily lost interest in an academic sense. The fascination continued, of course, and I have been reading IT and technology journals, magazines, books, websites and forums for as long as I can remember. Later, I decided to do my MA not in translation, but in “Human Aspects of Information Technology”, especially when offered a generous excellence scholarship. This was partly for my own satisfaction – but also for the benefit of my career, and ultimately, my clients.Why I chose finance is a little similar. My mother is not the greatest fan of computers or finance, so my father would often discuss these things with me instead. I would hear many finance-related tales from the office and comments on the news, which of course meant I adopted an interest in finance and economics, which later led to my later study of economics at AS level and politics through to degree level. At university, I would invariably take an economics slant on any course I studied or essay I wrote – where my centrist attitudes dismayed certain lecturers and fellow students at both ends of the spectrum. That said, the recent privatisation of the Royal Mail was… painful.

Put simply, my interest in finance lies in how it reflects wider scheme of things: even the driest of financial reports for a small business or 200-word article in an economics supplement can reveal underlying social and economic trends and likely future developments. I have not yet confirmed this interest through further study, but it is far from ruled out for the future.

Why I didn’t choose anything else? They just don’t interest me as much as IT, technology or finance. Simple.

How would you go about adding another specialist area?
As you’ve gathered from the above, I don’t really believe in choosing a specialist area simply because you want more clients. Really, a specialisation will choose you. (Or, as in my case, your father will choose them for you…)
That is not to say you cannot add one, but I think to really work it has to be something you are genuinely interested in – something you will happily read about in your spare time and spend time researching, not caring too much if a job overruns because you’re enjoying the learning process. I know some people say they have not yet found what they want to specialise in, but I admit not having much advice here. Perhaps they could read more to see what they enjoy reading? Or perhaps they could look to their hobbies, interests and professional experience? There are others out there who would choose based on rates surveys, which generally state that those willing to translate patents or military documents will be paid a lot more for their trouble. If choosing in this order – first choosing a desired specialism, then acquiring the knowledge – I would say gaining experience and knowledge is a priority. Perhaps also working in the field, reading related materials in your source and target language, translating some documents for practice or connecting with others in the industry through trade fairs and conferences. Then all the standard rules for producing good quality apply – if you are new to that field, take considerable care with your terminology research, consulting experienced colleagues where necessary.

My final word of warning would echo the words of Chris Durban: think about how you would do in a sort of Turing Test among experts in that discipline. Consider whether you can pass as one of them. To take IT as an example, do not think that knowing how to use software or owning a computer, iPad and smartphone mean you are on their level. You need to have some idea of how these things work, from computer languages to hardware. A n00b will be quickly found out and left out of the conversations a good translator needs to be part of.

Rose Newell runs Lingocode from Berlin. You can find her on her website, blog, Twitter and Facebook.

Specialisation according to Ewa Erdmann

This week’s interviewee is Ewa Erdmann, an English-Polish translator and interpreter based in Dorset, England.

Ewa Erdmann, English-Polish translator and interpreter

Here are Ewa’s thoughts on specialising:

Why do you specialise? What are the benefits and drawbacks of this approach?
Specialisation allows me to be seen as an expert in translation of specific fields, which in my case are law and marketing. Many of my colleagues take similar approach and specialise in up to three areas they are experts in. If communicated correctly, this practice attracts clients that operate in those fields, which gives me plenty of joy, since these are the projects I aim to receive. I constantly develop and work on my knowledge of the areas I chose as my specialisations, which means that when I receive a project, it will be a job well done. You can’t really be good at translating everything, so it is reasonable to focus on a few specialisations and excel at them. The only drawback I can think of is probably that when choosing just a few specialisations, you lose projects in other fields, but then you can turn this into a positive by recommending other colleagues who work in this particular area. This way, you probably won’t lose the client and you may be recommended in reciprocation.

Do you feel that marketing yourself as a specialist allows you to charge higher rates?
Yes, by all means. Since you will be seen as an expert in a particular field, you are allowed to charge your client an “expert’s rate”.

How and why did you select your specialist field(s)?
In my case, it was initially passion that lead to pursuing academic education and experience in my chosen fields. My main specialisations are legal and marketing translations. I am fascinated with both of them, especially from linguistic point of view, and this is the main reason why I enjoy translating legal documents and marketing texts such as website content, company and product descriptions, press releases, etc.

How would you go about adding another specialist area?
I would probably take on a university course or decide on one organised by Coursea. Otherwise, I would just read a lot and try to self-educate to the highest level possible enabling me to create flawless translations.

Colleague profile:
Ewa Erdmann (Transliteria) is an English-Polish translator and interpreter specialising in law and marketing. She is also a journalist for a Polish magazine MagazynPl issued in the UK. Ewa has an academic background in law, experience in marketing and a passion for languages. Always open-minded and enthusiastic about translation – this is what she does best.

Find Ewa on her website, Twitter and Facebook.

Specialisation according to Nicole Y. Adams

It’s here! Welcome to the first post in my new interview series. Earlier this year, I started to gather advice and information about specialising from colleagues and now I’m ready to share it with you. Enjoy!

The first of my interviewees is a colleague who has forged a great career out of her expert knowledge in distinct areas.

Nicole Y Adams, German-English matketing, corporate communications and public relations translator

Say hello to Nicole, who translates between German and English in the fields of marketing, corporate communications and public relations from Brisbane, Australia.

Here are her thoughts on specialising:

Why do you specialise? What are the benefits and drawbacks of this approach?
You know how the saying goes: Jack of all trades, master of none. First, I don’t believe that generalists will be able to survive in this day and age. Delivering ‘quality translations’ and a ‘professional service’ are no longer enough to distinguish ourselves from the competition in this crowded market. They are a given. So to stand out, we need to specialise and make a name for ourselves in a very distinct niche. As a result, you’ll

a) only translate projects you’re genuinely interested in and that you enjoy,

b) translate a lot faster and thus earn more money, and

c) be able to charge higher rates because you are presenting yourself as an expert in a particular field rather than just a generalist who only translates in this area every once in a while.

Of course, specialising means turning away clients and turning down jobs – a lot of them! – which can be quite scary initially. But I’d rather turn down a project and lose out on a few dollars than spend an age trying to do a job that’s not within my areas of expertise and then potentially deliver a sub-standard product. It’s just not worth it.

Do you feel that marketing yourself as a marketing and PR specialist allows you to charge higher rates?
Absolutely. Clients are definitely more willing to pay good rates if they feel they are getting value for money. And an expert in a specific area is more likely to provide such value than someone who doesn’t specialise. If you needed a root canal treatment tomorrow, would you go to a specialist who does nothing but root canals all day long, although it may be a little bit more expensive, or would you choose a general dentist who only does one of them every couple of months? I certainly know who I’d choose!

How and why did you select your specialist field(s)?
When I first started out as a freelance translator, I made the classic beginner’s mistake: I took on work in all kinds of areas and even struggled through the odd technical text. Needless to say, I worked out pretty quickly which types of text I enjoy and which ones I’m not too keen on. I used to work in-house as a marketing assistant for a short period of time and always had an interest in marketing, and I realised that I really enjoy translating company magazines, marketing copy, presentations and press releases. Over time, as my confidence and experience increased, I started to take on more and more assignments in these areas and declined more and more translations that didn’t fit the bill. In addition, I completed a diploma in marketing communications and became a public relations consultant via distance learning to acquire the necessary theoretical background as well. These certifications, coupled with my increasing practical experience, allowed me to narrow down my areas of specialisation more and more, making my work so much more enjoyable (and profitable).

How would you go about adding another specialist area?
I don’t think I’d add another specialist area any time soon because I believe two to three is just the right number. But with all the CPD available for translators these days, and all the distance learning courses and webinars we can choose from today, I’d start by learning more about the subject in question to understand the theory, and at the same time I’d start practising by translating a lot of relevant texts in my spare time and then have them checked by an expert in that field to get some expert feedback. This would also give me an idea if the subject really suits me or not.

Colleague profile:
Nicole Y. Adams runs NYA Communications, offering translations between German and English, language consultancy, translation workshops and mentoring sessions. Translation-wise, she specialises in marketing, PR and communications.

NYA Communications website:
Twitter: @NYAcomm