Confession: After peeling back the curtain on LinkedIn about the antiquated operational models of translators, I find myself irresistibly pondering... what if we dared to venture further? Traditional Routes and New Paths Await
An overwhelming 85% of us sit in a blend of hope and resignation, eagerly anticipating that pivotal email from agencies, in a kind of sweet anticipation that often morphs into a love-hate relationship. Meanwhile, a bold 10% of marketing warriors plunge into the jungle in search of the coveted direct client, armed to the teeth with digital prowess. But what of the adventurous 5%? Let us explore the roads less traveled together.
Thinking Outside the Box: Not an Option, but a Necessity
The Unexpected Local Approach:
Picture our translator, who, after devising a stellar marketing plan, sets off to conquer the local shops with a brochure that would make an advertising agency green with envy. She reaches out via email, mail, and even phone. Alas, to her surprise, her potential local clients need translations into English and French. Thus, our brave colleague hits a dead end… But what if she adopted a more commercial mindset, offering services in both directions, including those two foreign languages? Perish the thought! Offering services in a language other than her mother tongue? Unthinkable. Yet, what if she embraced an entrepreneurial spirit and collaborated with native-speaking colleagues in a more stable relationship? They could establish a small SaaS company, offering these services together, alongside her translation services. Yes, gentlemen, she would not morph into a dreaded agency, but rather, she would have a secondary commercial channel.
The Pricing Approach:
When agency W offers EUR 0.16 per word to the client and pays the translator half, why not propose a more advantageous rate directly to the client, say EUR 0.12, ensuring a steady workflow with an annual subscription? A nod to the win-win approach, without forgetting to add that unique value that often only we can provide.
So, rather than sending a mundane email to a direct client, proposing 16 cents per word without enhancing their services, as agencies do (yes, I regret to inform you that agencies often add a substantial value to their offerings), what if she proposed an annual subscription to this client, suggesting 12 cents? This method, to truly be a subscription, must ensure a minimum amount of work, thus securing a constant flow of work at a lower cost to the client. A win-win situation for both the client and the translator.
From Artisan to Consultant:
The technical translator who reinvents herself as a linguistic consultant for ambitious companies, offering not just translations but strategic consultancy services. Collaborating with a digital marketer could not only expand her offering but create an irresistible package for those aiming to conquer new markets. For example, a Spanish technical and marketing translator (IT-ES and EN-ES pairs), after years of working in the traditional wait-agency-passivity mode, starts to see herself as a small company, rather than merely a pair of hands providing translations of catalogs and manuals into Spanish.
She begins to include linguistic consultancy proposals, offering a targeted marketing service to Italian and English companies eager to penetrate the Spanish market. She starts collaborating with a digital marketer, thus approaching companies with a robust and complete proposal, addressing all the needs of her interlocutor. I hear some already saying: but no, never, offering services beyond translation? Many colleagues have been doing this for years, with excellent results. And interestingly, this service could also be appealing to translation agencies; I have already provided consultancy on market expansion for clients looking to grow their businesses abroad through translation agencies numerous times.
The Challenge of Old Beliefs
Breaking the mold is not just about finding new clients but redefining our role in the translation world. The invitation, therefore, is not to view agencies as the enemy, nor the direct client as the only Holy Grail.
In conclusion, exploring new horizons in the translation world is not just a possibility but a necessity, to successfully navigate a sea of yet unexplored opportunities. To the boarding!
**Pirate-Style Disclaimer - We're not criticizing those who choose different paths; every treasure map is personal. - There are no one-size-fits-all magic solutions; the diversity of languages and markets requires a well-calibrated compass. - Our relationship with agencies? Complicated but often fruitful, much like an old friendship that renews itself.
France