It’s no secret that we live in a fast-paced world. Long gone are the days of ‘snail mail’, with instant messaging tools and interactive chatbots now the kings of corporate communication. Streams of new information are uploaded to websites and social media platforms globally by the second.
So when it comes to translation, why should we wait?
Below are a few thoughts from our project manager Laura Germaney.
Specialist subject matter
You may have heard that a seasoned translator can handle roughly 2000 words per day. But the equation isn’t as simple as that. Not all texts are made equal. Some handle niche topics and call for both in-depth research and expertise.
In this case, allowing more time enables a translation agency to find the very best-suited linguist. Not everyone, for example, will possess the necessary background knowledge to truly understand and therefore skilfully translate a crocheting manual, an essay on astronomy, or a book on forestry – all real-life use cases at First Edition Translations. Tracking down the right person can take time, but the know-how that will flow into the translation will be well worth the wait.
Opportunity to ask questions
There are many reasons why questions might arise during translation – even when the linguist is a subject matter expert. Your text might feature company-internal or uncommon abbreviations and terms, or references to processes and documents that are unknown to outsiders. Given the time to research and raise queries, linguists can determine the most-appropriate translation and, if required for the target reader, add an explanation.
What’s more, linguists sometimes discover or suspect errors in the source text that need to be double-checked with the client before finalising their work. It can simply be a gut feeling – something doesn’t quite add up. Or perhaps there are typos that have snuck their way into the source text such as a misspelling of a name or an incorrect number. With time to fully immerse themselves into the text at hand and resolve queries, linguists can not only offer top-quality translations, but sometimes also help optimise the original.
The need for cultural adaptation
Translation isn’t just a word-for-word transfer. Different target audiences will typically have different communicative styles. And this needs to be factored into the translation process.
Let’s say a tech company has created an advertising brochure aimed at high-end management professionals. They’ve drawn up the English and are now seeking outreach in the DACH region. In the English-speaking world, you may well adopt a personal tone of voice and use figurative speech, metaphors and colloquial turns of phrase. In the German-speaking world, B2B communication is generally more toned-down and to-the-point.
A text may also make references to trends, companies or products that quite simply don’t resonate with individuals living in other countries. In Switzerland, for example, it’s very common to make payments via an app called Twint. In other locations such as the UK, this product is unheard-of. So if translating content from Swiss German to British English, any reference to the Twint app would either need to be explained or replaced with a familiar equivalent. Otherwise, you run the risk of confusing your readership.
In other words, to obtain the reader response you’re looking for, the translator will often need to culturally adapt the text, tweaking it to both the speech conventions and background knowledge of the new target market. This extra effort calls for extra time.
The effects of time pressure
Sometimes, urgency is unavoidable. You’ve got a tight deadline and you need to meet it – there’s nothing that can be done about it. A good translation agency will have understanding for this and react accordingly.
But, where possible, we’d advise against consistently asking for translations within tight timeframes. Besides the potential extra cost involved, e.g. to cover weekend or evening work, this can create a culture of false urgency and damage your rapport with your translation provider. The best approach is to be open about what’s time-critical and what can wait. This way, your translation provider can better prioritise your projects and you avoid paying any unnecessary rush fees.
More importantly, however, time pressure can increase the risk of slip-ups in the translation process. Particularly for legal or pharmaceutical documents, or if you plan to print the translation, we’d strongly recommend allowing the linguist to take their time and give their work that all-important final onceover. Delivering top-notch quality takes time.
As shown in the established project management triangle, the timescale of a project is intrinsically linked to the quality and cost of the end result.
Keen to know more about the merits of allowing ample time for translation? Why not explore the Institute of Translation and Interpreting’s Slow Translation Manifesto.
Find out more about the diverse range of services our translation agency offers. Contact us at enquiries@firstedit.co.uk. We look forward to hearing from you.