Why we need to speak up for Exporters and support small business!

Whoa let's stop the madness, Small Business needs the Export-Import Bank! Speak up!

As a service provider to small manufacturers I am concerned about the expiration of the Ex-Im Bank reauthorization. My clients, many of which are small manufacturers benefit from this service. Every citizen should understand the value of this service and I ask you to write to your congressman/senator in support of getting the authorization passed.

My clients have export opportunities in South America and Africa. They want to expand globally and thereby need my translations and international business consulting. The Export-Import Bank enables exports to happen, sales to happen, services like mine to build revenues and more. The ancillary services and companies that support U.S. manufacturers will be negatively affected if not passed.

Has anyone considered all the companies, business owners, employees who will be affected? Thousands of jobs depend on exporting! The Export-Import Bank creates wealth, does not cost the taxpayers money, and increases taxes paid into our system. Why are the law makers fighting something that is win-win for all across party lines? It is frustrating as a business owner and U.S. citizen to see the efforts spent on this issue, this should not be an issue at all. 

Please write to your elected official and tell them we demand the authorization go through.  Your efforts are appreciated.

Export-Import Bank Facts:

There are over 60 other credit agencies around the world.
The EXIM Bank generated almost $7 billion more than the cost to run their operations. 

Facts provided by http://www.exim.gov/about/facts-about-ex-im-bankThank you for reading this blog and acting on this pressing issue.Linda RichardsonPresidentAll Clear Translations

International understanding – Who’s reading your message?

Recently, I was speaking with manufacturers about translations and building business abroad. We discussed translating marketing materials and operating manuals into other languages. One person stated everyone speaks English. YIKES! How is it we are still so arrogant as a nation?

It reminded me of the newspaper article I read a few years ago about a Mexican visitor flying into an American International Airport. He wandered around for five hours looking for the exit. You see, at my regional international airport you need to take an underground tram to and from the entrance, baggage area and outside transportation. The airport had all of the “proper” signage and still he couldn’t find the exit. Why? He like many Americans who travel abroad do not read or speak the native language. We Americans are naïve to the needs of others. We fly into international cities that welcome us with signs in our native language. Although, it can be a culture shock to travel to a city in another country it is doubtful we will not have the aid of English signage or speakers in our travels, it’s doubtful we will be lost in translation.

To build international relationships, we need to have a mutual understanding in English first. 

Examples:

I spoke with a large university in Virginia with an international student department. They wish to increase their foreign student population. Their website listed student activities, studies, campus life and more. It was engaging and impressive. First error is an English only website. Even worse, the telephone numbers to contact the department do not have our international code +1 or the area code. It will be very difficult for a parent or organization looking to send their child to this American University to know how to telephone them. Shouldn’t we make it easy for others to do business with us?

Understanding that French speakers are very literal, writing a statement like “our services include” will not be as clear as “our services can include”.  Adding can makes a great difference in discussing customizing services.

Understanding when negotiating with Chinese professionals, they will agree and you think you are done. They will come back to the negotiating table to talk again and again all the time agreeing with your statements. Agreeing, nodding their heads is an act of respect more than consent.

Understanding safety training for a native Hispanic, he/she will probably agree to the safety training and then put themselves in an unsafe environment or situation from fear of not getting the job done and losing their job. Training must be approached differently, focusing on repercussions if the proper process is not followed and rewards when they do act safely.

Often people are writing content quickly to get published. I have seen homonyms used that muddle the message. This error is often overlooked by native English speakers because the understanding is automatic. A translator who is not native to the source language will often not understand the context of the sentence. Confusing homonyms that I have seen in English when translating:

Wonder               Wander

Are                         Our

There                    Their

Flower                  Flour

Affect                   Effect

Oar                         Ore

When you reach out to other cultures and countries to promote your business, organization and work, think of the Mexican businessman that wandered in an American International Airport for five hours trying to find a way out. Let’s make it easy to work with us, talk with and visit us. Put yourself in other’s shoes and communicate to be understood!

Author:

Linda Richardson, President        linda@allcleartranslations.com @allclearlinda

All Clear Translations www.allcleartranslations.com

7 Low Cost Ways That Improve Worldwide Lead Generation

Be like the coffee bean - Be found anywhere and everywhere!

Reach global markets with low cost changes      

by Linda Richardson

 1. Create videos promoting your company and product. YouTube is the 2^nd largest search engine in the world!

2.  Add Closed Captioning to your videos on You Tube. Increase being seen with text added to the video. Translate it and add more languages to be found in the regions you are entering. https://support.google.com/youtube/answer/2734796?hl=en

3.  Localize your app – 7 Billion Mobile-Cellular Users Worldwide! Emerging Markets growth for mobile use is exploding.

          http://www.itu.int/en/ITU-D/Statistics/Documents/facts/ICTFactsFigures2014-e.pdf

4.  Add the top 3 internet languages to your website and be found by most internet users

 

 5. Tweet – get with it! 80% of Twitter users are mobile and 77% of Twitter accounts are outside of the U.S. There are 33 languages supported by Twitter. Add Real-time languages and boost your visibility

 6. Facebook – 93% of Worldwide Marketers use Facebook to market their company/product

 7. US Commercial Service Tradeshows – Take advantage of the US Commercial Service Trade Booths. They will market for you, drive customers to their booth and have grants to help you with the costs of International Trade Shows.

  http://www.export.gov/eac/show_short_trade_events.asp? CountryName=null&StateName=null&IndustryName=null&TypeName=null&StartDate=null&EndDate=null

  

Need help with translations, languages, cultural marketing? Give us a call 412.496.5105 or email Linda Richardson directly, 412.496.5105.

International Partner Search Consultative Services

All Clear Translations LLC expands services.

Our clients asked and we listened! We now offer consultation services to help with International Partner Search. Our consultants will help you open new markets in South America, Latin America, Mexico, Morocco, Switzerland and France.

Our International partner development consultant will help small and medium-sized companies develop and enter new global markets. We will provide global business expertise to mentor international new market development initiatives for companies wanting to become proactive in expanding their sales in emerging global industrial markets. We offer native Spanish, German and French fluency with extensive on-site business development experience in Hispanic and French and Switzerland markets.

Services include:
* International partner search
* New market entry strategy development
* Sales distribution channel development
* International sales and cultural coaching
* English-Spanish interpretation services

Contact Linda 866.489-9109 linda@allcleartranslations.com to discuss how we can help you successfully build international connections and sales.

GLOBAL READY? HELP IS HERE!

Y

ou are Global Ready NOW! Find that In-Country Sales Agent or Distributor, part 2

This is part 2 of the last blog. You have decided to move forward with exporting sales. Questions my clients have asked will be addressed here.

1 How to determine if there is a market in this country for my product?

2. What specific companies have a need for my product?

3. How do I find out if this is a viable market before signing with an in-country agent?

4. What do I do about the language barrier?

What market should you focus on? Is the best market in Chile, Peru, China, Korea or elsewhere? There are government resources to help you with the basic marketing research. Check with your local SBDC (Small Business Development Center), your state department of trade.  Working with these advisers, you will determine what are possible targets and who might be buying what you are selling.

Once you establish a possible regional target, you may want to use a service to make some preliminary calls into the companies you are targeting to see if there is a match. Hiring a consultant that knows the region and is bi-lingual will enable you to understand better the potentiality of that market. We provide such consultants for Latin America, South America, France, Morocco and Turkey. The next step, use that bi-lingual consultant to make contact with in-country reps that can represent your company.Understanding is key, so be sure to translate your information and use an interpreter or bi-lingual consultant to speak for you.

By proactively searching and researching your new markets you will reduce the costs and time it may take to establish a market in new countries. Take advantage of state and federal trade missions offered through your state and the US Commercial Service. Your trade association may offer trade missions as well. They know your industry and can offer valuable connections internationally. Participation in a trade mission helps ease the burden of travel, setting appointments, language barriers and more.

Patience is key to developing a new market. It will not happen overnight and doing your due diligence up front will help you create a good plan of entry. If you are looking for help on establishing a new market, our consultants can help you sail the export seas to new lands and new sales. Please contact Linda at linda@allcleartranslations.com to discuss your specific needs. Together let's determine if we can help.

Resources Directory

https://www.sba.gov/tools/local-assistance/sbdc listed by state

http://www.newpa.com/business/exporting/trade-research State of PA Export Centers

http://development.ohio.gov/bs/bs_globalohio.htm

http://www.districtexportcouncil.org/locator/West%20Virginia

https://www.wtca.org/ World Trade Centers

http://www.export.gov/   US Commercial Service   

You are Global Ready NOW! Find that In-Country Sales Agent or Distributor

New Markets are opening for your product. How do you decide to use an in-country sales rep (agent) or distributor?

You did all the work, researched, educated yourself and staff, went to seminars, workshops and more. You worked with the SBDC, US Commercial Service, your State Agency, local economic development and connected with tens of people who all want to see you make it here and sell it anywhere.

Now, how do you connect with the right sales agent? Will they correctly communicate your message or image ? Or will they sell sex, drugs and your product? Pictured is a shop in Israel that sells olive oil and ... Be sure your new sales agent/rep or distributor honors your product. Decide whether you use a distributor or sales agent/rep – better yet what is the difference?

In-Country representation is needed to build your brand.  You may want total control over the message, the distribution, pricing, etc. If you do then a rep is the best choice. A sales representative acts as your salesperson. They represent your company by creating connections with potential buyers and arranging the sale of your products in country. He or She is usually an independent contractor who gets a commission off of the products sales they make.

Working with sales reps (agents), allows you to maintain control over the translations, marketing message and distribution. Many of my clients have chosen this path knowing the translations are maintained by a professional agency whose first concern is the client’s message. The message is consistent with their branding and complies with safety guidelines.

 A distributor will buy your products at wholesale and resell them to their customers in that region or country.  The distributor will maintain an inventory and have ownership of the products they purchased from you. The distributor takes care of all the functions of a business in their country. You keep manufacturing your products; they market them, have an inventory and distribute them. The distributor places orders with you. Your main concern is manufacturing not managing the sales abroad. You have less control with a distributor.

When choosing a distributor, one problem our clients have had is not maintaining a consistent message. If you choose a distributor, ask if you can create the marketing and maintain the translations in house. This will enable you to maintain a consistent brand and information.

Points to consider when talking with a potential sales agent/distributor:

• How fluent are they in your language? 
• Is there a language barrier?
• Do they have clients that are competitors?
• Are their clients in vertical markets?
• How well do they know your industry and product?
• Do they have current clients that you can talk with?
• Are they established?
• What is their reputation?
• Shipping/Logistic concerns?

The next blog will address some avenues you can take to find that sales agent/distributor. 

We can help you with all of your language translations needs! Please visit us at www.allcleartranslations.com or email me directly Linda@allcleartranslations.com

I am excited to meet Terri Morrison author of my favorite International Business Guide!

Have you ever had the opportunity to meet an expert, celebrity, politician that you follow?  I have that opportunity on March 26th when Terri Morrison author of "Kiss Bow or Shake Hands" will be speaking at the Meadville Country Club. This event sponsored by the Northwest PA Commission is going to be a great time. Hearing what Terri has to say about culture and international business will be educational and entertaining. Terri sent her article, Bad Brands and Translation Blunders to share with my wonderful readers!

Bad Brands and Translation Blunders: I Love You, and other foreign language faux pas     by Terri Morrison

    As Alexander Pope said, “A little knowledge is a dangerous thing.” But could learning just a few phrases in a foreign language actually be hazardous? Yes and no.
    In Madrid a few years ago, some coworkers and I stopped at a café for coffee. At least that’s what I ordered. My associate from England was more interested in a lovely cup of tea. But as he looked up at the stunning Spanish waitress, his basic Spanish 101 request came out as “Te quiero” (I love you) instead of “Quiero té” (I want tea). Lucky for him, the waitress smiled – and sat in his lap!
Of course, he was dead chuffed (utterly delighted) and now loves Spain. However, language blunders and poor translations rarely work in our favor.
    Many global firms have struggled with poor translations of everything from annual reports to brand names. Appropriate translations can be particularly challenging in a language that has a different writing system. In written Chinese, characters can represent abstract ideas, so names are very evocative. A poor choice is more than embarrassing; it can sink your business. But propitious ones sell products.
    Adam Wooten, director of translation services at Lingotek (visit lingotek.com), described how Microsoft’s search engine, Bing, eluded disaster in China. “Some Chinese characters that sound like Bing can mean “sick” or have other negative connotations – which would not bode well for Chinese Internet users.” Fortunately, Microsoft identified this problem in its research and added another Chinese character, changing the pronunciation to Bi-ying. “Bi-ying basically means ‘certain to respond’ – a very auspicious phrase for a search engine,” Wooten says.
    For every good Bi ying, or Kekou Kele (Coca-Cola’s Chinese moniker means “Delicious Happiness”) there are as many corporate brand name blunders. Check out these faux pas and see if you can match the tacky name with its company.
1) Incubus
2) Mondelēz
3) Air Bakin’, Air Grill, etc.
4) Bensi

A) Nike
B) Mercedes Benz
C) Reebok
D) Kraft

Answers:
1, C: Yes, Reebok named a sneaker after a mythological demon who rapes women at night. It flopped.
2, D: Mondelēz (pronounced Mohndah- LEEZ) is the new name for Kraft’s $35 billion snack foods company.
Basically Mondelēz violates three rules for a new brand name:
    If you need the Oxford Guide to Etymology to explain how the word is pronounced and what it means, then it probably won’t be easy to remember.
If the word or acronym has any unpleasant connotations anywhere in the world, you might want to skip it. A little research reveals that in Russian, Mondelēz is a lewd, crude, and socially unacceptable
term. If you’re targeting Oreos consumers, you should probably strive for a PG rating.
    Can you write it right? In Mondelēz, the line above the second ‘e’ (called a “macron”) is not even consistently rendered in Kraft’s press releases. The Wall Street Journal reports a Kraft spokesperson saying: “This makes our marketing people sad.”
3, A: Nike was forced to recall thousands of pairs of Air Bakin’, Air BBQ, Air Grill, and Air Melt shoes because of a decoration intended to resemble fire on the back of the sneakers. Unfortunately, when viewed from right to left (which is the way Arabic is read), the flames resembled the Arabic
word for Allah. Muslims saw this as a desecration on two levels:
The name of Allah may not be used on a product.  Arabic tradition deems the foot unclean. Facing worldwide protests and boycotts, Nike recalled the expensive sneakers. (On the good side, Nike’s brand name in China is Naike, which works well because it relates to endurance and perseverance.)
4, B: When Mercedes-Benz was initially translated for the Chinese market, it was rendered Bensi, which means “rush to die.” Fortunately, Stuttgart management made some changes and the brand became Benchi, or “run quickly as if flying.” Translation blunders are obviously embarrassing and expensive. But multinational firms seem at a loss sometimes to avoid errors in global communications. They turn to marketing research firms and forget about quality translations. Having your collateral translated well the first time is not only cost effective, it demonstrates respect for
your prospects and clients.
    As Nelson Mandela said, “If you talk to a man in a language he understands, that goes to his head. If you talk to him in his language, that goes to his heart.” Finding professional translators is relatively easy these days. LinkedIn has translation groups filled with professionals who would love to
help. Try LinkedIn’s Language Jobs group (with over 20,000 members), Localization Professionals group, or the American Translators Association to start, and post your jobs and questions in front of pros.

Terri Morrison is a speaker and co-author of nine books, including Kiss, Bow or Shake Hands: The Bestselling Guide to Doing Business in More Than Sixty Countries, and her new book, Kiss, Bow or Shake Hands: Sales & Marketing. She is president of Getting Through Customs, developers of
Kiss Bow or Shake Hands Digital - available through McGraw-Hill Digital. Twitter @KissBowAuthor. Visit TerriMorrison.com

We can help you with all of your language translations needs! Please visit us at www.allcleartranslations.com or email me directly Linda@allcleartranslations.com

Lists of Jaw Dropping Export Markets, Industries, Emerging Regions and Top US Exports

Some lists that are interesting and can help you define your direction for your next new market! Click on their links to learn more.

The World’s 10 Fastest Growing Metropolitan Areas

Check out these cities in Asia and the Middle East. Think regionally when you are looking for new customers! 1. Macau (Macao)

http://www.brookings.edu/blogs/the-avenue/posts/2015/02/10-worlds-10-fastest-growing-metropolitan-areas-parilla-trujillo

Top 7 Emerging Markets you should consider: http://fortune.com/2015/01/22/the-new-world-of-business/

All of these markets except Poland have a majority population under 30 years old.

India

Columbia

Indonesia

Kenya

Malaysia

Mexico

Poland

United States Top 10 Exports!

http://www.worldstopexports.com/united-states-top-10-exports/2001

1.    Machines, engines, pumps: US$219,566,232,000 (13.5% of total exports)

2.    Electronic equipment: $171,966,197,000 (10.6%)

3.    Oil: $157,213,437,000 (9.7%)

4.    Vehicles: $135,797,903,000 (8.4%)

5.    Aircraft, spacecraft: $124,831,567,000 (7.7%)

6.    Medical, technical equipment: $84,879,104,000 (5.2%)

7.    Gems, precious metals, coins: $65,522,480,000 (4.0%)

8.    Plastics: $63,025,216,000 (3.9%)

9.    Pharmaceuticals: $43,967,977,000 (2.7%)

10.  Organic chemicals: $42,255,264,000 (2.6%)

Top Ten pharma markets in the world

http://www.accenture.com/SiteCollectionDocuments/PDF/Accenture-Life-Sciences-Winning-in-Emerging-Markets-to-Drive-Growth.pdf

Emerging Markets will be great markets for pharma/healthcare products. Projections show four BRIC nations will all be in the top 10 of global pharmaceutical markets and will constitute 30 percent of the top-10 market.

1. USA
2. China
3. Japan
4. Brazil
5. Germany
6. France
7. Italy
8. India
9. Russia
10. Canada

When Your Client Values Multilingual Communication, the Sky Is The Limit!

As a vendor of international communications in the form of translations and telephone interpreting, I am always grateful when working with a client that visualizes a bigger picture, a way to help companies in many countries and understands the way to grow is with a global solution.. TrackAbout is a dynamic and innovative asset tracking solutions company that immediately saw the benefits of reaching a global audience for their clients. Their marketing and sales initiatives were always on a global scale. They have created a proprietary asset tracking solution for clients in many languages using All Clear Translations. We have helped them create a multilingual solution that will be read by end users the world over, thereby making it easy for clients to use it in any region. Please read Christine Span's blog to understand how languages will benefit your clients, sales,and end users.

MONDAY, MARCH 2, 2015 / 9:43 AM
BY CHRISTINE SPAN - MARKETING SPECIALIST for TrackAbout

As a result of efforts like the General Agreement on Tariffs and Trade (GATT) and organizations like the World Trade Organization, economies across the globe are becoming increasingly intertwined as economic barriers continue to diminish. The Internet has fueled globalization by creating a cheaper, easier and faster means of communication, providing a pool of limitless information and advancing e-commerce. As a result, the international market isn’t so dependent on national borders anymore.

As economic globalization continues to grow, English is increasingly considered a core competency. A report by EF Education First states, “Around the world, companies are conducting more and more of their business in English. Those that are not may be lagging behind their competitors.” The report also states that English proficiency among adults is rising worldwide, and that high English proficiency correlates with the ease of doing business.

Furthermore, according to the Harvard Business Review, “More and more multinational companies are mandating English as the common corporate language – Airbus, Daimler-Chrysler, Fast Retailing, Nokia, Renault, Samsung, SAP, Technicolor, and Microsoft in Beijing, to name a few – in an attempt to facilitate communication and performance across geographically diverse functions and business endeavors.”

Given this evidence, it might seem that there is no need for software globalization. Surely, if English is key to business success, the burden is on the end user to learn English. The truth is that the rise of English proficiency among adults is far from uniform in all countries and all populations. According to the EF Education First report, “Asian countries have a wide range of proficiency levels, from high to very low, with dramatic progress alongside persistent stagnation.” Similarly, “Almost all countries in Latin America, the Middle East, and North Africa have low or very low English proficiency. Although a few countries are improving in these regions, most are not.”

While English is the global language of business, not all software users speak English. Not all speakers of English as a second language are able to use the language in their daily work. At the end user level, they may only know enough English to get by. This isn’t acceptable in the real world business environment where all users need to understand and use the software accurately and quickly.

Multinational companies want standardized solutions that can be used across their global locations. But if their end user employees are challenged by a language barrier, the efficiency of the operation suffers. IBM project managers Kenneth McKethan, Jr. and Graciela White wrote, “Software that is available in the user’s own language and runs on a localized operating system provides a great convenience to the user and represents a huge competitive advantage. Given the predominance of languages other than English, it just makes good business sense to address those markets.”

At TrackAbout, global opportunities are one of the keys to our success. At the time of this article, TrackAbout software is used in 16 countries – Australia, Bahamas, Belgium, Brazil, Canada, China, Czech Republic, Greece, Malaysia, Mexico, Qatar, Singapore, South Africa, Thailand, Turkey and the United States – and is available in 11 languages – Chinese (simplified), Czech, Dutch, English, French, German, Greek, Italian, Portuguese (Brazil), Spanish (Mexico) and Turkish. Our software is localized for ease of use for the end user by conforming to local accounting principles, currency, date and time formatting, etc. In 2014, we welcomed our first partner in Western Europe. Reverse IT is an IT service provider and mobile computing hardware specialist, based in Emmen, Netherlands.

TrackAbout is the proven asset tracking software solution for companies with international ambitions and multinational requirements. If you’re doing business solely in the United States, you might think this is irrelevant as it may appear to have little impact on your daily operations. We ask you to think again.

Immigrant workers and their children will account for virtually all of the growth in the U.S. labor force in the coming decades, and most of them will have limited English skills. According to the Metropolitan Policy Program, nearly one in 10 working-age U.S. adults (that’s 19.2 million people between the ages of 16 and 64) is considered limited English proficient (LEP). Two-thirds of this population speaks Spanish. “English proficiency is a strong predictor of economic standing among immigrants regardless of the amount of education they have attained, and it is associated with the greater academic and economic success of the workers’ children. Conversely, limited English proficiency represents a loss of productivity that results in not only lower wages, but also lower tax revenues and consumer spending for local areas.”

When evaluating your asset tracking requirements and software vendors, don’t overlook the impact that language barriers can have in growing your business. As you expand to new markets or geographies, increase capacity or manage new business units, you need flexible software designed for growth and the global economy. TrackAbout offers a multilingual solution that is validated by some of the world’s largest enterprises.

Chinese New Year 2015

Chinese New Year

This important and longest Chinese celebration occurs at the turn of the Chinese calendar. It began on February 4^th and lasts until March 15^th.  February 19^th is the official New Year’s Day this year!  Roll Thanksgiving, Christmas and the Fourth of July all into a 40 day celebration. Traditions are plentiful during this celebration. People wear red and give children “lucky money” in red envelopes. Red streamers with poems written on them are decorations. Red is the symbol for fire which drives out bad luck. Like our American holidays, there are family feasts everywhere.  Some favorite foods are steamed cakes, spring rolls and fish (Yu) which sounds like wish and abundance. If the fish is served whole with the head on and tail attached, your abundance will be ensured.

2015 The Year of the Goat:  Legend has it Buddha named the 12 years after animals and those born within that year carry some of the animal’s characteristics.  You can look up what year and sign you are under. The Goat is creative and artistic, gentle and persuasive.

 http://www.topmarks.co.uk/ChineseNewYear/ZodiacStory.aspx

Your Chinese New Year Dinner:

If you are inclined not to eat out but would like to brave the delicious world of Chinese cuisine, I recommend something simple. Noodles with beansprouts and onions represent a long life. NEVER chop your noodles or you will chop your life short! Perhaps try one the recipes from http://www.chinasichuanfood.com/15-free-chinese-new-year-recipe-ebook/ and order out the rest of your meal. Remember enjoying this meal with those that you love helps ensure a year of abundance. You may include fortune cookies but they are an American created tradition and did not originate in China.

Decorate with red paper streamers and Chinese lanterns. Make your own like the one pictured here. Pinterest has some great ideas for celebrations.

Ending your celebration with Fireworks is tradition and fun.  If you live near a Chinese community near your city, check out their celebration. Click on the link to see the migration of about 80 million holiday travelers in China using a heat map. http://www.aol.com/article/2015/02/17/heat-map-captures-massive-chinese-new-year-migration/21143392/

Celebrations are great in any culture. Why don’t you create a family tradition including some of the traditions for Chinese New Year. It won’t hurt but will bring you fun, good time and maybe some luck!

新年快乐 / 新年快樂 (Xīnnián kuàilè)

'New Year happiness!'

·         In Mandarin: /sshin-nyen kwhy-ler/

·         In Cantonese: /sen-nin feye-lor/

http://www.chinahighlights.com/travelguide/special-report/chinese-new-year/happy-new-year-in-chinese.htm

I hope you enjoy Chinese New Year with your loved ones. Wishing you abundance and success this year!

Linda Richardson

linda@allcleartranslations.com

Writing User Interface That Your End User Understands

Writing For Users Of All Languages When Developing Your Software                                                                                                

This is written to help software developers why it is important to create user interface that is understandable, consistent, easily translated and repeatable.  Usability is vital! The user of your product must understand the commands, words and phrases within your software. Phrases like “holder info file processor ship to” may seem understandable to the programmer, but the user will have a difficult time knowing what the content is about.

Your user interface (UI) needs to be written for the user. Who are your users: are they tech savvy, engineers, laymen, or students? Do they have specific programming knowledge? Are they Mr. /Ms. Average Joe, whose comprehension is in simply written statements, without jargon, acronyms and multi-meaning terms? Example: Fill, Load, Touch, Mouse, Screen….

Who is using your product?

What will they be doing with it?

What do they need to understand?

What is their reading comprehension level?

Are they Non-English speakers?

Writing User Interface That Your End User Understands

 Most programmers write for programming; it is not understood by the end user and often lost in translation. Process to developing good content: 

1.      Software developer writes code

2.      Technical writer collaborates with developer and rewrites the UI for the end user.  

The user interface should be written by a technical writer. Some companies in the interest of time and budgetary restraints forego the technical writer and the programmer writes both the code and user interface. This actually creates delays in translation and confusion amongst all users. The written code needs to be translated to Plain English by a technical writer and then translated for non-English speaking users. To do this efficiently and well style guides need to be created and Plain English rules need to be established. Eliminating the technical writer can often create confusing instructions and commands resulting in hard to use devices and software. Add the dimension of other languages to this and you now have communication issues in multiple languages.

I highly recommend investing in creating good user interface at the beginning. You will save money 

I highly recommend investing in creating good user interface at the beginning. You will save money and time in the long run. Most importantly, your product information will be understood, used correctly and enjoyed.

As everyone knows, if you cannot understand commands and instructions you become frustrated. Your image will suffer, your sales will suffer and your fantastic product will not be utilized by the masses.

From OpenOffice.org User Interface Text Style Guide, Elizabeth Matthis author:

“Mark” Versus “Select”

“Select” is used to refer to the selection of objects/items, for example, paragraphs or characters which are then deleted, moved, copied, given a new font, etc. It is also used when selecting options from list/combo box drop-down lists and for radio buttons.

To discuss the use of check boxes, use the verbs “mark” and “unmark” or the adjectives “marked” and “unmarked”. Writing “mark” is also in the interest of using internationally accepted English, because it side-steps the usage of “tick” versus “check”. “Tick” is unacceptable in US English, whereas “check” is sometimes considered incorrect in UK English, where “tick” is more common. In the past, other words like “select”, “check”, and “activate” were used inconsistently alongside “mark”. Our goal is to avoid using different words to refer to the same function.

(http://www.openoffice.org/specs/collaterals/guides/text-style-guide.html#Localization)

Use existing terminology. This becomes an issue when new developers come on board and do not use established terms.

Create Glossaries and Style guides. These steps  will help the technical writers and translators maintain consistent messages using  established styles and terminology.

Once you decide what terms to use, is the statement clear?

Is the term used for multiple functions?

Creating UI In English While Keeping Other Languages In Mind.

Use Variables and keep Variables consistent; do not create new Variables when there are current ones you can use.

Do not leave text phrases open-ended.

Do not separate a command into separate resource strings.

Translators are not developers; they do not always recognize Variables and may think they are typos. Your Variables must be consistent and noted in your style guide. At times, it is difficult for a translator to recognize Variables… where they start and end, what symbol is part of the Variable -- remember your translators are not developers or native to the English language.

Do not end sentences in prepositions. They must be accompanied by a noun, for example:

 

Send file to (incorrect)        Send file (Correct)

Folder                                  to folder

Recipient                             to recipient

Symbols:

If you feel you must use symbols, make sure they are recognized internationally. A translator may be able to recognize commonly used symbols like # in American English, but it is hard to know the context.  It is best to use words when you write.

Space:

Know your spacing limitations when writing UI . Many languages are longer than English, some as much as three times as long. When you are writing your string, know your spacing limitations and the adjustments that will need to be made for other languages.

Spacing:

Do not add additional space before or after text. For example, using a carriage return instead of automatic formatting creates a separation in your sentence.  It will cause errors in the translator’database, making it difficult to understand and translate your text. The formatting issues will create delays in translation, if not errors, due to not understanding the original meaning.

Dates/Time

Do not hardcode dates/times/measurements. Allow the option for your user to choose his/her regional choices. 

                                                                                                                                                  

The Following is from Microsoft Windows User Interface Text:

 Globalization and localization

Globalization means to create documents or products that are usable in any country, region, or culture. Localization means to adapt documents or products for use in a locale other than the country/region of origin. Consider globalization and localization when writing UI text. Your program may be translated into other languages and used in cultures very different from your own.

·         For controls with variable contents (such as list views and tree views), choose a width appropriate for the longest valid data.

·         Include space enough in the UI surface for an additional 30 percent (up to 200 percent for shorter text) for any text (but not numbers) that will be localized. Translation from one language to another often changes line length of text.

·         Don't compose strings from substrings at run time. Instead, use complete sentences so that there is no ambiguity for the translator.

·         Don't use a subordinate control, the values it contains, or its units label to create a sentence or phrase. Such a design is not localizable because sentence structure varies with language.

Incorrect: 

Correct:

In the incorrect example, the text box is placed inside the check box label.

·         Don't make only part of a sentence a link, because when translated, that text might not remain together. Link text should therefore form a complete sentence by itself.

o    Exception: Glossary links can be inserted inline, as part of a sentence.

For more information, see the Go Global Developer Center. http://msdn.microsoft.com/en-us/library/windows/desktop/dn742478%28v=vs.85%29.aspx

 As you develop your software, keep in mind your end users will likely be non-English speakers in other regions around the world. Ninety-five  percent of consumers are located outside of the United States Writing with them in mind will create content ready to be sold around the world.

Reference:

http://www.openoffice.org/specs/collaterals/guides/text-style-guide.html#Localization
Elizabeth Matthis Consulting, http://www.emc-services.de   

http://msdn.microsoft.com/en-us/library/windows/desktop/dn742478%28v=vs.85%29.aspx

Learn more about All Clear Translations.

Visit our website at www.allcleartranslations

Reach out to our President, Linda Richardson linda@allcleartranslations.com to discuss your language challenges and how we can help.

Call us at 866-489-9109

More about the author and All Clear Translations:

Linda Richardson is president of All Clear Translations. All Clear Translations is located in Western Pennsylvania and was established in 2010. Their main clients are manufacturers, software developers and marketing agencies. All Clear Translations assists with translations, telephone interpreting and voice-overs in many languages.