Translators and interpreters are often known more for their linguistic flare than their business acumen. They are so focused on doing the work and meeting deadlines that they forget to step back and consider how they market themselves. Yet without a USP and value proposition, it’s increasingly difficult to differentiate from others and secure good clients and worthwhile work. Some know they should think about these things, but tell themselves they’ll do that when they have more time. And they never do (that was me).
So it was great to be confined to a Tokyo seminar room on Saturday, March 14, with the purpose of focusing on these two topics under the guidance of Beatrice Dittrich, Partner at Forbes Mackenzie. Beatrice had participants think through a series of questions, including the following to determine what makes them stand out it the translation crowd.
1. What would make a difference to my clients?
2. What do I want to do that’s unique?
3. What are the unfulfilled needs in the client’s industry?
Beatrice advised us that qualities such as “accurate translation” and “delivers on time” should be obvious and not considered as a USP, and that we might need different Value Propositions for different clients.
Want to know more? Members of the Japan Association of Translators (JAT), which organized the event, can download materials from the JAT website. Or you can contact Beatrice for advice.
Looking forward to more insights for translators at the next JAT Tokyo seminar on Saturday, April 18: The Great Agency vs. Direct Client Debate – a panel discussion with Dan Castellano, Kiyoko Sagane, Matthew Heaton, and Phil Robertson.