Many people might see storytelling as a means of communication exclusively related to children. However, it often comes into usage in many fields relevant for adults, such as economics, politics and even translation.

According to recent surveys, translators opinions suggest their job has always been overshadowed and underestimated in comparison to other written professions, therefore the use of narrative can have a crucial role in order to arise consumers’ curiosity and allow them to gain more exposure.

Indeed, it represents an effective weapon in marketing and advertising strategies, as it has the power to capture the reader’s or listener’s attention more than a direct enumeration of services to be sold, together with their relative listing of peculiarities and benefits for the customer.

Stories can be much more interesting and engaging for different reasons:

-First of all, people are overwhelmed by vast amounts of information which affects their everyday lives and requires much concentration (job, daily bureaucracy, etc.). Therefore, once the working day is done they don’t feel like listening to more messages full of new details to remember. They might however enjoy a nice, light and captivating story.

-Secondly, customers may prefer having real world examples presented to them of a product or service told through a story, rather than a list of potential perks with no feasable justification.

-Furthermore, people pay a lot of attention to feelings that a well-written story may arise and this is extremely important as it can affect their final purchasing decision.

In order to write stories which can both entertain and fascinate the audience, storytellers should try to get to know their customers and understand what they like, what their main interests are and what grabs their attention. There are different methods of storytelling: writing blog articles on their web pages, posting on social networks (where more and more people can share in turn and spread the word) and also with videos or even just pictures. The way to be successful is by being original, as people like change and innovation.

For what concerns the translation industry, besides being creative, the aim is also to convey the same message, express and arise the same feelings in different languages, which is even more challenging, though a good way for translation professionals to show their skills in their job and broadcast themselves at best.

I believe a good translator should “transcreate” when it comes to marketing translations.

Check out our blog posts on transcreation:

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