When I first suggested that language translators would go the same way as acrylic records and typewriters, I stirred up a hornets nest. I was playing the Devil’s advocate because I was curious. Why would anyone use a professional translator when Google can do it free of charge?
I got together with natural speakers in their own languages. Together we tested the Google translate system. It was concluded that Google wavered between adequate and abysmal. Why the difference?
If your English is poor or you use shortcuts, for instance using ‘isn’t’ instead of ‘is not’ the translation will raise smiles rather than sales. Avoid slang, euphemisms, anecdotes or words with double or more meanings. Your marketing content will need to be clipped, precise. You should write, as you would pronounce your English to someone whose English is very limited.
The quality of Google translate will also depend on the language you choose. Some languages will always be more difficult than are others. Many words simply do not have a sensible equivalent in another language. They are relevant to a country’s language and have no meaning outside the country. Try telling a Russian you will not be long; to watch his Ps and Qs or tell him the yacht is 30 feet long.
When I used Google to translate Latvian, my Latvian friend could not make sense of it. Russian and Spanish, whilst adequate, would hardly look impressive on a website. A Google translation can be seen a mile off and will raise smiles.
Google translate is acceptable for basic email understanding and exchange. However, it is essential that you’re marketing and website content conveys professional image. Best to use a translator. We already know that just one spelling mistake can halve interest in a service supplier. Why use Google and spoil the ship for a ha‘porth of tar.
Michael Walsh has been a sales professional for 40 years. During that time, he managed regional sales teams and provided sales training for sales recruits.
Author of The Business Booster, during 20-years spent with the Guild of Master Craftsmen, he identified, assessed and successfully recruited over 4,000 companies. Michael Walsh for perfect English and Russian language marketing and website translations. quite_write@yahoo.co.uk