Mass marketing is increasingly turning into a mass of niches.
3 months ago
It isn’t that people are mean or cruel. They’re just busy. Nobody wants to read your shit.
Business buyers don’t buy your product / service. They buy into your approach to solving their problem.
Do your customers see your business in the same way that you do?
(Source: pooriamonazah)
I’m bored with you.
I’m bored with your blog. Your Twitter stream. Hey, and don’t get me started about your Facebook page.
Why am I bored with your company social media content? Because you’re not pushing me.
The stuff you’re putting out is the same stuff that you’ve been doing for the past six months. At the beginning it was fresh and inciteful. Now, it’s boring.
Read the full article by clicking below:
What a fantastic design for a double patio-lounger, by designer Victor M. Aleman. Hope this thing makes it into production.
via Tréndir
Easier Artwork Localization
Increasingly, customers are expecting your documentation to look professionally-produced. Sending them Word document - or a PDF of a Word document - no longer makes the grade.
Using professional desktop publishing (DTP) software, like Adobe InDesign or QuarkXPress (MS Publisher? I said “professional”) used to be used just for brochures and catalogs. Today, DTP files form the basis for reports, HR material, PR (think testimonials, press releases, case studies) reseller and/or customer communications - even for sales proposals.
When you add localization into the mix, things get messy. Translators generally don’t touch such files as they don’t work with their own translation tools. So you end-up emailing Word docs (for the content) and low-resolution PDF files (so that translators can see what the final result is supposed to look like).
In other words, you’ve got a broken, manual process that takes ten times longer than it should do, and is just ripe for failing due to human error.
Wouldn’t it be cool if you could just upload your InDesign or QuarkXPress file into a translation portal that also handles artwork localization?
Increasingly, there are systems around that can do just that. As well as handling your office formats, they’ll handle file formats from the creative side. That means a single localization system to handle all of your company’s work, offering more comprehensive translation memory management, a more granular reporting / auditing structure and a simpler workflow for your staff.
Oh, and since it’s one vendor you can probably get a better deal on pricing since you’re, in effect, giving them more work.
A word to the wise
Selling your wares outside of your home territory or country is, I’m guessing, pretty central to your company’s health. It’s a rare organization indeed that can still plan for strong growth without looking at attracting international customers.
So what do you do about all the stuff that you need to translate?
- sales and marketing collateral,
- back-office paperwork,
- human resources information,
- legal paperwork,
- service and support material
And where do you keep all of this, so that it’s available to everyone in the company?
Some documentation and artwork localization management portals allow you online cloud storage for the documents that you’ve translated. You could publish a neutral directory within your VPN - or even publicly - where low or high resolution files could be downloaded 24/7.
Just an idea. More soon.
