Habla Blog

By Deborah Brody

A while back a nonprofit organization for which I consult asked me to review a 24-page booklet they had translated to Spanish using translation software. Let’s just say it was a money-maker for me since I had to spend many hours fixing the translation. 

Why was the translation so bad?  Because computers don’t “understand” what they are translating. For instance, there was a line that started, “when the phone rings.” The computer translated this to “cuando el teléfono anillos.” In Spanish, anillos are rings such as you would wear on your fingers. Instead, the translation should have said “cuando el teléfono suena.”  Of course rings are anillos, but not in this case! 

Ø      Unless you are translating only one word, stay away from computer-generated translations. They are rarely correct.

As a marketing writer and translator, it is my job to make sure marketing pieces such as brochures, are not only translated to Spanish, but also reflect the message and tone of the original piece. Taglines that are pithy in English may be lengthy in Spanish or not carry the same message. I also have to check that the message is adequate to the audience. Some Latinos in the United States have been here for many years and are acclimated to American culture whereas some have recently immigrated. Lastly, I have to concentrate on translating the meaning rather than the words.

Ø      Remember that translation is not just a word-for-word exchange. You must take context and tone into consideration.

Other issues that come up in translation are usage and cultural resonance. Although Spanish is spoken in all Latin American countries, with the exception of Haiti and Brazil, there are many regional variations. For instance, in Mexico, they use the word coche for car. In Guatemala, a coche is a pig. Clearly, in this case you would need to use a more universally accepted word like automóvil. Since there are thousands of word cases like this, you have to be aware of who the target audience is. I would argue that if you are writing a piece for a Mexican audience, it would be OK to use Mexican Spanish. However, if you are sending out a letter to a general audience, you would have to make sure you are being more neutral.

Another tricky area in Spanish is that there are two forms of you—the more informal tu and a more formal usted. Central Americans tend to use usted while Venezuelans and other South Americans are more informal. 

Ø      Keep in mind that Spanish is not monolithic….there are many regional differences.

Finally, there is specialized translation. Not everyone knows the specific terminology for certain fields like medicine, law and finance.

Ø      If you have an industry-specific translation, look for a translator that specializes in the field.

Translation is an art. It is important to make sure that you are using the right words, in every aspect.

©Deborah Brody 2008

 Deborah Brody is a marketing communications consultant, writer and translator. A native Spanish speaker, she has been translating marketing pieces English-Spanish for several years.  Please visit www.deborahbrody.com for more information.

We recently started a new format for Habla Blog.

And, to give our readers what they want, we would like to have input from as many of you as we can. The survey takes less than a minute of your time. It will provide us with valuable information to help our writers and editors understand what your needs are.

As an added incentive, you will be entered into a drawing for our most popular e-book (Spanish for Professionals) which is valued at $97 (and is our best-seller).

Please click here: http://www.surveymonkey.com/s.aspx?sm=n_2bjlUWLX6XpzyoLoo0t6Nw_3d_3d to take the survey.

Survey ends at noon (Central Time), Tuesday, September 2, 2008.

by Shel Horowitz

As a child, you probably heard, “to thine own self be true.” But what does that really mean? When the newspapers are full of cheating and lying business owners, politicians, and academics, does it really make sense to maintain your integrity?

To me, the answer is a clear, unwaffling YES! Without your integrity, you really don’t have a business or a career—just a waiting game until you world comes crashing down around you.

But fear of being caught isn’t the reason to live your life with integrity. The real reasons are that it helps you get to where you really want to be, and lets you feel really good about yourself.

Sometimes, integrity involves taking risks. Here’s an example from my own career:

A graphic artist and I were at a pitch meeting to produce some materials for our local Board of Realtors. The organization had registered a very obscure domain name that only had meaning for them.

The “safe” thing to do would have been to nod our heads and continue the conversation. But when we heard the domain name, the graphic artist and I exchanged looks, and we started telling the organization why the domain they’d picked would be a marketing disaster. I told the executive director to imagine giving out that name on the radio, and to look at a name that would reinforce the group’s identity and message.

We went out on a limb; this was a free consultation during a meeting to pitch for business, and if someone was really attached to the name, we might never have gotten the job. But we all brainstormed a bunch of better domain names—and then a few months later I got a call from the president of the largest real estate firm in the service area. He had been impressed at that meeting and came to me to rewrite the firm’s entire collection of a dozen or so brochures—a very juicy assignment. By advising the client that its course was strewn with obstacles, I had put myself in the position to receive a much, much larger assignment, one for which I was not competing against any other copywriters.

Over and over again in my life, I’ve achieved or drawn closer to my goals by turning down work I didn’t feel good about, refusing to compromise with my core principles, treating others with respect, and expecting high standards of others. I’ve even had to educate a few clients about plagiarism as I refused their assignments.

Arthur Andersen, the founder of the accounting firm that was driven out of business by integrity failure, lost a major account after refusing the company’s request to engage in exactly the sort of unethical accounting that later brought down his company—early in his career, when he wasn’t sure he could meet his next payroll. He told the client that there was “not enough money in the city of Chicago” to change his mind. Too bad his successors didn’t understand this!

###

Copywriter and consultant Shel Horowitz has started an international campaign to change the business world–to create a culture of ethics and cooperation: http://www.business-ethics-pledge.org. Two of his most recent books are Principled Profit: Marketing That Puts People First and Grassroots Marketing: Getting Noticed in a Noisy World (both award-winners). For more on ethical, cooperative business practices, please visit http://www.principledprofit.com To discuss your next marketing project with Shel, contact him at http://www.frugalmarketing.com/contactform.shtml, call 800-683-WORD, or visit http://www.frugalmarketing.com

by Barbara Benjamin-Treviño

September 15 to October 15 is Hispanic Heritage Month. Originally a week long when Congress authorized President Lyndon Johnson to make this designation in 1968, the week was extended to a month in 1988. Since then, this time helps communities across the country better understand the culture and traditions of the Hispanic population—those who trace their roots to Spain, Mexico, and the Spanish-speaking nations of Central America, South America, and the Caribbean.

The U.S. Census Bureau’s Facts for Features (http://www.census.gov/Press-Release/www/releases/archives/facts_for_features_special_editions/012245.html) explains that September 15 was chosen as the starting point for the celebration because it is the anniversary of independence of five Latin American countries: Costa Rica, El Salvador, Guatemala, Honduras, and Nicaragua. Mexico and Chile celebrate their independence days on September 16 and 18 respectively. Fiestas Patrias (Fee-EH-stahs PAH-tree-ahs)—Mexican Independence Day—is the most widely known and celebrated because almost two-thirds of the Hispanic population in the U.S. is of Mexican descent.

For those looking to engage the Hispanic community, especially at this time of year, there are symbolic and substantive ways to do so. Here are seven easy-to-implement strategies:

• Hold a reception in your school or organization and offer pan dulce (pahn DOOL-say), or sweet bread, now available at many supermarkets across the country
• Attend lectures, concerts, parades, exhibits, and receptions designated as special events throughout the month-long celebration. Colleges and universities often invite the local community to join in these activities. Check the local newspaper or your favorite website for listings.
• Co-sponsor an event—the community-wide Fiestas Patrias parade, for example—or at least attend one to get a sense of the celebration.
• Donate time or supplies to a nearby school or church.
• Place a banner at your school or place of business acknowledging Hispanic Heritage Month.
• Offer a special sale to your clients during this time.
• Join the nearest Hispanic Chamber of Commerce (www.ushcc.com).

The Hispanic population currently constitutes 15 percent of the U.S. population, with projections of 24 percent by 2050. Look around and see the influence that Spanish language and culture has already had in your community and imagine how it will grow in the coming years. Don’t be shy about getting involved if you don’t speak Spanish. If you approach the situation from a cultural point of view, you’ll be more comfortable and more effective in your communication. 

What, exactly, is “culture?” That question often arises when people become uncomfortable interacting with others. Cultural Savvy (www.culturalsavvy.com/culture/htm) offers the following three definitions:

1. Culture comes from the Latin word “colere,” meaning to build on, to cultivate, to foster.

2. Culture defines social structure, decision-making practices, and communication styles.

3. Culture is something we learn. It impacts everyone, and influences how we act and respond.

Most people associate culture with race, ethnicity, history, holiday, and food. While all of these are genuine aspects of culture, the term also includes many other aspects, such as humor, grief, family structure, space, and time.  

Anthropologists Kevin Avruch and Peter Black offer an incisive definition of culture in an article entitled “Conflict Resolution in Intercultural Settings:”*

One’s own culture provides the “lens” through which we view the world; the “logic”…by which we order it; the “grammar…by which it makes sense. In other words, culture is central to what we see, how we make sense of what we see, and how we express ourselves.

Consider, for example, how people grieve. Is the grief expressed individually or communally? Is it manifested emotionally or borne silently? Where does it take place? Who participates? Who does not participate? What rituals are associated with it? How does it affect one’s standing in the family, in the community, in the legal system? One’s experiences and upbringing affect how one expresses grief, Culture is complex and often subliminal. And it affects communication in both profound and subtle ways.

Think about yourself and the many cultures to which you belong. How do you express yourself and how is this expression influenced by these various cultures?  After you delve deeper into this examination it will be easier to identify and understand how this landscape affects others.

Barbara Benjamin-Treviño

Bentiva Education Solutions

barbara@bentiva.com, www.bentiva.com

 *“Conflict Resolution in Intercultural Settings: Problems and Prospects” in Conflict Resolution Theory and Practice: Integration and Application, edited by Dennis Sandole and Hugo van der Merwe. New York: St. Martin’s Press, 1993

By Shel Horowitz

I confess–I’m a marketing heretic! I’ve built my career on breaking all the rules–and one of the rules I break is that I don’t hype.

Do I put the best possible “spin” on the truth? Of course! But I refuse to deceive my readers into action.

What are some of the common copywriter tricks that I *leave on the table?*

Here are a few to start:

* If you order in the next 24 hours, you get… (face it. If you come back tomorrow, the offer will almost always still hold)

* Get all these bonuses, valued at $2999, for FREE with your $100 order (yeah, right! And who set the value of these gifts? And are they for sale, anywhere, on the open market at these prices? Is anyone actually buying them?)

*Here’s the information you requested (a GREAT statement–IF it’s true–but I get five or six a day in my e-box, from companies I’ve never heard of)

* Hi there, long-lost friend (and you sent it BCC?)

So why don’t I like the copywriter’s lies? And how do I write copy without resorting to these deceits?

Well, first of all, I believe that if I want my words to sell a product, that product should be strong enough to do so without tricking the buyer. I know that if I trick someone, I may make a sale–but I’ve lost a customer for life! Whereas if I show the merits, back up my claims, admit its flaws, and focus on the way this product solves a problem, eases a hurt or fear, or satisfies a need, I will build that lifetime relationship.

Oh, and one more thing. I like to look in the mirror and see someone who is doing good for the world–and I don’t think lies and trickery will accomplish that. I happen to have a gift for writing, and I use that gift to make the world better. That includes being honest with my self and with my readers.

About half the work I do is in the publishing industry. And here, the competition is fierce. 411,000 new books were published just in the U.S., just in 2007. Most of them will fail. My job is to help my clients’ books stand out in this dense crowd.

Example: I wrote a press release for a book on electronic privacy issues. Here’s my headline and lead. (Another rule I broke–never use the headline as the lead sentence. It’s the only time I’ve ever done it that way, but in this case, I think the repetition made the point stronger. Names have been changed to protect the author’s privacy.)

<release lead>

It’s 10 O’Clock–Do You Know Where Your Credit History Is?

HIBBING, MN: It’s 10 o’clock–Do you know where your credit history is? How about your employment records? Your confidential medical information?

How would you feel if you found out this sensitive and should-be-private material is “vacationing” in computer databanks around the world–accessible to corporate interests who can afford to track down and purchase it, but not necessarily open to your own inspection.

According to electronic privacy journalist and technology consultant Mortimer Gaines, this scenario is all-too-common…

</release lead>

No falsehoods, no hype–but a whole lot more captivating than the usual “New Book on Electronic Privacy Released by Publisher.”

Without tricking people, I want to capture interest…move the reader to action…and still feel good about myself in the morning.

Yes, it can be done! I do it for clients every day, and have done so for more than 20 years.

Shel Horowitz, author of Principled Profit: Marketing That Puts People First, Grassroots Marketing: Getting Noticed in a Noisy World, Grassroots Marketing for Authors and Publishers, and four other books, offers affordable, effective copywriting and strategic marketing planning to clients on three continents. He is the originator of the Business Ethics Pledge Campaign to change the World at http://www.business-ethics-pledge.org . His sites at http://www.frugalmarketing.com and http://www.principledprofit.com offer hundreds of useful articles for entrepreneurs and marketers, including the complete 11-year archive of his FREE Monthly Frugal Marketing Tips. Shel will be glad to help you create your next press release, sell sheet, web site, or other marketing material. He can be reached at http://www.frugalmarketing.com/contactform.shtml, 800-683-WORD, 413-856-2388.

For more information on Branding, Marketing, Networking, or other Professional Development Programs and Keynotes, visit us at www.wardspeaking.com.

by Michael Soon Lee, MBA

Minorities in American spend over $2 trillion a year on products and services which is more than all but the nine largest economies of the world. People from diverse cultures are already one-third of the population and are the fastest-growing consumer group in the country. This is a huge market for retailers and service providers all across the country– if you know how to meet the unique needs of customers and clients from the Hispanic, African American, Asian, Middle Eastern other cultures.

Here are some of the most common myths that keep salespeople, retailers and service providers from cashing in on this market:

1. “People from other cultures only want to work with or buy from someone of their own culture.”

Nothing could be further from the truth unless there is a language issue. Most of the people who complain about having trouble with multicultural customers are European American salespeople. They just need to understand how to meet the unique wants and needs of people from other cultures.

In fact, many cultural groups would prefer to work with a salesperson from outside their own culture. Asians, for example, are very private about their financial affairs and many are afraid that if they work with an Asian salesperson they might disclose their income, debts, and purchases, to others in their community.

2. “Muliticultural people have superstitions and beliefs that are totally incomprehensible to Americans.”

Remember that people in the United States have beliefs that often baffle outsiders such as the fact that black cats, walking under ladders, and the number thirteen are unlucky. Most other cultures have their own beliefs that are just different from ours.

Many cultural beliefs happen to directly affect the purchase of goods and services such as how items are packaged, colors that goods are wrapped in and how items are priced. For instance, many Asians believe that the number four is unlucky because when pronounced in Japanese or Chinese it sounds very similar to those cultures’ word for “death”. Items packaged in groups of four can symbolize bad luck for those people who believe in numerology. Notice, for instance, that if you buy a tea set it is usually packaged with five cups, not four, for this reason.

On the other hand, the number three can be bad luck for many Southeast Asians. You never want to package or even photograph them in groups of three since bad luck is believed to come to the person in the middle.

Just as there are very few hospitals or hotels with a thirteenth floor in America the same is true for buildings in Asia which usually lack a fourth floor. You can see that this belief is similar in both countries just the numbers are different.

3. “Some people from outside the U.S are unethical because they insist on renegotiating a purchase contract after it has been signed.”

While it’s true that people from other cultures often try to renegotiate a purchase contract after it has been signed it has nothing to do with ethics. America is a “low context” country where everything is spelled-out in detail between people either verbally or in a detailed, written contract. Other countries are “high context” where much more information is derived from the context of the communication and less is spelled out.

In high context countries it is understood that contracts only reflect the agreement between the parties at the beginning of a relationship which can change as they get to know each other. As a result, the parties are obligated to help each other “adjust” the contract to their needs until it is completed.

Keep this in mind when working with customers from high context countries such as Mexico, China, Japan, and the Middle East. You may wish to save something for the end of the transaction as things adjust. If you disclose your “bottom line price” too early it is sure to make things difficult during your relationship since you have nothing left to give.

4. “It’s impossible to get personal financial information from multicultural people because they’re so secretive.”

This is one of those myths that is actually true. Many people who are new to this country are extremely private about their finances. Remember that they are unfamiliar with the banking and legal system in America and do not know whom to trust.

In addition, merely asking a question as innocent as “How much do you have for a down payment” on a large purchase can actually endanger the lives of your clients. Why is that? Many new immigrants do not believe in banks and keep much of their money hidden as cash in their homes.

Have you ever heard of “home invasion robberies” where the occupants are threatened until they reveal the whereabouts of their valuables? These kinds of crimes are commonly committed against Asians or Hispanics, not because they have nicer furniture or televisions than others, but because that’s where the money is often hidden. The author personally knows of one Hispanic client who lost $75,000 in cash to a Hispanic thief in a home robbery.

The easiest way to find out how much a new immigrant client has for a down payment is to give them a “menu” of choices. Show them the required investment and resulting monthly payments for ten percent down, twenty percent down, etc. The client may also be interested in a “quick qualifier” or “no document” loan so be sure to explain the requirements for these as well. Usually, the loan that the client expresses the most interest in is the one they have the down payment for.

Also, don’t forget to remind your customer that they can also pay cash for their purchase. Many cultures believe it is a sin to owe others money and many do not believe in borrowing, even for very large purchases. The author has had customers show-up with as much $750,000 in cash to buy homes!

5. “People from outside this country are unreasonable when it comes to negotiating.”

Remember, there are two types of countries in the world - negotiating and non- negotiating. The United States is a non-negotiating country where we generally pay the price asked by vendors without question. In most other countries around the world, people haggle on everything from groceries to clothing to homes. To expect someone from one of these places not to bargain is tantamount to asking them not to breathe.

Experienced negotiators know that when they first make an offer on an item it is the lowest they will ever be able to go. They can only go in one direction from there– up. This is why they may start embarrassingly low with their initial offer even if they might be willing to pay full price.

Many retailers and service providers in this country do not negotiate the price of their goods and services. In this case you can simply explain the situation this way, “We have sold all of our items (or services) to other buyers (or clients) for this price. To save face with them we must sell this one to you (or provide the same service) for the same price.” People from other cultures can usually relate to the need to “save face” and will not ask another person to lose face with others.

Also, veteran hagglers are aware that they have the most bargaining power just before the transaction closes or the item is delivered. This is when they will usually ask for one extra concession to show their skill. Smart vendors will build an incentive into the deal so they can set something aside for this time otherwise it will likely come out of the their own pockets. For instance, if a new car dealer is willing to throw in the floor mats it’s best not to include it in the purchase regardless of the culture of the buyer. At delivery of the vehicle the concession can be thrown in to “sweeten the deal” as long as there is no more negotiating.

6. “People from other cultures are just too much trouble to bother with.”

The author constantly hears this statement from retailers, service providers and their salespeople throughout the country. Too bad for them because if you know how to meet the special needs of multicultural customers they can be just as loyal and enjoyable to work with as anyone else. In addition, people from other cultures are very good about referring their friends and family if you serve them with sensitivity and patience.

An added bonus when working with people from outside the United States is the opportunity to learn about other cultures. Just think of it. When working with multicultural customers you can take a round-the- world trip without getting seasick or losing one piece of luggage!

7. “People should do as Americans do when they’re in this country.”

Did you ever wonder why we are called the “Ugly Americans” when we travel outside our borders? We will fly to Germany, France or China, and expect the people there to accommodate us in terms of providing the food and other amenities we are familiar with. We commonly expect to be served pizza in Asia and to speak English in France.

Just as it’s difficult for us Americans to leave our 200-year-old culture at the gate when we travel abroad it’s even harder for those coming here from cultures that are thousands of years old to do as we do here. While they do try to assimilate, it is hard for them.

Also, if we want a little piece of business from the fastest-growing segment of the retail market, it is we who will have to adjust - a little. Take the time to learn about other cultures, languages, and foods. As a bonus you will become a much more interesting person to talk to in the process.

8. “It would be too much trouble to customize my product or service to people from other cultures.”

Actually, making your business attractive to people from other cultures is quite easy. First, start with your brochures. Print them in the major languages of the customers who frequent your store or office. Be sure to get help with the translation because many concepts and words in English do not convert easily to other languages. Also be sure to print in the correct language. For example, while Chinese, Korean, and Japanese, may appear similar to the untrained eye they are very different.

You may want to consider hiring someone who speaks the language of your major group of multicultural customers or clients. However, if they find you sensitive and patient with people who have language problems they will usually find a friend or family member to interpret. Excellent customer service is a universal language as is friendliness and a willingness to learn about other people’s culture.

Next, hire a consultant to look at your store or office layout, packaging, and other information to make it more culturally friendly. Issues to consider include: “Feng Shui” (placement of objects for optimum energy flow); good and bad numerology (the number eight can be lucky for some groups while seven can be fortuitous for others); packaging (remember to avoid grouping three or four of anything, depending on the groups you serve); some groups prefer that gifts be wrapped in bright colors while others favor more muted tones (get help from a consultant); and much more.

9. “We should treat everyone equally, regardless of culture.”

Yes, it’s true that we should treat every customer fairly but this does not necessarily mean equally. For instance, if a buyer who is blind comes into your store or office would you simply hand them a brochure to “read”? This is equal but is it fair? Hardly. Wouldn’t you try to treat them fairly?

Similarly, by taking into account the unique needs of every customer or client aren’t we serving them better? This would be equally true for being culturally sensitive.

10. “People don’t want to talk about their culture- they just want to be treated like everyone else.”

This is probably the biggest myth when dealing with people from other cultures. We know we are different and unless something about culture is mentioned early in your relationship with a multicultural client it will always stand as a barrier to building true rapport.

Once you take a sincere interest in your customers’ cultural background they are usually more than happy to tell you about their language, food, and even beliefs. Get into the habit of asking every customer, regardless of what they look like, “Where do your ancestors come from?” Notice, this can get the conversation started with someone from Ireland just as easily as Thailand.

Try asking customers how to say “hello” or even your name in their native tongue. You may be slightly embarrassed as you struggle with their language but they’ll love you for it because now you know how they feel trying to speak English.

If you want to be truly successful with people from other cultures you must make this agreement with each and every one of them. “I will teach you about American customs and practices as it relates to my business. In exchange, I want you to teach me about your cultural background.” In this way, you develop a mutually- beneficial relationship that will hopefully last a lifetime.

ABOUT THE AUTHOR: Michael Soon Lee, MBA, is President of EthnoConnect™ which helps companies increase sales to the $2 trillion multicultural market. He is the author of several books on cultural marketing and sales including the upcoming “Cross-Cultural Selling for Dummies.” Michael speaks worldwide about the subject and can be reached by e-mail at: Michael@EthnoConnect.com and his website is: www.EthnoConnect.com.

To find out more about programs, keynotes, marketing, networking and Spanish visit us at www.wardspeaking.com.

Habla Blog is starting a new phase, we are going to have guest bloggers writing blogs for the site.  We hope that you learn something valuable from their expertise.  Our first post is from Martha E. Galindo, President and CEO of Galindo Publicidad, Inc.

What does it mean to say that a brand has personality?  Does personality reside in the features of the products of a particular brand?  Or does it reside in the kinds of customers the brand attracts?  Or perhaps somewhere else entirely?  Most importantly, does an attractive personality in one culture mean that the same personality will be attractive in another culture?

Harley-Davidson’s brand has always projected an aura of wildness and danger.  That aura was established early on when those most likely to be driving Harley’s were the wild bunch of society.  Today the aura lingers and still appeals to something deep in the psyche of the young professionals who buy most of the brand’s products.  The brand personality is not in the tires or engines or other tangible features, it is in the raw sound of the Harley that evokes a sense of outlaw in the most law-abiding rider.

But how does a company with a distinctive personality in its native market translate that ineffable charm in a foreign market?  Does personality translate?  It does if it finds the right niche and the right voice in the target foreign market.  It does if it speaks to that niche in a seamlessly correct accent in a seamlessly correct jargon. 

It does if it feels like the personality is familiar - if there is something about it that closely resembles its equivalent in the target culture.  Those nuances come about only when native speakers are used in the development of foreign market marketing strategies.  Your translators need to be native speakers and trained professionals, who are steeped in the culture and customs of the target market you are trying to reach.

Some stereotypes themselves are bound up in cultural characteristics that are not consistent beyond the bounds of their culture of origin.  Is the “creative type” represented  the same way in Spain, for instance, that it is represented in the USA?  If not getting it wrong could destroy the effectiveness of an entire marketing campaign.  It pays to work with your favorite translation services consultancy before you start.

The brand personalities that work best and last longest are those that emerge from the kinds of real connections that customers make with a particular product rather than those that are artificially imposed on them by advertising - which means that brand personality is best developed by a deep understanding of the relationships customers have with your brand rather than how various features should affect them.  Those relationships can be nourished by advertising and marketing but only real connections can be sustained over time.  And real connections mean that your messages sound as if they were crafted by native speakers because they are.

I passionately believe that we at Galindo distinguish ourselves from other translation services providers by providing a personal service that goes beyond a superficial understanding of our clients’ businesses; that we seek to understand and develop foreign-language customers’ relationship with our clients’ brands.  That understanding comes about most easily with clients who allow us to participate in their ongoing foreign-language marketing development efforts.  When that happens, brand personality develops and real customer relationships begin to happen as naturally as a native speaker saying, “Wow.”

About the Author, Martha E. Galindo, President and CEO of Galindo Publicidad, Inc.

A multilingual translations agency, selected twice as a Florida 100

company by the University of Florida. Author of “How Do You Say…?” an

eNewsletter designed to help you improve your business communications

in other languages, Subscribe  http://www.translationsandmore.com/subscription.html

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For more information on consulting, programs, keynotes, etc. please visit us at www.wardspeaking.com.  If you would like information on contributing to our blog or advertising with us, call us at 573-356-0406.

Ward & Associates and The Sun Communication Group announce their new joint venture, Wallflower to Expert Networker in 3 Hours.  This program is geared to law students and young attorneys.  Networking is a valuable skill that can be mastered and used to help a career.  For more information, contact us at 573-356-0406.

Samantha Cardwell-Ward will be featured in a future issue of Law Enforcement Technology Magazine and on the law enforcement website, www.officer.com.  She will be discussing Spanish for Law Enforcement.

We are honored to be included in this highly-rated publication.  Law Enforcement Technology Magazine has a circulation of 300,00+ and officer.com has an audience of 7 million each month.  We will post again with a link back to the article.

For more information on Spanish for Legal Professionals, visit our main site and click on “national programs”.  www.wardspeaking.com 

Each new generation has unique experiences and challenges.  Businesses, political campaigns, government and other organizations try to understand their habits, attitudes, motivations, and more.   Sometimes, explanations of these age groups don’t offer much more information than weekly horoscopes.   Ward & Associates has put together a quick primer for deciphering each of these groups. 

Remember, this primer is just a starting point.  Which one do you fall into?  Do the assumptions ring true?

The Greatest Generation

Grandparents and those born from the 1920 until 1946 are considered the “Greatest Generation”, or the World War II Generation.  According to Australian Herald Sun, “they grew up at a time when unemployment meant hunger and work[ing] in a bank was a job for life. In marketing terms they are seen as conservative and security-conscious. Their numbers are dwindling.”  This generation did not grow up with technology.  FDR’s “fireside chats” were the big evening entertainment.   However, this generation contains great storytellers, and is focused on personally connecting with others, their families, and their community.  They have always been politically active.

The Baby Boomers

The “Boomers” were part of the post-World War II baby boom.  They were born between 1946 and 1964.  “Brash, confident, [they were] the product of a prosperous society when youth was discovering its wings for the first time. From free love to freedom rides, they forced their social and political values onto society.

Today they’re the managers, the politicians - your boss.

From the marketing standpoint they still follow their teenage values and can be brand-switchers, and argumentative…

They are doers, communicators, achievers. But don’t expect them to retire at 65 - they figure that so long as they can think and talk, they can do the job better than anyone.”

Generation X

Generation X was born between 1965 and 1979.  The media dubbed this generation “X”, because it was so hard to categorize this dynamic group.  “Brought up by a bunch of would-be hippies and divorced parents, they swung the other way and tended to a more detached view of the world. [Think Alex P. Keaton]

[Growing up in the 80’s], their influences were MTV, small families, AIDS and higher education. Sex had been liberated by the sexual revolution and they were not inclined to commitment.

[O]nly now are we seeing them start to marry, in their 30’s, and far later than any generation before them. Many have only recently left home.”

USA Today says, “Generation X makes up just under 20% of the U.S. population. [T]hey are now starting families and buying the houses that we aging boomers are selling.”

Generation Y

USA Today goes on to say, “Generation Y (also known as the Millennials), born between 1980 and 1994, is more populous than Gen X, making up fully one-quarter of the U.S. population.”

Computers were ubiquitous, and the internet opened up the world, and cell phones can pull them into temporary groups.

“[A] few text messages can cause a rave party of thousands to mushroom - or a riot to ignite, “ says the Australian Herald Sun.  

The Barack Obama campaign is a perfect example of how marketing to this generation produces tremendous results.

Similarities between Generations X and Y

Growing up after Watergate and coming of age during the two Iraq Wars, both Gen X and Gen Y are generally suspicious of big institutions, big business, the government and the media.

Independent, self-directed, and technologically savvy, reaching them is a challenge because they take everything with a grain of salt.

They are different in other significant ways as well:

• Unlike earlier generations, equality of the sexes at work and at home is a given for them.  Many members of this group grew up in single parent households.

• They have little brand loyalty.

• They consider themselves entrepreneurs. Even if they don’t start their own businesses, they have entrepreneurial careers.

So, how do you sell to a group that is intrinsically distrustful and cynical?

1. Avoid any hint of a hard sell.

What they want is authenticity. They are not going to simply trust what they read, or what your brochure says. They want to see and understand for themselves the value of a product or service. USA Today

2. Reach them where they are: Online.

More than almost any other generation, Gens X and Y spend time on the Internet, working, networking, shopping, reading, watching, meeting, and gaming.

That means you have to be there too.

One especially potent way to reach them is through the plethora of social networking sites out there like Facebook, MySpace, LinkedIn, and so on. The savvy marketer who wants to tap the Generation X and Y market will likely have a significant online social networking presence. USA Today

Moreover, according to the website for the book Groundswell,

24% of Gen Yers read blogs, which is twice as often as the 12% of Gen Xers (ages 27-40) and three times the seven percent of young Boomers (ages 41-50).”

For more information on social networking, try our new teleseminar, Wallflower to Expert Networker in 60 Minutes- Online and Offline Networking.  Click here to register!  The first 200 will receive a free CD!