As a business owner, it is important to understand the transformative power of communication. When you communicate effectively with your clients, regardless of the languages they speak, you open up opportunities for growth and success. Do you sell your products or services across the world? Have you customized your marketing material to cater your messaging to each local market? To deliver an effective communication strategy, you may need to use a different language, change your advertising strategy, or reposition your product or service to meet the needs of the culture where you’re operating. Transformative communication can help you do that and more!

Writing marketing materials that are easy to understand makes it easier for your clients to do business with you. Using transformative communication, you can reposition your product or service to address the unique cultural and linguistic needs of a given culture or population. We help our clients with this through transcreation, a means of strategically positioning your product or service within the cultural context of your target consumers.

What are the Various Types of Communication?

There are three types of communication:

• transactional
• informational
• transformative

Each type of communication is suited for different purposes. Transactional communication is best for completing tasks and exchanging information, such as ordering a product from a company. Informational communication is also used to exchange facts and data, but it also provides context, aids in decision making, and serves as the foundation for relationships. If you want to establish deep, long-lasting relationships that support business strategies and growth, transformative communication is most effective. It helps people understand the value and creates an emotional connection that influences behavior.

What is Transformative Communication?

Transformative communication is the ability to change or adapt your communication style to fit the needs of your audience. It’s not only about using their preferred language – though that is key to delivering equitable communications – but transformative communication considers the cultural context and nuances that resonate with your target audience. It helps your customers connect with your product or service, identify with your mission, and understand how they can benefit from your business in meaningful ways. When you do this effectively, you create space for dialogue and a greater emotional connection.

How Can Transformative Communication Help My Business?

You open up new opportunities to reach global audiences when you leverage transformative communication. It helps you build trust with clients and customers by communicating with empathy and respect. When your message creates an emotional connection, you will transform your client relationships.

Achieve Transformational Communication

There are three key steps to transform the way you communicate with your stakeholders:

• Understand your audience – Who are they? Where do they live? What languages do they speak? Why do they care about your message?
• Adapt your communication approach – How do they prefer to receive information? Are there cultural nuances that you need to consider that differ from your native language?
• Create space for dialogue – How can they connect with your business? How can you make it easier for them to engage, ask questions, or purchase your product? What gaps exist today and how you can bridge them to create a positive customer experience?

Each of these considerations will help you refine your transformative communication strategy and better connect with those you’re trying to reach in meaningful and culturally relevant ways. Let’s take a closer look at each step.

1. Understand Your Audience

Understanding your audience is about more than knowing what language they speak, you also need to account for their lifestyles, socioeconomic factors, access to information, technological proficiency, and more. Before you put pen to paper, evaluate your target audience, make note of their demographic details, and ensure your messaging and approach aligns with their needs and preferences.

2. Adapt Your Communication Approach

To adapt your communication approach, use language that resonates with people of other cultures. Be sensitive to words that may have a different meaning in their language. As you build your plan, select communication channels your audience can easily access and engage in ways that make sense for them personally. By adapting your communication approach, you demonstrate that you care about who they are and how they engage with your company. You give them access to information about your products and services that resonate with them, which potentially increases the likelihood that they will purchase your products or recommend you to someone in their network.

3. Create Space for Dialogue

You can create a space for dialogue by giving your audience the opportunity to share their thoughts and feelings. Make it easy for them to ask questions, get answers, and share feedback. When they, be sure to listen and respond in respectful, positive ways. If you have the opportunity to talk with customers, offer support, find commonalities, and seek personal connection. Not only will you build trust, but you’ll gather useful feedback to improve your business and you’ll help your customers feel heard, leading to a better experience with your company.

Create a Transformative Communication Strategy

To truly transform your communications, you need to:

• Clearly define your mission statement
• Create a comprehensive plan
• Develop measurable goals for each step of your plan

Mission statements provide a guiding light for your business. It helps keep you focused on your goals, informs your business decisions, and helps others connect with your work.

Before you start developing transformative communications, you need a clear plan that lays out the steps needed to achieve your mission. A comprehensive plan incorporates details about your audience, strategic channels and timing, and a thoughtful approach to implementation that supports your goals and meets the needs of your audiences.

Measurable goals help keep your plan on track. Use your goals to measure progress along the way and pivot when necessary. As you monitor your plan’s performance, you can make adjustments to ensure alignment with your mission. Transformative communication will help others understand where you’re going, how you’ll get there, and how they can support you along the way.

With these three keys in mind, you can successfully create meaningful connections with your audience. It can help you to build lasting relationships with customers by understanding their needs and creating connections on an emotional level that will help accelerate your business growth by helping others better connect with what you have to offer

At INGCO International, we have communication experts that can help you transform how you speak to the world in 200+ languages. We understand cultural nuance and the importance of connecting with people wherever in the world they are. If you’d like help to develop a transformative communication strategy, please visit our website or contact us today!

Marketing translation experts work with a variety of mediums from marketing brochures and promotional pieces and print and on-line ads to website content. Marketing translators are expert marketers with exceptional language and cultural skills to make your message stick for your target market, wherever in the world they are! The powerful content and imaging they create speaks to your customers’ heart and mind to engage them deeply in your products and services.

Marketing is created to inform, attract and sell to your clients. Marketing translation does the same thing except to a different language, a different culture, a different destination. Marketing is communicating the value of a product or service to customers, for the purpose of selling that product or service.

Marketing techniques include choosing target markets through market analysis and market segmentation, as well as understanding consumer behavior and advertising a product’s value to the customer. From a societal point of view, marketing is the link between a society’s material requirements and its economic patterns of response. Marketing satisfies these needs and wants through exchange processes and building long-term relationships. Marketing blends art and applied science (such as behavioral sciences) and makes use of information technology.

INGCO International offers a full range of marketing translation services for all of your marketing and advertising needs like:

• Corporate brochures
• Newsletter campaigns
• Direct marketing campaigns
• Presentations
• Corporate websites
• Advertising campaigns
• Branded content
• Web banner ads
• Google AdWords
• Marketing reports
• Whitepapers
• Case Studies

Reach out to us to get more information on our translating, interpreting and global marketing services in 200+ languages across the globe!

Can you guess where Mabel is this week?

Mabel is in Istanbul at the Topkapı Palace.

Sultan Mehmed II built the Topkapı Palace after he conquered Constantinople in 1453. The palace is impressive not only for its size, but also its importance in history, especially for the Ottoman Empire between the years 1478-1856. It was the official center and home to the sultan for 380 years.

Topkapı consists of tree- shaded courtyards, each serving a different purpose and opening onto one another with monumental gates. Functional buildings surround the courtyards. From the time of its construction, the palace developed constantly with alterations and additions made by each sultan. 
When the sultans moved to the ostentatious Dolmabahçe Palace in 1853, Topkapı lost its importance as the official royal residence and was left to deteriorate. It finally regained its former unpretentious beauty after fifty years of continuous restoration in the Republican era. Most of the objects exhibited in the palace today are unique masterpieces.

Topkapı is the largest and oldest palace in the world to survive to our day. In 1924 it was turned into a museum at Atatiirk’s request. Situated on the acropolis, the site of the first settlement in Istanbul, it commands an impressive view of the Golden Horn, the Bosphorus and the Sea of Marmara. The palace is a complex surrounded by 5 km of walls and occupies an area of 700,000 sq. m at the tip of the historical peninsula. When it was used as a palace, it served more functions than one usually associates with royal residences. Although it was the residence of the Sultan, the sole ruler of the empire, it was at the same time the center of the administrative affairs, the place where the council of ministers met, and the treasury, mint, and state archives were located there. The highest educational institution of the empire, the university of the sultan and the state was also here. Therefore it was the heart, the brain, and the very center of the Ottoman Empire. Much later, the harem (private quarters) of the sultans was moved here too.

Of the sixteen empires founded by the Turks, the Ottoman Empire was the longest lasting and the largest. It lasted for 622 years ruling over the Asian, European and African lands surrounding the Mediterranean and the Black Sea. Peoples of different races and religions were united under its rule. The only other empire in history that governed such vast lands for such a long period was the Roman Empire. 
Thirty-six sultans reigned during this period, and starting from early 16th century, they also became the religious leaders of the Islamic world as caliphs.

Istanbul, formerly known as Constantinople, is the only city in the world that straddles two continents: Asia and Europe. While not the capital, Istanbul is Turkey’s largest city with a population of about 13 million.

Turkish is the official language of Istanbul, Turkey and the Turkish Republic of Northern Cyprus. The large Kurdish minority also speaks Kurdish. English is also widely spoken in Istanbul, which often surprises its visitors.

Common Turkish phrases:

If you are looking to communicate with clients in Turkish, give INGCO International a call! We would love to assist you.

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The World Cup Brazil! 

In honor of the FIFA World Cup kicking off last Thursday, INGCO International sent Mabel to Brazil (and look, she even brought her own ball!)

The FIFA World Cup, often known as simply the World Cup, is an international association football (which those in the US call soccer) competition contested by the senior men’s national teams. This championship has been awarded every four years since the inaugural tournament in 1930, with the exception of 1942 and 1946 when it was cancelled because of World War II.  Each competition is held in a different host nation; this year the host is five-time champion, Brazil.

Brazil is one of the most culturally diverse nations in the world although their language is much less varied.  Due to the mass Portuguese settlements during the 16^th, 17^th, and 18^th century the official language is Portuguese. With nearly 100 percent of its population speaking Portuguese, language is one of the strongest elements of Brazil’s national unity.  Brazil also has (very) small numbers of indigenous persons and immigrants who still speak in their native tongues.

 Common words and phrases in Portuguese: 

INGCO International is an international communications firm specializing in translation, interpreting and global marketing services — interested in communicating with your potential client in Portuguese? Give us a call! 

Turnkey translation takes the guesswork out of the translation process.

It’s a complete product, ready for your immediate use.

INGCO International’s turnkey translation services guarantee that your translation will look exactly the way your original document looks and read with the exact same messaging as your original document.

We value making our clients lives easier; the translation process should not be overwhelming or require additional formatting on behalf of our clients. We know that our clients work diligently to create their documents in the original language and want to ensure that their target translations carry the same attention and detail. We also know that the translation process requires a lot of trust. We value the trust that our client’s place in us on all translation projects. By combining those two values – ease and trust – we have developed a coveted turnkey translation process to ensure that those values are carried throughout the process.

The turnkey translation process goes a step further than focusing on messaging alone. The message is our primary focus and guarantees 100% accuracy. However we know that a large part of every translation project is the layout and artwork within the original document. We are mindful of all of these details, including:

• Font
• Color
• Layout
• Artwork (especially when contains text)

Our turnkey translation process works within the parameters of the original document and focuses on the messaging. We ensure 100% accuracy on all of the messaging and that remains our primary focus. Yet we know that our clients want a complete translation package – therefore we provide turnkey translation services.

Our translation team is comprised of a dedicated project manager, a lead translator, editor and proofreader, and a complete creative team that works within a variety of software programs including:

• Word
• Excel
• Power Point
• InDesign
• Adobe Illustrator
• Microsoft Publisher
• Quark

A turnkey translation takes all of the guesswork out of the translation process and INGCO International’s turnkey translation services guarantee that your translation will look exactly the way your original document looks and read with the exact same messaging as your original document. You are guaranteed to receive a complete product, ready for your immediate use.

INGCO International is a nationally recognized ISO-Certified translation, interpreting and global marketing provider. We work in over 200 languages and in all formats ensuring that your global messaging is 100% accurate, all of the time. We have built industry-leading processes for translation project management that set us apart from our competitors. We’d love to talk to you about your global communication challenges — connect with us now!