The best way to market yourself does not involve talking about your language services, state-of-the-art technology, CAT tools, how “great” your quality is, how many languages you translate into, how many degrees, credentials, or dictionaries you have, or how many years of experience you have. It is also not about the features or benefits that your services may offer. In fact, it does not even involve translation services at all—not your unique selling points or your competitive advantages over other LSPs. Instead, the best way to market yourself is to effectively communicate that what you offer your prospects and your clients will change their lives for the better.
The average language buyer doesn’t give a darn about language translation, desktop publishing, editing, CAT tools, etc., except when your services can help them. People basically only care about getting a favorable answer to their question, “what’s in it for me?” Show your potential and present clients how doing business with you will make them richer, happier, more competitive, wiser, healthier, etc.; only then will they be interested.
Create a message that shows them this. And while it is quite important that you direct your message to your target market, it is even more important to figure out what to say and how to say it so people listen and are moved to buy. You should spend enough time getting your message right, so it will persuade others to want what you are offering. Once you have this perfected, you need to repeat that message consistently, so people will hear it, remember it, and act upon it.