This is a guest post by Mike Garner, a translator turned copywriter and brand strategist. Mike has some great tips to share that will apply to any business owner but especially for translators who struggle with messaging. If you’ve ever grappled with what makes you unique, read on!
Translators like to think they bring the world together through language. We get to find the perfect words to convey meaning across languages. So how come so many of us get hung up when it comes to talking about ourselves and expressing our own value in our marketing?
I have a theory.
When we were kids, we were told not to brag: “No one likes a show off”, “stay in your lane”. It’s a natural human reaction to think small, mind our own business. Thinking we’re insignificant is actually a survival mechanism.
I was that person. I was a translator for more than 20 years before becoming a copywriter, before transitioning into brand and message strategist. But I thought for years that no one cared about what I had to say.
In those pre- or even post-Google days surrounded by paper dictionaries, getting down into the details, the cultural sensitivity and linguistic precision were all I needed. That’s changed. The successful translators are the ones who do things differently, the ones who stand out. And let’s face it, the ones who keep one step ahead of AI.
So it may be time for some uncomfortable conversations with yourself.
The good news is that those conversations are about the same ideas that can help you build compelling message about your services. Let me explain:
Why translators struggle with messaging
Copywriters and translators tread the same boards in many ways. We’re great at communicating other people’s ideas but when it comes to promoting ourselves? Nightmare.
This can be because:
- We’re convinced we’re invisible: We’re conditioned to be invisible purveyors of other people’s messages. Translators rarely get credited.
- Imposter syndrome: We feel like “just another translator” in a sea of competitors.
- We can’t decide what our offer is: It’s a sign of the times that many translators now offer a wider range of services – copywriting, localisation, transcreation – but we struggle to show the real value of this blend.
So, to help you with that, here are 10 things translators can do now to build a clearer message.
1. Audit what you’re doing now
Before deciding on your message, take stock of what you’re doing now. Pull up your website, LinkedIn profile, or recent client emails and read them aloud.
Would you be impressed if you were a potential client?
Make a list of phrases that sound generic or could apply to any translator and change them. [Sarah: I love this piece of advice! If you ever written “high-quality, reliable translator”, *gingerly raises hand*, what else could you write? We have way more interesting skills to share!]
2. Find your connecting themes
Don’t just identify yourself by what you do now or what you’ve done recently, you are the sum of everything you’ve done in the past and it all has relevance.
For example, I’m a copywriter now and I’ve been a translator dating back to 1996. Before that, I was a business travel agent where learned how to build relationships. I have a degree in history, that’s when I learned how to spot trends, work out what’s important and what’s not important and interpret things.
I can even trace my love of languages back to being a small child travelling to Spain on a train and being exposed to other kids speaking French, Spanish or German. For a while, I thought they must think in English.
So what are your themes?
3. Embrace your outsider perspective
We live between cultures – not fully inside any particular one, especially if we’re in the country of our target language. Rather than seeing this as a disadvantage, use it. Your outsider perspective allows you to see connections and nuances that others miss. You can even play devil’s advocate to test the strength of a client’s claims – especially valuable when you diversify into copywriting or content creation.
4. Create your core story
This is really important if you don’t want to be seen as “just another translator”. Develop a clear narrative that explains why you do what you do. Not just a boring “I fell in love with languages at school or university”. No one is interested in that.
We want to know the why and how. Your principles, your ethics, your non-negotiables. I remember being uncomfortable years ago translating a French document about surface-to-air missiles. I didn’t do it again.
There’s always going to be something you hadn’t thought of. Never discount what you’ve done in the past, your ordinary is someone else’s extraordinary.
5. Focus on transformation, not just tasks
Instead of listing services (“I translate documents from Spanish to English”), focus on the transformation you provide (“I help Spanish companies enter English-speaking markets confidently, ensuring their message resonates culturally and linguistically” or get even more specific).
You’re not selling baked beans here. People buy outcomes, not services (Yes I know, baked beans sell not being hungry, don’t nit pick!).
6. Build your clarity framework
Break down your message into a simple structure that answers:
- Who you help (specific industries, types of clients)
- What problems you solve (beyond language barriers)
- How you’re different (your unique approach or specialization)
- What outcomes clients can expect
7. Use stories to lead into solutions
Personal experiences with practical client solutions all go together. Connect everyday anecdotes or funny stories to demonstrate how you solve specific problems for clients.
8. Stay away from the jargon
Speak to your audience, not to peers. As much as I love talking about VOC (voice of customer data) with other copywriters, I’ll just say “listen to what your prospects are saying”.
Likewise, don’t say “localisation,” say “adapting your message to feel natural to local audiences.”
Oh, and don’t get snooty about a client who doesn’t know the difference between translator and an interpreter. It’s your opportunity to show your value.
9. Make a plan
Once you’ve done all that, decide where and how to use it. Different platforms need different approaches. Your LinkedIn profile will want to emphasise your professional background (but don’t forget to be a human too), your website will focus on client transformations. To each platform its message.
10. Get honest feedback
The best feedback and market research comes from those around you. Ask specific questions: “Do you understand what I do?” “Does this explain why my I’m different?”
It might be brutal, but that’s a good thing. Your message is something you’ll refine continuously.
Moving beyond translation
Many translators are expanding into copywriting, content creation, and cultural consulting. This is where message clarity becomes even more important. You need to explain how these services connect and why your translation background makes you particularly qualified. The world has changed and sitting by a computer waiting for the clients to arrive is no longer a marketing strategy. It kind of worked for me in 1997 once I did my initial push but clients no longer work like that.
Your next steps
So, do yourself and your business a favour and take one hour this week to look at how your messaging is landing.
Does it clearly communicate what makes you unique?
Does it speak to the specific challenges your ideal clients face? (you do know your ideal client, don’t you?)
Remember, clarity isn’t about creating something new—it’s about revealing what’s already there.
About Mike Garner:
I started as a translator in 1996 before the days of the Internet with an IBM PS 2, a 12-inch screen and a pine kitchen table. I later morphed into a copywriter and brand strategist and work with solopreneurs and small businesses to improve their messaging, uncover their stories and convert more clients..
The Message Clarity Audits can be life-changing (well, business changing) and help you upgrade to premium price clients and stand out naturally in crowded markets.
Want help discovering your unique message? Learn more about Message Clarity Audits at storiesthatmatter.co/message-clarity-audit
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