Monthly Archives: July 2018

Analysing your English under the microscope

Improving Your English – A Lot Less Painful Than the Dentist

It took a while to register what she was saying.

Me? I need a filling?

I know, I know, people get dental fillings every day. It’s a routine procedure but I’ve managed until the grand age of 38 without any and I don’t want to start now.
For years I’ve been lulled into a false sense of security by five star dental check-ups. One particular dentist I remember scratching his head in confusion and saying my teeth were virtually indestructible. Well, neither he or I reckoned on my wisdom teeth.

My wisdom is leaking out… and needs to be repaired! I can already attribute one bad decision I’ve made this week to my leaking wisdom.

Now, I’m not in any pain, there was no obvious warning but if left alone the decay could reach the nerve and cause major problems. An X-ray highlighted the issue and it makes sense to go ahead before it starts causing me pain. Nobody wants to suffer.

Often, you’re oblivious to the problem until it’s too late. Then the real pain sets in and you’ve got a major headache to deal with. It’s the same with your business.

You’ve poured tens of thousands of euros into launching your products to a new market. Your website pages are all shiny and new, sparkling with the promise of future sales. Your product brochures are freshly printed, technical datasheets translated, you’re all set. And yet you’re not getting the response you got when you launched elsewhere.  What’s going on?

If you’ve covered the essentials – your market research is solid, you know there’s a demand for your product, and your marketing and sales colleagues are driving traffic to your website – could it be the English?

Premium products need premium marketing. And that includes the quality of your English.

Take a look at your English and consider if any of these issues could be slowing down the number of enquiries you’re getting:

  • The wording is slightly off and feels foreign. The odd incorrect word choice and grammar issue can make the text stand out for all the wrong reasons.
  • The English is a direct translation of the German. If there are cultural references, your reader might not grasp the concept. The word play probably won’t work and could sound bizarre.
  • You see a slight smile on the faces of your British business partners when you hand over the product brochures. They’ve spotted something that doesn’t quite work in their language but it’s not their job to point this out and would be impolite to tell you.
  • Maybe your new target buyer doesn’t face the same problems your regular clients have. They may have a slightly different set-up and you’ve created a product or service that they think doesn’t help achieve their objectives. (It most likely does but you need a different angle).
  • You can’t put your finger on it but now you’re reading the text again, there’s that niggling feeling that something isn’t right. As a result, you don’t promote it with 100% confidence and your buyers notice.

Just as with early dental decay, there’s no immediate pain. Only a specialist can identify the issue and suggest preventative treatment to nip things in the bud.

That’s why I offer my English Under the Microscope service.

What do you get?

You’ll get a native Brit’s honest perspective on your message, suggestions for improving your English to appeal to your target market and native speakers. I’ll also highlight what’s working for reassurance so you can be fully confident when you market your products internationally.

All created as a screencast video with a written report to share with your colleagues and start working through.

What’s more, the investment of £97 or €113 + VAT is fully redeemable against any work booked with me in the following six months.

It’s a quick way to gain reassurance and take preventative action to fix any issues in your English that are stopping you achieve your sales targets. And a lot less painful than the dentist.

Put your English Under the Microscope here.