Marketing to direct clients? Identify a gap or a hook

Greetings, Training for Translators subscribers! Tomorrow’s free webinar on planning a book translation is sold out; thanks to all 250 people who signed up! 

Next on the calendar is this month’s master class, Optimizing your website for search engines and generative engines (SEO/GEO) with guest instructor Stacey McCormack.

The live class is on June 24, registration is $75, and everyone who registers will receive the recording.

If you’d like to get ranked and recommended so that clients come to you via your website, you need this class! Stacey is an excellent instructor (I hired her based on a class of hers that I took) as well as a full-time web designer and marketing professional. 

This week’s topic: Using gaps and hooks in your marketing 

“I’m a translator! Do you need a translator?” 

This is the marketing message that many, or even most freelance translators, interpreters, subtitlers, and editors are using when they market to direct clients. 

The problem? This sounds basic, but we know what we do and how we help, so we assume that clients do too. It feels pedantic to explain it: don’t they already know what a translator does and why they might need us? 

But think of it this way: how many times has someone asked you, “What on earth needs to be translated??” Like, they really have no idea what we do. The problem? The potential client may need you, but you’re making them work too hard (“Do we need a translator? I don’t know! Maybe??”). Instead, do this! 

The key: Use a gap or a hook 

Simplify your marketing message by using one of two things:

• A gap: Something the client is doing poorly, inconsistently, or not at all, and you can help them remedy that
• A hook: Something about the client that you noticed, and that indicates a potential need for your services 

Here’s how to do it!

E-mail to the Director of Communications at an advertising agency in Germany. You’re a German to English translator: 

“Hello Martina, I hope you’re doing well. I recently came across [name of company]’s website while researching international advertising firms in Germany. As a German to English translator, I was impressed to see that you publish your blog in both German and English. In looking over your posts, I noticed that the last update to the English version was in February. Have you thought about using a freelancer to help you get that going again? I translate content marketing materials for a number of my clients; would you be the correct person to speak with about potentially working together?”

This points out a gap: a specific pain point that you’re available to solve, right now. 

You can do the same thing with:

• A company that’s expanding into a market with a new language: “I noticed the announcement about your new branch office in New York, and I can imagine there might be a need for an into-English translator to help with contracts and legal documents related to this move.” 
• A missed opportunity: “I wondered if you’ve considered making your museum’s recorded audio guide available in Japanese?” 
• A need that the company may not have thought about: “I noticed that your upcoming conference features a presenter who speaks [insert language]; have you thought about interpretation services for this talk?” (Actual pitch used by one of my students: the conference organizers had not thought about interpreting, and she got the job!) 

Pointing out a gap, or using a hook, is what differentiates you from the “I’m a translator! Do you need a translator?” pitch. It also helps ease imposter syndrome, because you’re already showing a valuable service that you provide. Try it, and let me know how it goes!