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Oct 07 2019
Corinne McKay

Identifying and targeting your copywriting market: early registration ends Friday

The first session of Madalena Sánchez Zampaulo’s “introduction to copywriting for translators” course sold out and received rave reviews from the participants (“Madalena’s copywriting course is one of the best professional development courses I have taken in years. The content is top-notch and it has me dreaming of all kinds of new possibilities for my business“), so Madalena has now developed a “beyond the basics” version of that course. Identifying and Targeting Your Copywriting Market starts on November 14, and early registration ($365; various discounts available) ends Friday October 11.

This four-week session will include live presentations/question and answer sessions–recordings provided if you can’t attend live–plus weekly homework assignments with individual feedback. This class will teach you how to:

– Develop one or two core copywriting offerings that fit your ideal clients’ needs
– Use copywriting as another income stream in your business
– Incorporate copywriting into your existing service offerings so you can offer even more value to clients
– Identify ways to create copywriting service packages that will allow you to create long-term stability
– Approach current and potential clients to offer your copywriting services

This course requires at least some background in copywriting: meaning you either took Madalenas intro course, or you have some knowledge of copywriting from your own work. I hope to see some of you there!

Written by Corinne McKay · Categorized: Classes for translators · Tagged: copywriting for translators

Sep 09 2019
Corinne McKay

Is it getting harder to make a living as a freelancer?

A version of this post originally appeared in my newsletter, and so many readers responded to me about it, that I decided to run it here as well, in an expanded version.

Here’s a question that I’ve heard floating around lately: is it getting harder to make a living as a freelance translator? As usual with such big-picture issues, the answer is yes/no/maybe/it depends on what you’re actually asking, so let’s take a closer look!

What’s the state of my own business

I think that anyone who offers advice to other freelancers should give real data from their own business, so here you go. For about the past eight years, I’ve earned about 50% of my income from translation and 50% from online courses, consulting, and book royalties. I work about 35 hours a week, take about four weeks of vacation a year, and consistently earn in the low six figures in US dollars, and this year my overall income is on track to be the highest it’s ever been, due to an increase in both my translation income (several new large direct clients) and my online course business.

This year, about 70% of my translation income will come from direct clients, and about 30% from agencies and individuals, although the agency side of my business is shrinking, both in terms of the overall number of agencies I work with, and the size of the projects they send (more on this below).

Lots of people ask me whether I do teaching and consulting because I can’t make enough money as a translator. No. I do those things because I enjoy them, and because I like variety in my work. But I have as much translation work as I want, and I think that would also be true if I translated full time.

Where does this “harder to make a living” perception come from

-As compared to when I started freelancing in 2002, the agency market is definitely more commoditized. It seems almost quaint to think that even my larger agency clients used to call on the phone to ask if I was available for a particular project–and start the conversation with “How was your weekend?”–as compared to the “come and get it” systems that many agencies use now. It seems to me that very few large agencies want–or even have the bandwidth to cultivate–a personal relationship with most of their translators. Most agencies have moved to using online application portals–surely more efficient for them–that force you to enter one number for your rate, leaving no room for negotiation or conversation.

–Downward price pressure is also a factor. I work with both agencies and direct clients, and I’ve been charging my agency clients the same rates–14-16 US cents per word–for about eight years, because none of my agency clients can/will pay more than that (I know, because I’ve tried). That–flat rates for eight years–is bad enough, but lately the agency rates situation seems worse to me. I no longer proactively apply to agencies, but when agencies contact me, I do respond, and I ask them to approve my rates before I go through their application process. Lately (let’s say within the past two years), the typical agency’s response has gone from “that’s on the high end of what we pay for French to English, but for certain projects, it would be doable,” to either:

–No response at all, which leads me to believe that they’re looking to pay significantly less than what I charge

–A “not in a million years” response, such as “That’s actually almost as much as we charge the end client, so there is no way we can pay that” (which an agency responded to me a couple of weeks ago).

To clarify here, there definitely are still high-quality agencies out there, and I love the agencies that I still work with. However I do feel that the agency market in general has gone in this “faster, cheaper” direction in recent years.

But then, there’s the flip side

-My overall income–and the overall incomes of lots of experienced translators I work with–has risen steadily throughout my freelance career, and it continues to do so. This year, I’ve gotten larger, higher-paying projects from direct clients, and more students in my online courses. On my balance sheet, everything is on the upswing.

-I find that direct clients are perhaps more amenable to my rates than they were a few years ago, and certainly not less amenable.

-Anecdotally, I’ve talked to other experienced translators who say the same thing: “I broke six figures this year and don’t even feel like it was that difficult,” or “I’ve increased my income by $20,000 by contacting one new prospective client every week.” For example, here’s a blog post by French to English translator Michèle Hansen, who increased her income by 15K in one year through direct client outreach. I’ve also contacted several translators who work primarily or exclusively with direct clients, to ask them about teaching online courses for me, and who have turned me down because they have so much translation work that they don’t want to teach a class or a webinar. Also an interesting data point.

So, what’s going on?

Of course, I can’t say for sure. But I’ll offer a few theories:

–The commoditization of agency work is likely to continue, because (I think) it comes from the pressure agencies get from their own end clients, not from the agencies themselves. I really think that agencies–like the rest of us–know that quality work is not cheap, that pitting five agencies against each other to see who can do the job fastest or cheapest does not result in the best finished product, etc. etc., but agencies also have to stay in business, and I’m guessing that an ever-increasing percentage of their work comes from end clients with the “faster, cheaper” mindset.

–Agencies themselves are under more price and time pressure. End clients whose projects are small enough to manage on their own are likely to get quotes from freelancers and from agencies, and to ask the agency if they can match the freelancers’ prices. End clients whose projects are huge are likely to get quotes from multiple agencies and pit them against each other. Honestly I feel more secure as a freelancer than I would as a company owner, these days.

–The time to resist downward price pressure in the agency market has passed. Resistance only works if everyone resists, and when agencies started pushing down rates, many translators went along with it, for lack of other options. My sense is that translators generally fall into two buckets: a) those who really need agencies’ work and thus do not resist downward price pressure because they have no other clients, and b) translators who have a lot of other clients, and “resist” downward price pressure by leaving, and no longer working with low-paying agencies. Because more people–at least in the US–are drawn to freelance work, even low-paying agencies seem to have a steady supply of freelancers.

–Direct client rates are likely to remain higher and more stable. Again, I’m not an economist–so really, who knows? However, I do think that in general translators who work with direct clients are less interested in competing on price. They/we are more likely to simply turn down a job if a client wants to pay less; there’s also plenty of direct client work out there for people who are willing to assertively look for it. Just this year, I’ve gotten two new five-figure direct clients through a pretty basic marketing campaign–that kind of work is definitely out there if you look for it.

-In my opinion, these changes are most likely to affect translators who have historically earned a high income while working exclusively or primarily with agencies, and who either do not want to or don’t have the business acumen to market to and work with direct clients. Here’s what I mean:

–Translators who are comfortable working with direct clients have–in my opinion–a good amount of job security. Personally, my high-end direct clients think machine translation is a joke; they are very concerned with reliability, confidentiality, and personal service, so they prefer to work with an individual freelancer. They really do not (ever) pressure me to lower my rates, or compete with what they perceive another translator would charge. I feel secure with them.

–And on the other end of the spectrum, I think that translators who are comfortable in the large agency marketplace are also pretty much fine. There’s tons of that type of work out there, and if your financial goals are met while charging the rates that large agencies will pay, you’re probably also pretty secure. Those rates may still go lower, but in some cases are so low already that they may have reached bottom.

-I think that the biggest market squeeze will fall upon translators who are used to making good, or really good money working with agencies, without working 80 hours a week: translators who don’t want to work with direct clients, or who work in small languages where direct clients don’t generally have huge volumes of work, or in business sectors (pharmaceuticals, software) where end clients tend to use agencies, and who are increasingly being asked to do editing (at fairly low hourly rates) for projects where a cheaper translator has been hired. If I were in that situation, I’d be concerned.

In sum, I think that the translation world is becoming more polarized (perhaps like the world in general). Readers, what’s your experience? Are you having a harder time earning what you want to earn? Any other thoughts on this?

Written by Corinne McKay · Categorized: Freelancing

Aug 27 2019
Corinne McKay

September SEO Strategy challenge: starts one week from today!

In March of this year, I started running quarterly challenge groups focused on a specific goal: we kicked off with March Marketing Madness (led by me), then moved on to the June Time Crunch challenge with Dorothee Racette, and next up, starting one week from today, is the September SEO (search engine optimization) Strategy challenge, led by Madalena Sanchez Zampaulo.

The challenge groups are a fun, affordable ($75, with various discounts available) way to make lasting changes in your business by building a new habit–one March Marketing Madness participant commented that her business was “forever changed.” In this challenge group, we’ll focus on getting your website out of the shadows and in front of clients who are searching for the types of services you offer.

You don’t need access to your website’s source code to participate, since we know that many people use website builders. Madalena–based on her experience teaching website creation courses for translators–will be giving the group an SEO challenge every week day, and we’ll also have motivational videos and a fun Slack group. We have a good group signed up, with room for as many people as want to participate! We kick off on September 3, and I hope to see some of you there!

Written by Corinne McKay · Categorized: Classes for translators

Aug 19 2019
Corinne McKay

Guest post: Finding direct clients through direct marketing

This is a guest post by German to English translator Sarah Silva. Sarah lives in the UK and specializes in chemistry translations; she became a translator after a first career working with paper, flooring and pharmaceutical coating manufacturers. This post is based on Sarah’s own experience developing and implementing a direct marketing campaign, and she’s also teaching a course on this topic for Training for Translators, starting April 5, 2021.

A Direct Marketing Campaign to Grow Your Translation Business – It’s All in the Follow Up

Many of us have tried marketing to win new clients, by email or post. But if we’re honest, few of us really follow up effectively, if at all. You may regard the follow-up process with narrowed eyes and gritted teeth, resisting it all the way. After all, it feels hard and you don’t want to appear pushy or annoy potential clients. I was the same, I didn’t want to bother people. I dabbled with sending out letters or postcards to potential direct clients and never followed up. Funnily enough, I got zero new clients this way.

The first time I tried a different approach was in 2015. After making a new contact at a trade show I sent a considered and unsolicited proposal for collaboration and actually followed up when they didn’t respond. Not once but twice. They didn’t love my first idea, but it opened up a conversation about what they did need and we’ve been working together regularly on editing and translation projects for the past few years. Now, finding clients at trade shows wasn’t a very scalable approach given that I live in the UK and my clients are based in Germany. Regular travel was a non-starter due to family commitments so I promptly forgot this ever happened. Until I started learning more about using direct mail as part of a marketing strategy and Chet Holmes’ Dream 100 campaign – where you contact 100 people you want to work with and keep following up.

How I carry out direct marketing campaigns

My kind of direct marketing campaign targets a small list of potential clients so you can personalise everything you send and build a relationship. Starting with a small list is also an ideal way to fit your marketing around your busy schedule. I use a mix of the following methods, contacting people every two to four weeks:

  • Direct mail: physical packages and postcards
  • Online: email, connecting on social media
  • ‘Live’ conversations: in person at trade fairs/conferences or via telephone/video calls

Why you should try it

You get a better response than with email. According to Litmus email analytics, 51 % of readers delete your emails within 2 seconds (and that only refers to the emails that get opened).
The GDPR makes contacting new clients harder. Sending your first piece of marketing by post gets around that issue.
Potential clients don’t know you exist. Inbound marketing is great, but many of my new contacts aren’t on social media and don’t realise that specialist translators (I’m in the chemical field) exist. So they don’t look. They commonly use a local translation agency and if they’re disappointed with the results they’ll take their translations in-house if they can – this is especially the case for translations into English.
You’ll gain fantastic insights into your target market from talking with new contacts that you can use across your business.

How my first campaign went

In 2018 I ran a direct marketing campaign to 25 potential clients and got an 8 % response rate to my initial contact by post. This is higher than the 4.9 % average rate quoted by the Direct Marketing Association but in hard numbers, was just two people. I then sent a follow-up Christmas postcard – not a great time of year to get hold of people – and a follow-up email in January, which boosted my overall response rate to 44 %. After a trade show visit to meet some of these contacts in person, I increased the number of new contacts I’d made and spoken with from my list to 52 %.

Show me the money

I know what you’re thinking: Contacts are good but are they paying clients?
From this first campaign, not yet. However, four contacts have promised work when they next need an English translation, and one has mentioned a specific project he wants to work with me on. Another wants to test me out when they next need a specialist chemistry text translated but will stick with their chosen agency for general translations.
It’s a long-term strategy and my German chemical market is ultra conservative so I know it’ll take time. One of my mistakes was to target smaller companies thinking they would be more likely to work with individual translators, but I found they didn’t have the regular work I’d love.
From my new campaign (I’m at stage 2) to an even smaller list of 10 potential clients, I’ve had two responses so far and one contact is now a client. That one client has already covered the costs of both campaigns and I’m confident of more new collaborations.

Update March 2021: I’ve now secured three clients from that campaign, one of whom came to me 18 months after my initial approach as a result of regular follow-up

Top tips for a successful direct marketing campaign

You need to be persistent. Not pushy persistent, but follow up with people, even if they don’t respond. Keep in mind that only about 2 % of people are ready to buy when you contact them so keeping in touch means you’ll be the person they think of when they are ready for translation. And let’s face it, people are busy and translation is often an afterthought.
Consider your schedule and timing. Will your campaign coincide with industry events? I do like a challenge, but marketing over holiday periods isn’t always a good idea!
Be helpful and useful, even entertaining. You can have a lot of fun and be imaginative with your marketing so that people look forward to hearing from you.
Consider this a long-term strategy. My best clients are those who are cautious and consider the finer details of a business partnership. But once they make their decision, they’re loyal.
To make the most of your campaign and encourage you to be consistent and persistent in your follow up (because it’ll take less time), I’d suggest selecting a highly targeted but fairly small list. You can add a personal touch, handwrite postcards, even spend a little more than you could with a larger list, all factors that can boost your success rate.

Direct marketing with consistent follow-up isn’t easy, but it’s not as hard as you might think. And it’s a fantastic way of getting in front of clients you want to work with, who you wouldn’t otherwise meet. It’s growing my business and I’d love for you to benefit from this strategy too.

For more tips from Sarah, download her free PDF guide to direct marketing for freelance translators.

Written by Corinne McKay · Categorized: Guest posts

Aug 15 2019
Corinne McKay

New podcast: preparing for the state court interpreter certification exam

In this episode of Speaking of Translation, Eve interviews Corinne about her recent milestone–passing the Colorado court interpreter certification exam for French. Eve and Corinne discuss how Corinne prepared for the exam, what resources she used, what the exam consists of, and how she plans to use this credential.

Links mentioned in this episode:
-Athena Matilsky, interpreter and trainer for French and Spanish
-Eve’s book Maintaining Your Second Language, with tips on how to improve your language skills in general
-ACEBO, publishers of The Interpreter’s Edge home study course
-The National Center for State Courts’ practice exam kits (available in Spanish or English-only)
-Judy Jenner’s blog post on passing the Federal court interpreter certification exam
–ORCIT, the European Commission-funded self-study course on basic conference interpreting techniques
–Speechpool, a repository of speeches for interpreting practice
-The Colorado Judicial Branch’s information on how to become a court interpreter in Colorado

Click the audio player link to listen online

http://traffic.libsyn.com/speakingoftranslation/SoT_court_interpreting.m4a

Right-click the link below to download the audio file.
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Preparing for the state court interpreter certification exam

Written by Corinne McKay · Categorized: Podcasts

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