A guest blog post by Rolf Sylvester-Hvid, Editor-in-Chief, Aktuel Elektronik
If you ever wonder why the Japanese industry initially got so successful it was not just a question of innovative products of a high quality. The Japanese understood the importance of addressing their clients and contacts in their own language. There’s a healthy bit of logic embedded here – particularly when dealing with hi-tech products that are not always easy to comprehend.
This is also vital in communication: If you target people in their own language, any kind of initial barrier is immediately overcome. You get attention from the first couple of words. And communication in a mutually accepted language assures you the shortest possible distance between the start of a conversation and its successful conclusion.
Technical and trade editors are overwhelmed with news on a daily basis, and as time is a valuable commodity for those of us in the media, it cannot be wasted. That’s why incoming news is typically divided into three:
- Rubbish of no importance
- Relevant news in a local language which can easily be edited and passed on for publishing
- The pile of interesting news in a foreign language
However, time flies and the non-translated interesting news and articles all too often go into the bin.
Logically: If you want success, target the local editors in their own languages and you’ll be sure to get both attention and respect – which leads to the publishing of the vital news. This local approach could quite easily be applied on a global basis and this is a true ‘door-opener’ for sales of almost any product.