Marketing Archive

The tyranny of the sub-goal

I learned the expression “the tyranny of the sub-goal” from my husband, who most frequently applies it to chores around the house, as in “We need to paint the living room but before that we have to fix the hole in the sheetrock where we smashed the corner of the washing machine into the wall.”

Potential clients and sticker shock

Wiktionary defines sticker shock as “Disgust, shock or fright upon learning the price of an item offered for sale,” and this roughly describes the reaction of many would-be translation buyers when they learn the price of a professional translation. This leaves the professional translator with a dilemma: how to handle a sticker-shocked client. In my

Some thoughts on business cards

Despite the explosion in online and offline marketing techniques, the lowly business card remains one of the most cost-effective and widely used marketing materials in a freelance translator’s arsenal. Small, inexpensive, customizable, easy to distribute… business cards have a lot of advantages, so it’s worth looking at what makes a good (and bad) business card.

Theories about direct clients

Recently, a reader posted this comment on my Wrapping up 2009 post: “I just wonder how one goes about getting direct clients. It seems ideal, but it also seems like a hurdle to get over, that many of us have not learned how to do.” I think that a lot of translators feel this way: