Welcome to the ISAI Semantic Translation Core Page
Semantic Translation is the transformation of incorrect American English into correct English - spelling, grammar, punctuation, sentence structure, word choice and meaning. At ISAI we integrate American English with its language of business, international trade, Polyeconomic business, business financing, export, export development and rapprochement communication. Semantic Translation services are available at two levels, basic Semantic Translation and American Marketing English.
Are you exporting to the USA? Have you been able to export as much product as you can produce or purchase? Or do you sometimes send out letters, place internet ads and never hear from it again. What about sales literature you send abroad? Have you wondered what happens to the expensive booklets, catalogs and other sales literature you send to American companies?
ISAI recently completed a survey of American companies to find out what happens to the sale literature they receive from overseas company. Many of them said " we never reply to many of the letters". Why? We asked them why they didn’t respond to the letters they threw into the wastebasket.
Importer A - "Their English was terrible. Words were misspelled, the grammar was wrong. I just assumed they were backward. IF their English was so bad, their products probably weren’t made right either/ We didn’t want to get involved because we assumed their products were as low quality as their English."
Importer B - "We couldn’t understand what they were offering."
Importer C - "If they can’t understand English, how can we be sure the products use the right chemicals. We can’t afford a liability problem. The FDA is not going to excuse us because our supplier couldn’t understand the regulations."
Importer D - "It wasn’t clear how to assemble the products."
Importer E - "Their product descriptions were not understandable."
Importer F - "The sentences were so mixed up and I had so many meetings already scheduled, I just didn’t have time to try to figure out what they were offering."
Importer G - "We thought they weren’t serious about doing business with us - It’s our market they re selling into - they ought to at least take the time to write correct English."
Importer H - "I get hundreds of offers every day. Anyone who really wants to sell to us should make an effort to learn the terminology of my industry and make their sales literature and ads appealing to us."
Importer I - "Who cares what they have to offer? We’ve got plenty of offers from American companies who have salespeople who come to our office whenever we want them. We know what they’re offering, who they are. If these overseas companies want to sell to us they better write so we understand what they are trying to sell us."
The next question we asked was, "What did you do with the literature?" Most of them said "We just file them in the round file, the wastebasket." "Too much mail comes in every day. Most of them my secretary screens out that sort of stuff for me." " We get so much mail in my office we just don’t have time to look over all those letters." "We’ve got plenty of business from our suppliers here in the USA." I have to buy from minority suppliers. At least they speak English."
Since everyone in the world is trying to sell into the US market, anything that doesn’t catch and hold the attention of an importer within 4 seconds, yes, 4 seconds, gets discarded. You get just 4 seconds to sell anything. And if you catch his eye, then you get another 4 minutes to keep it long enough to sell him. If he has trouble reading what you have written or doesn’t understand it, he says "forget it".
Remember what’s involved in buying from you. American firms have thousands of well trained salespersons who do what is called relationship selling. They meet with buyers. They socialize with them. They buy them lunch. They take them to football games. They go out drinking together. They become friends with your prospects.
And if they sell by mail they expect to have to show an ad at least 10 times just to get the person to see it. And remember your American salespersons are calling the prospect, keeping touch, touching bases with him and getting to know him as a friend.
Let’s say you run an ad in online trade lead forum. What are you chances of getting business from it?
1. The first insertion missed because the prospect was browsing elsewhere
2. The second insertion never came up on your search engine because other pages had paid for a higher insertion level
3. The third insertion was at the bottom of the forum and the client had only a few minutes
4. The fourth insertion came out on a holiday and the buyer was on vacation with his family. By the time he got back, so many more ads were on the server your ad was so low he never got to it.
5. The fifth insertion, a family member had a birthday and he just dumped all his unsolicited email
6. The sixth insertion the customer saw the ads but only stayed a few seconds because he didn’t understand the words or what product you were offering
7. Just as the prospect was looking at your insertion and had decided to click through to the web page, he discovered the URL was not clickable. He didn’t want to take the time to put it into the URL address window. He didn’t know how to use the copy URL function on his browser. "Why don’t these foreigner make this easy for a buyer?"
8. One of your competitors salespersons comes in as your prospect is browsing the forum. He notices the products. "Hey we have some of those. And we can get your delivery tomorrow from our local warehouse. Why take a chance on folks you don’t know. I’m your friend, I’m here to serve you. Your kids plays soccer with my son's team."
9. You insert the ad again. This time the client has decided he is going to start purchasing overseas more. He just attended a procurement conference which said you can get good products through export. They also told them to use online trade forums. so the prospect is ready to try again.
10. He goes to the forum. But your title is really strange. You have used English translated literally with a dictionary. You say something like New. The ecolution of 100% Hemp and "My Country’s" Silk purses. The prospects laughs. "These guys don’t know what they are doing. I don’t have any idea what that means. Better pass on that."
You finally got the attention of your prospect. But your lack of knowledge of American English has stopped your customers from even considering your products.
Remember to get your customer to buy from you, he’ll have to:
- Give up his present reliable supplier from his own culture
- Deal with a supplier who cannot speak your language correctly
- Stop using an assured source of supply with a track record for new, untried supplier
- He can’t get an order shipped din overnight in an emergency
- Your products have to clear customs
- He has no control over the quality
- He’s never been to your country
- He doesn’t really know you
- You talk funny
- There is no Better Business Bureau he can call upon to get you in compliance
- He just plain doesn’t know you, trust you, or want to be bothered with you
Maybe its right and maybe its wrong. But since you’re the one who wants to sell to him, you’re the one that got to do it right. We have saying in the states "The customer is always right". The fact is he doesn’t want to do business with you if he can't understand you. You've got to make sure your sales letter, your sales literature, and your emails, your web page, are in American Standard English. And that’s not good enough. It has to be in the language of business, export, export focused development, or what we call the World Interface Language.
To create a OneWorld Polyeconomy will require that we development a world-wide global economy of export focused businesses. That means all of us must communicate on a level playing field,. That means that our communication between the exporters we support from developing countries have the ability to communicate freely with importers world-wide.
A key part of ISAI's mission statement is the development of business communication systems, diversity communication, seminars and workshops, as well as workshops on learning the World Interface language as well as Export Certification in exports.
At the ISAI we are seeking to facilitate the development of an export economy in your country. You will need to export your products in order to finance this transition. With the ISAI as your consultant and working associate, you’ll get what you need to develop your export business.
With the ISAI You GET:
- A wide variety of services for exporters who wish to export into the US marketplace
- Lessons so you gain native speaker fluency in the World Interface Language. We offer Online course, books and on site courses
- Internet skills transfer
- Straight Semantic translation of your advertising and web page copy
- Industry focused sales letters sales literature and catalogs
- Development of websites copy, HTML authoring, graphic input and web hosting
- Rewriting of sales letters, sale literature in the correct terms and jargon of the industry
- Rewriting of your product user manuals and technical directions
- Rewriting, layout, and printing and re-mailing in the US of your sale literature
- Preparation of products catalogs
- Setting up a special mailing service in the USA for your sale literature
- Developing complete product use manuals for your products
- Rewriting of technical manuals
- Assisting your firm in writing and publishing articles here in he USA
- Send press release to publication in the USA
- Developing complete publicity and promotion programs for your products in the USA
- Developing and implementing advertising programs for your firm
- Serving as marketing representative for your export product in the USA
As you can see, the ISAI spectrum of services is comprehensive and is designed to serve your needs as international exporters. With the ISAI you earn more of those US dollars that are here in the USA waiting for your imports. But to sell here, you’ve got to compete, And your sales literature is a key component of your selling kits.
American firms that mail out sales literature test each word and ad and sales letters, over and over again. They create more than one ad, many sales letter and advertisements and tests to see which one is the best.
Marketing in this country is warfare. Want to win the marketing war for the US marketplace?
Some of the resources YOU GET With the ISAI for your firm includes
- business communication services
- diversity communication serves
- internet services
- Internet Research services
- telecommunication services
- consulting services
Interested in developing a RAIC in your country? Contact Dr. Carol Cross directly at exportfacs@aol.com
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Ramon Dario Argueta
Barrio El Morera, Frente Bazar Reyna
La Esperanza, Intibuca, Honduras
Telephone 504-783-0054
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Dr. Cross Can Be Reached In Honduras after July 1, 2005Mailing Addresses after June 1, 2005 - Dr. Carol Cross, C/O Doņa Aleja de Valdivieso, Barrio El Centro, La Esperanza, Intibuca, Honduras honducopa@yahoo.com or exportfacs@aol.com Telephone 504 - 783 - 0421 You May Also Contact Dr. Cross Through Doņa Silvia Palencia y Hijos, Hotel La Esperanza, La Esperanza, Intibuca, Honduras Telephone 504 - 783-0068 Through Dr. Ramon Dario Argueta, CODET, Farmacia Galenica, Barrio El Morera, Frente Bazar Reyna, La Esperanza, Intibuca, Honduras, Telephone 504-783-0054 Email exportfacs@aol.com The International Institute of Soccer Tourism Is Opening in La Esperanza, Honduras in September 2005. IIST Understands The Problems of Soccer Tourism in Developing Countries. IIST Supports Soccer Tourism Professionals in Central America, South America, the Caribbean Islands, Africa and Asia |
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