Presentation given by Marcela Reyes at #ata54.
As you think about your approach to increasing your client base, growing your language business, making your name known, and having an effective strategy in the current economy, you need to apply 10 essential principles to creating a sustainable, profitable, and ultimately successful business. Some of the things you will learn during this session include how to develop a solid and distinctive brand, advance your business through social media, and how to build the reputation of your business to separate it from the competition.
Brand experience Peoria City Soccer Presentation.pdf
10 Essential Principles to Growing Your Language
1. The 10 Essential Principles
to Growing your
Language Business
Marcela Reyes, MBA
Chief Branding Officer
Latitudes Training, Coaching and Consulting
www.latitudescoach.com
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Latitudescoach.com
2. A bit about me
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@marcelajenney
#ATA54
20+ years industry experience
MBA in Marketing
12+ years as a ATA certified Eng>SP translator
Business Translation and Marketing for Translators Instructor at
University of California, San Diego Extension
Certified Localization Project Manager
Blue Ocean Strategy Certified Practitioner
Professional business, marketing coach and branding coach
Reach Certified Personal Branding Strategist
Reach Certified Online Identity Strategist
Certified 360Reach™ Brand Assessment Analyst
2010-2012 ATA’s Spanish Language Division Administrator
Columnist
Latitudescoach.com
19. @marcelajenney
#ATA54
TRUST
It is a PROMISE of something to consumers.
Establishes consumers’ EXPECTATIONS.
MEETS those expectations in each interaction
and experience with clients.
Latitudescoach.com
20. You cannot build a brand if you
don’t have…
Consistency– message, image, unique promise of
value, etc., must be consistent to clients. Otherwise,
they may get confused and move to a different
brand (aka “competitor”).
Constancy – brands are not build overnight
Clarity– do not promise what you cannot deliver
Latitudescoach.com
26. 4. Define your “Unique
Value Proposition”
Latitudescoach.com
27. @marcelajenney
#ATA54
Without a strong value
proposition…
• You can’t create an effective overall
marketing strategy.
• You can’t craft strong marketing messages.
• You can’t get consistent results.
Latitudescoach.com
28. @marcelajenney
#ATA54
• What makes you different from other
translators that are working on the same
language pairs as yours and offer similar
services.
• The key to your success as an entrepreneur.
• Gives you the chance to prove to clients that
your business is better than anyone else’s.
Latitudescoach.com
29. What’s in it for
me?
Latitudescoach.com
Do your services help your
clients make money, save
them time or money, make
their lives easier or more
convenient, improve their
self-esteem, or make them
feel better?
31. @marcelajenney
#ATA54
• Price won’t be the deciding factor.
• Helps you get the attention of the people who are
willing to pay your fees.
• Forget adding new features to your services. Or
handing out more freebies.
• You don’t need to pile features on top of features.
• You are sought out by your clients not for the
number of features (languages, processes,
dictionaries, how big your TM is) your services have
but for the true value you know they’ll get from you!
Latitudescoach.com
34. Benefits
@marcelajenney
#ATA54
Your initial learning curve is less steep since you
are focusing on learning about a single area.
Your projects are likely to be similar and it will be
easier for you to apply what you learned in one
project to the next one.
You can charge $$$ for your services.
Help others
Become a trusted resource
Gain access (via conference/speaking invites,
etc.)
Convert followers to sales
Latitudescoach.com
35. Market Outlook
@marcelajenney
#ATA54
• Number of translators/interpreters has
increased significantly
• Too many “legal, medical, financial,
software” translators
• Too many E>S translators
• Anyone with internet access can get work
• Lack of translators in numerous specialized
fields
Latitudescoach.com
36. @marcelajenney
#ATA54
How to Become an Expert
• Pick something that already interests you
• Look into back experience
• Formal education
• Read blogs, magazines and books
• Take classes
• Create a blog
• Give speeches
Latitudescoach.com
37. 6. Create Your Virtual ID
& Reputation
Latitudescoach.com
43. Your Total Online ID
• Volume?
• Diversity?
• Relevancy?
• Purity?
Latitudescoach.com
@marcelajenney
#ATA54
44. Name Confusion
@marcelajenney
#ATA54
• Get your domain name
• Reserve ALL vanity names
– “LinkedIn: www.linkedin.com/in/
marcelareyes”
• Google ad words
• YouTube video
• Know and use “keywords” consistently
• Vizibility.com
Latitudescoach.com
52. 9. Add Value to
Your Services
Latitudescoach.com
53. @marcelajenney
#ATA54
Make Yourself More Valuable
You are more valuable if:
Your target market is very focused
You add solid value to their bottom line
You can solve a very costly problem
You give them something no one else
can or make them feel as though you
can
• Offer guarantees unconditionally
• Your are backed up by testimonials and
success stories
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Latitudescoach.com
54. Pricing
• Charge correctly for VALUE
• Be a problem SOLVER
• Guarantee your work (with
limitations)
• Get paid what your worth
Latitudescoach.com
@marcelajenney
#ATA54
55. Keep Your Clients
• Do what it take to sustain
long term relationships
• Don’t nickel and dime
• Educate your clients
• Client care
Latitudescoach.com
@marcelajenney
#ATA54
56. @marcelajenney
#ATA54
Focus on “Critical Value Drivers”
• Innovate
• Specified quality standards
• Establish loyalty programs
• Sharpen your knowledge and skills
• Enhance your technology
• Raise your brand equity among main
competitors
• Excel in service delivery
Latitudescoach.com