#12DaysThankfulness: Day 3 – Build trust with a bilingual checkout

#12DaysThankfulness: Day 3 – Build trust with a bilingual checkout

#12DaysThankfulness: Day 3

When my German parents are visiting us here in the US, my mother’s standard reply when someone talks to her is “I don’t speak English.” Yet her being open with a smile somewhat guides her through situations.
She is adapted to the internet, though, and when she is searching for a destination here in the US, she is using Machine Translation to get a hint of the sightseeing attraction or town (except when [tulip] bulbs are translated as Glühbirnen 🙂, yet when it comes to booking a lodging place, she’s asking me for assistance.

Even when German consumers speak some English, Germans are keen on their privacy, are reluctant to set up accounts in online stores, and are hesitant with online payments.

So, if nothing else, consider translating your shopping cart, the checkout, the receipt, and the follow-up process. Make the German skeptical mind feel safe and at ease when they are paying for your products and services online. (Just imagine how you would feel paying on a German or Italian shopping cart).

**Thank them for their business & create loyal customers by translating the critical check-out process.**

Which tools are you using currently for your checkout? Let me know in this short 3-question mini survey and I’ll include them in my training about creating a bilingual checkout process.

#12DaysThankfulness: Day 2 – Engage with an Advents Calendar

#12DaysThankfulness: Day 2 – Engage with an Advents Calendar

#12DaysThankfulness: Day 2

The Advent calendar was first used by German Lutherans in the 19th century. It was mainly used for counting the days in December in anticipation of Christmas. It is now used in Germany mainly by Children but traditions brought forward many versions for adults as well. Nowadays it is used around the world by many Christian denominations, and also non-religious worldviews.

There are paper calendars with 24 small doors to open, one for every day, with pictures behind, little sweet treats, quotes, and prayers. There are calendars created from windows on a building, where windows are lit up on their designated days, and communities are involved in lively calendars where you can go for stories to the house of the specific day. There are homemade calendars of endless possibilities, and nowadays, also virtual calendars.

Implement this high holiday tradition of your German guests and customers and get creative with your own community – local or virtual – and make the days to Christmas, to your particular holiday celebration, or the days of December in general, exciting for all your customers and guests. Following are ideas to engage and start a conversation:

  • Each opening of a window could be daily drawings for prices from your product store or digital library
  • A daily window depicting a free sample presentation of your products (to taste, to hear, to see, to touch)
  • Join forces as a business community: each store can present a day of the calendar and be designated to a holiday open house, a treat, a holiday story time, or crafting, depending on the business.
  • Provide tips and tricks and secrets for each window of the calendar
  • The calendar could be turned into a contest or scavenger hunt within the community

Using these and other activities can help you grow your email list and audience at the same time.

There is no end to possibilities in using the international language of the Holiday season.

Share your ideas with us on IG @beingtranslated, and share pictures if you are using it. Use the hashtags

#BilingualBusinessEnglishGerman, #12DaysThankfulness, #BeingTranslated

From all participants I am drawing one person to send a personalized gift.
#12DaysThankfulness: Day 1 – Create the Traditions you want to own

#12DaysThankfulness: Day 1 – Create the Traditions you want to own

#12DaysThankfulness: Day 1
In the US state Washington is that smaller town called Leavenworth with a really interesting history. After the re-routing of the railroad and the closing of hub industries, the town lived on the brink of extinction, young people left for nearest bigger towns. As a last hope the leaders of the community decided to change the appearance of the town to attract tourists. Gesagt getan. Some went to Germany and the Swiss mountains to study the architecture and then rebuild everything into a Bavarian town. The entire community incorporated the German life and gave the illusion of Bavaria in the Pacific Northwest. Restaurants offered German food, people dressed in Dirndl and Lederhosen, they played Polka music and adopted famous festivals such as the Christmas market (no need to mention Oktoberfest).
Now, the city is known for that specific characteristic and tourists flock from near and far to Leavenworth all year round for a taste of Old World and sportive outdoor activities… they had saved their small town.
Creating traditions and consistent activities in your specific store, hotel or service is very powerful and makes you memorable. You don’t have to incorporate a complete culture and identity change but pick what would works right where you are.
If you create or adapt one or more of the traditions during the #12DaysThankfulness, let us know. You also can involve your German customers overseas and check in with them on sharing their German tradition and get authentic input. And it doesn’t has to stop at the high Holidays, there are year-round traditions.
Most of the Thankfulness ideas involve more than one channel of communication, if not all. So you can implement the tips on your website, your brick-and-mortar business, your social sites or within your email marketing.
I encourage you to use following hashtags, this would help us to meet and know us more:
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Supercharge marketing and draw German visitors your way

My recent project was the translation of a flyer for a local tourist bureau. It was an abstract of the county with essential info “on a glance” for individual travelers and groups, for travel agencies and business travelers. What was so special about?

By itself or on top of other international business outreach, such a flyer is an effective step to initiate outreach activity and communication with foreign tourists, travel agencies and international (local) companies.

The multi-purpose of a beautifully designed, written and translated flyer is countless.

Here are just a view ideas on its multi-use:

  • post it on your website for your foreign website visitors to get an individualized Welcome in their language
  • post it to Facebook, Pinterest, LinkedIn, etc. to show your openness to other cultures
  • send the flyer per email as outreach to foreign language tourist bureaus
  • send the flyer within the response email to received inquiries from visitors of that language (hint: even when they inquire in your language)
  • print flyer and hang it up in the local tourism office or other bureaus/convention centers/chambers of commerce for foreign by-passers
  • send the flyer to international companies who meet with international clients and associations

…get creative and write further ideas in the comments below


What is the essential info that best presents your region, county, city, etc. at a glance?

There are view elements that just sums it up far and wide:

  • a simplified (illustrated) map of the city/region/county/state…
  • a few key info of that city, region, etc. – a paragraph fast to read and crap attention
  • a bullet point list of the attractions close by and further away
  • graphics of local photographer(s) with credits
  • a contact person, title, address, website, phone number
  • social media info
  • a list of annual special events
  • a table with neighboring cities and areas, the distances and the driving times

and finally: A call to action – request a kit, a brochure, etc. and a #hashtag for social networks buzz


A graphically attractive flyer with useful info is not only business-friendly, it also is cost and time efficient because you can use it year after year after year.

In your favorite graphics tool, such as In-Design, Publisher or Canva (even the comprehensive free version is sufficient), create a template that integrates all your brand elements. After the initial flyer is completed with all info and graphics, in the following year, you only need to update specific info such as events, possibly attractions and graphic artists and such.

Translators are using tools to be efficient with their translation. If you are working with the same translator or agency, you might get fee reductions due to existing translations and recycling of previous translations (more about in a next blog post where I elaborate on the human species “translators” and how to work with them).

It is one step, maybe the first, maybe the only step to reaching out to foreign tourists in their language and make them feel welcome! Imagine the ripples this one gesture can make.

With that, go create this one or two page flyer of your region or property and we can help you translate it into German language.

21 Ways to Get Known, Liked and Trusted Internationally

21 Ways to Get Known, Liked and Trusted Internationally

Most business owners and marketing and sales executives don’t listen to their customers or communicate with them – unless those customers speak some English.

Many proudly announce themselves as a global company but when it comes to language translation and providing information in the foreign audiences’ native language, the answers I receive are less inclusive.

Did you know that over 50% of internet users at a research study said they would not buy a product online if the information is not presented in their native language?

The world is getting smaller, calling, emailing, messaging, and traveling goes faster across the globe. Websites are born internationally and can pop up in search engines globally, right? Advertisement algorithms are so sophisticated and social media is reaching every worldly corner to post easily. With reviews and social proof everybody can find the best options. But does this global access creates enough trust in consumers to pop in their credit card info and click buy?

Today, everybody can make themselves known, liked and trusted – so important to make sales and good profits. Many companies simply ignore the importance of making their content available in their customers’ language(s) and initiating two-way-conversations.

Don’t let the language barrier scare you and let sales slip away.

Here you can find 21 ways to master the Know-Like-Trust factor to make yourself found and known and liked and trusted beyond your immediate fan circle and become a real international company – and making more sales overseas.

Stand out and become KNOWN with the following strategies:

  1. Get clear on your audience: Same as in your country, define your target audience or narrow down and focus on a group to test the waters of foreign language communication.
  2. Learn some customs and cultural significances of that target audience (such as holidays, gestures and logistic exceptions).
  3. Translate relevant content pieces for that target audience in their native language.
  4. Translate your lead magnet into the target country language to stand out with your offer. And not only that, you get email addresses in exchange and can potentially communicate directly.
  5. Interview an expert of that country, translate the questions and answers.
  6. Write a guest blog for a relevant blog in that country (translate your guest post).
  7. Not just translate keywords and SEO-alt-tags – allow some research to adopt them to your business and goals, so the right people can find you.


Following are ways to make yourself ‘LIKED’ beyond that ‘like’ button

  1. Respond to reviews (in the reviewer’s language) to make them feel heart.
  2. Build relationships and engage actively to nurture likeability (in their language – yes, find this translator to partner and be your voice in another language).
  3. Show your face, be visible – even with subtitles on videos, people can relate better that way.
  4. Be nice, be customer service … yes, in German, French or the language that your customers speak
  5. Listen – research – ask questions in their language.
  6. Consider traveling in a foreign country and get in person with your Likers and Fans
  7. Attend international events outside your native country


Trust, being TRUSTED, the secret ingredient for people to buy into your services or products

  1. Don’t disappoint or frustrate your website visitors – deliver what you promise or communicate what is in their language and what not
  2. Be consistent: even if you can’t translate your complete brand, marketing material, etc. – yet show consistency across one channel
  3. Post those foreign language testimonials
  4. Translate one or so case studies to show your expertise
  5. Don’t use Machine Translation uncontrolled
  6. Translate at least key elements such as shopping carts, show their currencies
  7. Offer guarantees and trials (translate that info)

Yes, all those ways mostly relate to and involve strategically translating your voice, your message, your copy, your brand into your customers’ native language.

Is that approach new to you? Did you think about but are not sure how and where to start? Are you not trusting Google Translate (that’s in most cases a good thing) or even not any human translator to find your voice in another language? Are the costs of translating your content too high?

Our website and blog is dedicated almost entirely to shine a light on the aspects of growing your business beyond borders, communicating authentically with your foreign language audience, getting more customers and making more sales.

Come back regularly or stay in touch with signing up for our newsletter Translation-Marketing-Connection on language translation and marketing beyond borders.